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language website designed specifically for the U.S. market. “Tokai honed in on what really makes a handcrafted guitar, and even up to this year they haven’t changed quite a bit about how they build guitars,” said Matt Desilet, director of product marketing for Audio Collective Group brands. “They got their reputation going in the late 1960s as they started to build guitars based on the golden era of American guitar manufacturing in the 1950s and ’60s,” he added. “Tokai picked up the torch as some of those other companies sold to larger compa- nies and lost their way in terms of building great guitars.” A CULT CLASSIC RETURNS Beyond its storied heritage, Tokai’s return fills a gap in the guitar market when many players are reevaluating what they want from their instruments. As prices continue to rise across the MI industry and consumers become conscious of long-term value, durability and repairability, Tokai has remained commit- ted to producing instruments designed to withstand years, if not generations, of use. Tokai’s luthiers continue to build guitars in small batches that meet the demand of the U.S. market. “The brand felt that now is a great time to come back, as people are demanding value. Everything’s expensive, everything seems like it’s harder to repair and every product life cycle seems like it’s getting shorter and shorter,” Desilet explained. “Because of the way Tokai guitars are built, it’s like time traveling back to the 1950s and ’60s and buying a guitar that’s going to last, like an heirloom that you pass on to your kids and grandkids. So now felt like the right time to bring a product like that back.” For decades, Tokai found its way into the hands of American players through overseas travel and international touring circuits. According to Desilet, response from the U.S. market has been like welcoming
After decades of cult-like status among collectors and players, Tokai Guitars is reestablishing its U.S. presence for the first time since the 1990s, bringing the brand’s renowned craftsmanship, vintage-inspired de- signs and dealer-focused support back to the market. — By Kimberly Kapela TOKAI MAKES ITS AMERICAN REVIVAL Matt Desilet, director of product marketing for Audio Collective Group brands.
O ne of the revered names from the “made in Japan, crafted in Japan” movement, Tokai Guitars, is making its return to the U.S. market for the first time since the 1990s. With its signature Golden-era construction, Tokai Guitars created a name for itself in the 1970s and ’80s for its craftsmanship and affordable takes on classic American guitar designs.
Now, through a new distribution partner- ship with Audio Collective Group (ACG), Tokai is making an effort to reconnect with American dealers and consumers. Announced during this year’s NAMM Show, the partnership will bring expanded inventory availability, Texas-based customer support and service, and a dedicated English-
12 I MUSIC INC. I AUGUST 2026
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