Introduced to Europe in the 17th century by the East India Company, Arita ware, one of Japanʼs representative brands of porcelain, became an overnight sensation. At the time, European royals and nobles gave Arita ware high praise and referred to them as “white gold,” competing to collect them as symbols of their wealth and authority. Now, on the occasion of their 400th anniversary, the Arita ware industry is about to change drastically. While standing upon their traditions, the potters are attempting to give birth to a new kind of Arita ware. They are creating novel designs for the world to enjoy.