【NIHONMONO×AKOMEYA TOKYO】Collaboration with AKOMEYA TOKYO! Celebrating the 200th broadcast of Hidetoshi Nakata’s radio program “TDK VOICES FROM NIHONMONO”!

Hello, I am Ninomiya from the Account Planning Division.

This is a sudden question, but are you aware of the makers of food and products you use on a regular basis?

We often know which region the product was made in, however, many people may not be aware of the brand names, personalities, production backgrounds, and the stories behind it.

SUNNY SIDE UP and Hidetoshi Nakata launched a joint project “NIHONMONO” to connect the bearers of traditional culture and consumers. The origin of the name comes from two words: “Japanese”(NIHON) and “real things”(HONMONO).

*Click here for more information on “NIHONMONO” (article in Japanese)

コロナ禍にさらされた“日本の伝統文化産業”を救う！ 中田英寿が現役引退後の旅の中で出会った“にほん”の“ほんもの”を伝える「にほんもの／NIHONMONO」プロジェクトとは

Today I would like to introduce one of the activities of this project, the 200th broadcast of the radio program “TDK VOICES FROM NIHONMONO”.

Celebrating the 200th broadcast of “TDK VOICES FROM NIHONMONO” with a public recording

“TDK VOICES FROM NIHONMONO,” in which Hidetoshi Nakata introduces “Japanese real things” that he encountered during his travels throughout Japan, started in April 2019, broadcasting every Sunday at 12:00pm on J-WAVE (81.3FM). To celebrate the 200th broadcast of the program, a public recording was aired on February 26th.

Twenty J-WAVE listeners were invited to this recording on February 17th at “AKOMEYA TOKYO in la kagū (Kagurazaka),” the flagship store of AKOMEYA TOKYO Corporation, which offers products with a focus on “real” deliciousness. 

Chef Yuji Wakiya  (Chef Wakiya), owner of the famous Chinese restaurant 「Wakiya Ichiemicharou (Wakiya一笑美茶樓)」, and Hirotake Yamamoto (Mr. Yamamoto), president of AKOMEYA TOKYO Inc, were invited as the guests to talk about their thoughts and activities on “NIHONMONO.” 

What is AKOMEYA TOKYO?

The shop is a lifestyle shop that offers a wide variety of rice carefully selected from all over Japan, as well as a wide range of Japanese rice dishes, rice seasonings, tableware, and cooking utensils. They have 12 stores in total, as well as an online store. 

Their journey started in April 2013 when they opened their first store in Ginza, and next year they are celebrating their 10th anniversary! Based on the strong ties and trust with producers throughout Japan, AKOMEYA TOKYO developed and selected products with a focus on “authentic“ deliciousness and proposed ancient Japanese food culture and traditions in line with modern lifestyles.

・“Rice” the centerpiece of Japanese food culture
・“Side dishes and seasonings” that makes rice taste even better
・“Traditional Japanese accessories” that add color to the dining table

We will carefully select and propose to the world in the three categories above.

Scenes from the public recording

–Reason behind starting the radio program

Hidetoshi Nakata (Nakata):

The reason behind starting his radio is because I wanted more people to know about “NIHONMONO (Japanese real things).”

At first, I started traveling out of personal interest and a desire to learn, but as I traveled more and more, my sense of happiness in my daily life was greatly enhanced by understanding the producers, their backgrounds, and why they were made.

When I felt this, I wanted more people to know about it, not just myself, so I started “communicating” through the radio and other media.

By sharing good things with more people, the industry will improve, the people living there will be happier, and the environment surrounding them will also become better. I feel that “communicating” is very meaningful.

–Feeling about this 200th broadcast

Nakata:

My goal is to “let people know more about the producers,” so I have been recording on the radio while I am on the road, and I have been struggling with how to convey the unseen scenery in words.

Even if I say “that” or “this”, listeners cannot see the scenery, and that is what I’m always thinking about. How much I can convey the realism of the scene with just words.

Also, because I was continuously learning, I was worried about how to express it in a way that everyone can understand during highly specialized topics. 

I need to learn more about how to communicate. I would like to hear what the listeners think so I can understand how to be better at expressing myself.

