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Firm ends production of matchbooks, evocative of an era

(8 Jul 2022) JAPAN MATCHBOOKS SOURCE: ASSOCIATED PRESS RESTRICTION SUMMARY: LENGTH: 3:05 ASSOCIATED PRESS Himeji, Japan - 29 June 2022 1. Close of matchbook match being lit 2. Matchbooks rolling down assembly line at Nittosha 3. Close of worker stacking matchbooks into box 4. Setup shot of plant head Kenji Kobayashi watching assembly line 5. SOUNDBITE (Japanese) Kenji Kobayashi, plant head, Nittosha: "For us, production dropped drastically because of declining demand. It's regrettable, but we decided to stop production. But so many people voiced disappointment and so we felt more than ever how matches had been truly an integral part of everyday life."   6. Various of matchbooks production 7. SOUNDBITE (Japanese) Jun Onishi, senior executive, Nittosha: "We started out by making and selling matches that are used for lighting fires. We were selling matches mainly for advertising purposes to hotels, restaurants and other places." 8. Wide of Kobayashi (right) and Onishi (left) standing by assembly line 9. SOUNDBITE (Japanese) Jun Onishi, senior executive, Nittosha:   "From about the 1970s, lighters became widespread use, and so the match market shrank. And so, from the standpoint of advertisement, we began to diversify by producing pocket-size packages of tissue, and the restaurants that we had been providing matches for ordered hand towels made of paper." 10. Close of matchbooks production 11. Tilt up of boxes of matches in production to matches 12. Mid of worker sorting matches into boxes on assembly line 13. Close of boxes of matches moving along line 14. Mid of machine that coats boxes of matches with chemical to make surface for lighting matches 15. Various of boxes of matches on assembly line 16. Mid of worker putting boxes of matches in plastic bags for shipment LEADIN: A longstanding Japanese firm says it is discontinuing the production of traditional matchbooks. Once a popular advertising tool, much of that trade has now gone online and disposable lighters are widespread. STORYLINE: Matches are more than just matches at century old Nittosha.   The tiny but proud manufacturer is tucked away in the sleepy Japanese city of Himeji, famous for little other than an ancient castle, gourmet seawater eels and their matches.     Nittosha employs 130 people. The company is a testament to the hard work and dedication at small and medium-size companies that are the backbones of large economies, including the U.S. and Japan.   The matches are also a story of a family, the firstborn Onishi sons have inherited the business, in accordance with the nation's tradition, for four generations.   Nittosha Co. speaks of an era when quaint, colourful "book matches" served as fashionable yet subtle advertisements, given out for free at bars, restaurants and hotels. That era has long gone, as disposable lighters became widespread, and the number of smokers dwindled. Advertising has become digital.   But when the company recently announced it would stop taking orders for matchbooks by the end of June, the news drew an outpouring of emotions, especially on Japanese social media. Some people said they associated lighting book matches with scenes in movies, while others shared images of their matchbook collections.   "So many people voiced disappointment and so we felt more than ever how matches had been truly an integral part of everyday life," says Kenji Kobayashi, who heads the factory. Kobayashi has never smoked. He believes matches serve the same function as postcards, as visual mementos of travel. Nittosha still has more than 1,000 customers. ==== Find out more about AP Archive: http://www.aparchive.com/HowWeWork Twitter:   / ap_archive   Facebook:   / aparchives   ​​ Instagram:   / apnews   You can license this story through AP Archive: http://www.aparchive.com/metadata/you...