[Hida] Pioneer and Leading Company of Hida Furniture, "Hida Sangyo"

Speaking of Hida Takayama, the image of sightseeing spots such as old townscapes and Takayama festivals, and the image of traditional crafts such as Shunkei lacquerware and Hida craftsmanship. What is surprisingly not known is that it is a production area of legged furniture (chairs) that represents Japan.

The history of chair making in Hida dates back to 1920, 100 years ago. And after a long time, there is a Hida furniture manufacturer that celebrated its 100th anniversary in 2020.

This time, we would like to introduce "Hida Sangyo", which has progressed along with the history of Hida Furniture. We will report on the pioneering story, the much-talked-about chair, and the head office showroom "Hida Furniture Museum Takayama," which boasts the largest number of exhibits!

Materials, human resources, and technology gather,
Hida furniture was born

Hida Sangyo also operates directly managed shops and showrooms called ``Hida Furniture Hall'' in Tokyo, Osaka, Nagoya, and other locations. Some of you may have seen signs or products with the "woodpecker mark" on them.

The company is also known as a company that leads Hida furniture manufacturers, and has many achievements such as large-scale showrooms, collaborations with famous designers, and media appearances. Nonetheless, it is not easy to continue to realize the image and expectations that "good furniture is taken for granted" without disappointing customers.

This time, we interviewed Atsushi Morino, director of Hida Sangyo Co., Ltd. and head of the sales planning department. We asked them about their unwavering manufacturing spirit and the progress they have made over the 100th anniversary of their founding.

Mr. Morino: “There used to be beech trees everywhere in the Hida area. At that time, people said beech tree was useless. Then the Hida merchants pooled their money together, and woodworkers began to explore the use of beech wood."

It was 1920 (Taisho 9), just after the end of World War I. It was around the time when the Japanese economy was deteriorating and the furniture industry was shrinking.

Mr. Morino: “A craftsman who had been working at a Mageki (wood curving) factory in Osaka just returned to Hida and sold his technology. In this way, the wood-curving technique was passed on and utilized in chair making.

Bentwood is a technique that symbolizes Hida furniture. Born during the industrial revolution in Germany, it was introduced to Japan during the Meiji period. By adding heat and moisture to hard wood, the fibers become soft, and the way they curve is a masterpiece.

Mr. Morino: "The company was initially unsuccessful, and was dissolved after three years due to running out of capital. Then, after raising new capital and regrouping, the Great Kanto Earthquake occurred."

Demand for reconstruction arose, and the company began to get on track thanks to steady sales activities.

"No. 1 curved wooden chair" that was made at that time

Mr. Morino: “While some merchants were thinking about raising prices, I heard that the president at the time lowered the price for the sake of reconstruction. Cities have already adopted a Western lifestyle, and gatherings such as the Emperor Showa Enthronement Ceremony have increased, and foldable wooden chairs have sold nationwide.”

And just as the export business to the United States was successful, World War II broke out. It has a history of twists and turns, such as being requisitioned as a military factory.

In the showroom, you can also see the history of making these chairs.

After the war, the business stabilized by providing housing for American soldiers and exporting to the United States. They steadily increased our business performance toward the high economic growth period and the bubble period.

Mr. Morino: "The biggest turning point was Ms. Seiko Ohashi, the founder of 'Kurashi no Techo', and Mr. Yasuharu Hanamori, the first editor-in-chief. In 1963, he introduced life in Takayama in a magazine, and in 1974, he took up Hida furniture extensively. Not only that, it spread explosively because they actually used it in their everyday life."

"Hotaka / Gradually growing chair" Handwritten message by Mr. Hanamori

Around that time, other Hida furniture makers began to sell their own products, and the brand recognition of "Hida Furniture®️" increased.

Looking back on 100 years and creating something new

On August 10, 2020, Hida Sangyo celebrated its 100th anniversary. Although major events have been postponed due to the effects of the new coronavirus, we are carrying out a branding project that unravels history and reconsiders manufacturing.

And we have announced four themes that we have arrived at and commemorative products that embody them.

Under the theme of "thinking about people," which pursues the comfort of sitting, "SEOTO-EX100" was announced as a collaboration with designer Motomi Kawakami.

Under the theme of "Inheriting Time," the theme of "Inheriting Tradition," the "No. 7 Chair," a refined version of a design from the time of the company's founding, was reissued. The unique fabric was created by Samiro Yunoki, one of Japan's leading dyeing artists.

In addition, in the theme of improving technology, "Kumahida", a collaboration with architect Kengo Kuma, became a big topic. In addition, the commemorative work for the theme of facing nature, "walking with the forest," has been postponed until next year due to the influence of the COVID-19.

Mr. Morino: “By consolidating what we have been doing up to now into four themes, we have become more confident and easier to convey to our customers.You can see products by theme at the head office showroom and on the website.”