[NIHONMONO × AKOMEYA TOKYO] Celebrating the 200th broadcast of Hidetoshi Nakata’s radio program “TDK VOICES FROM NIHONMONO”! First-ever collaboration with AKOMEYA TOKYO, driven by a shared commitment to connecting producers!
Hello, I am Ninomiya from the Account Planning Division.
This may be sudden, but have you ever been mindful of the makers behind the foods and products you incorporate into your daily life?
You likely often see indications such as “Produced in XX Prefecture” or “made in XX,” showing where an item was made. However, many people may not pay attention to the specific producers—their names, personalities, production background, or stories.
NIHONMONO is a joint project by Mr. Hidetoshi Nakata and SUNNY SIDE UP, launched to share the “real” Japan—the passion of makers and the authentic products—and to “connect bearers of traditional culture with everyday consumers.”
*For more details on the “NIHONMONO” project, please click here.
This time, we will introduce an initiative marking the 200th broadcast of the radio program “TDK VOICES FROM NIHONMONO,” one of the project’s activities.
A public recording was held to commemorate the 200th broadcast of “TDK VOICES FROM NIHONMONO.”
Airing every Sunday from 12:00 on J-WAVE (81.3FM), “TDK VOICES FROM NIHONMONO” is a program in which Hidetoshi Nakata introduces “NIHONMONO” he has encountered while traveling across Japan. The program began in April 2019. To mark the 200th broadcast, the public recording was aired on Sunday, February 26!
The recording took place on Friday, February 17, at the flagship store “AKOMEYA TOKYO in la kagū (Kagurazaka)” operated by AKOMEYA TOKYO Co., Ltd., which develops products committed to the deliciousness of the “real thing,” built on connections and trust with producers. Twenty J-WAVE listeners were invited.
Guests included Tomoyuki Wakeya, owner-chef of the renowned Chinese restaurant “Wakiya Issho Bicha-ro” (hereafter, Chef Wakeya), and Hirotake Yamamoto, President and Representative Director of AKOMEYA TOKYO Co., Ltd. (hereafter, Mr. Yamamoto). They discussed activities and aspirations related to NIHONMONO.
What is AKOMEYA TOKYO?
A lifestyle shop that focuses on a wide variety of carefully selected rice from across Japan, along with rice accompaniments that pair perfectly with a bowl of rice, and staples of Japanese cuisine such as dashi and seasonings, as well as tableware and cooking tools. It operates 12 stores mainly in Tokyo, plus an online shop.
It began with a store in Ginza in April 2013, and next year will mark the brand’s 10th anniversary. Based on strong connections and trust with producers nationwide, it develops and curates products committed to the deliciousness of the “real thing,” proposing Japan’s long-standing food culture and traditions in ways that fit modern lifestyles.
• “Rice,” at the heart of Japanese food culture
• “Accompaniments and seasonings” that make a bowl of rice even more delicious
• Traditional Japanese “food-centered lifestyle goods” that add color to the table
We carefully select items across these three categories and propose them to the world.
A quick look at the public recording!
— What inspired you to start the radio program?
Hidetoshi Nakata (hereafter, Nakata):
I started the radio program because I wanted more people to know about these things.
At first, I began traveling out of personal interest and a desire to learn, but as I continued, I found that understanding producers, their background, and why something came to be—through each small, everyday action—greatly increased my sense of happiness in daily life.
When I felt that, I wanted not only myself but many more people to know as well, so I began “sharing” through media such as radio.
By sharing good things with more people, the industry improves, the people who live there become happier, and the surrounding environment becomes better as well. I truly feel that “sharing” has great meaning.
— What have you felt at the 200th broadcast?
Nakata:
With my goal of helping more people get to know producers, I record on location during my travels and air it on the radio, but I struggle a great deal on site with how to convey invisible scenery through words.
Even if I say “that” or “this,” listeners cannot actually see the scenery, so I am always thinking about how much I can put the on-site atmosphere into words.
Also, because I end up learning the most, when the topic becomes highly specialized, while it is educational, I worry about whether it is expressed in a way that reaches more people. I need to study more about how to communicate, and by listening to listeners’ reactions, I want to learn how I should express things to make it better.
— The concept AKOMEYA TOKYO values
Mr. Yamamoto:
We have a concept of being “a rice shop that is, and is not, a rice shop,” playing on the meaning of “a komeya (a single rice shop)” and the prefix “a” that indicates negation. AKOMEYA TOKYO started 10 years ago, the same year “Washoku” was registered as a UNESCO Intangible Cultural Heritage. In considering the brand concept, we realized that “food” is at the center of Japanese culture, and “rice” is at the center of that food. Today, through the form of rice × lifestyle, we are working to support positive-minded consumers.
