Japan’s musical instrument industry grew during the nation’s postwar period of rapid economic growth, centered on piano manufacturing. As domestic demand grew, the industry’s exports also captured high market shares and strong reputations internationally. However, due to slowing domestic sales as a result of Japan’s low birth rate and diversification of consumers’ interests, as well as price competition with emerging markets for exports, Japan’s musical instrument industry faces difficult circumstances.

As the Japanese musical instrument industry reaches a turning point amid tough market conditions, wind instrument makers manufacturing flutes and saxophones are making particularly strenuous efforts. They have earned very strong reputations overseas, including in Europe and North America, in the field of Western musical instruments. Japan long has been home to a number of flute manufacturers, such as Muramatsu, that are world leaders in technology and product development, and Japanese saxophone makers, such as Yamaha and Yanagisawa, are also highly regarded internationally for the quality of their products, from entry-level models to high-end professional saxophones.

Focusing on the product development strategies of flute and saxophone makers in Japan, this paper considers product strategies and market sales over the past 30 years. Flute makers have shifted from mass-production models to diverse product lines, increasing added value through the use of new metal materials and improvements in their instruments and reflecting these in their prices. Saxophone makers also have continued steady product development, differentiating their products through new added value amid international price competition.

This study confirms a common trend among Japanese wind instrument manufacturers producing flutes and saxophones toward a strategy of shifting to higher-end models and expanding model lineups, through continual development of new products. It also shows that the new materials and new features introduced by these manufacturers are highly regarded in the market, and that the distinctive new models are a factor behind rising prices.