In brief
With China’s removal of extra‑point bonuses for piano skills, Yamaha, Kawai and Roland face a steep drop in demand, forcing them to cut production and look to new markets. The makers are releasing compact grand models, targeting social‑media‑savvy youngsters, and expanding overseas sales.
Japanese piano makers are re‑shaping their businesses after a sharp decline in Chinese demand, a change sparked by education reforms that removed the extra‑point bonuses for piano skills. The policy shift caused a rush of unsold inventory and a sharp drop in sales for companies such as Yamaha, Kawai and Roland.
Yamaha’s sales of musical instruments in China fell from 56.8 billion yen ($360 million) in fiscal 2021 to 32.7 billion yen in fiscal 2025, a loss of nearly 42 percent. The slump has forced the company to reduce production and even cease piano manufacturing in Indonesia.
To recover, Yamaha is introducing its GC series of compact grand pianos that perform like standard home‑grand models but fit into smaller living spaces. The line is aimed at Japanese owners who lack space, as well as U.S. and European customers who want a grand piano for their living rooms.
Kawai is shifting its focus in China from students and their families to hobbyists, particularly younger people who post piano performances on social media. By targeting this demographic, Kawai hopes to tap into the new internet‑driven market for piano enthusiasts.
Roland, which specialises in electronic and digital pianos, is looking to the large population of Chinese apartment dwellers who need space‑saving instruments. The company plans to upscale its presence with more affordable electronic models that appeal to that segment.
At its peak, China accounted for 75 to 80 percent of the world’s acoustic piano production and sales, but the education reforms have dramatically shifted that balance. With two years’ worth of unsold inventory on hand, Japanese brands are now turning to new product lines and overseas expansion to stabilize their businesses.
