In brief
Yuri Kawakami‑Shotton has reinvented Stoke‑on‑Trent’s pottery scene by leading Japanese visitors through the Spode Museum, turning local dinner sets into a hit in Japan. Inspired by a BBC report on struggling pottery firms, she saw an opportunity to meet Japanese demand for high‑quality ceramics. Her tours not only showcase the Blue Room but also partner with The Rabbit Hole Tea Room, sparking a pop‑up success that sold c.2,000 scones daily in Japan. The Spode Museum’s manager lauds her strides, noting they attract both physical and virtual visitors. Her initiative highlights how cultural tourism can lift a traditional industry while forging new international stories.
The woman promoting the Potteries to Japan
Yuri Kawakami-Shotton runs Peak and Pottery Tours at the Spode Museum, taking Japanese tourists on immersive journeys through Stoke-on-Trent’s heritage of ceramics.
Inspired by a BBC news report on pottery firms struggling in England, she realised Japan’s appetite for high‑quality dinnerware could revive local industry.
Since launching her tours, yellow‑and‑white dinner sets manufactured in Stoke have become a hit in Japanese markets, with visitors exclaiming “I’m in Stoke, I’m in Spode” after a walk through the Blue Room.
Alongside pottery, she also introduces guests to The Rabbit Hole Tea Room, where a pop‑up event in Japan smashed sales from a few hundred to over 2,000 scones a day.
Spode Museum manager Michael Escolme lauds her efforts, noting the expansion of visitors both in person and virtually.
Her work illustrates how cultural tourism can serve as a lifeline for traditional crafts while creating unique stories for a global audience.
