About “YAMAMO FACTORY TOUR with PAIRING STARTER” Promotion Video
We have promoted the development of gardens, cafes, galleries, etc., and have promoted efforts to enhance the tour by stacking content not only on the brewery but also on the brewery itself. With the discovery of Viamver yeast (patent pending), a project “ASTRONOMICA” was cultivated by a team of chefs and researchers from Japan and overseas, and yeast fermented meat and seasonal fruits that started pairing at Moromi-Gura, which is lined with wooden barrels. We decided to have a combined appetite and first drink. In order to convey the value of the experience in advance, I thought that the format of the promotion video was the most suitable, so I decided to convey the world view by taking a long shot from the entrance to Moromi-Gura. In cooperation with each staff, we reflect the environment and working style of the warehouse. I would like you to take a look.
Design & Text Editor_YASUSHI TAKAHASHI Director of Photography_TOSHIKI SATO
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YAMAMO FACTORY TOUR with PAIRING STARTER
_FACTORY STORE _MISO & SOY SAUCE FACTORY / TRADITIONAL _ASTRONOMICA / INNOVATIVE _CORRIDOR WATER-GOD GARDEN _I.L.A. GALLERY _RE:VINTAGE CORNER _GARDEN CAFE _TASTING _4TH GENERATION’S FIELD
* Recordings and recordings, and photography in some areas are not allowed. * Bacillus natto may have an adverse effect on the ecosystem of the fungus with storage. Please come without eating natto by the day before. * Access may be limited depending on the season, such as during preparation work. * There is a limit on the number of parking lots. Please contact us in advance when you come with multiple units. * Due to the old building, it is expected to cool down during the winter season. Please come in warm enough.
Announcement of the Event_Family Business Innovation Online Seminar
The 7th generation Takahashi will be on stage at an online seminar hosted by the Family Business Innovation Lab. People who are advancing advanced initiatives all over the country gather and have discussions.
The family business is like a curse as an invisible constraint, and it also drives an individual’s mission and saves himself. It is a very complicated thing that changes for good or bad depending on the environment and conditions. We believe that this complexity may lead to unique innovations, and we are working on it.
I hope that people with similar feelings and environments will sympathize with each other and support each other, while heading toward a place where they can shine. We hope you will join us in this online seminar.
In the food industry, where there are many family businesses, the key to innovation is to create what society and consumers demand while preserving the technologies and traditions inherited from the predecessor. This time, we invited Mr. Yoshio Koiwai, President and CEO of TNC Co., Ltd., which conducts overseas research and marketing centered on “Lifestyle Researcher,” a network of 600 Japanese women living in 100 regions in 70 countries around the world. In the keynote speech, we will talk about major trends related to food (food trends) and examples of global food trends that support them, centering on keywords that have become a hot topic in the world. In the second part, Mr. Yasushi Takahashi, the 7th managing director of Yamamo Miso Soy Sauce Brewer, a former Takashige General Partnership Company, who has taken on the challenge of innovation while preserving the tradition of the family business and has spun the local culture and history, and the family business We invite two young family innovators who are trying to update to the panelists and explore hints of food innovation in a discussion format with Mr. Kogure. In the third part, we will prepare a question and answer time for viewers to participate.
[Date and time] Thursday, December 10th, 19: 00 ~ 21: 00
[Program] 18:55 ~ Reception starts 19: 00 ~ 19: 05 Opening 19:05 ~ 19:35 << Part 1 >> Keynote Speech: Food Trends “Towards 2021” TNC President and CEO Mr. Yoshio Koiwai 19:35 ~ 20:15 << Part 2 >> Panel discussion Yamamo Miso and Soy Sauce Brewing Company, Managing Director Yasushi Takahashi (Panelist) Nakao Food Industry CEO Tomohiko Nakao (panelist) Full professional representative employee Toranaga Tora Chiyo (panelist) Moderation: Mr. Yoshio Koiwai 20:15 ~ 20:55 《Part 3》 Viewer participation type Q & A Discussion in a round-table discussion between panelists and viewers 20:55 ~ 21:00 Closing
[Target] Everyone who has a family business (regardless of whether it has been succeeded or will be succeeded) * Those who have a family business other than the food industry are also welcome.
