Toyama Traveling Medicine Culture: 300-Year Tradition of Medicine Peddlers

History of Toyama Medicine Trading

Toyama's medicine peddler (baiyaku) culture has about 300 years of history. In the 1690s of the Edo era, it is said to have begun when Toyama domain lord Maeda Masatoshi shared Toyama medicine with a feudal lord suffering from stomach pain during a sankin-kotai journey. The medicine's reputation spread, and Toyama medicine peddlers expanded nationwide.

Spirit of "Use First, Pay Later"

Toyama medicine peddlers are characterized by the unique business model "sen-yo-ko-ri" (use first, profit later). The system of first leaving medicine at a customer's home and receiving payment for the amount used at the next visit created a merchant culture emphasizing trust relationships with customers.

Medicine Industry Continuing Today

Toyama City is still a major pharmaceutical manufacturing hub, boasting high market share of domestic pharmaceutical shipment value. Toyama City Medicine Trading Museum exhibits medicine trading history and tools, allowing learning about the unique merchant culture.