2024.08.22
DENKEN-TEST PRESS（Newsletter）weekly email newsletter “DENKEN-TEST PRESS” No. 20
We are pleased to present you with the 20th issue weekly email newsletter “DENKEN-TEST PRESS”
The top story in this issue is about designs born from research into traditional colors.
“Warm-up Quiz” features answers and explanations from the previous quiz, as well as questions from the fields of Architecture, Gardens and Art.
promotion to give away the official textbook to 100 people who subscribe to the newsletter is still running until the end of this month! There are 10 days left. Please tell people around you to subscribe to the newsletter.
DENKEN-TEST textbook
https://bookpub.jiji.com/book/b648563.html
table of contents
・ Chu-cyan’s “Go Straight Towards Japanese Traditional Culture” Episode 10: The thoughts behind "Peanut Cans"
・ “Warm-up Quiz” No. 20 (Architecture, Gardens and Art) = "Ukiyo-e"
・News from the DENKEN-TEST Association
Chu-cyan’s “Go Straight Towards Japanese Traditional Culture” Episode 10: The thoughts behind "Peace Cans"
Kondo Chuji = Director of Japan Traditional Culture Testing Association
The "Peace" packaging uses indigo, a traditional Japanese color.
The indigo color specified by designer Raymond Loewy was difficult to reproduce with the printing technology of the time.
They have developed a new resin-based ink and have managed to commercialize it.
A phrase that has become rare in recent years is "pecan sunny." During the Showa era, it was a catchphrase to describe clear skies without a single cloud. There are various theories about the origin of the phrase, but it is said that it eventually came to be used to describe skies that were as deep and clear as the indigo-colored packaging of "Peace" canned cigarettes (Peace cans).
The designer of this impressive package was Raymond Loewy, who was born in France and based in the United States. He created the concept of industrial design and established the profession of industrial designer. He is far less well known in Japan than Picasso or Van Gogh, but he is such a giant in the design world that even in Japan today, nearly 40 years after his death, there is probably no one who has not seen his work. In addition to the peace sign, many of his works are still in use today, including the Fujiya logo, which features a cursive swirl of the letter "F," Canada Dry Ginger Ale, and the oil brands Exxon and Shell.
He first became involved with Peace (cigarette) in 1951, when he was invited by the Japanese business community, which was working towards postwar reconstruction, to give a lecture in Tokyo. "Japan has no natural resources. Therefore, whether we like it or not, we have no choice but to import raw materials and engage in processing trade to make products. Japan is good at imitating other things, but the most important thing is not to imitate others. If you imitate others, you won't make a profit. Unique design is the reason why a product is chosen, and it is the source of added value."
I think these words really capture the essence of the matter. No matter how advanced a product's functions are, they will eventually become outdated. At that point, it is self-evident that design will be the deciding factor in why people choose a product. Inspired by Lowie's words, the president of the Japan Tobacco and Salt Public Corporation (now Japan Tobacco Inc.) approached him directly, and the new Peace packaging was born.
This lecture later led to the establishment of the Japan Industrial Design Association and became a catalyst for raising awareness of the importance of industrial design in Japan. However, it seems that not many people took his words to heart and put them into practice; only the management of the Tobacco and Salt Public Corporation, Fujiya, and Asahi Breweries (now Asahi Beer). In fact, from the period of high economic growth to the present, there are many Japanese products whose designs are similar to those of other countries or other companies. I believe that this is one of the major reasons why the Japanese economy entered a long period of stagnation after catching up with developed Western countries.
In his lecture, he added, "Fortunately, Japan has a unique and extremely attractive traditional culture that has been cultivated over a long history. Based on this, we will surely be able to create original products that can be used worldwide."
When designing the Peace (cigarette) package, he traveled to Kyoto to experience traditional Japanese culture in search of a color that symbolizes Japan, and is said to have even studied the Twelve Ranks of Crowns, a system in which officials in the Nara period were distinguished by the color of their crowns. The design fee paid by the Tobacco and Salt Public Corporation was an extraordinary 1.5 million yen at a time when the Prime Minister's monthly salary was 110,000 yen, but Peace's annual sales increased dramatically from 2.6 billion to 15 billion. He put into practice the words he spoke in his lectures to the letter.
