Tokyo National Museum
Tsutaya Juzaburo (1750-97), also known as “Tsutajyu,” was a prominent publisher in the Edo period. A special exhibition titled “Tsutaya Juzaburo: A Turbulent Figure in the Content Business” is currently being held at the Tokyo National Museum in Ueno, Tokyo, in conjunction with the 2025 taiga drama “Berabou – Tsutajyu Eika no Yumebanashi,” which will feature Tsutajyu as the main character. The exhibition will run until Sunday, June 15, 2025.
*Some of the works on display will be changed during the exhibition.
First half of the exhibition: April 22 (Tue) – May 18 (Sun)
Late exhibition: May 20th (Tuesday) – June 15th (Sunday)
Tsutaya Juzaburo, the Edo media mogul who discovered Utamaro and Sharaku
Tsutae was born in Yoshiwara, a brothel officially recognized by the shogunate, in 1750. He started out as a rental bookstore, and as a publisher he expanded his network to include samurai, wealthy townspeople, popular actors, comic book writers, and artists, developing a media mix and bringing about various innovations in the publishing industry of Edo.
While keeping up with the times, he produced many best-selling works, including kibyoshi, sharebon, kyokabon, and ukiyo-e, and is also known for producing ukiyo-e artists Kitagawa Utamaro and Toshusai Sharaku, who are now considered world-renowned Japanese artists.
Through a total of approximately 250 works from the first and second half of the exhibition, this exhibition follows the activities of Tsutae, a man of great influence at the time, and allows visitors to experience the values and artistry he created.
Chapter 1: “The Innovation of Yoshiwara Hosomi, Sharebon, and Yellow Cover Books”

The exhibition is divided into three chapters plus an appendix. At the entrance to Chapter 1, visitors are greeted by Yoshiwara Daimon, which was the only entrance to the Yoshiwara red-light district.
This is the actual set used in the filming of the historical drama “Berabou,” and it is said that ukiyo-e prints by Utagawa Toyoharu, Utagawa Kunisada, Utagawa Hiroshige, and others were referenced in the production. Beyond the gate is a space that imitates Yoshiwara’s main street, “Nakano-cho,” where rows of cherry blossoms and night lights create a spring atmosphere.



*First half of the exhibition (replicas will be on display in the second half)
Chapter 1 displays Yoshiwara guidebook “Yoshiwara Saimin,” which was the starting point of Tsutae’s career as a publisher.
Originally published by a different publisher, Yoshiwara Saimin had many problems that had caused it to lose credibility, including its inability to keep up with the rapid changes in Yoshiwara information.
In comparison, the first reprint of Tsuta’s Yoshiwara Saimin, “Rigid Flowers,” not only updated the information to the latest by utilizing the information network of people who had grown up in Yoshiwara, but also improved the layout by placing the brothels lined up on both sides of the street facing each other at the top and bottom of the paper, allowing people to walk around the town while holding it in their hands. In addition, costs were reduced by consolidating information from two pages onto one page, attracting many customers to Yoshiwara, which was in decline.
Tsutaju continued to pursue what people enjoyed throughout its publishing activities, and it is clear that it was already thoroughly consumer-oriented at this point.

The exhibition allows visitors to compare the changes between the old and new versions of “Yoshiwara Saimin,” and also highlights the various attempts made to increase the publication’s commercial value, such as having the preface written by Sankyoden, one of the most popular comic writers of the time.

Tsutajyo’s first independently produced publication was Hitome Senbon (1774), a chronicle of courtesans’ reputations in which courtesans were likened to flower arranging. Tsutajyo also planned the nishiki-e book Seirou Bijin Gosizikagami (1776), which depicts courtesans from each brothel busily practicing the koto, painting, calligraphy, flower arranging, and other arts and parlor entertainment throughout the year, and was jointly drawn by the popular artists Kitao Shigemasa and Katsukawa Shunsho.
Both of these works are believed to have been funded by the courtesans depicted, their patrons, and brothel owners, and these “silver-earning” works, which were produced without putting a strain on Tsutae’s own pockets, became one of Tsutae’s main business models.


Tsutae demonstrated his excellent skills as a publisher, and built up financial strength through reliable, standard products such as the exclusive publication of the original version of the Joruri puppet theatre called Tomimotobushi, which was popular in Edo, and the production of a large number of Oraimono, elementary textbooks used at temple schools and other institutions.

