Inheritance: A Story of Conflict and Commitment

Yumeorinosato has a 67-year history. It was founded by Minami's grandfather, passed down to his father, and is now led by Minami as the third-generation owner.

But the road to succession was anything but smooth. Minami’s father originally studied engineering in Tokyo and had no intention of taking over the family business. However, when his older brother proved unsuitable for management, he was summoned back to Amami. Minami later found himself facing a similar dilemma.

'Growing up, there was always an unspoken assumption that I would eventually take over,' he recalls. 'But my parents never pushed me. They told me to find my own way.'

He began his career at a nationwide kimono retailer, which at the time was the industry leader in sales, only for it to unexpectedly go bankrupt. When the security he sought crumbled, he made a pivotal decision at 26. 'If I’m ever going back,' he thought, 'it has to be now.' And so he returned home. Despite his inner conflict, Minami came back to Amami, his resolve to continue the family business hardening. Driving him was a sense of duty—'this tradition cannot be allowed to disappear'—and an appreciation for 'a value that only becomes clear once you've been away.'

From Specialized Labor to All-in-One Production: Carrying on a Father's Legacy

The creation of Oshima Tsumugi has long relied on a division of labor. Different artisans specialized in dyeing the thread, designing the patterns, and weaving the fabric. Yumeorinosato, however, has achieved a fully 'integrated production' system, managing every step from thread-making to the final weave in-house.

Most notably, they even took on sericulture—the raising of silkworms. It’s a time-consuming and expensive process, generally considered inefficient for a textile producer. But Minami's father embraced the challenge, driven by a desire to 'create fabric right from its source.' The facility where they care for the silkworms still stands today, often leaving visitors in awe.

'In terms of efficiency, it would be much cheaper to just buy the thread,' Minami admits. 'But the experience of spinning your own thread is vital to truly grasping the value of this craft.'

Minami ensures the business's survival by honoring his father's vision while applying his own practical judgment. Though demanding, integrated production offers a compelling narrative for customers—the story of a product that 'can only be made here.' For Minami, conveying that unique value is the very essence of Yumeorinosato’s mission.

A Workshop Sustained by Tourism and Hands-On Experiences

Confronting the harsh reality that production alone is not enough to keep the workshop running, Yumeorinosato actively embraces tourism. It provides a wide array of opportunities for visitors to connect with the craft, including workshop tours, dyeing workshops, kimono rentals, and photoshoots with professional photographers. The location has become so popular that it draws 5,000 visitors annually for its hands-on activities alone.

'To be honest, the ideal scenario would be to sustain ourselves just by making and selling kimonos,' says Minami. 'But it’s difficult to pay our artisans a fair wage that way. That’s why we have to develop our tourism operations as a secondary stream of income.'

These programs, held in the expansive workshop, give visitors an intimate connection to Oshima Tsumugi. Many people try traditional mud dyeing or indigo dyeing and even take home the threads they’ve colored themselves. Such experiences are more than just a tourist activity; they are part of a larger 'system for supporting the artisans who carry on this traditional craft.'

The Ongoing Mission of the "Authentic Amami Oshima Tsumugi NEXT Project"

Spearheaded by Minami, the "Authentic Amami Oshima Tsumugi NEXT Project" is an initiative that has rallied the entire production region.

The first phase aimed to improve artisans' wages through crowdfunding. By cutting out the middlemen—the wholesalers—they established a direct-to-consumer model. "When we can see the faces of our customers, we can ensure fair compensation for our work," Minami explains.

The second phase reimagined the fabric as art, leading to unexpected applications like dance costumes, public monuments, and even shoelaces. For the third phase, they teamed up with designers to unveil Oshima Tsumugi with new patterns and foil stamping techniques. This bold move to fuse tradition with contemporary design sent ripples through the industry.

"We have to take risks and hire our artisans as full-time employees. If we can't do that, our craft has no future."

Yumeori no Sato has put this philosophy into practice, hiring individuals with no prior experience and now employing a team of eight. By building on these small successes, their approach is beginning to spread to other workshops in the industry.

Weaving 'Wearable Jewels' for the Future

Oshima Tsumugi is a fabric so intricate and beautiful it’s often called a 'wearable jewel.' For Minami, that's exactly what he wants it to be for his customers. In his words, "I want people who own our fabric to feel as if they are adorning themselves with precious gems."

The "Aurora Series," born from an experience of Minami's mother, is a product that perfectly embodies this wish. By introducing vibrant colors to Oshima Tsumugi—often criticized for being too subdued—it became a flagship product that has been loved for over 40 years.

"People tend to think of traditional industries as outdated, but I believe our work is at the cutting edge when it comes to the power to move people emotionally."

Minami explains that every single thread is imbued with an artisan's skill and soul, and the finished fabric has the power to stir the human heart. Even in our modern age of AI and IT, this 'power to inspire awe' will never fade.

Minami's mission is to strike a balance between 'preserving' tradition and 'innovating' it. He takes pride in his company's integrated production system, bolstering the business through tourism and new product development while carving out a future for the region with the "本場奄美大島紬NEXTプロジェクト." His journey offers valuable lessons for many other craft industries.

"Future traditions are born from our willingness to take risks today."

True to his word, every step Minami takes is like a sturdy thread, weaving the legacy of Oshima Tsumugi into the next generation.