From Yamagata to the World: The Branding Journey of 'Yamagata Dantsu' by Oriental Carpet

2025.11.27

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#History

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From the "Shunju-no-Ma" stateroom of the Imperial Palace to the lobby of the Kabukiza Theatre and renowned architectural landmarks at home and abroad, you'll find their carpets. These exquisite pieces are the work of Oriental Carpet, a company based in the town of Yamanobe, Yamagata Prefecture. For 90 years, while faithfully preserving its hand-weaving techniques, the company launched a new brand—"Yamagata Dantsu"—through collaborations with industrial designer Kiyoyuki Okuyama and architect Kengo Kuma.

"We don't want to hide behind the label of traditional craft." We spoke with President Hiroaki Watanabe about his philosophy on making things and his vision for the next 100 years.

PROFILE

Hiroaki Watanabe

President, Oriental Carpet Co., Ltd.

Graduated from the Department of English and American Literature at Aoyama Gakuin University. After a stint at a local TV station, he joined Oriental Carpet in 1991. He held positions as Head of the Planning Department, Head of the General Affairs Department, and Managing Director before being appointed Senior Managing Director in 2000. He has served as President since 2006.

It All Started with Creating a Place for Women to Work

"The company was founded in 1935. It began when we invited seven artisans from China to this small town in Yamagata. It was launched out of our predecessor's desire to create jobs for women during a time of recession and poor harvests."

President Watanabe explains, looking up at the wooden company building, which is over 80 years old. He says the pale pink exterior is also a symbol of a workplace for women. The building is a designated Registered Tangible Cultural Property and is still in use as a workshop today.

During the war, when wool was unavailable, the founder resumed weaving using thread made from kudzu roots. After the war, the company was visited by the GHQ and MacArthur and delivered carpets to the Imperial Palace and even the Vatican Palace. The philosophy of the carpet as an art to be tread upon—that has remained unchanged since the company's founding.