It should be noted that the design fee of 1.5 million yen, which was considered to be a huge amount in Japan at the time, was only a little over 4,000 dollars at the exchange rate at the time. For someone like him, who received 50,000 dollars for the design of the "Lucky Strike" cigarette package in 1940, this was an extremely generous price to support Japan's reconstruction efforts.
In any case, as he said, I believe that Japan's traditional culture, cultivated over a long history, can serve as an inexhaustible wellspring of design, even in the 21st century. If all people working in the industrial sector, from manufacturing to commerce and services, including the automobile and home appliance industries that may seem directly unrelated, were to take DENKEN-TEST, I'm sure we would see the creation of many more products and services that captivate the world. I sincerely hope that as many people as possible will take the test.
“Warm-up Quiz” No. 20 (Architecture, Gardens and Art) = "Ukiyo-e"
~Questions will be categorized by genre from DENKEN-TEST textbook (pre-release scheduled for September 20th)~
Kitagawa Utamaro: Copy of "The Three Beauties of the Kansei Era"
20th
Question: The "Kansei Three Beauties" are paintings of beautiful women by the Edo period ukiyo-e artist Kitagawa Utamaro, and are thought of as cool summer ukiyo-e. Who was the publisher that published and sold this?
[Previous answer and explanation]
Question: The summer Koshien high school baseball tournament has begun. In the cheering stands, you can often see high school students cheering while holding up large rice scoops with the words "Victory" written on them. Which prefecture in Japan is said to be the birthplace of these wooden rice scoops and has the highest production volume?
Answer: Hiroshima Prefecture
Explanation: The standard shamoji is said to have originated in Miyajima (Itsukushima) in Hiroshima Prefecture, one of the Three Most Scenic Spots of Japan. It is a famous Miyajima craft product named after the carpenters who were invited to build Itsukushima Shrine, and the prefecture boasts the highest production volume in Japan. It is said that shamoji became a lucky charm for praying for victory because of the sound they make when struck, which sounds like "kachi kachi" (win, win), and the wordplay on the phrase "take (rice) your enemy."
News from DENKEN-TEST Association
▼We are currently creating an on-demand course (fees apply) for those taking the Level 2 DENKEN-TEST exam. As one of these courses, we recorded a three-way discussion between our association's chairperson, Tadashi Konoe, and vice chairperson Kazuko Tonodate and Shinya Shirasu on a certain day in August. The talk between the three people is packed with content, including how to enjoy traditional culture, how to appreciate crafts, and the unique Japanese attention to tableware. It is a must-see for anyone who wants to learn about the value of traditional culture. The video also features valuable works of art, such as a sake bottle made from broken pieces of Oribe ware pieced together using the yobitsugi technique, and a Shino ware sake vessel.
Other online courses include "What are Traditional Crafts?" by vice chairperson Sotodate and "How to Enjoy Traditional Entertainment" by Tokiwazu performer Suzuki Eiichi, which are scheduled to be released in late September.
▼The other day, I went to see the children's kabuki performance "Fake Momotaro: The Story of a Hundred Peaches" at Shochiku's Kabukiza Tower (Higashi Ginza, Tokyo). The original work was written by kabuki playwright Kazuhisa Tobe, and was directed and choreographed by Japanese dancer Kanjuro Fujima. It was a full-scale production that used real props and costumes. The stage used a technique called "aori" to change scenes. When the background was turned back, like turning the pages of a picture book, the palace scene changed into a gorgeous peach orchard scene. The audience of over 100 people was fascinated by the children who were seriously engaged in the traditional Entertainment.
Editor's Note
We have delivered the 20th DENKEN-TEST PRESS. As mentioned at the beginning, we are running promotion to give away the official textbook to those who register for this newsletter until the end of this month. This is a great textbook to learn about traditional crafts and traditional culture comprehensively. After reading the "Sora-chan" series in this issue, I was reminded that we should learn about the new by looking back at the past. I am excited to get my hands on the official textbook as soon as possible.
Category: DENKEN-TEST PRESS