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<\/a>The grater section. Each product has its own yellow sign describing its features. (\u00a9\u00a0Nomura Kazuyuki)<\/p>\n
The staff carefully write down every customer request in their notebooks, no matter how niche, right down to the slightest mention of a product a shopper hoped to see on the shelves. The items stocked based on customer feedback invariably sell well. In this way, the product lineup has expanded, with the focus on meeting any demand a potential customer might have. If a product is not available on the market, Iida works with manufacturers to have it developed. Such originally designed products, based on users\u2019 concepts, are now the store\u2019s signature items.<\/p>\n
Visitors to Japan are flocking to Kappabashi, where Iidaya is located. According to Iida, the area used to be aimed \u201centirely at professionals.\u201d Around 15 years ago, though, Kappabashi began being featured in the media as a \u201cmecca for kitchenware,\u201d and ordinary people who love cooking started visiting too. But it was still rare to see overseas tourists at this point.<\/p>\n
\u201dEven ten years ago, I\u2019d only be asked maybe once a year to arrange a tax-free purchase,\u201d recalls Iida. \u201cAt the time, most of my overseas customers were from nearby countries like China, South Korea, and Taiwan.\u201d<\/p>\n
There was a period when the food replicas<\/a> that appear in restaurant display cases in particular were sought after by inbound tourists. Today, though, the entire area has become a tourist destination, with tableware stores, confectionery tool shops, and knife shops all doing a roaring trade.<\/p>\n According to Iida, \u201cThe number of visitors to Japan seems to have skyrocketed after the end of the COVID-19 pandemic. Many come from Western countries like France, Spain, and the United States, as well as from Australia and Brazil. More recently, we\u2019ve also seen an increase in visitors from the Middle East and Southeast Asia.\u201d<\/p>\n What Makes Japanese Cookware Exceptional?<\/p>\n Originally, most people would stop by Kappabashi as an extension to sightseeing in Asakusa, but more recently there has been a visible increase in customers coming into Iidaya to buy specific items by name. This is because photography is allowed in the store. Overseas visitors share images of the product displays and their shopping experiences on social media. Some are well-known online influencers, so when their followers see the posts, they may later visit the store too.<\/p>\n \u201cSocial media has a huge impact these days. We even get people coming in asking if we have a cutting board that appears in a particular scene from a Japanese movie or TV series that has been broadcast overseas. It\u2019s surprising for us how well-informed they are.\u201d<\/p>\n Nonetheless, while it may be understandable if people are seeking something specific for making Japanese cuisine, there must be similar kitchen goods available in their own country. Many will most likely already have a utensil that does the same job. So why come all the way to Japan to buy them?<\/p>\n Iida has an answer: \u201cOne reason is the high quality that you can only get from \u2018Made in Japan<\/a>.\u2019 As expected, Japanese-produced goods offer excellence and durability.\u201d<\/p>\n Another attraction is the sheer variety available. When customers learn how many different types there are of a single utensil at Iidaya, they are fascinated, and in many cases surprised enough to exclaim: \u201cThat\u2019s crazy!\u201d<\/p>\n<\/a>
Iida Y\u016bta, speaking at a cookware research session. (\u00a9\u00a0Nomura Kazuyuki)<\/p>\n<\/a>
Some of the dozens of graters that Iida ordered for product comparison. (\u00a9\u00a0Nomura Kazuyuki)<\/p>\n