81013114

open access

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養殖真珠の受容とミキモトスタイルの創出 : 御木本幸吉の市場戦略に関する一考察

Acceptance of Cultured Pearl and the Birth of the Mikimoto Style : A Study on Kōkichi Mikimoto’s Marketing Strategies

Japanese (日本語)

Intercultural Studies Review

35

198-222

神戸大学大学院国際文化学研究科

2022-03-18

2022-03-23

This study discusses how the cultured pearls of Kokichi Mikimoto were accepted by the Western jewelry market by focusing on his market strategy. In 1893, Mikimoto succeeded in cultivating hemispherical pearls, and in 1919, he introduced his newly developed spherical pearls to the natural pearl market in London. However, he encountered backlash from the market, which he had not experienced in the hemispherical stage. While previous research has focused on the spherical cultured pearls, this article highlights that the creation of the "Mikimoto style" was important in addition to the acceptance of the hemispherical pearls. In the hemispherical stage, the Japonisme interest in women divers, described as SEA-GIRLS, and the existence of imitation markets helped in their penetration into the Western market. In the "Paris trial" ended in 1924, which led to the subsequent acceptance of the spherical cultured pearls, in addition to the researchers' testimony that there was no essential difference between the cultured and the natural pearls, Lucien Paul, the owner of the Mikimoto agency in Paris, played a major role. Furthermore, the "Mikimoto style," which resulted in the multifunctional pearl jewelry- "Yaguruma," developed in 1937, supported the market penetration of the cultured pearls.

ミキモトスタイル

紀要論文