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Yogyakarta handicraft producers break into Japanese market
Some may remember Australian wildlife warrior Steve Erwin, who was killed by a stingray in 2005, when browsing unique handicrafts made from the skin of these whip-tailed fish
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Some may remember Australian wildlife warrior Steve Erwin, who was killed by a stingray in 2005, when browsing unique handicrafts made from the skin of these whip-tailed fish.
Workers at the Dian Mandala Parri Original Shagreen workshop in Yogyakarta put the finishing touches to wallets made from stingray skin. Most of the products are exported to Japan. (JP/Slamet Susanto)
The Dian Mandala Parri Original Shagreen workshop in Yogyakarta produces such stingray-skin handicrafts -- wallets, trays, incense boxes and accessories -- to be shipped to Tokyo.
In Japan, stingray skin (galuchat in Japanese) was traditionally used to make accessories for swords in ancient times. Meanwhile, stingray skin, which is strong but difficult to process, is regarded a luxurious "leather" in Europe.
Supported by the Japan External Trade Organization (JETRO), Dian Mandala managed to enter the Japanese market and now exports more than 1,000 handicraft pieces a month.
The company, which was established in 1990, managed to increase its monthly production from 1,300 pieces -- worth a total Rp 700 million (about US$70,000) to 2,000 pieces.
"We are now overwhelmed by market demand. We are focusing on end products to get more economic advantage," Dian Mandala Assistant Director Sri Murminari said in Yogyakarta last week.
Sri said her company, which employed 135 workers, needed about 7,000 sheets of ray skin a month. The skin is mostly bought from fishermen along the northern coast of Java.
Dian Mandala is among nine small and medium Yogyakarta enterprises that have joined the Jogjatic One Village One Product program that was organized by JETRO following the devastating earthquake of May 2006.
The 5.9 Richter-scale quake killed more than 6,000 people. Thousands of houses and many production houses were destroyed.
Another handicraft group, Landunni Globalindo, which suffered from the quake, also managed to enter the Japanese market after joining the Jogjatic program.
"Japanese buyers are known for being very selective. The market now recognizes our products," Yuli, the general manager of Landunni Globalindo, which produces teakwood furniture, said.
In order to be accepted by the Japanese market, local handicraft producers made adjustment to their products, such as in term of color varieties and sizes.
For example, batik handicraft producer Aty Noor from Kaliurang area, started to produce batik using "old colors" (only two colors; brown and khaki) to appeal to Japanese tastes.
Adjustments to designs and patterns was also achieved by leather puppet-maker Hadi Sukarno. To meet with demands from the Japanese market, Hadi's leather puppets, known for their bright and diverse colors, are now only crafted in the original leather color (pale yellow) and boxed for home decoration.
Other groups have also adapted their products, including batik-making group Sogan Village from Sleman regency, natural silk-cloth producer Yarsilk Gora Mahottama, and plaited bamboo producers GG Craft and Surya Prima.
The adjustments are based on the advice of two Japanese designers -- Kohei Takata and Junya Kitagawara -- who were specially assigned by JETRO to assist handicraft producers in Yogyakarta.
Takata, who handles product development for furniture, is the president of Essence Co. Ltd. and L'Epice Co. Ltd Japan. Meanwhile, Kitagawara is the leader of Art Resources Inc. and is involved in various projects involving traditional handicrafts.
The designers have visited Yogyakarta more than five times since 2006 and trained local handicraft producers through seminars, workshops and individual meetings.
"The designers were very helpful in broadening our horizons and improving our knowledge of the Japanese market," Yuli of Landunni Globalindo said.
JETRO Jakarta Office president director Sadanobu Kusaoke said the program aimed to help the enterprises recover from the effects of the massive earthquake.
"We just provided experts and expertise, not money," Kusaoke said in Jakarta.
He said the small and medium enterprises managed to produce handicrafts for Japan's up-scale market after joining sessions with the designers.
"The products are very appealing. Some might say that it's batik with a Japanese taste," he said.
Kusaoke added the success of the local handcrafters entering the Japanese market was also due to the support of the Yogyakarta administration.
He said the administration financed the transportation and accommodation costs for the handicraft producers to join the Interior and Life Style Exhibition in Tokyo last year, one of the largest interior exhibitions in Japan.
Besides joining the overseas exhibition, the handicraft producers also participated in local displays, including one at the Jogja Expo Center last year, which attracted many domestic and foreign buyers.
Learning from the Jogjatic program, Kusaoke said JETRO planned to develop similar programs for handicraft producers in Manado, North Sulawesi; Padang, West Sumatra; Pekanbaru, South Sumatra; and Medan, North Sumatra.
"We also hope the Yogyakarta handicraft producers will share their knowledge with those who have yet to join their group," he said.
