PRESS RELEASE

2017.03.12

The 220th anniversary of Utagawa Hiroshige’s birth

Ukiyo-e and Advertisements
2017 April 4 (Tue.) - June 11 (Sun.)Part 1 ／ April 4 (Tue.) - May 7 (Sun.)Part 2 ／ May 9 (Tue.) - June 11 (Sun.)

Organizer: Shizuoka City Tokaido Hiroshige Museum of Art
Designated Manager: NPO Hexaproject
Cooperation: The Adachi Foundation for the Preservation of Woodcut Printing

OutlineUkiyoe-Hanga is now appreciated as a work of art, but in the Edo era, it was also considered a form of commercialmedia. It was very common for scenery prints and Hanpon (literature of the day) to depict signs and Noren (shopcurtains), as well as commercial products for the purpose of promotion.
In addition, after exports of tea leaves (tea) became popular with the opening of ports in the Bakumatsu era, labels fortea boxes (Chabako) using Ukiyoe-Hanga techniques were produced. These labels were called Chabako-e (tea boxdesign), but later called “Ranji” as they used English alphabets.
This exhibition will focus on scenery prints that had a lot of commercial value, even amongst most Ukiyoe-Hanga. Thegradual changes in Chabako-e (Tea box design) will be introduced alongside the history of the tea export business.
Hours 9:00 AM ‒ 5:00 PM (last admission 30 minutes before closing time)
Closed Mondays (if it falls on a holiday, then the following Tuesday) *May 1st (Mon.) is the extraordinary opening day.
Adults: 510 (410) yen / University / High School Students: 300 (240) yen / Junior high students and younger:120 (100) yen* ( ) indicates prices for groups of 20 or more * Persons with proof of disability and one accompanying person are admitted free of charge* Shizuoka City residents, junior high students and younger, as well as Shizuoka City residents over 70 are admitted free of charge.
Access by train:
Take the JR Tokaido Line and get off at Yui Station.
It is a 25-minute walk or 5-minute taxi ride from there.
Access by car:
There are 21 parking spaces at the museum(Yui Honjin Park Parking)■From Osaka, Nagoya area
Exit the Tomei Expressway at the Shimizu IC and it is 20-minutesby Route 1 from there.
■From Tokyo, Yokohama area
Exit the Tomei Expressway at the Fuji IC and it is 25-minutesby Route 1 from there.

For more information on this exhibition and press inquies
Tel 054-375-4454 / Fax 054-375-5321 info@tokaido-hiroshige.jp
Shizuoka City Tokaido Hiroshige Museum of Art
297-1 Yui, Shimizu-ku Shizuoka City 421-3103[URL] www.tokaido-hiroshige.jp [facebook] www.facebook.com/tokaido.hiroshige
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2017.03.12

Exhibition Highlights
Advertisements in the Edo Era
Ukiyo-e was a popular form of media to promote various things such as famoussights, local delicacies, actors, and Kabuki programs. From the common to theunusual, this exhibition will introduce Ukiyo-e that were used for advertising.
Exhibited items will include Ukiyo-e that show signs of the Edo era andadvertisements that uses the paper media but not in the Ukiyo-e style.

Work exhibited in Part 1.
Utagawa Hiroshige / One Hundred Famous Views of Edo“Momendana Cotton-goods Lane in Ōdenma-chō”
Collection of Shizuoka City Tokaido Hiroshige Museum of Art

Work exhibited in Part 1.
Utagawa Hiroshige / Famous Places in the Eastern Capital“Cherry Blossoms on Naka-no-chō in the Yoshiwara”
Collection of Shizuoka City Tokaido Hiroshige Museum of Art

Export Business of Tea and Ukiyo-e
After the opening of ports in the Bakumatsu era, the tea (tea leaves) export business gained popularity. The emerging businessintroduced tea boxes, or the Chabako, which had labels designed with Ukiyo-e techniques. This exhibition shows how these labels
were actually used for the Chabako and displays the actual labels themselves.

