Japanese Archaeology and Special Exhibition (Heiseikan) Special Exhibition Galleries
April 22, 2025 (Tue) - June 15, 2025 (Sun)
Tsutaya Jūzaburō (1750–1797), known as Tsutajū, was a brilliant publisher of the Edo period. He is best known for launching the careers of ukiyo-e artists such as Kitagawa Utamaro and Tōshūsai Sharaku, who are now regarded as world-renowned masters. This exhibition closely examines Tsutajū’s publishing activities while showcasing the rich and diverse culture of Edo, particularly during the Tenmei and Kansei eras (1781–1801).
Drawing inspiration from the pleasure quarters and kabuki theater, and riding the wave of popularity of kyōka comic verse, Tsutajū cultivated close relationships with poets and writers of fiction. He built a dynamic network that connected samurai, wealthy townspeople, popular actors, writers, and artists. He linked different creative fields and introduced bold innovations to the publishing industry.
With exceptional business acumen, Tsutajū continuously revolutionized what we might today call the content business. At the heart of his work was a relentless focus on the perspective of the consumer, driven by a passion for discovering what people found fun and engaging.
This exhibition is presented in conjunction with the 2025 NHK historical drama Berabō: Tsutajū Eiga no Yume Banashi, which features Tsutaya Jūzaburō as the protagonist. Through this collaboration, the exhibition brings Edo to life while exploring Tsutajū’s role in publishing and the cultural innovations he pioneered. Visitors will not only see how he shaped the print culture of the late Edo period, but also experience the artistic vision and values he helped to create.
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