Kuroki Library, Department of Japanese and Chinese Literature, College of Arts and Sciences, University of Tokyo *Scenes will change during the exhibition
At the same time, the company employed popular writers and illustrators and began publishing popular fiction in the form of kibyōshi and sharebon. Examples of this include “Mitoku Ichinoseidō Kisanji’s ‘Midori Ichitaimu’ (1781), which made Tsutajyū’s name known in the world of gisaku, and ” Hakoiri Musume Omenya Ningyo’ (1791), a parody by Sankyōden that depicts the sequel to “Urashima Tarō” and was produced during the publishing restrictions imposed by the Kansei Reforms.
Chapter 2: The Rise of Kyoka – Tsuta Tomaru and His Relationships with Cultural Figures
Chapter 2 focuses on Tsutae’s relationship with kyoka (a type of short poem that parodies waka poetry and incorporates satire and irony into social conditions), which was all the rage in Edo, particularly during the Tenmei period (1781-89).
The culture of composing kyoka poems celebrating Edo began as a pastime for the educated samurai class. With the Kansei Reforms, the culture spread to people of all walks of life, including townspeople, actors, and artists, and Tsutaju also entered the scene as a kyoka poet under the name Tsuta Tomaru. While he was active in the literary arts, he also found a way to thrive as a publisher, compiling kyoka poems that had been read and discarded into publications. While interacting with leading cultural figures of the time such as Ota Nanpo, Karagoromo Kitsushu, and Shura Sugae, he led the boom from Yoshiwara, the source of trends.
Furthermore, Tsutaju pioneered a new genre, kyoka ehon, which added pictures to the previously text-only world of kyoka books, and published them exclusively. Among the kyoka ehon, the silver-finished works, which were funded by wealthy kyoka poets who wanted to make a name for themselves, were gorgeous, with multi-color printing and techniques such as mica printing and air printing, making them worthy of being called works of art.

*Early exhibition
The highlight of this chapter is the kyoka picture book illustrated by Kitagawa Utamaro, whose talent was discovered by Tsutae and who was hired almost exclusively by Tsutae. Utamaro’s kyoka picture book trilogy, “Gahon Mushi Sen” (1788), “Shiohi no Tsuto” (1789), and “Hundred and Thousand Birds Kyoka-awase” (1790), have themes of insects, shellfish, and birds, respectively, and you can feel the high precision of Utamaro’s sketches and keen observational eye.

*Early exhibition
Also on display here is the pillow picture (shunga) book “Utamakura” (1788), which is said to have been created by Utamaro during his lifetime. According to Masato Matsushima (Tokyo National Museum’s head of curatorial planning), who is in charge of planning this exhibition, this is the first time that a pillow picture has been exhibited in the museum’s history of over 150 years since its founding.

*First half of the exhibition (a different book will be exhibited in the second half)
Among the 12 wide-format nishiki-e prints depicting the intricate interactions between men and women at a teahouse, including scenes of pandemonium and negotiation, the painting “The Second Floor of the Teahouse” is considered particularly beautiful. (The image is a partial view.)
It is a depiction of a secret love, and although the woman is seen from behind and her expression cannot be seen, her affection for the man is apparent from the way she strokes his cheek, while the man’s right eye, peeking out from under the woman’s topknot, appears calm and sober; the intertwined intentions of the man and woman and the realism of that moment are nothing short of stunning.
Regarding this painting, Matsushima commented, “It is not clear what Utamaro was thinking when he painted this, but depending on the viewer, they can imagine different emotions between the two men. This shows how multi-layered and deep the painting is.”
Chapter 3: “Discovering Ukiyo-e Artists: Utamaro, Sharaku, and Eishosai Choki”
The third chapter follows Tsutaju’s activities in publishing, from the latter half of his career, when he branched out into ukiyo-e printmaking during the Kansei period (1789-1801). Including works published by other publishers such as Nishimuraya Yohachi and Wakasaya Yoichi, the exhibition brings together masterpieces representing the ukiyo-e world of the late 18th century, known as the Golden Age of ukiyo-e.

Hiraki Ukiyo-e Foundation, Tokyo *First half of the exhibition

*Early exhibition
Tsutaju discovered famous artists such as Kitagawa Utamaro, Toshusai Sharaku, and Eishosai Choki, and planned and published ukiyo-e that made the most of their appeal. At the time, various publishers were introducing new approaches to ukiyo-e, but what characterizes Tsutaju’s works is that they incorporated the “large neck” composition, which boldly closes up the face of a person, which was used in actor paintings, into the bijin-ga (portraits of beautiful women), which generally featured full-body portraits.

