How Tokyo's Last Byobu Store is Winning Over Global Customers

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For nearly 80 years, Kataoka Byobu Store in Sumida Ward, Tokyo, has preserved the tradition of Japanese folding screens (byobu). As the only remaining specialized byobu store in Tokyo, it continues to showcase the elegance of gold-leaf screens that enhance the charm of hina dolls and May dolls. These are traditionally displayed to wish for children's health and happiness.

Koto Kataoka, the company's third-generation successor, not only safeguards his family's craft but also explores new possibilities. He promotes Japanese culture overseas and expands sales channels.

Byobu's Unique Appeal

"A byobu is compact and doesn't completely divide a space. It maintains a sense of connection—perhaps that's part of its unique culture," says Kataoka.

The word "byobu" means "to block the wind," and these folding screens have been used in Japan since the Nara period (710–794). Beyond serving as windbreaks and room dividers, they have long been used as decorative pieces for celebrations and even as canvases for artistic expression. Their ability to fold makes them easy to preserve, and many historical byobu are now considered cultural treasures.

Founded in 1946 in Mukojima, Sumida Ward, Kataoka Byobu Store was established by Kataoka's grandfather shortly after World War II. While some mounting shops produce byobu, Kataoka remains the only workshop in Tokyo dedicated solely to their production and sale.

Initially, the store focused on crafting folding screens for seasonal festivals, such as those for hina and May dolls. During Japan's postwar economic boom, Kataoka's father, the second-generation successor, expanded operations to meet the growing demand for large gold-leaf byobu used in hotels and wedding venues.

"In my father's time, the first floor of the store was turned into a showroom to introduce byobu to the public. This led to the start of business-to-consumer sales, and inquiries steadily increased," Kataoka explains. "We also began accepting custom orders to turn kimono and paintings into byobu."

New Products and Custom Orders

To further diversify, the store introduced "memorial byobu," crafted from kimono and obi fabrics, along with custom-made screens.

Although Kataoka now champions Japanese culture, his younger years were influenced by hip-hop and Western music—he even worked as a DJ. He had little interest in the family business until a pivotal moment in high school. While studying abroad in the United States, he was asked about Japan but struggled to answer questions about traditional culture.

Meanwhile, the byobu industry faced challenges as demand declined due to changing lifestyles and the rise of nuclear families. The market for traditional hina dolls shrank, and many woodworking partners ceased operations. Reflecting on culture and tradition, Kataoka realized the importance of preserving his family's craft.

While still in university, Kataoka declared his intention to carry on the family business, hoping to "embody Japanese culture." He returned to the United States to gain an external perspective on Japan and later gained hands-on experience at affiliated factories before officially becoming the third-generation successor.

Embracing New Interpretations

In recent years, Kataoka has explored innovative ideas such as byobu featuring manga and anime designs, as well as commemorative screens for corporations. He also launched a new product called SENN (扇)—folding screens that serves as a centerpiece where magnetized hina doll replicas can be attached. This January, he took another step forward by opening an online store.

"Sales are declining, so balancing artistic craftsmanship with business management is a challenge," he admits.

However, Kataoka takes pride in "increasing overseas interactions." Kataoka has collaborated with contemporary artists in Sweden and receives numerous orders from individual clients in France, Belgium, and Switzerland. Currently, about 40–50% of sales come from seasonal byobu, 30–40% from custom orders, and overseas orders now account for 30% of total revenue.

He is also fascinated by how international customers reinterpret byobu. "They appreciate the seamless folding. Some even display them flat against the wall," he notes.

"Byobu can be interpreted freely. With domestic demand declining, I hope to showcase their possibilities overseas and bring new perspectives back to Japan," he says.

Kataoka's journey to redefine tradition continues.

Author: Shinsuke Unno, The Sankei Shimbun

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