[The Next Generation] Komiya Shoten’s Brand Manager on Unlocking the Charm and Potential of the Tokyo Umbrella

Bringing the craftsmanship of Tokyo’s handmade Western-style umbrellas to a wider audience—this is the mission that drives Sayaka Tagawa, brand manager at Komiya Shoten, a company founded in 1930 that manufactures and wholesales Tokyo Umbrellas, a traditional craft officially designated by the Tokyo Metropolitan Government. Tagawa now oversees branding, product planning, the company website and social media, and e-commerce operations. We spoke with her about her work, its rewards, and the challenges she has embraced.

“I used to work in women’s fashion sales at a department store. I joined Komiya Shoten in 2014 after being invited by our current president, Hiroyuki Komiya. I had studied design at university, so I was drawn to the opportunity to be involved not only in sales but also in product development, e-commerce, and other areas of creative work.”

One of Tagawa’s first assignments after joining the company was developing the current Higashi-Nihonbashi shop. At the time, the space was being used more as a warehouse than a store. Under the president’s request to turn it into a proper retail space, she rethought the fixtures and redesigned the layout. Drawing on her department store experience, she introduced new gift wrapping and shopping bags—all within a limited budget.

Alongside store development, Tagawa launched the company’s social media accounts, led a full website renewal, and began proactive online communication. The new website includes not only product introductions but also editorial content sharing the skills of artisans and the stories behind product creation. Currently, 99% of umbrellas sold in Japan are made overseas, but Tagawa is determined to convey the unique appeal of handcrafted Tokyo Umbrellas made by artisans.

Komiya Shoten’s umbrellas incorporate meticulous techniques such asrokuro-maki, in which therokuro (the ring that slides up to open the umbrella) is wrapped in fabric to protect the user’s hands, anddabo-maki, where thedabo (the joints where the ribs touch the fabric) is also covered for protection.

“These processes aren’t found in mass-produced or imported umbrellas. They reflect the care artisans put into every detail and their wish for users to feel affection for the umbrellas they use. I want people to appreciate the skill and refinement that embody Komiya Shoten’s approach to craftsmanship.”

Sales at the Higashi-Nihonbashi store have grown steadily year by year and now represent a major share of the company’s business. In 2024, Komiya Shoten launched its own e-commerce site, and since then, sales through the company’s platform, which were previously reliant on external online marketplaces, have expanded significantly, contributing to overall growth. Tagawa now leads product planning and oversees the company’s entire brand strategy.

“When I first joined, I was the only employee in my twenties, and everyone else, including the artisans, was older. I sometimes worried that my ideas might be met with resistance, but President Komiya and the rest of the team encouraged me and entrusted me with real responsibility. I think it’s our company culture of open dialogue, which transcends age and hierarchy, and because our employees truly understand the excellence of the umbrellas our artisans make. That shared appreciation gives rise to trust and openness to new ideas.”

One of Tagawa’s designs, the Bouquet umbrella, can be used in both rain and shine. While its exterior is plain, opening it reveals a floral pattern inside—a bouquet—inspired by mimosa blossoms.

“Since many people choose our umbrellas as gifts, I wanted to create a product suited to that need. Working closely with the artisans, I designed an umbrella that would feel like holding a bouquet, highlighting the charm ofhogushi-ori (a style where dyed fabric is loosened and then re-woven) fabric.”

The umbrella features a two-way design, with a name band attached to the exterior that allows it to be carried like a long umbrella. Even the matching umbrella bag is thoughtfully designed, such that when tied with its ribbon, it resembles a bouquet.

When Tagawa first joined, Komiya Shoten was largely male-dominated, but the company has since more than doubled in size, with women now making up half the workforce.
Led by Yuko Ito, head of management planning, the company has built a supportive work environment that includes childcare and family-care leave systems and telework options—resources that Tagawa herself has used. As a result, Komiya Shoten now attracts a new generation of employees eager to take part in the company’s legacy. The future looks bright for this evolving artisanal company, where diverse talents meet and individual freedom of creativity is warmly welcomed.

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The Next Generation is a series spotlighting the young artisans and staff helping pass down traditional skills and know-how that have been nurtured in Tokyo across generations. The series explores what inspired them to choose this path, what their work entails, and what they envision for the future.

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