Japan's jewelry capital turns artistry into 'hometown tax' donation boom

Kofu, the capital of Yamanashi Prefecture in east Japan, has witnessed a significant surge in hometown tax donations, increasing about eightfold over the past five years. This growth is largely attributed to the city's thriving jewelry industry, which has been promoted as a regional brand.

Ranked 12th in the nation for hometown tax donations in 2025, Kofu's success is closely linked to its status as the home of Japan's largest jewelry industry. Quartz has been mined in the region since ancient times, and Kofu's jewelry industry dates back to the Edo period (1603-1867). The prefecture, which yields 90% of Yamanashi's artisans, is renowned for its exceptional skills in polishing, processing, and other techniques, with jewelry produced in the area frequently used by well-known brands.

However, the artisans often work on confidential contracts with major brands, limiting their ability to promote their own work. Consequently, the region's reputation as a jewelry-producing center has remained relatively low. To address this, both public and private sectors have been working to boost Kofu jewelry as a regional brand, following successful examples like Imabari towels and Sabae glasses.

The Kofu Municipal Government has contributed to this effort by including locally made jewelry in the gifts offered in exchange for hometown tax donations, which surged from just over 1.28 billion yen in fiscal 2020 to more than 10.2 billion yen in 2025. Jewelry products, including Kofu jewelry, now account for the majority of these donations.

Since 2022, the municipal government has also participated in the Tokyo Girls Collection fashion event, showcasing Kofu jewelry and seeking to raise awareness among younger generations. Initiatives like the Kofu Jewelry Koshien, a competition for high school students to display their designs, are further promoting the Kofu jewelry brand. Jewelry companies are increasingly emphasizing the Kofu name in their sales efforts, with some expanding into overseas markets where jewelry trading is booming, such as Thailand.

Kazuo Matsumoto, a 65-year-old head of the jewelry and quartz division at the Kofu Chamber of Commerce & Industry, is leading the charge in building the Kofu jewelry brand. He expressed the goal of raising global awareness, ensuring that whenever people hear the word jewelry, they think of Kofu.