Work exhibited in Part 1.
Utagawa HiroshigeⅡ / Chabako-e(Cherry blossoms, a morning glory and swallows)
Collection of Fujieda Municipal Museum of History

Work exhibited in Part 2.
Unknown / Chabako-e (Chinese-style)
Collection of Shizuoka City2PRESS RELEASE

2017.03.12

Artworks
Varieties of Ukiyo-e
Scenery prints obviously promote famous sights, but alsosneak in many advertisements.
We have specially selected a variety of scenery prints
including Sixty-nine Stations of the Kisokaidō Road byHiroshige and Keisai Eisen, One Hundred Famous Views ofEdo by Hiroshige in his later years, and Famous Restaurantsof Edo that depicted a famous restaurant in Edo. Please enjoy
scenery prints from a fresh new perspective.
Work exhibited in Part 1.
Utagawa Hiroshige / Sixty-Nine Stations of the Kisokaidō Road“Niegawa”
Collection of Shizuoka City Tokaido Hiroshige Museum of Art

Work exhibited in Part 2.
Utagawa Hiroshige / Famous Restaurants of Edo“Dewaya and a View of Mimeguri”
Collection of Shizuoka City Tokaido Hiroshige Museum of Art

Work exhibited in Part 2.
Utagawa Hiroshige / One Hundred Famous Views of Edo“Suruga-chō”
Collection of Shizuoka City Tokaido Hiroshige Museum of ArtHanpon
Depending on the writer, their Hanpon (literature of Edo) would
sometimes promote the shops that they visited as a form ofappreciation. Similar to a lot of modern literature, the end of a book iseither dedicated to a bibliography or a page promoting commercial
products. We hope you enjoy the other side of Hanpon from displayed
works including Tōkaidōchū Hizakurige (Shank’s Mare) by Jippensha
Ikku or Picture of Souvenirs from Edo by Utagawa Hiroshige.

Work exhibited in Part 1.
Utagawa Hiroshige / Picture of Souvenirs from Edo Vol.4
Collection of Shizuoka City Tokaido Hiroshige Museum of Art3

PRESS RELEASE

2017.03.12

Artworks
Hikifuda
Hikifuda is what we now call a leaflet or flier. Even in the
Edo era, there were advertisements in paper-form with onlywords. Rare Hangi (a printing block a woodcut) from the
day will also be displayed at this exhibition.

Left and Right Work exhibited in Part 1. /2.
A printing block used for Hikifuda front/backPrivate Collection

Chabako-e / Ranji
Chabako-e (Tea Box Design) wereoriginally designed in Ukiyoe-style andChinese-style, and ultimately, became
Ranji using English alphabets. Thisexhibition will exhibit the gradualchanges of Chabako labels over thecourse of history.
Left Work exhibited in Part 1.
Chabako-e (The type of cherry blossom)
Collection of Shizuoka City
Right Work exhibited in Part 2.
Ranji (Spiny lobster)Private Collection

Related Event 1 / Ukiyo-e Demonstrations & Workshops
Demonstrations and workshops by The Adachi Foundation for the Preservation of Woodcut Printing who continue theEdo-period techniques of woodcut printing. All ages are welcome to participate.
*Presenter: The Adachi Foundation for the Preservation of Woodcut Printing*When: May 3 (Wed. / Holiday); Morning / 11:00 - 12:30, Afternoon / 14:00 - 15:30*Cost: Free *museum entrance fee is required*Registration: Applications accepted by telephone (054-375-4454) or through our website.
Printing workshop spaces are limited to the first 15 people (pre-registration recommended).
Registration will close once all spaces are filled.

Related Event 2 / Gallery Talks by a Museum Curator*Date: Part 1: April 9 (Sun.) 13:00 - 13:30
Part 2: May 14 (Sun.) 13:00 - 13:30*Cost: Free *museum entrance fee is required*Language: JapaneseMeeting place is the entrance hall of the museum. No pre-registration needed; unlimited enrollment
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About of Museum
Shizuoka City Tokaido Hiroshige Museum of Art
Shizuoka City Tokaido Hiroshige Museum of Art is the first art museum in Japan to focus on the works of Edo Ukiyo-e Artist,
Utagawa Hiroshige. There are approximately 1400 landscape woodblock prints and other works within the Hiroshige collection,
including Hiroshige’s masterpieces Fifty-Three Stations of the Tōkaidō (Tōkaidō Hoeidō Edition) and One Hundred FamousViews of Edo.
We aim to promote a new culture of Ukiyo-e through curated exhibitions connecting Ukiyo-e with contemporary works. Visitors
can enjoy the magnificence of internationally loved Ukiyo-e works from Edo to the present.

