伝統文化を知る

井波彫刻を未来へ―デジタル活用、伝統と革新融合―

富山県南砺市井波地域の伝統的工芸品「井波彫刻」（ＩＮＡＭＩ　ｂａｓｅ提供）

富山県南砺市井波地域で２５０年以上にわたり受け継がれてきた伝統的工芸品「井波彫刻」。その担い手として、新たな挑戦に取り組むのが、彫刻師を祖父と父に持つ中田絵美子さんだ。２０２３年、地域商社「ＩＮＡＭＩ　ｂａｓｅ（イナミ・ベース）」を同市に設立。伝統と革新の融合によるブランド再生に力を注いでいる。「デジタル技術を活用し、手仕事に宿る哲学や美意識と、新たな視点・感性を掛け合わせることで、井波彫刻の未来を切り開いていきたい」と意欲を見せる。

◇レンタル・体験で知名度向上

井波彫刻は、国の伝統的工芸品に指定。発祥は江戸時代中期に焼失した井波別院瑞泉寺の再建のため、その本山である京都の本願寺から派遣された御用彫刻師が地元の大工に技術を伝授したことが始まりとされる。昭和時代には住宅用欄間として全国的な人気を博し、１９７０～８０年代に最盛期を迎えた。しかし、井波彫刻協同組合によると、現在は、「北陸三県に市場が偏り、需要が伸び悩んでいる」「地元に根付いた後継者が不足している」といった課題があるという。

こうした現状を受け、中田さんは「資産としての価値を高めるためにも、井波彫刻のリブランディングが必要」と考え、認知度の向上に注力する。まず、工芸品をオフィスや飲食店に中長期で貸し出したり、イベント向けに短期レンタルしたりする「旅する工芸ＴＲＡＤＡＩＬＹ（トラデーリー）」事業をスタート。また、井波の歴史や風土をさらに広く知ってもらうため、地域以外の人も巻き込みながら、彫刻体験を通じた関係人口づくりや、観光客向けのコンテンツづくりなどにも取り組む考えだ。

◇オンラインてこに海外視野

「最大の課題の一つ」と位置付ける市場や販路の拡大に向けては、２０２５年２月に「井波彫刻ブランドサイト」と「井波彫刻オンラインストア」を開設。井波彫刻は問屋制度がなく、職人が制作から営業・販売まで１人で担うことが多い。中田さんは「手仕事やものづくりが注目されている今こそ（市場拡大の）チャンスだが、職人個人では限界がある」と指摘する。

社名のＩＮＡＭＩ　ｂａｓｅには、「井波の伝統文化の情報を発信したり地域内外の人が交わったりする、ハード・ソフト両面の拠点のような存在になりたい」という思いを込めた。現在は東京などの大都市圏をターゲットに事業を展開しているが、「将来的には海外も視野に入れている」と中田さん。「私の取り組みがモデルケースとなり、他の地域でも同じような形で、それぞれの地名を冠した会社や取り組みが広がってくれればうれしい」と話す。地方自治体などとの連携も含め精力的に活動を続ける中、「井波彫刻を何とかしたいという気持ちが一番だが、両親や先祖に恩返ししたいという思いもある」とほほ笑む。

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【English version】

Taking Inami sculpture into the future - digital utilisation, fusion of tradition and innovation.

Traditional craft of the Inami region of Nanto City, Toyama Prefecture, “Inami Sculpture” (courtesy of INAMI base).

The traditional craft of ‘ Inami sculpture ’ has been handed down for more than 250 years in the Inami region of Nanto City, Toyama Prefecture. In 2023, Emiko Nakata, whose grandfather and father were sculptors, established the regional trading company INAMI base in the city. She is focusing on brand regeneration through a fusion of tradition and innovation. She is keen to “open up the future of Inami sculpture by utilising digital technology and combining the philosophy and aesthetic sense that resides in handicraft with new perspectives and sensibilities”.

◇Improving visibility through rental and hands-on experience

Inami sculpture is designated as a national traditional craft. Inami sculpture is said to have originated in the mid-Edo period, when an imperial sculptor was sent from the Honganji temple in Kyoto, the head temple of the temple, to teach local carpenters the techniques for rebuilding Zuisenji temple, which had been destroyed by fire. During the Showa period (1926-1989), they became popular nationwide as ranma for residential use and reached their peak in the 1970s and 1980s. However, according to the Inami sculpture cooperative, there are currently problems: the market is biased towards the three Hokuriku prefectures, demand is sluggish, and there is a lack of successors with strong local roots.

In response to this situation, Mr Nakata believes that ‘Inami sculpture needs to be rebranded in order to increase its value as an asset’ and is focusing on raising awareness. First, he launched the TRADAILY (Travelling Crafts) business, in which crafts are rented out to offices and restaurants on a medium- to long-term basis, or on a short-term rental basis for events. In addition, in order to make the history and climate of Inami more widely known, the project intends to involve people from outside the region and work on building a relationship with the local population through sculpture experiences and creating content for tourists.

◇Overseas perspective with online leverage

Inami sculpture has a wholesaler system, but the sculpture is not a product of the wholesaler system, but a product of the sculptor system. Inami sculpture has no wholesaler system and craftsmen are often responsible for everything from production to sales and marketing by themselves. Mr Nakata points out that ‘now that handicraft and craftsmanship are attracting attention, this is an opportunity (to expand the market), but there are limits to what can be achieved by individual craftsmen’.

The name of the company, INAMI base, reflects the company's desire to be a base for both hardware and software, where information on Iba's traditional culture can be disseminated and people from inside and outside the region can meet. Nakata says that, although the business is currently targeted at Tokyo and other metropolitan areas, ‘in the future we are also looking overseas’. I would be happy if my efforts serve as a model case, and if companies and initiatives bearing the name of their respective regions spread in similar fashion in other regions as well. As she continues her energetic activities, including cooperation with local authorities, she smiles and says: 'My first priority is to do something about Inami sculpture, but I also want to give back to my parents and ancestors.