Setoya Co., Ltd.

Discovering hidden gems in Tohoku

Company Profile

  • Address 2-15-7 Oroshimachi, Wakabayashi Ward, Sendai, Miyagi Prefecture
  • TEL 022-232-0135
  • FAX 022-239-0245
  • WEB
  • CEO KONNO Shinsuke
  • Capital 10 million yen
  • Year of establishment 1949

About Us

Porcelain professionals

KONNO, Tomoya
Managing director

Setoya Ltd. is a company focusing on the wholesale of Japanese pottery, porcelain, and glass which just marked the seventy-first year since its founding. We travel to famous production regions throughout the country finding high-quality wares, selling them through department stores and other stores like Fujisaki and Mitsukoshi in the Tohoku and northern Kanto regions. Additionally, we’re expanding another branch of business under Setoya Supply (Ltd.) in which we sell tableware and kitchen implements to restaurants and hotels centered around Miyagi Prefecture.


Communicating the appeal of the Tohoku region

There are so many professionals manufacturing Japanese pottery and porcelain in this country who remain unknown to the world; we plan on capitalizing on that knowledge to contribute to our region. We especially want to discover the hidden quality wares of the Tohoku region, sharing them with as many people as possible.

Image of Ideal Candidates

Personnel with their gaze pointed overseas

We’re currently growing our e-commerce business in response to the slump in the wholesale business brought on by the coronavirus crisis. As a result, those with knowledge or know-how with regards e-commerce are very appealing to us. Additionally, as we've recently increased our transactions with Chinese retail stores, we’re planning on building an environment in which we can export overseas, with China as our first target. We’re looking for talented individuals who can communicate in English and other languages for these purposes.


From Tohoku to the world

The coming age will be one of increased internationalization, and there will be a need to look towards the global market. Additionally, there are innumerable appealing products slumbering in Tohoku, waiting to be spread to people outside of the region. Our goal for the future is to get these wares to the people of the world. We’re hoping to work alongside exchange students and people from overseas in order to achieve this goal.

International students would like to know

Do you plan on hiring foreign staff?

We’re hoping to do so. While our e-commerce business is currently at the early-approach stage, we’re hoping to open up branch stores on Alibaba and the like within the next year or two. Although we could hire a separate interpreter to deal with this, we’re worried that such a person wouldn’t demonstrate the commensurate level of passion for the work we’re doing here at Setoya. As such, the idea of foreign staff who can work alongside us at our company and communicate in English is very appealing.

What is the working environment like?

Working hours for permanent employees are from 8:45 AM to 5:45 PM, and for part-time employees is from 10:00 AM to 5:00 PM.
We have many employees at Setoya who have been able to stay with our company for a long time who will be able to bring a passion for the job as they work alongside you. Additionally, we are considering hiring foreign staff who would work for us while living abroad, and who can put their abilities to good use.

Message Movie


SAKAI, Yura Tohoku University

The interview left me with some feelings about the Japanese pottery made by Kanano-san. I think it's wonderful that they don't simply look at their work as a product to be sold, but also deliver them to people and use the connections that they feel because they are actually involved with potters and sellers. I’m interested in the idea of eating, and so I feel a great deal of appeal in the endless possibilities represented by tableware.

RASULI, Nadea Fikrah Universitas Gadjah Mada / Tohoku University

I think the long years of varied legitimate association with local potters serves as proof as to how much Setoya has contributed to the development of the porcelain industry.
This interview awakened my interest in how Setoya goes about choosing which sake sets best match Japan’s drinking culture. In my native country of Indonesia, we rarely match utensils to our eating culture, so I think that Setoya possesses a wonderful concept for increasing the customer experience. I would be happy to have that experience the next time I visit Sendai.