[Seto City] Find your Favorite "Setomono"! "Hitotsuchi", a Souvenir Shop Filled with the Charms of Seto

Seto City has a history of more than 1,000 years and is one of Japan's leading ceramics regions because of its high-quality soil. Souvenir shop "Hitotsuchi" opened in April 2023 in "Seto Suehirocho Shopping Street" in Seto City, Aichi Prefecture!

"Hitotsuchi" is a souvenir shop that gathers "Setomono (Seto things)" made by various businesses in Seto. Not only pottery, but also food, miscellaneous goods, accessories, toys, and other "Setomono" are available. It also functions as an information center for the town of Seto.

This time, we would like to introduce you to the newly opened souvenir shop "Hitotsuchi" in Seto City, Aichi.

*Information is current at the time of the interview.
Please check the latest information of each facility and store.

Tiles made from Seto clay are pasted one by one on the arched part of the shop's exterior, creating an exterior that resembles a kiln.

The interior is finished with plaster mixed with Seto pottery clay. The potter's clay also contains glassy clay, so the interior of the store is sparkling and bright, giving you a very bright impression that will lift your mood.

A Souvenir Shop Born to
Spread the Charm of the Seto

From the left, public relations and editor-in-chief Mirai Minami, owner Shintaro Minami, and art director Shinji Yamamoto.

This time, we interviewed the owner, Mr. Minami, who welcomed us with a wonderful smile, and the art director, Mr. Yamamoto.

– What is “Hitotsuchi”? Please tell us about the origin of the name.

Mr. Minami: "Seto is a city that has developed by making a living with pottery. Therefore, the name 'Hitotsuchi' was born with the meaning of 'connecting the city of fire and earth to people'. It also has the meaning of 'one place.'"

T-shirts with original designs (2,980 yen each)

Mr. Yamamoto:"The original design of the shop is also based on the image of the shapes of 'fire: hi' and 'earth: tsuchi'. As a communication design, we used colors and shapes to make it easy for everyone to remember. The calligrapher is in charge of the characters in the shop name. Original products using the original design are also on sale."

– What made you decide to open “Hitotsuchi”?

Mr. Minami: “I introduced the town to customers who came to the inn “Masukichi” which I have been running for five years, and also sent out information about the town through the web media “Hoyahoya” run by my wife and the publishing company “Hitotsuchi Publishing”.

So I thought, 'It would be nice if I could sell and introduce products made in Seto.' In the case of souvenir shops, I thought that people who bought things from Seto would be able to give them to their families and friends, and spread the charm of the Seto town to even more people.

Also, meeting the art director Yamamoto, who is from Tajimi City, was a big trigger for the opening. I met Yamamoto at a talk event held in July 2022 in Seto City and Tajimi City. At first, we talked about wanting to publish a book together. The ideas of the three of them matched exactly, and we decided to open Hitotsuchi. ”

Selected by Directly Visiting Businesses One by One
Discerning "Setomono"

I'm also happy that each item has a writing that introduces businesses and restaurants.

– Please tell us about the selection points of the items in “Hitotsuchi”.

Mr. Minami: "We directly visit the factory or company of the business operator and interview them. We order it after observing how it is made.

There are three points to select: "things made in Seto, things that convey the character of the Seto town, and things that are loved by the people of the Seto town."

We select not only ceramics, but also items that are made only in the city of ceramics and items that are rooted in the region. ”

Introducing Hitotsuchi's Recommended Items!

At "Hitotsuchi", you can find go-sun size (approximately 15 cm) items that are easy to put in your bag and take home as souvenirs. It's a nice point that all the prices are easy to get.

Art director Mr. Yamamoto introduced the recommended items of "Hitotsuchi".

Seto set

Seto set (1,430 yen)

"little flower coffee" original blend pack

Baked sweets of "aime le pain"

"Seto set" is an item that represents "Hitotsuchi". The cute package with the design of the shop is eye-catching. A set of recommended drinks and baked sweets that you can taste Seto.

Inside, you will find two original blend packs from the specialty coffee blend store "little flower coffee" and three baked sweets from the bakery "aime le pain".

From now on, they plan to increase the number of variations and sell various "seto sets". It is a hot item that you can look forward to future development!

Setomori Project

Various businesses make items using thinned wood.

“Vase” and “vegetable object” where you can enjoy the warmth of wood grain

"Acorn top" recommended for small children

“Tenugui” and “handkerchiefs” made from sawdust from woodworking goods

"Smoked goods" made using thinned wood

"Rinka Kobachi" made by using the ash produced during smoking as a glaze.

The Setomori Project is a project to create things using thinned wood from the Seto Forest, started by woodworking artist Watari Kobo in 2021. It was started to tackle the maintenance of the forest. Currently, various business operators agree and participate in the project.

