Moriyama Ward, Nagoya: Once a Hub for Doll Making

The Meitetsu Seto Line runs from Sakae in central Nagoya to Seto, a town famous for its pottery. Along this route lies Moriyama Ward, once a bustling hub for artisans involved in doll making. The reason came down to real estate. In the past, sprawling, seven-tiered displays were the norm for Hina dolls.

Many families would purchase complete sets of 15 dolls, which included the imperial couple, three court ladies, five musicians, two ministers, and three servants. This meant doll makers needed a great deal of space to store and display their creations. As a result, they flocked to Moriyama Ward, where it was easier to find the necessary space compared to central Nagoya.

"When I started in this business around age 20, I think there were about 23 doll shops in Moriyama Ward alone. Now, more than 30 years later, we're the only one left," Takaaki says.

Today, Kato Doll takes custom orders for Hina dolls directly from customers. Originally, however, they didn't do retail, instead wholesaling their dolls to shops across the country. But a slowing economy, a falling birthrate, and the fading of traditions led to a decline in demand, forcing a change.