From Vision to Reality
When we shared our first blog after the winter trip to Japan, MITSUBACHI.EU was still in preparation. On January 25, 2025, our journey officially began: bringing carefully curated, handcrafted products from Japan to Europe.
Starting something new is exciting, but also challenging. Every business begins at zero—zero followers, zero customers, zero awareness. From there, it’s all about building step by step. Our focus was to grow a genuine following before expanding too quickly. That meant concentrating on one channel first: Instagram.
At the very beginning, we set our first milestone at 1,000 followers. Once that was achieved, the next goals became 5,000 and 10,000 within the first year. But for us, it’s not only about numbers—it’s about quality. We want real followers who are genuinely interested in Japanese handcrafted products, people who value the heritage, artistry, and authenticity behind every piece.
We’ve now passed 4,500 followers, with the next milestone being 10,000, and from there, multiples of ten thousand. Our community is beautifully diverse, spanning all age groups—from 20+ to 70+—and bringing together people with different backgrounds and identities who share the same passion for Japanese craftsmanship. With every post, every new follower, and every message from our audience, we feel the connection growing stronger.
Why We Started with Ceramics
When we launched, we were fortunate to begin with a master: Momota-san from Arita, the birthplace of Japanese porcelain. I first met him at the famous ceramics festival in Arita, which draws more than 1.2 million visitors each year.
Among the hundred or so artists I met, it was clear that Momota-san stood apart. He creates his own work—not student copies, not mass-produced versions—and his pieces embody both tradition and innovation. Exceptional quality, heritage, and artistry.
One challenge in working with true artisans is time: reordering requires patience. A new production takes about 12 weeks. That’s why we decided not to work in “one-off” items like many do, but to build a lasting product line that can be reordered for years to come. Today, we have more than 50 SKUs in stock in Belgium, so customers can receive their ceramics in just a few days.
📸 Ko-natsume tea container from Wajima, decorated with maki-e cranes in gold powder.
Testing Other Categories
We also explored lacquerware, gold leaf, and bamboo.
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Lacquerware (Wajima): While highly respected in Japan, many in Europe find it difficult to distinguish authentic lacquerware from plastic. A handmade lacquer bowl that costs €150–200 can easily be mistaken for something worth €2.
Where we see real potential is in special pieces, such as lacquer tea containers (natsume). These are often decorated with maki-e, a centuries-old technique in which gold or silver powder is sprinkled onto wet lacquer to form intricate designs. The result: containers that are not only functional but also breathtaking works of art. Depending on size, these are known as Ō-natsume (large), Chū-natsume (medium), and Ko-natsume (small). Prices typically range between €500 and €1,000, reflecting the skill and artistry behind them.
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Gold Leaf (Kanazawa): With the rising price of gold, products are expensive, and many designs don’t fit European tastes. For now, this is on hold.
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Bamboo and Wood: Unique and full of potential, but also 5–10x more expensive than mass-produced alternatives. We are still searching for the right artist, with the goal of launching in 2026.
✦ Glossary ✦
Natsume (棗)
A small, lidded container used in the Japanese tea ceremony to hold powdered green tea (matcha).
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Ō-natsume (大棗): large natsume
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Chū-natsume (中棗): medium natsume
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Ko-natsume (小棗): small natsume
The size and shape of the natsume influence how the tea is presented and how the host performs the ritual.
Maki-e (蒔絵)
A highly refined Japanese lacquer technique in which gold, silver, or other metallic powders are sprinkled onto wet lacquer to create intricate designs. Depending on the style, the designs can appear flat (hira maki-e), raised (taka maki-e), or polished in layers (togidashi maki-e). These techniques require exceptional skill and are regarded as some of the finest expressions of Japanese decorative art.
📸 Akio Momota Mini Vase, each carefully packed in a traditional kiri box.
What’s Next for Ceramics
We are expanding Momota-san’s collections with:
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Mini vases (arriving October 2025).
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Handmade cutlery rests for spoons, chopsticks, forks, and knives—about 10 cm long—available in both Koku-yu(dark blue/black glaze) and Sabi-yu (pale blue glaze).
These additions continue the philosophy of offering not just beautiful pieces, but also versatile objects that bring Japanese artistry into daily life.
📸 With Ayako at the IBASHO Gallery in Antwerp, presenting the exclusive Momota-san collections.
Building Partnerships and Systems
Behind the scenes, we’ve been busy as well:
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Partnering with IBASHO Gallery in Antwerp, where Momota-san’s ceramics were presented during their Japan Market.
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Optimizing our Shopify store and tools like Klaviyo (email), Sufio (invoices), and Sendcloud (logistics solutions).
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Creating photography content myself with my Canon R6 and macro lenses—a personal passion that allows me to share the beauty of each piece.
I’m also very grateful to my friend Ayako Kurose, who continues to help with translations, context, and the deep cultural stories behind each object.
Looking Ahead: A New Venture in Tea
Alongside MITSUBACHI.EU, I am preparing a new project together with my daughter. This time, it will be something connected to the world of Japanese tea—a category that is quietly building momentum and finding new admirers worldwide. We are planning to launch in early 2026.
The exciting part is that my daughter is not only a communication expert but also an influencer with hundreds of thousands of followers. This means we won’t need to start from zero again when it comes to building an audience.
For me, this is not just another venture—it’s an adventure I deeply look forward to: building something meaningful together with my daughter.
Step by Step
The road of MITSUBACHI.EU is only beginning. From a small but growing community of followers, to carefully curated collections, to new collaborations—we are building patiently, step by step.
At the same time, new horizons are opening: a project with my daughter in the world of Japanese tea, a field where tradition is meeting a fresh wave of global interest. Together, these ventures reflect the same philosophy: to share the beauty of Japanese craftsmanship and culture with those who truly appreciate authenticity.
Thank you for being part of this journey. The best is yet to come.