KNT-CT Holdings Co., Ltd. (Headquarters: Shinjuku, Tokyo; President and CEO: Yoshinobu Koyama) is set to begin test sales of "NEO Traditional Crafts" — modern-designed traditional Japanese craft items — in partnership with e-pick Store, a Japanese goods specialty shop in Rotterdam, the Netherlands, starting summer 2026. This initiative is part of the company's "NEO Traditional Crafts Platform Business," which falls under its "Future Creation Business" program.
The project aims to address challenges facing Japan's traditional craft industry, including a lack of successors and shrinking markets, while capitalizing on growing global interest in Japanese culture and craftsmanship. By leveraging the regional and international networks built through its travel business, KNT-CT Holdings seeks to promote Japanese culture, revitalize local communities, and contribute to cultural preservation.
Background
Japan's traditional craft industry faces serious challenges, including a shortage of successors and declining sales channels. At the same time, global interest in Japanese culture and artisanal skills has been rising, driven in part by increased inbound tourism.
To address these challenges, KNT-CT Holdings is producing "NEO Traditional Crafts" — traditional Japanese crafts reimagined to align with contemporary lifestyles and overseas market needs — and bringing them to a global audience. The initiative aims to:
- Support traditional craft industries and artisans
- Revitalize regional economies
- Raise international awareness of Japanese culture
Sales Overview
As the first wave of test sales, three types of modern-designed products from Kakinuma Ningyo, a long-established doll manufacturer in Saitama Prefecture — including "Maneki-neko" (beckoning cat) and "Daruma" figurines — will be sold at e-pick Store in Rotterdam, the Netherlands.
e-pick Store is operated by Murasaki B.V. (Headquarters: The Hague, Netherlands; CEO: Shinnosuke Murata) and specializes in Japanese goods. The store carries Japanese culture products such as trading cards and figures, and has built a following particularly among younger local customers.
Going forward, KNT-CT Holdings plans to analyze the response from its official Instagram account (with over 11,000 followers), which introduces the stories and creative processes of craft artisans across Japan, as well as the overseas demand data gathered through this test sale. Based on these insights, the company intends to expand into cross-border e-commerce and develop collaborative products with IP (intellectual property). It also has plans to expand as a "platform business for sharing Japanese culture with the world," including support for rebranding traditional crafts.
Official Instagram: https://www.instagram.com/nippon_re_craft/
This initiative goes beyond simply exporting crafts. Through "NEO Traditional Crafts" — products that evolve traditional techniques to match contemporary lifestyles and global needs — the company also communicates the background of Japanese culture and the passion of its artisans. The goal is to both create new markets and ensure cultural preservation, bringing the appeal of Japanese culture to the world.