*Early exhibition
Utamaro, a leading figure in the painting of beautiful women, teamed up with Tsutaju, and his “large-head painting” technique, in which he paid close attention to the facial expressions and gestures of the subjects, and his expressions that conveyed even their emotions, became popular. In addition, while the painting of beautiful women had previously focused on courtesans, he also began to produce works with ordinary women as the subject.


*Early exhibition
For example, “Three Famous Beauties” (1793) depicts three popular poster girls from the Kansei period: Okita, Takashima Ohisa, and Tomimoto Toyohina of Naniwaya. At first glance, they all appear to have the same face, but if you look closely, you’ll see that they are caricatures that capture subtle individuality in the eyebrows, corners of the eyes, noses, and contours.
Since portraits of beautiful women generally depicted the ideal face and body shape of each era, this attempt to bring realism into a world of fantasy was, in a sense, extremely groundbreaking.


*Early exhibition
At the end of the third chapter, Sharaku Toshusai is featured prominently. Sharaku is one of Japan’s leading ukiyo-e artists, but in fact, his career lasted only about 10 months. He is a mysterious figure who appeared in Edo like a comet and disappeared without a trace, leaving behind over 140 works.
He was a star discovered by Tsutajyo in his attempt to monopolise actor prints, and all of his famous works were published by Tsutajyo. To achieve success with his large-headed actor prints following on from Utamaro’s portraits of beautiful women, Tsutajyo made a spectacular debut with a single publication of 28 gorgeous large-format nishikie prints printed on black mica, covering the entire repertoire of theatrical performances.

Both are Important Cultural Properties. Calligraphy by Toshusai Sharaku, 1794. Owned by Tokyo National Museum. *Exhibited in the first half of the exhibition.
One of these pieces is Edobei of Otani Oniji III (1794), which everyone has probably seen at least once. It depicts a scene from Koi Nyobo Somebun Tezuna, in which Edobei is about to attack Yakko Ippei to steal his money, and the distinctive pose of his hands captures the moment he is about to take off his jacket. Combined with the tragic expression of the paired piece, Yakko Ippei of Ichikawa Otokozo I (1794), it creates an extremely tense atmosphere that matches the dark background of the black mica print.


1794, Tokyo National Museum *Early exhibition
Sharaku’s style of painting is generally said to be deformed, but in fact it can be said to be characterized by an advanced level of realism, as he mercilessly exposes facial features, not only depicting wrinkles and nasolabial folds that the actors themselves would want to hide, but also the rugged bone structure of even his female characters.
At the time, other artists portrayed actors in a glamorized manner. It is easy to imagine that Tsutae had foreseen that this kind of realistic depiction would become a new trend, but many Kabuki fans dream of the roles their favorite actors will play. Sharaku’s paintings, which were too realistic, were unpopular not only with fans but also with the actors themselves, and they never became popular.
Regardless of the outcome, these nishiki-e prints, which reflect the inner thoughts of people living today, represent a milestone in the expression of people by the publisher Tsutaju, and in ukiyo-e.
Appendix: “The City of Edo during the Tenmei and Kansei Periods”

Edo in the second half of the 18th century, when Tsutaju established his bookstore and publishing company, Koshodo, was a time of economic and cultural growth, developing into a fascinating city worthy of being called Great Edo.
In the appendix, the art team behind the historical drama “Berabou” recreated the streets of Nihonbashi at the time. In addition to CG images showing the four seasons in Nihonbashi, the exhibition also features props and setting materials used in the drama, explaining how Edo culture was incorporated into the story.
Please note that you may only photograph the badge, but you may not actually enter the building.



This exhibition was designed to evoke the atmosphere of Edo as much as possible. Publications by Tsutaju appear every week in the drama, and many of the originals are on display at the venue, so those who are avid viewers of the drama may find many new discoveries.
Summary of the special exhibition “Tsutaya Juzaburo: A Driving Force in the Content Business”
venue | Tokyo National Museum Heiseikan |
Dates | April 22, 2025 (Tuesday) – June 15, 2025 (Sunday) *Some of the works on display will be changed during the exhibition. |
Opening hours | 9:30am – 5:00pm *Open until 8:00pm every Friday and Saturday *Last admission 30 minutes before closing |
Closed Days | Monday |
Admission fee | Please check the official exhibition website. |
Organizer | Tokyo National Museum, NHK, NHK Promotion |
inquiry | 050-5541-8600 (Hello Dial) |
Exhibition official website | https://tsutaju2025.jp/ |
*The contents of this article are current as of the time of coverage. Please check the official exhibition website for the latest information.