In a previous post about "Jo-Ha-Kyū," I briefly touched on Zeami's "Fūshikaden" (early 15th century), the oldest theoretical treatise on Noh theater. Zeami based it on the teachings of his father, Kan’ami. This text features the phrase "Hisureba hana nari” (flowers are found in secrecy). While often quoted for its poetic mystical beauty, this phrase encompasses in fact a highly practical meaning.
The phrase suggests that the greatest impact is achieved by keeping things hidden. The secrets themselves might not be profound when unveiled, but their rarity and the element of surprise can turn into moving art or even a strategy for victory. The act of keeping secrets is itself a master technique for creating the ultimate "flower" or value in art.
For example, in the business world, the development project for the first iPhone, known as "Project Purple," was carried out under strict secrecy. Those involved kept even its existence confidential, which led to a huge surprise effect upon announcement and contributed to its market success.
Similarly, in the art world, the work of Banksy gains additional allure due to the anonymity of its creator. The artist’s commitment to secrecy enhances the mystique and ongoing debate around the works, capturing global attention. Many popular artists have used that concept. Sia is another example.
Zeami goes even further, stating that one must not even let others know they have a secret. He sometimes was more a strategist, akin to a warlord, than just an artist. Indeed, his perpetual engagement in competitive struggles reflects this mindset. At a time when numerous troupes and actors were competing for popularity, Zeami deeply contemplated how to excel as a performer, delight audiences, and raise his troupe's fame and standing.
There is an English translation of “Fūshikaden”, it seems. It is titled “The Flowering Spirit”. If you're interested, I highly recommend exploring it further.
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