We want AKOMEYA TOKYO to be a catalyst for food. Rather than simply buying and selling products, we believe it is important to communicate producers’ aspirations. Recently, we focused on the fading culture of “kioke” (wooden barrels) and carried out the “Kioke Project,” in which members who want to energize Japan made wooden barrels and then made miso from them. By communicating the background of kioke and selling the products, we believe it also led to purchases by people who want to support through consumption.
— About the NIHONMONO project
Mr. Yamamoto:
Mr. Nakata shares the good things of Japan that he has found by seeing them directly on site with his own eyes. As a catalyst for food, we also want to play a role in conveying producers’ aspirations and helping create a circular society, so we are very pleased to be able to work together.
People who like NIHONMONO will likely also like AKOMEYA TOKYO, so we want to keep this going steadily without letting it end as a one-off.
Nakata:
I have known the brand since the first store in Ginza, and I have visited today’s store (AKOMEYA TOKYO in la kagū) several times as well, and there is a lot to learn. When I thought I wanted to do something together with people who share the same aspirations, the collaboration with AKOMEYA TOKYO came to fruition.
— What inspired you to collaborate with Chef Wakeya?
Nakata:
There are producers who cannot fully resolve waste issues. I began reaching out to various chefs because I thought that by connecting with people like chefs—who can bring out the best in ingredients—waste could be reduced and new appeal could be drawn out.
The biggest reason I reached out to Chef Wakeya was that it is simply “delicious.” As we talked, I also felt his commitment to ingredients and his care for producers, and I found myself sharing my concerns with him.
— At this event, attendees enjoyed Chinese noodles from “Takahashi Kensaku Seimen” with Chef Wakeya’s special soup —
— The background behind having Chef Wakeya make the soup this time
Nakata:
As I ate Takahashi Kensaku Seimen’s products, I found it interesting that they were making hand-stretched Chinese noodles. However, since they are producers, they cannot be particular about the soup as well, so I thought it would be more interesting if I threw this to Mr. Wakeya, and I made an unreasonable request this time.
— The characteristics of the Chinese noodles and the commitment behind the special soup
Chef Wakeya:
I was surprised when I ate the noodles—how delicious they were, with great bite and real flavor. If you chill them after boiling and then eat them, the flavor tends to fade surprisingly quickly.
However, with that thickness, salt balance, and the fact that they are hand-stretched, they have a firm texture and deep flavor. They are delicious chilled, stir-fried, or warmed in soup.
For the soup, by adding a hint of soy sauce, vinegar, and a little sesame paste (zhīmajiàng), the aroma improves without making the initial impact too strong. I finished it so that the sesame oil that comes through at the end gives an indescribable fragrance.
— Tips and advice from Chef Wakeya for using it at home
Chef Wakeya:
Because salt and oil are used in the manufacturing process, after boiling, rinse the noodles well under running water, drain them in a colander, and remove the moisture thoroughly. If you follow the minutes indicated on the product, you can enjoy the noodles’ original flavor, so please be sure to do so.
— In closing
Nakata:
I would like to gradually increase opportunities like this where people can experience it firsthand. I also want to create more places where producers and consumers can engage with each other. Rather than simply sharing information and selling, I hope we can grow into a larger group as companions who share the same aspirations in a broader sense—that is the kind of NIHONMONO I want it to be.
A limited-time collaboration at AKOMEYA TOKYO where you can experience NIHONMONO with more than just your ears—through touch
At AKOMEYA TOKYO in la kagū, where the public recording was held, a “NIHONMONO Corner” is available for a limited time from Sunday, February 26 to Wednesday, March 22.
AKOMEYA TOKYO in la kagū
Address: 67 Yaraicho, Shinjuku-ku, Tokyo 162-0805
Hours: 11:00–20:00
Access information:https://www.akomeya.jp/store_info/store/sinlakagu/
In addition to “Takahashi Kensaku Seimen,” which we introduced this time, you can also see and touch the crafts, foods, seasonings, and more that Hidetoshi Nakata has introduced on the program so far—so please do stop by!
Visitors to the store can also receive a great coupon that can be used online at the NIHONMONO STORE!!
Online sales are also available, so if you are interested, please be sure to take a look at “NIHONMONO” ♪
A travel magazine exploring the “real” Japan:https://nihonmono.jp/
An online store where you can find the “real” Japan:https://shop.nihonmono.jp/
AKOMEYA TOKYO also offers online sales, so please be sure to check it out as well!
AKOMEYA TOKYO:https://www.akomeya.jp/shop/default.aspx