For example, thinned wood is used to make woodworking sundries, and sawdust is used to make handkerchiefs and towels. In addition, thinned wood is smoked, and the ash from the process is used as a glaze for pottery.

In this way, in order to improve the forest environment, it is an eco-friendly item that uses wood without waste. Feel the infinite possibilities of wood. Please take a look at it.

Kamagaki Trail Series

Small mug (2,200 yen)

Large mug (2,750 yen)

Small plate and saucer (1,650 yen each)

The "Kamagaki Trail Series" is a series of pottery made by "Kashiwa Kiln", which was established in 1965 and has been developing decorated pottery, and has a relief of the "kiln wall" unique to Seto.

“Kamagaki” is a fence or wall made by stacking kiln tools. The 400m long road with kiln fences is called "Kiln fence narrow path", and it is a scenery that makes you feel the history of Seto, a town of pottery.

The retro and dignified “Kamagaki Narrow Path Series” is an item that will remind you of the scenery of Seto. It is also recommended as a gift for your loved ones, along with a souvenir story from Seto.

eggling eco friendly

eggling eco friendly (605 yen)

"eggling eco friendly" is a product created by the cultivation kit maker "Seishin Ceramics", which started with the production of Maria statues in 1960.

It features an adorable egg-like design. A unique cultivation kit that grows after breaking the head part of the egg. You can choose from 6 types of seeds such as herbs and cacti.

Why don't you feel relaxed every day while growing it in the kitchen or living room?

MM Yoshihashi

Trace Face Knit Wear (2,420 yen each)

Engraved fish-shaped kanji teacup (3,300 yen each)

Founded in 1959 under the name of "Yoshihashi Seikeijyo", a mold shop that makes molds for mass production. The 3rd generation used the technology to launch the original brand "MM Yoshihashi".

“Trace Face Knit Wear” with a pattern of a knitted sweater and “Carved Uohen Kanji Yunomi”, which is familiar with the design of a teacup in a sushi restaurant, are very delicate designs, but when making the prototype, the mold is made by carving.

By all means, please try to touch the reliable technology by actually holding it in your hands.

Green Tea

Green tea (432 yen)

"Ochahiko", which developed "Green Tea", is a tea shop that will soon celebrate its 100th anniversary. It has long been popular with the people of Seto.

Especially recommended is the "Green Tea", a refreshing drink perfect for summer with freshly brewed matcha and granulated sugar. Even as an ice cream, it is very delicious. The retro packaging makes you feel nostalgic. In the hot summer, please try Ochahiko's green tea.

Nameraka Whipped Nendo

A number of works made from clay.

Nameraka whipped nendo (500 yen)

“Nameraka Whipped Nendo (smooth whip clay)” is a product developed by “Chubu Denki Kogyo”, a clay manufacturer founded in 1916. This manufacturer has developed a lot of interesting clays. Among them, the clay that Hitotsuchi has is all products that you can enjoy with your child at home.

“Smooth Whipped Nendo” is a liquid clay that looks like whipped cream. It feels like decorating sweets, and you can enjoy making works. Why don't you make a cute work with clay work with your child?

The souvenir shop "Hitotsuchi", which also functions as an information center, is full of Seto's attractions. Please try to find your favorite "Setomono".

I want to Create an Opportunity for People to Visit the town of Seto.

– What kind of store do you want to make in the future?

Mr. Minami: "I want to convey the charm of Seto through goods, so I would like to cooperate with businesses to develop souvenir products.

Also, I'm thinking of enhancing the function as a town information center. We have renewed the web media that introduces the city, and are also proceeding with the opening of an online shop.

And I hope that I can create an opportunity for many people to come to Seto. We would like you to show us around the town at the store's information desk, then go out into the town from there, and finally take home the things of Seto here as souvenirs. I hope that "Hitotsuchi" can be the starting and finishing point for visitors to Seto.

Furthermore, I would be happy if someone who wants to move or start a business appears after visiting Seto. We are also working to establish a support system for immigration and entrepreneurship. I believe that if we can attract people to Seto, it will grow into a more attractive town. ”

"Hitotsuchi Blend (The Beginning)" developed with "little flower coffee"

Mr. Yamamoto: "We don't call it 'souvenirs', but 'seto-mono souvenirs.' This word means not only 'things' but also 'people.' Therefore, we would like to develop products with a new concept as 'seto-mono souvenirs.' And while spreading the word about the town of Seto, we would like to deepen exchanges with people in neighboring cities."

Hitotsuchi is a souvenir shop that started with the desire to spread the charm of Seto to many people. There is no doubt that it will become an important spot that will liven up the town of Seto!