Originating in Shin-Seto area of Tateyama, Toyama prefecture, Etchu-Seto Yaki production was at one time widely practiced in the area. Today, only four kilns producing the traditional style remain. These pottery pieces are characterised by the locally collected clay, which can range from yellow, blue, and reddish-brown to occasionally white (although, white clay is much harder to collect). The extremely high-quality and pottery-friendly soil abundant in this area can be fired at very high temperates, allowing for Etchu-Seto-ware to be both delicate and finely shaped. Etchu-Seto yaki received a resurgence in popularity after Steve Jobs (co-founder and former CEO of Apple) became a collector of the style.