When you’ve spent your whole life somewhere, it can be simultaneously exhilarating and terrifying to watch it change. In Japan, more and more of the population is relocating to cities for any number of reasons—opportunity, convenience, proximity to others—which means that the smaller towns and villages in more remote areas are dwindling in population. But even the not-so-remote places are affected.
One such area is Higashi-Iwase, a once-industrious town just 20 minutes from Toyama Station on the light rail. Higashi-Iwase suffered a decline of industry and business, and the people went with it. Masuda Ryuichiro, the fifth-generation owner of sake brewery Masuda Shuzo, witnessed this during his childhood. And when he stepped into his position at his family’s sake brewery, he decided to reverse the trend.
It is now growing in population, becoming an artists’ enclave that welcomes creatives of all kinds: glassmakers, potters, Michelin-starred chefs, and more. During our tour of Toyama, Team Musubi stopped by the town to speak with Masuda himself and enjoy a guided walkthrough of the town to see what it has to offer, and what the future holds.