Japanese Tourist Enthusiasm Revitalizes Interest in UK's Potteries Region
A tour guide's initiative sparks a resurgence in appreciation for British ceramics among Japanese visitors.
Yuri Kawakami-Shotton has been recognized for her dedicated efforts to promote Stoke-on-Trent and the wider Potteries region to tourists from Japan.
Kawakami-Shotton, who leads Peak and Pottery Tours at the city's Spode Museum, was inspired to share the heritage of the area with international visitors after encountering news reports detailing the administration of local pottery firms. She observed a sentiment that demand for traditional dinner sets was declining, leading her to believe that Japanese consumers could still foster an appreciation for these items and visit related heritage sites.
"My father-in-law said: 'Oh, because no one's buying a dinner set anymore'," she explained. "And I said, 'Japanese people would buy, Japanese people would go to the museum and things. I can do that, I can maybe promote it for this city'."
Since launching her tours, Kawakami-Shotton has reported that British-made dinner sets have become particularly popular with her Japanese clientele. She described the visitors' reactions upon arriving at the Spode Museum as overwhelmingly positive, with many expressing disbelief and excitement.
"My customers love it and then some of them, for example, they come in Spode, they can't move, in front of the entrance, like 'oh my god i'm in Stoke, i'm in Spode'," she said. "It's like a legend."
The initiative highlights a potential avenue for heritage industries to connect with new markets and rekindle interest through dedicated cultural exchange and tourism.
Stoke-on-Trent, historically known as The Potteries, has a rich legacy in ceramic manufacturing. The region's industrial past is deeply intertwined with the production of earthenware, stoneware, and bone china, with numerous famous brands originating from the area.
Kawakami-Shotton's tours serve not only to boost visitor numbers to the Spode Museum but also to foster a broader appreciation for the craftsmanship and history associated with British ceramics. This approach demonstrates how targeted promotion can sustain and even revitalize traditional industries by appealing to international tastes and cultural interests.