The Vision Behind Fender Japan’s Heritage Series
When Fender Japan announced the Made in Japan Heritage Series on March 17, 2020, it was more than just another product release. In the Japanese-language materials, Fender described it as “伝統ある真のフェンダーDNAを追求した新シリーズ” — literally, “a new series pursuing the true and traditional Fender DNA.” That phrasing was not mere marketing talk. It reflected a quiet confidence that Japanese builders, with decades of experience working with the Fender brand, could now look back at Fender’s own origins and accurately reproduce Fender’s historic designs (the “Fender DNA”) with a level of precision perhaps unavailable elsewhere.
The Heritage series represented a dialogue between history and craftsmanship, rather than a simple reissue line. In fact, the Heritage instruments were designed with an almost obsessive focus on period accuracy. Still, they maintained the precision and consistency of Japanese manufacturing.
The Heritage series represented a dialogue between history and craftsmanship, rather than a simple reissue line. In fact, the Heritage instruments were designed with an almost obsessive focus on period accuracy. Still, they maintained the precision and consistency of Japanese manufacturing.
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The Heritage Series was not an attempt to imitate American-made Fenders, but to demonstrate what Japanese Fenders could be when treated as their own benchmark. The lineup—featuring eleven models and fifteen variants at launch—covered the core pillars of Fender’s catalog: Stratocaster, Telecaster, Jazzmaster, Precision Bass, and Jazz Bass, including Thinline and Custom models. |
Every instrument shared one notable feature: a single retail price of 160,000 yen plus tax. This consistent pricing was itself a statement. It implied that each model, regardless of configuration, represented the same level of craftsmanship and authenticity. Heritage was not about hierarchy or marketing tiers; it was about fidelity to an idea.
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The project oversight was provided by Master Builder Mark Kendrick, then Director of Global Build Standards at Fender. Kendrick’s involvement gave the series a deep connection to Fender’s U.S. archives, as he and his team supplied profiling data and reference measurements for period-correct body shapes, neck tapers, and hardware specifications. These blueprints were sent to Japan, where Fender’s domestic production partners turned them into real instruments.
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Mark Kendrick at Dyna Gakki
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It was a collaboration that combined historical research with modern manufacturing discipline, bringing Fender’s classic designs to life through Japanese craftsmanship.
“The Made in Japan Heritage Series captures the spirit and very essence of Fender’s DNA. These guitars are authentic Fender craftsmanship. You will notice the classic nuances in the lines, curves, and contours almost immediately. The player will enjoy the sound of historic tones while appreciating the high quality of the Japanese craftsmanship. I was blown away the first time I held a guitar from the Japan Heritage Series! These guitars exceeded my expectations.”
Mark Kendrick
Heritage Series: A Closer Look
All models except the ’70s Stratocaster had lacquer finishes on both the body and neck.
There were three color options for the Telecaster, four for the Stratocaster, and two for the Jazzmaster. The vintage feel was carefully captured not only in the color tones but also in the subtle shading of the finish. For example, the White Blonde (used on the ’50s Telecaster and Stratocaster, and on the Jazzmaster) precisely recreated the 1960s technique of applying “darker edges and lighter centers.”
There were three color options for the Telecaster, four for the Stratocaster, and two for the Jazzmaster. The vintage feel was carefully captured not only in the color tones but also in the subtle shading of the finish. For example, the White Blonde (used on the ’50s Telecaster and Stratocaster, and on the Jazzmaster) precisely recreated the 1960s technique of applying “darker edges and lighter centers.”
This series featured Premium Vintage Style pickups, made with materials that closely matched those used in original vintage models. For the electric guitars, all pickup coils used Formvar wire. The wiring from the pickups was done with cloth-covered wire (except for the ’70s models, which retained the original vinyl insulation)—a detail sure to please vintage enthusiasts. To faithfully reproduce the sound of each era, the number of coil windings and other specifications were tailored to the characteristics of the respective decade.
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All models in the Heritage Series used a slightly lower pickup setting specified by Mark Kendrick. By increasing the distance between the strings and the pole pieces, unwanted magnetic interference with string vibration was reduced, allowing for richer resonance and longer sustain. In this way, the series carried on Leo Fender’s original philosophy of eliminating unnecessary distortion.
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While the Made in Japan Traditional series featured a 9.5” fingerboard radius, all models in the Heritage Series used Fender’s traditional 7.25”. Even the American Original series—Fender’s U.S.-made, vintage-oriented line available at the time—opted for a more modern 9.5” radius for improved playability. This showed just how dedicated the Heritage Series was to authentic vintage recreation.
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While the Made in Japan Traditional series standardized all its necks to a “U” shape, the neck shapes of the Made in Japan Heritage Series instruments were faithful to each era. These neck shapes were recreated using archival data from Fender’s U.S. records, meaning Fender’s authentic tradition was beautifully brought to life through the precise craftsmanship of the Japanese factory.
On the left was the ʼ60s Stratocaster with its thick “C” shape, and on the right was the ʼ50s Stratocaster with its soft “V” shape. The former was slightly thinner and rounder, while the latter featured the more triangular profile characteristic of ʼ50s necks.
On the left was the ʼ60s Stratocaster with its thick “C” shape, and on the right was the ʼ50s Stratocaster with its soft “V” shape. The former was slightly thinner and rounder, while the latter featured the more triangular profile characteristic of ʼ50s necks.
Heritage Soft V Shape
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Heritage Thick C shape
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Archival data from the U.S. were used to reproduce even the subtle quirks of each original font with precision.
Another notable point was that the logo decals were applied using the traditional waterslide transfer method on top of the headstock finish. The only exception was the ’70s Stratocaster with the modern-style logo, where a layer of gloss urethane was sprayed over the decal. |
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The Legacy
The earliest guitars reached stores in spring 2020. Fender continued to support the Heritage line after 2020 with occasional limited runs and shop exclusives. In 2023, Fender Japan announced additional Heritage models and exclusive finishes for official Fender Shop channels. These updates reinforced that Heritage is a living line for Fender Japan rather than a one-off launch.
Looking back, the Made in Japan Heritage series marks an important yet subtle chapter in Fender’s global history. It shows how a multinational brand can entrust its legacy to local craftsmanship and, in doing so, rediscover a part of its identity. In Japan, the Heritage line is more than just a series of guitars—it reflects how deeply the Fender ideal has taken root there.
Looking back, the Made in Japan Heritage series marks an important yet subtle chapter in Fender’s global history. It shows how a multinational brand can entrust its legacy to local craftsmanship and, in doing so, rediscover a part of its identity. In Japan, the Heritage line is more than just a series of guitars—it reflects how deeply the Fender ideal has taken root there.
Antonio Calvosa
