Hakkaisan Sennen Kojiya was established by Hakkaisan Brewery, a sake brewery in Uonuma. We spoke with Nakamata Yoshiya, CEO of Uonuma Niigata Bussan Co., Ltd., which produces products that utilize Hakkaisan's traditional sake-making techniques.

Q1. What are the roots and turning points of Hakkaisan?

Hakkaisan Brewery was founded in 1922 (Taisho 11). The founder, Koichi Nagumo, was a prominent figure in Jonouchi Village, Uonuma at the time, and he worked hard to develop the area by investing his personal fortune in attracting power plants and hospitals and building roads.

One of the businesses they started was a sake brewery. Hakkaisan's origins lie in their desire to contribute to the prosperity of the local community, rather than to make money for themselves.

However, the road was not always smooth. Even in Niigata, a rice-producing and sake-producing region, there was a long period when sake produced by major breweries in Nada and Fushimi was the most popular, and there was a period when the company's debt exceeded its assets, resulting in a period of insolvency.

However, the brewers never pursue profits, but instead adhere to their belief of "focusing on quality and creating good products."

For better or worse, Hakkaisan's distinctive style is its lack of assertiveness. It enhances the flavor of the food, encourages conversation, and creates a pleasant mealtime. Rather than the sake itself being the main attraction, we want it to be a tool to help our customers create a richer experience.

They believed in their sake, polished the rice lavishly, spared no effort, and gritted their teeth as they continued to make it.

A major turning point came with the changing times. During the period of rapid economic growth, expressways and Shinkansen were built, and many skiers began to visit Uonuma.

Furthermore, as people's LIFE have become more affluent and food culture has changed, there has been a demand for crisp, light sake that pairs well with food.

The quality of Hakkaisan sake, which has been faithfully maintained, meets the needs of the times. The time has finally come for our honest craftsmanship to be recognized by the world.

Then, with the boom in local sake in the 1990s, demand exploded, but this time they faced the challenge of not being able to keep up with production. However, based on the idea that "as long as there are customers who want to drink it, it is the manufacturer's responsibility to provide a stable supply while maintaining quality," in 2004 they constructed a large-scale brewery, the "Second Kowagura." This major decision put in place a system that could fulfill the dual responsibilities of quality and supply, and Hakkaisan made the leap to become a nationally renowned sake brand.

Q2. What are the features and appeal of the stores at COREDO Muromachi?

While traditional sake brewing remains at its core, Hakkaisan has always taken on new challenges, such as producing shochu and craft beer, and in recent years has also begun producing whiskey.

The result was a range of products that convey the wonders of Japanese food culture, with a theme of rice, koji and fermentation.

Hakkaisan Sennen Kojiya, which opened in March 2014 to coincide with the opening of COREDO Muromachi 2, offers a wide range of this diverse range of sake and food.

Furthermore, it is not just a place to sell products, but also a place to propose the rich relationship between food and alcohol.

It doesn't interfere with your meal and before you know it, you'll be drinking more and more. Customers can experience this unique way of enjoying Hakkaisan through pairing it with actual food.

The main attraction is the sake section. The lineup, which includes almost all of Hakkaisan's products, is overwhelming. Many customers are surprised to learn that Hakkaisan has so many varieties.

In addition to seasonal sake, there are also products that can only be purchased here.

Another feature of the store is that it serves as an information dissemination base that directly connects the brewery and customers. For example, the store has implemented a program that is full of the lively atmosphere that can only be found at a store directly operated by a brewery, such as sending freshly pressed unpasteurized sake, which is released only once a year, directly from Niigata to the store on the same day it is bottled and serving it with dinner.

Being able to hear directly from our customers is a great asset and will be useful in our next product development. This store is the most important place for communication for us.

Q3. What is the secret to being loved by customers for so long?

For over 100 years since our founding, one thing that has never wavered is the idea that "quality comes first above all else." This idea has permeated not only the sake brewers, but also all employees in all departments, including administration and sales, and is the source of a sense of unity throughout the company.

Customers are honest. If we reduce ingredients or compromise quality even a little, it will be noticed. If we cut something down by 1cm per year, we will lose 10cm in 10 years. In order to continue to be loved for a long time, we believe that we must constantly build on it, rather than cutting back.