–The concept that AKOMEYA TOKYO values

Mr. Yamamoto:

The concept is “a rice store that is not a rice store,” combining the meaning of “a  (one) rice store,” and with the prefix “a” indicating negation “a-rice store.” AKOMEYA TOKYO was started 10 years ago, just when “Japanese food” was registered as an intangible cultural heritage by UNESCO. In coming up with our brand concept, we realized that at the heart of Japanese culture is food, and at the heart of that food is rice. We are now working to support consumers in the form of rice × lifestyle. 

AKOMEYA TOKYO wants to be the catalyst for food. We feel that it is important to convey the producer’s thoughts and feelings, rather than just purchasing and selling things from right to left. Recently, we did the “Wooden Barrel Project,” focusing on the “wooden barrel” culture that is gradually disappearing these days. We invited members who wanted to revitalize Japan to make wooden barrel and make miso. We believe that by informing people about the background of the wooden barrels and selling them, we were able to encourage people who wanted consumption support to buy them.

–About the NIHONMONO project

Mr. Yamamoto:

Mr. Nakata visits the area directly and sees them himself, and then shares the good things he found with the world. As a food catalyst, we wanted to play a role in carrying the passion of the producers and creating a recycle-oriented society, so we are very happy to be able to work with him.

I believe that those who like NIHONMONO will also like AKOMEYA TOKYO, so I would like to keep it going and not let it be a one-time event.

Nakata:

I have known them since their first store in Ginza, and I have also been to this store (AKOMEYA TOKYO in la kagū) several times. I was hoping to do something with people who share the same passion, then the collaboration with AKOMEYA TOKYO happened!

-What made you decide to collaborate with Chef Wakiya?

Nakata:

While there are producers who cannot solve the problem of waste, we thought that by connecting with chefs who can improve the ingredients, we could reduce waste and bring out new attractions, and this is how we began to contact various chefs.

I approached Chef Wakiya because, most of all, his dish was “”delicious.” Also, as we talked, I felt his passion as the producer for the ingredients. 

~This time, the audience enjoyed Chinese noodles from Takahashi Kensaku Seimen, served with Chef Wakiya’s special soup!~

–Background behind the soup made by Chef Wakiya this time

Nakata:

While eating the products of Takahashi Kensaku Seimen, I found it interesting that they were making hand-pulled Chinese noodles. However, they cannot be particular about the soup since they are just a producer,  I thought it would be more interesting if I ask Mr. Wakiya to make  the soup for it.

— Characteristics of Chinese noodles and special soup

Chef Wakiya:

I was surprised when I ate the Chinese noodles. They were delicious, firm, and full of flavor. I was also surprised how quickly the flavor fades when you eat them after boiling and shimmying them.

But because of the thickness and saltiness of those noodles and the fact that they are hand-pulled, they have a firm texture and deep flavor. They are delicious cold, stir-fried, or even heated in soup.

The soup is flavored with soy sauce, vinegar, and a little bit of chinese sesame sauce (Tahini) to make it more flavorful and less aggressive. The sesame oil taste and smell that comes at the end makes it even better!

–Tips and advice of Chef Wakiya style for the general household.

Chef Wakiya:

Since salt and oil are used in the manufacturing process, the noodles should be rinsed under running water after boiling, then remove all moisture using a colander. By following the procedure written on the product exactly, everyone can enjoy the original flavor of the somen noodles, so I hope everyone follows them.

–Lastly

Nakata:

We would like to gradually increase opportunities for people to experience things like this. We would also like to increase the number of opportunities for producers and consumers to actually get involved. Ultimately, we want NIHONMONO to become a large group of people who share the same passion, and not simply a place to give out information and sell products.

Not just listen but touch the NIHONMONO!
Limited time collaboration at AKOMEYA TOKYO

“NIHONMONO Corner” at AKOMEYA TOKYO in la kagū, where the public recording was held, is open for a limited time, from February 26th to March 22nd.

In addition to the “Takahashi Kensaku Seimen” introduced this time, you can actually hold in your hands the crafts, foods, and seasonings that Hidetoshi Nakata has introduced in the program so far, so be sure to visit!

People who visit the store will also get a special coupon that can be used at the online NIHONMONO STORE!

If you are interested in our product, but cannot visit the store, please take a look at our website♪

Travle magazine that explores the “Japanese” “real things”：https://nihonmono.jp/
Online store where you can find “Japanese” “real things”：https://shop.nihonmono.jp/

AKOMEYA TOKYO also sells online, so please check them out as well!

AKOMEYA TOKYO：https://www.akomeya.jp/shop/default.aspx