伝統文化を知る

伝統文化で「五感揺さぶる体験を」 ＝西武ＨＤ、日本の魅力発信

静岡県・伊豆長岡温泉の旅館で行われた人形浄瑠璃文楽の公演
（西武ホールディングス提供）

西武ホールディングス（ＨＤ）が伝統文化関連事業に力を入れている。同社保有の歴史ある宿泊施設などを活用し、伝統芸能や工芸品といった日本の魅力を発信。スポーツ・アーツ＆カルチャー事業戦略部の國貞幸枝部長は「日本の伝統文化を通じて五感を揺さぶるような体験を提供していきたい」と力を込める。

◇インバウンド、若手中心に新たな動き

経済産業省によると、２０２０年時点の伝統的工芸品の従業員数（約５万４０００人）と生産額（約８７０億円）は、それぞれ１９８０年ごろと比べて８割以上減少。國貞氏は「担い手の減少や生活様式の変化などにより、（日本の伝統文化は）厳しい状況にあるが、海外のお客さまが興味を持ったり、若手工芸家が販路を海外に求めたりするなど、新しい動きもある」と指摘する。

こうした現状も踏まえ、西武ＨＤは今年５月に公表した「西武グループ長期戦略２０３５」で、成長に向けて取り組むべき重要テーマの一つに「五感を揺さぶる体験創造」を掲げ、伝統文化などを主要コンテンツに位置付けた。その事業の一翼を担うのが、スポーツ、芸術、文化を軸にグループ横断的な施策を進める２２年新設のスポーツ・アーツ＆カルチャー事業戦略部だ。

西武ＨＤは具体的な取り組みとして、読売新聞グループ本社による伝統文化を次世代に継承する支援プロジェクト「Ａｃｔｉｏｎ！伝統文化」に参加。第１弾として、２３年７月に人間国宝の室瀬和美氏（蒔絵＝まきえ＝）、十四代今泉今右衛門氏（色絵磁器）による、工芸と食のイベントを料亭「有栖川清水」（東京都港区）で実施した。

◇顧客基盤と伝統文化つなぎ、新しい価値創造

今年２月には静岡県・伊豆長岡温泉の旅館「三養荘」で、江戸時代から続く伝統芸能「人形浄瑠璃文楽」の公演を開催し、人形遣いの吉田勘彌氏の演出で、宿泊客向けに「ひらかな盛衰記 神崎揚屋（かんざきあげや）の段」を上演。國貞氏は「人間国宝の伝統工芸作品が飾られた舞台でもあり、大好評だった」と手応えを感じており、来年２月にも三養荘で文楽を堪能できるイベントを実施する。

１０月には東京都内の「ザ・プリンスギャラリー東京紀尾井町」で、米人気歌手のレディー・ガガさんが愛用した「ヒールレスシューズ」を手掛けた現代アーティストの舘鼻則孝さんらのトークショーを開催。海外でも活躍する舘鼻さんは「日本の工芸文化とその進化した形を世界に発信していきたい」と強調した。

西武ＨＤは今後、全国各地の伝統芸能・工芸品などをテーマに、地域貢献やにぎわい創出に取り組む。國貞氏は「西武の顧客基盤と伝統文化をつなぎ、西武ならではの体験を生み出すことが、グループの価値を高めるとともに、伝統文化の振興に向けて新しい価値をつくり出すことになる」と力強く語った。

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【English version】

Seibu HD to promote the charms of Japan through traditional culture, “an experience that will jolt the five senses

Ningyo Joruri Bunraku performance at a ryokan in Izu Nagaoka Onsen, Shizuoka Prefecture.
(Courtesy of Seibu Holdings Co.)

Seibu Holdings (HD) is focusing on traditional culture-related business. The company is using its historic lodging facilities to promote the appeal of Japanese traditional arts and crafts. Ms. Yukie Kunisada, manager of the Sports, Arts & Culture Business Strategy Department, says, “We would like to provide experiences that will shake the five senses through traditional Japanese culture.

◇Inbound tourism: New movement centered on young people

According to the Ministry of Economy, Trade and Industry, the number of employees (approximately 54,000) and the production value (approximately 87 billion yen) of traditional crafts in 2020 will have decreased by more than 80% from around 1980. Kunisada pointed out that “Japanese traditional culture is in a difficult situation due to a decrease in the number of bearers and changes in lifestyles, but there are also new trends, such as overseas customers taking an interest and young craftspeople seeking overseas sales channels.

In light of this situation, Seibu HD has identified “creation of experiences that thrill the senses” as one of the key themes for growth in its “Seibu Group Long-Term Strategy 2035,” released in May of this year, and has positioned traditional culture as a major source of content. The Sports, Arts & Culture Business Strategy Department, newly established in 2010, will play a role in this business by promoting group-wide measures centered on sports, arts, and culture.

As a specific initiative, Seibu HD is participating in the Yomiuri Shimbun Group's “Action! Traditional Culture” project to support the transmission of traditional culture to the next generation. As a first step, in July 2011, Seibu HD held an event featuring crafts and food by Living National Treasures Kazumi Murose (makie) and Imaizumi Imaemon XIV (iroe porcelain) at the ryotei Arisugawa Kiyomizu (Minato-ku, Tokyo).

◇Creating New Value by Connecting Customer Base and Traditional Culture

In February this year, “Sanyoso,” a ryokan located in Izu Nagaoka Onsen, Shizuoka Prefecture, hosted a performance of Bunraku puppet theater, a traditional art form that has continued since the Edo period. Kunisada feels that the performance was very well received, as the stage was decorated with traditional craft works by living national treasures,” and he plans to hold another event at Sanyoso next February to allow guests to enjoy Bunraku.

In October, the Prince Gallery Tokyo Kioicho in Tokyo will host a talk show featuring Noritaka Tatehana, a contemporary artist who created the “heel-less shoes” used by the popular American singer Lady Gaga. Mr. Tatehana, who is also active overseas, emphasized that he would like to promote Japanese craft culture and its evolved forms to the world.

Seibu HD will continue its efforts to contribute to local communities and create liveliness through themes such as traditional arts and crafts in various regions of Japan. Mr. Kunisada stated emphatically, “Connecting Seibu's customer base with traditional culture and creating experiences unique to Seibu will enhance the value of the group and create new value for the promotion of traditional culture.