In November, andu amet held two special events at a beautiful gallery in Addis Ababa, Ethiopia's capital.
One was a seminar co-hosted with JICA to share the knowledge gained over the past 15 years with local people. The other was the brand's long-cherished dream: Ethiopia's first pop-up store.
On the first day, the gallery was filled with diverse stakeholders supporting Ethiopia's leather industry: tanners, artisans, leather brands, government officials, and leather research institutes.
Ethiopian sheepskin is actually considered among the world's finest leather.
However, following civil war and COVID-19, the industry was devastated and remains on the path to recovery. That's precisely why I envisioned this day as a rallying point to reignite the passion within Ethiopia's leather industry.
First, I discussed “sustainable manufacturing” and “story marketing.”
In Ethiopia, values the world seeks—like repairing broken items for longer use, naturally helping those in need, and sharing what's necessary—are deeply ingrained as everyday practices.
However, these aren't recognized as essential business concepts. (I believe Japan was in the same situation just a few years ago.)
Therefore, I explained how powerful these values can be in overseas markets and how they can be leveraged to enhance brand competitiveness, using examples from the Japanese market.
Furthermore, we discussed challenges facing the entire industry and future prospects.
Representatives from government and international organizations expressed their appreciation for our long-standing efforts, and we received encouraging words about strengthening support for Ethiopia's leather industry and addressing the challenges that have come to light.
The Q&A session ran over time, and even during the networking period, questions kept coming. We could feel the excitement in the air—a sense that “something is about to start moving forward, starting today.”
The next day, we held our first pop-up event in Ethiopia.
Until now, due to local foreign investment regulations, we could only sell in Japan. However, following last year's deregulation, we were finally able to begin sales in Ethiopia as well.
The venue welcomed a diverse crowd—friends, fellow business owners, their friends, and even those who happened to drop by.
Some became fans right then and there, making it a moment where I could feel that the craftsmanship I've pursued for so long is steadily taking shape.
Considering Ethiopia's prices and economic situation, we knew from the start that selling locally wouldn't be easy.
Still, we decided to proceed this time because we wanted the artisans to see firsthand how products born in Ethiopia are being received.
We also wanted to convey a message to local peers and the general public: “Let's create truly exceptional products unique to Ethiopia together—not through cheap, mass-produced goods bought at rock-bottom prices as subcontractors or sub-subcontractors for global corporations.”
とはいえ、私たち自身の技術やマーケティング力も、まだまだ発展途上。
今回の皆様のリアクションに励まされつつ、現地の方々と手を取り合い、もっともっと良いものをつくっていきたい、とあらためて感じたのでした。
We will continue to carry select andu amet products at the shops listed below. If you happen to be in the area, please stop by.
