Printing pictures kickstarted a new visual culture. In the late 18th century, artists in Tokyo, then called Edo, painted illustrations reflecting the rich urban culture of Japan featuring artists, courtesans, and teahouse gatherings. Kitagawa Utamaro is known for his art forms called Ukiyo or the pictures of the floating world, in simple terms, a depiction of ordinary human experiences in urban culture. Tsutaya Juzaburo, a publisher, commissioned skilled craftsmen to make copies of the artwork.