Tradition of the past, traditionalism of the future: A view from a pottery cooperative

Often essentialized as a national tradition, ethic, or even spirit, Japanese traditional craft has been less discussed in terms of its practical aspects, such as promotional activities, which are becoming increasingly important in the growing uncertainties of an aging and shrinking craft scene. The recent engagement of Tamba potters in organizing collective public events highlights this missing aspect. Based on ethnographic fieldwork conducted in Japan in 2018–19, this article explores potters’ changing perceptions of tradition as they seek its practical value in the sustainability of the local craft industry. On the surface, their public performance of traditional skills appears to strengthen their ties to the past. A closer look, however, reveals that doing so with a collective awareness of the practical value of tradition fosters their sense of agency in shaping the future. Through the notion of collective traditionalism, I show how tradition becomes an ingredient in the reconfiguration of the future.