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Yuri Shima

my wine journey

Forbes Japan article: the PFV Prize 2025

The latest piece for my wine column at Forbes Japan is about the Primum Familiae Vini (PFV) and its prize which was recently awarded to Tsutsumi Asakichi Urushi Company in Kyoto, Japan. "Urushi" is natural Japanese lacquer, a centuries-old craft.


I have written about the PFV several times before. Here is the link to the past & new articles.



I also share the original comments by Charles Symington, Chairman of the PFV, on his experiences in Kyoto and impressions on the Japanese craftsmanship, which are translated and integrated into the article.


★ Impressions and takeaway, when experiencing Tsutsumi family's urushi workshop in Kyoto


"Our visit to Mr. Tsutsumi’s urushi workshop in Kyoto was profoundly inspiring. Witnessing the meticulous craftsmanship and deep respect for tradition resonated with our own values as multigenerational winemaking families. The dedication to preserving such an ancient art form, especially in the face of modern challenges, was truly admirable.


What struck us most was the harmonious blend of tradition and innovation. The workshop, rooted in centuries-old techniques, coexists with a strikingly contemporary retail space, where lacquered surfboards and skateboards are displayed alongside timeless artisanal objects. This unexpected contrast is not only aesthetically beautiful—it perfectly illustrates how heritage can evolve, adapt, and speak to younger generations without losing its soul.


This is precisely what we also strive for at PFV: generation after generation, we know that tradition alone cannot ensure longevity. We must also be forward-looking and innovative. Sustainability, creativity, and a clear vision of the future are essential. This, too, is a value we deeply share with Mr. Tsutsumi and his family.


His commitment to sustainability—whether through the use of natural, locally sourced materials or through the planting of lacquer trees for future generations—is a shining example of environmental responsibility. At a time when the urushi craft has been in dramatic decline, his resilience and determination to keep it alive is both courageous and deeply moving.


This encounter reaffirmed for us the universal importance of family legacy, artisanal excellence, and long-term commitment to the planet. It was a privilege to witness such a profound embodiment of these principles in Japan."



★ Thoughts and feedback about craftsmanship and family business in Japan


"What struck us most in Japan was the shared philosophy: that true craftsmanship is not just about technique, but about values. Like many great Japanese artisans, PFV families see their role not only as producers, but as custodians of a cultural legacy. There is a reverence for materials, a sense of continuity, and a quiet pride that feels remarkably familiar to us. This connection between family, place, and purpose is universal—and yet so beautifully embodied in Japanese craftsmanship.


In Kyoto, we were deeply moved by the sheer number of artisans dedicated to preserving ancestral skills. From the intricate beauty of Nishijin-ori silk weaving to the poetic art of kintsugi, the city feels like a living museum of craftsmanship passed down through generations. These artisans demonstrate a meticulous attention to detail and a profound respect for natural materials—qualities we also strive to uphold in our own work.


Mr. Tsutsumi is not an isolated example. Japan has succeeded in preserving a remarkable number of family-run businesses across many fields, a reality that is both impressive and deeply moving. This family model, based on transmission, patience, and vision, echoes our own structure at PFV. We were particularly struck by how naturally this extends to gastronomy, which has always been a close partner of the world of wine.


Our culinary experiences during this journey further deepened our admiration. Collaborating with a local chef to prepare a meal in harmony with our wines, we observed how each dish was crafted with seasonal ingredients, refined balance, and meaningful symbolism. Every element—flavor, presentation, texture—was considered with the same care and precision we apply in winemaking.


We were also honored to take part in a traditional tea ceremony—an unforgettable moment of grace, silence, and presence. The ceremony’s emphasis on harmony, respect, purity, and tranquility resonated deeply with us, reminding us that in any craft, true beauty lies in intention.


These days in Kyoto reinforced everything we believe in: that craftsmanship, family heritage, and sustainability are not separate values but intimately linked. We left inspired—to protect and elevate our own traditions, while always looking to the future with clarity and purpose."





 
 
 
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