About Hiroshige
Utagawa Hiroshige (1797 - 1858) Ukiyo-e artist
He became a pupil of Toyohiro Utagawa when he was about 15 years old. His work Fifty Three Station of the Tōkaidō (Tōkaidō
Hoeidō Edition) caused a great sensation, after that he continued to create Ukiyo-e prints about the Tōkaidō and the landscape of Edoand became famous as landscape artist. While he was working on what is considered his late-life masterpiece, One Hundred FamousViews of Edo, Hiroshige fell ill and passed away at the age of 62. Hiroshige's bold composition and lyrical style is loved by all and hisworks continue to influence artists all over the world.
Utagawa Toyokuni Ⅲ Memorial Portrait of Utagawa Hiroshige
Collection of Shizuoka City Tokaido Hiroshige Museum of Art

Press Images

High-resolution data for the following 8 images are available for editorial coverage of exhibitions. Please send your request by email or fax after reading
the usage conditions on the following page.

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□Titles and Credits

1.

Poster image©Shizuoka City Tokaido Hiroshige Museum of Art

2.

Utagawa Hiroshige

Famous Places in the Eastern Capital “Cherry Blossoms on Naka-no-chō in the Yoshiwara”, Collection of Shizuoka City Tokaido

3.

Utagawa Hiroshige

4.

Utagawa Toyokuni Ⅲ

Fifty-three Stations of the Tōkaidō Road “Fuchū: Kitahachi”, Collection of Shizuoka City Tokaido Hiroshige Museum of Art

5.

Utagawa Hiroshige Ⅱ

Chabako-e(Cherry blossoms, a morning glory and swallows), Collection of Fujieda Municipal Museum of History

6.

Unknown

Chabako-e(The type of cherry blossom), Collection of Shizuoka City

7.

Unknown

Chabako-e(Chinese-style), Collection of Shizuoka City

8.

Unknown

Ranji(Spiny lobster), Private Collection

Hiroshige Museum of Art
One Hundred Famous Views of Edo “Momendana Cotton-goods Lane in Odenma-chō”, Collection of Shizuoka City Tokaido
Hiroshige Museum of Art〈Usage Conditions〉* The images may be used only for editorial press purposes in conjunction with this exhibition and may not be used after the exhibition is over.
* Images may not be altered (trimmed, combined with other images or text, etc…).
* Images must be reproduced with notice of attribution.
* When an image is used, please email us a review copy
* Please send a final copy for our records (publication copy, URL, DVD video, CD, etc…)
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PRESS RELEASE

2017.01.21

The 220th anniversary of Utagawa Hiroshige’s birth

Ukiyo-e and Advertisements
Press Image Data Request

TO: Tokaido Hiroshige Museum of Art Press DeskFax. 054-375-5321

E-mail. info@tokaido-hiroshige.jp■Check the box for image data to be requested.
1. □Poster image

2. □Utagawa Hiroshige / Famous Places in the Eastern Capital “Cherry Blossoms on Naka-no-chō in the Yoshiwara”

3. □Utagawa Hiroshige / One Hundred Famous Views of Edo “Momendana Cotton-goods Lane in Odenma-chō”

4. □Utagawa Toyokuni Ⅲ / Fifty-three Stations of the Tōkaidō Road ”Fuchū: Kitahachi”

5. □Utagawa Hiroshige Ⅱ / Chabako-e(Cherry Blossoms, a morning glory and swallows)

6. □Unknown/ Chabako-e(The type of cherry blossom)

7. □Unknown/ Chabako-e(Chinese-style)

8. □Unknown/ Ranji(Spiny lobster)Your Company:
Publication’s Name:Your Name:
TEL：

FAX：

E-mail：When do you need the image by (month / date / time) ?

*Can be sent between 10:00 – 16:00 (JST)Planned publishing date (section title)〈Usage Conditions〉* The images may be used only for editorial press purposes in conjunction with this exhibition and may not be used after the exhibition is over.
* Images may not be altered (trimmed, combined with other images or text, etc…).
* Images must be reproduced with notice of attribution.
* When an image is used, please email us a review copy
* Please send a final copy for our records (publication copy, URL, DVD video, CD, etc…)

Please send us information if you introduce our program.
Tel 054-375-4454 / Fax 054-375-5321 info@tokaido-hiroshige.jp
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