The purpose of this study is to propose a solution for how traditional craftsmanship industries can compete in a changing environment by applying experimental marketing in service dominance logic. The products of traditional industries in Kyoto are made by craftsmanship honed by history. Kyoto’s traditional industries therefore tend to be craftsmanship‐oriented, with the craftsmen at their center maintaining a strong sense of mission and responsibility to preserve tradition. Traditional marketing views consumers as rational decision-makers who care about functional features and benefits. In contrast, Schmitt (1999) proposals experimental marketing. Experiential marketers view consumers as rational and emotional human beings who are concerned with achieving pleasurable experiences, that consists of five senses: sense, feel, think, act, and relate. Through these experimental marketing, customers have become increasingly able to participate together with companies in creating value. This research examines the shift of traditional industries of Kyoto from a “craftsmanship” orientation toward a “shared value creation” by analyzing the case of Shoyeido, a long-established incense business, from the viewpoint of value co-creation and context value, concepts which underlie experimental marketing. The commercialization at tourist sites of traditional exquisite Japanese incense presentation is discussed as well.