[The Next Generation] New Horizons for EdoKimekomiDolls: The Passion and Precision of Matsuzaki Doll’s Youngest Artisan

Founded in 1921, Matsuzaki Doll is a doll workshop that preserves the techniques of two traditional crafts: Edokimekomidolls and Edo seasonal festival dolls. Among the many talents at this long-established workshop is Ayumi Seta, a young artisan who stands out for both her skill and dedication. Despite being the youngest on the team, she carries the expectations of those around her as she continues to take on new challenges while building on the knowledge and techniques passed down by her senior colleagues.

Seta explains that she has been drawn to making things since childhood, influenced by her father’s skill with his hands. She joined Matsuzaki Doll in 2016, thanks to an introduction from her uncle, a joinery craftsman who builds wooden pieces without the use of any nails. She had never really given doll-making much thought before, but once exposed to it, she found herself captivated by its depth and intricacy.

At Matsuzaki Doll, roles are assigned with careful consideration to each person’s individual strengths. Executive Director Atsushi Matsuzaki recognized Seta’s enthusiasm for craftsmanship during her interview, and after she joined, he assigned her to train in the workshop’s signature craft—Edokimekomidolls. This traditional craft involves creating a base body fromtoso—a material made by combining paulownia wood powder and glue—carving fine grooves into it, and inserting and gluing the edges of costume fabrics into the grooves to dress the doll.

“For a while after joining, I was desperately trying to keep up. I didn’t know how much glue to use when attaching fabric, how much force to apply when tying the hair, or how to assess the quality of a doll’s head. There are no clear manuals for this kind of work. Even something as basic askimekomivaries slightly depending on the artisan, and so I had to learn by watching and absorbing, developing my own understanding and approach as I went.”

Artisans are expected to work quickly and with precision. Seta diligently took notes on the techniques taught by senior artisans and the company president, using them as a reference as she developed her own approach to carefully refine and develop her technique over time. Now in her tenth year at the company, she has grown to the point where she is entrusted with selecting fabrics for new dolls. She also plays a central role in producing the Anima series, a product line positioned as a new creative direction for traditional crafts.

“Right now, I’m spending most of my time on a custom order for a sunfish doll inspired by the Anima series. It’s tall and has a wide surface area, so it’s been a major challenge, but turning new ideas into reality like this gives me a real sense of purpose.”

In addition to her work on Edokimekomidolls and the Anima series, Seta has also independently taught herself how to use 3D printers and scanners. Her proactive approach to new tools and ideas has made her a key figure within the company.

“One of the things I really like about working at Matsuzaki Doll is that it’s an environment where you can openly propose ideas, like collaborating with anime characters, and speak your mind without hesitation. I’m also thinking about ways to incorporate 3D technology. I want to refine my skills even more so I can take on bigger, cooler projects.”

Today, Matsuzaki Doll has nine artisans on staff, the oldest of whom is 83. The company places strong emphasis on building a supportive work environment that includes adjusting annual production schedules, eliminating unnecessary overtime, and encouraging the use of paid leave. Thanks to these efforts, the artisans are now able to approach their work with greater freedom and flexibility. By creating an environment that balances tradition with ongoing evolution, Matsuzaki Doll is attracting a new generation of talent—people in their 30s and 40s like Seta—who will carry the craft into the future.

“From the outside, people may not realize just how complex and delicate this work really is, and there are certainly challenges. But when I think about all the people who will eventually hold the dolls I’ve made, it makes me truly happy. For me, that’s the most rewarding part of the job.”

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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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