Such business may be economically inefficient. In fact, in our history of over 100 years, the majority of times we have been in difficult times. However, we are now convinced that the attitude that our predecessors maintained was not wrong. This history is our origin, and it is a source of pride that we will never lose.

Q4. Please tell us a little-known fact about yourself.

In fact, if you're looking for value for money, "Special Honjozo Hakkaisan" is the one to go for.
Hakkaisan Sennen Kojiya has a wide lineup of sake, but if there was one that the brewery has put the most effort into in terms of cost performance, it would be "Hakkaisan Special Honjozo." This sake is symbolic of Hakkaisan, and many people will recognize the label. We believe that the brewery's true capabilities are truly tested in this classic sake, which we want the most people to enjoy at their daily dinner tables.

In fact, there is an "ultimate liquor" that will never be available on the market.
This sake is called "Private Daiginjo" and is not for sale. It is brewed in very small quantities once a year, regardless of the time and cost involved, and it is the standard for the quality of all Hakkaisan sake. The techniques and ideas cultivated through this brewing process are applied to all the sake sold, improving the overall quality.

In fact, they also brew sake in New York.
In order to further develop and expand sake around the world, in 2021 we entered into a business and capital alliance with Brooklyn Kura, a sake brewery in New York, USA. Using sake rice grown in the US, we are brewing sake with new flavors that are tailored to local food culture. Craft sake with colorful labels delivered from the US is also available for purchase at COREDO Muromachi.

In fact, it is the "official sake" of the Los Angeles Dodgers.
The company has signed a two-year partnership agreement with the Los Angeles Dodgers of Major League Baseball (MLB) and will be the "official sake" of the Dodgers starting in 2025. Be sure to check out the limited edition design bottle in the team's "Dodger Blue" color.

SUS Gallery is a titanium wear brand from Tsubame City, Niigata Prefecture, born from the artisanal techniques and aesthetic sense passed down since the Edo period. We spoke with Akie Shibuki (center of photo), CEO of SUS Corporation, the company behind the brand.

Q1. What are the roots and turning points of SUSgallery?

SUS Corporation was founded 60 years ago in 1965. We started our business by manufacturing commercial stainless steel kitchen tools.

Utilizing the technology we have cultivated, we began manufacturing stainless steel thermoses in 1983. As a thermos manufacturer, we have supplied a wide range of products, including large, small, and children's thermoses, both domestically and internationally.

However, while our competitors were shifting their production bases overseas one after another and establishing low-cost mass production systems, our company, which had continued to produce everything domestically, was unable to find any business opportunities and found itself at a crossroads.

At that time, Kosei Co., Ltd., with whom we had a strong relationship of trust through business dealings in material supply and metal recycling, reached out to lend a hand. Having made a fresh start as part of the Kosei Group, we resolved to "build a strong company by manufacturing products that only we can do, without getting caught up in price competition" as we set out on our new journey. We began the challenge of combining the thermos manufacturing technology we had cultivated over approximately 40 years with Kosei's knowledge of materials, which is based on our thorough knowledge of metals. We then focused on titanium, a rare metal that was still very difficult to process at the time.

However, the difficulty of processing titanium is incomparable to that of stainless steel. After overcoming numerous obstacles, including opposition from old-fashioned craftsmen and a small fire at the factory during trial and error, in 2003 they succeeded in developing the world's first "titanium double-walled vacuum tumbler."

The turning point that made the wonderful double-walled titanium vacuum tumblers known to many people was the Asia-Pacific Economic Cooperation (APEC) summit held in Yokohama in 2010. SUSgallery's titanium tumblers were selected as gifts for world leaders as they "combined Japanese technology and the beauty of harmony." Gifts to world leaders, including President Obama, attracted widespread media coverage and made the tumblers known both domestically and internationally.

Q2. What are the features and appeal of the stores at COREDO Muromachi?

SUSgallery has been located here since COREDO Muromachi 3 opened in 2014. The reason for opening a store there was that we deeply resonated with the theme of "proposing good and beautiful Japanese things for modern life."

Over the past 11 years in Nihonbashi, we have been blessed with the opportunity to meet so many people seeking a sophisticated LIFE, with the local historical and cultural background, and we are extremely pleased as a brand.

One of the popular limited edition products that can only be found at COREDO Muromachi store is the "Hazakura" tumbler, which has been sold in conjunction with Nihonbashi 's annual spring event, "SAKURA FES NIHONBASHI."

