Right now, there are more kendama brands than ever before.
New logos.
New shapes.
New colorways.
And while entrepreneurship is powerful, starting another brand is not always the most impactful way to grow kendama.
If your goal is to truly strengthen the game, this article will help to guide you in the right direction.
Kendama does not struggle with awareness.
In places like Romania, Latvia, Singapore, California, and Hawaii, kendama once exploded in popularity. Tens of thousands of kids were playing kendama. Massive one-off events brought in over 1,000 competitors.
The hype was real.
But the hype has not been sustainable long-term.
There were not enough weekly jams. Not enough monthly meetups. Not enough local systems put in place to keep people plugged in. Large events capitalized on momentum, but they didn’t always create infrastructure.
Fast forward to today.
Kendama clips on YouTube Shorts, TikTok, and Instagram Reels are going viral. Millions of views. Incredible trick level. High-quality content.
But short-form content mostly builds awareness.
It does not automatically build belonging.
Retention comes from connection.
And connection happens in real life.
You do not need a factory.
You do not need inventory.
You do not need a brand.
You need people.
Attend local jams. If there aren’t any, start one. Host a weekly meetup at a park. Bring extra setups. Teach someone their first spike.
Search for local festivals and reach out to get se if you can get involved and teach kendama. Bring used kendamas and let people who are curious give it a try or just set up on a sunny day at a busy park.
Community is the foundation of retention.
When players learn alongside others, they progress faster. They stay motivated. They collaborate on video projects. They travel together to events. They build friendships.
A brand sells product. A local jam builds belonging. Belonging keeps people playing.
If you want to make a lasting impact, create something original.
The most influential kendama projects were not just product drops. They were creative statements.
Full-length films like BIRL, Count Me In, Where We Are, and SPF Lemon inspired generations of players to pick up a kendama and create something of their own.
They were choreographed. Intentional. Artistic.
You do not need a production budget to contribute.
Film your friends. Experiment with angles. Use slow motion. Try POV shots. Film with a DSLR. Edit something different. Make something weird. Make something beautiful.
Static tripod clips require little effort and are easy, but creativity and originality builds culture that inspires others.
Almost every major kendama tournament today is run by a brand.
Events like Atlanta Kendama Open, Las Vegas Kendama Open, and Dama at the Pond have impacted hundreds of players, yet don't have the backing of a large kendama brand.
But here’s something important:
Most large events scaled slowly over time.
They were not massive overnight. They grew year after year because people showed up consistently and cared about the right thing, which is having fun with others playing kendama.
If you have entrepreneurial energy, redirect that energy toward experiences.
Start small. Host a jam, work on promoting it and inviting more people to join, and be consistent over a long period of time. It may start with 3 or 4 people, but has the potential to scale significantly over time.
Events and in-person gatherings create memories and memories last forever!
If kendama is ever going to scale to something as large as the Olympics, it will require structure beyond individual brands. That starts with independent organizers, consistent local scenes, and long-term commitment.
You can give back to kendama in ways that have nothing to do with selling more kendamas.
Design apparel.
Create holsters.
Paint kendamas.
DJ at events and jams.
Take photographs.
Film for your friends.
Projects like Kendama Yearbook connect players from all over across every brand without pushing a new kendama.
Giving people opportunities to meet, collaborate, and feel seen has an impact that cannot be measured on a sales chart.
Before starting a brand, ask yourself:
What does kendama actually need right now?
Does it need another shape?
Does it need stronger local communities?
Better media?
More school programs?
Consistent events?
Strengthening the ecosystem means filling gaps, not duplicating what already exists.
The people who built remarkable things in kendama did not do it overnight. They started small. They stayed consistent. They showed up day after day.
And eventually, what felt impossible became reality.
The future of kendama depends on:
Teaching beginners with patience and kindness
Inviting people into in-person experiences
Creating art that lasts longer than a trend
Building infrastructure, not just hype
Awareness gets someone to watch a clip.
Creativity gets someone inspired.
Community gets someone to stay.
If you truly want to grow kendama, focus on creativity, positivity, and consistency. Share why you love playing. Teach someone their first spike. Invite them back next week.
That invitation might be the moment that changes their life.
You do not need to start a brand to leave a legacy in kendama.
You just need to build something that brings people together and keep showing up long enough for it to matter.
