In Japan, festivals are boldly taking art into the countryside

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When the Echigo-Tsumari triennale started in 2000 many arty observers wondered who would bother to go. This year’s will be the festival’s eighth edition

Abroad, Japan’s best-known contemporary art is the manga-inflected work of painters such as Murakami Takashi, whose colourful flowers feature on Louis Vuitton bags and in Billie Eilish’s music videos. Inside the country, however, social and community-centred art, often in the form of festivals in rural areas, is the dominant trend. Kitagawa Fram, the art director behind the Ichihara event, organises four other big ones in as many prefectures.

The case of Echigo-Tsumari has been “pivotal”, says Kumakura Sumiko, also of Tokyo University of the Arts. The region is a conservative enclave in the mountains of central Japan, filled with derelict homes, rice paddies and old people—objectively, a terrible place to host a contemporary-art festival. When it started in 2000, many arty observers wondered who would bother to go; many in the local community questioned the expense, Ms Kumakura remembers. But over time, attitudes changed.

 

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