This tumbler features a beautiful, happy combination of pink and green, reminiscent of cherry blossom leaves, and its appearance changes depending on the angle from which it is viewed. Because it is extremely difficult to create, it is sold in limited quantities. It usually sells out on the same day, and every year, many customers ask for it to be restocked.

Furthermore, the five directly managed SUSgallery stores in Japan, located in Aoyama, Nagoya, Umeda, and Namba, each have a different interior design. COREDO Muromachi store uses stainless steel foil and weathered boards to express the "recycling" and "sustainability" that are the origins of our business.

Depending on the season, you can actually try a drink from the tumbler and enjoy its amazing heat and cold retention properties and smooth texture while you shop.

Q3. What is the secret to being loved by customers for so long?

Our goal in manufacturing is to maximize the properties of titanium, a material that does not rust, crack, or deteriorate, and to create universal value that can be used for a long time across generations. Rather than following trends, we pursue simple, timeless designs that quietly fit in with any LIFE, regardless of age or gender.

The brand concept is "the beauty of chance and necessity." The unique crystalline pattern that appears on the surface of the tumbler is something that is "inevitably" produced by a chemical reaction in the metal titanium, but it is also a product of "chance" that its appearance can never be reproduced.

It is an industrial product, yet has the individuality of an art piece. This dual approach to beauty has created an original worldview, which may be one of the reasons why it is loved by so many people, regardless of gender or nationality.

We want to enrich the lives of our customers and bring happiness to them without them even realizing it through our products. With this desire in mind, we are constantly conducting research and development, aiming to become a luxury brand made in Japan that can boast world-class quality and design. We believe that our uncompromising pursuit of both functionality and beauty is what will earn us the trust of our customers.

Q4. Please tell us a little-known fact about yourself.

In fact, it has the only thermos factory in Japan.
SUS Co., Ltd. has the only factory in Japan capable of manufacturing vacuum stainless steel thermoses in-house, located in Tsubame City, Niigata Prefecture. While some products claim to be "Made in Japan" because only the final process is carried out in Japan, we are committed to "Made in Japan" manufacturing, taking responsibility for every process from design to manufacturing. In addition, in 2023 we launched the "TSUTSU" brand of Japanese-made stainless steel thermoses.

In fact, all creative work related to the brand is done in-house.
To ensure that we can consistently deliver to our customers the passion and dedication we put into our products, we have an in-house team that handles almost everything, from planning and developing new products to designing catalogs and websites and even photography.

In fact, it is such a lifelong item that there is almost no demand for replacing it.
Titanium is so durable that once you purchase it, you can literally use it for a lifetime. Many customers come into the store and laugh, saying, "I want a new one, but the one I have now is so durable I don't see any reason to replace it." This is a challenge from a business perspective, but we are proud of it as it proves the value of our products.

Dashi-inari Umiki is a Hakata-based shop specializing in dashi-inari. We spoke with the proprietress, Okabayashi Sachiko, who has been supporting the store since her days as a Japanese restaurant owner.

Q1. What are the roots and turning points of Dashiinari Umiki?

The origins of "Dashi-inari Umiki" lie in the Japanese restaurant "Umiki" that I opened in my hometown of Omuta, Fukuoka Prefecture, in 1983. My husband, Kenji Okabayashi, a skilled Japanese chef, visited Omuta to open his restaurant, and the first local product he encountered was "Nankanage." Amazed by its thinness, size, and unique texture, which is completely different from regular fried tofu, he tried making inari sushi with it. This was the result of my husband's efforts to make "Dashi-inari."

But I have to admit that when I first tried that inari sushi, I was a huge fan of it. I told my husband about 10 reasons why I don't like inari sushi, but that dashi inari checked all of them off. I still remember the shock I felt when I first tasted it.

It wasn't a strong, sweet and spicy flavor, but rather a refined taste with the broth seeping out.It was more like a completely new type of fried tofu dish than inari sushi.

When customers try this dashi-inari, they all look relaxed, as if the tension in their shoulders has suddenly let go. I thought there was no other ingredient like it, and I wanted to serve it every day, but because it was too time-consuming, I only served it occasionally at the time.

