Baiyaku Hanga

Baiyaku Hanga
The most significant feature of the pharmaceutical business in Toyama is the “Senyo-kori” (Use first, and pay later service), in which a box filled with medicines is placed at customer’s home free of charge, and later the customer pays for actual consumption. This customer-oriented business style served as a driving force to spread Toyama-made medicines all over Japan. Wholesalers of medicine ingredients steadily accumulated capital and have contributed to industrial modernization since the Meiji-era.

Medicine peddlers of Toyama presented woodblock prints called Baiyaku hanga, in which Kabuki actors or images of famous sightseeing spots were printed when they visited their customers. This is said to be the first examples of a business style using promotional gifts. One of the modern business styles was born during this time.

Baiyaku Hanga started probably late Edo-era (1800-), made by local artists, printers (except early period). Haiyaku hanga were used a lots of red paints, so called "Aka-e", picture of red.