Stoke-on-Trent's rich pottery heritage is finding a new and enthusiastic audience in Japan, thanks to the dedicated efforts of Yuri Kawakami-Shotton. Through her enterprise, Peak and Pottery Tours, Kawakami-Shotton has become a vital link, showcasing the region and its iconic Potteries to a growing number of Japanese visitors.
Her inspiration for promoting Stoke-on-Trent stemmed from a BBC News report detailing pottery firms encountering difficulties. Observing the challenges, Kawakami-Shotton recognised an untapped potential in the Japanese market, believing there was a strong appetite for authentic English-made dinner sets and a genuine interest in the history preserved within museums like Spode. Her initiative was born from a desire to connect this demand with the city's unique offerings.
Since launching her tours, the impact has been notable. Michael Escolme, manager of the Spode Museum, has commended Kawakami-Shotton's role in expanding their global reach. He highlighted her success in bringing Japanese visitors, both in person and virtually, to the museum, where the craftsmanship of English dinner sets has captivated her clientele. For many, visiting Spode in Stoke-on-Trent is described as a near-legendary experience, fulfilling a long-held fascination.
Beyond the museum, Kawakami-Shotton also champions other local businesses. Her tours frequently include a stop at The Rabbit Hole Tea Room in Stoke-on-Trent. In 2023, her connections facilitated a significant opportunity for the tea room to host a pop-up event in Nihonbashi, Japan, during September. Lee Greenhalgh, the café's owner, recounted the extraordinary success of this venture, where daily scone sales surged from a few hundred to an astonishing 2,000, demonstrating the strong appeal of British culinary traditions in Japan.
Kawakami-Shotton's work underscores the enduring global appeal of British craftsmanship and cultural heritage. Her personalised approach not only provides unique experiences for Japanese tourists but also serves as a crucial economic boost for local businesses in the Potteries, fostering international appreciation for a region renowned for its ceramic legacy.