After that, even after moving the restaurant from Omuta to Fukuoka city, it was still served as the final dish in the course, but one day a major turning point came. A regular customer was hospitalized and said, "I really want to eat Umiki's inari at the end." We prepared a wooden box just for him and made some dashi inari to take home.

Another customer who happened to be there spread word of mouth, and eventually the product was offered in first class on airlines. Although the company initially declined, saying it was not its intention to fly frozen products on board, it was persuaded by the customer's enthusiasm and began offering them on domestic flights first.

After that, connections continued and the company was invited to events at department stores in Tokyo, and the name "Umiki" became known throughout the country.

Q2. What are the features and appeal of the stores at COREDO Muromachi?

In 2019, Hakata's Japanese restaurant Umiki closed on its 35th anniversary and was reborn as a dashi-inari specialty restaurant.

That same year, we decided to open our second store in COREDO Muromachi. Of all the offers we received, we chose this location because of a mysterious connection that seemed too good to be true by chance.

My son, who had decided to devote himself to "dashi inari," was diligently researching the history of inari sushi when he discovered that there was a restaurant in Nihonbashi during the Edo period that had elevated inari sushi, once a B-grade gourmet food, into the inari sushi of today. And lo and behold, that restaurant was located exactly where our restaurant is now. When a new commercial facility opened in that location and we were approached about opening a store there, we could only feel that we were being guided by something.

When setting up the shop, we were particular about using "real" materials, even if they were not flashy. For the walls, we used plaster made by a craftsman from Yame City, Fukuoka Prefecture, who is said to be nihonichi. For the counter, we used a single piece of wood that we had been searching for. Plaster has excellent humidity-regulating properties, and we aimed to create a clean, comfortable space where the air changes immediately when you enter the shop. We hope that customers will feel something, even if it is not visible to the eye.

Additionally, the vermilion used throughout the store is reminiscent of the color of a Shinto shrine's torii gate. The designer picked up on my intuition that there must have been a small shrine here in the past.

Q3. What is the secret to being loved by customers for so long?

What Dashi Inari Umiki is striving for is not just deliciousness. The moment customers take a bite, they aim to relieve the fatigue of the day and feel truly at ease.

If we used ingredients with stronger umami, the impact would be stronger when you eat it, but we want to cherish a gentle flavor that fits into your daily life, making you want to eat it every day, just like white rice. This may be the main reason why it has been loved for so long.

Nankanage, the main ingredient of our dashi inari, is made from carefully selected domestic soybeans and specially ordered from a deep-fry shop. However, even with the same soybeans, the finished product varies greatly from day to day. We carefully assess the condition of the deep-fry on any given day, making fine adjustments to the way the dashi is soaked in and the cooking method, striving to always deliver it to our customers in the best possible condition.

Making dashi-inari is still a daily process of trial and error. It's a never-ending quest because of its simplicity, which leaves no room for gimmicks, and that's what makes it so interesting and addictive.

70% of our customers are repeat customers, and some of them have been coming for three generations. However, in order to maintain a good sense of distance, we don't ask customers for their names. Instead, I try to stay at the storefront as much as possible, so that I can welcome customers whenever they come.

Q4. Please tell us a little-known fact about yourself.

In fact, it takes three full days to complete the dashi-inari.
It takes a day to carefully remove the oil, then let it sit overnight to remove excess moisture. On the second day, it is simmered in broth every morning until the evening. Then, without using any rapid cooling devices, it is left to cool naturally overnight in a cool room, allowing the flavor to soak right through to the core. This is because a sudden change in temperature can make the flavor harsh. This tremendous amount of time and effort is what creates the gentle flavor.

In fact, the idea for "canned fried tofu" was born from a comment made by a customer during the coronavirus pandemic.
One customer said, "I want to feed it to my daughter, but I'm worried the vinegared rice will go bad," so he removed the vinegared rice from the dashi inari at the store and took home only the deep-fried tofu. This, combined with a desire to support deep-fried tofu shops that have seen a decrease in business due to the COVID-19 pandemic, led to the development of "Umiki Honoji," a canned product that preserves the deliciousness of Umiki's dashi deep-fried tofu for a long period of time.

In fact, the proprietress still doesn't like inari sushi.
Even now, we are not good at making the typical sweet and spicy inari sushi, and that is why we feel that what we make is not "inari sushi" but "a dish that allows you to enjoy the wonderful ingredient that is Nankanage."