[Speaker profile] ◎Yoshio Koiwai, President and CEO of TNC Co., Ltd. (Keynote Speech and Moderator) Born in 1973, from Daigo Town, Ibaraki Prefecture. After graduating from university, after working in Indonesia for 5 years, engaged in the advertising and marketing industry as a founding member of TNC Co., Ltd. from 2004. In 2008, he became president of the company. He has been a producer of overseas research, marketing, and PR work centered on “Lifestyle Researcher,” a network of 600 Japanese women living in 100 regions in 70 countries. In September 2014, we opened “Maison Tsuyuki”, a tasting salon that connects overseas and Japan with the theme of “food” in Kagurazaka, Tokyo.
◎Yasushi Takahashi, Managing Director of Yamamo Misoand Soy Sauce Brewing Company, TAKAMO & Corp., Yuzawa City, Akita Prefecture(Panelist) Yamamo miso soy sauce brewer, 7th generation. Rebranded the brewery that has continued for more than 150 years and started overseas expansion. A series of efforts to convey the appeal of the brewing industry won the GOOD DESIGEN Award. Capturing the legacy that remains in the brewery, we have developed a garden, cafe restaurant, and gallery for over 100 years, and implemented art and inbound in the industry. Discovered the patent-pending microorganism Viamver yeast from the 10th year of trial brewing, and announced it at the Brewing Society of Japan. Fostered a team ASTRONOMICA in which researchers, chefs, and artists participate. Innovative fermentation technology is applied not only to miso soy sauce, but also to menu development, wine and beverages. Fermentation is regarded as “coexistence with the ecosystem”, and the context of urban development and social change at home and abroad is incorporated. Reconstruct tradition with creative aesthetics.
◎Tomohiko Nakao, Representative Director, Nakao Food Industry Co., Ltd., Sakai City, Osaka Prefecture (Panelist) Born in 1988. Born as the 4th generation of konjac shop, he grew up in a house adjacent to the factory. When I was in my first year of high school, I decided to become president someday. After graduating from university, got a job at a securities company. After receiving his grandfather’s second stroke, he decided to return to his family business. In November, six months after he changed his job as a director, he took over the representative right from his father and then president and became the representative director. Since then, we will promote the strengthening of the sanitary environment, employee education, and visualization and digitization of manufacturing sites. Currently, it has been exported not only to Japan but also to San Francisco, Hawaii, Paris, and Taiwan. We are aiming for global expansion with healthy noodles that are unfamiliar to foreigners.
◎Tokunaga Torachiyo, representative employee of Furupuro Co., Ltd., Nagano City, Nagano Prefecture (Panelist) The fourth generation of apple farmers who have been in Nagano City for 100 years. With the passion of “changing agriculture with young power !!”, we are engaged in projects to brighten future agriculture, such as introducing high-density planting cultivation, which has high production efficiency and is easy for beginners to cultivate, in abandoned cultivated land. In response to the disaster of Typhoon No. 19, he launched the “Nagano Apple Line Reconstruction Project” in cooperation with farmers in Akanuma, Nagano City, and is active in many fields as a “problem-solving farmer”.
◎長野縣長野市Full Pro Co.，Ltd。的代表員工徳永虎千代先生（參加小組討論） 在長野市已有100年曆史的第四代蘋果農民。懷著“用年輕的力量改變農業！”的熱情，我們在廢棄的耕地上開展了一些項目，以提振未來的農業，例如引進高密度種植栽培，這種種植效率高且易於初學者生長。為了應對19號颱風的災難，他與長野市阿卡努馬市的農民合作發起了“長野蘋果線重建項目”，並在許多領域活躍於“解決問題的農民”。
◯About “FAMILY BUSINESS INNOVATION LAB.“ Is it boring to take over the family business? Is family business awkward? No, one manager said: “The family business is how to connect the tasuki and how to challenge the times while receiving it. The real pleasure is the privilege of the person who succeeds the family business.” Japan is said to be a long-established corporate powerhouse with the largest number of companies in the world that have continued for more than 100 years. The person who is handed the tasuki has always seen the previous runner’s way of running up close, so he has improved the form or added the challenge of “new way of running”, and as a result, he has driven the Japanese economy. It is. The family business has a reason to continue and is of essence. And if you take the challenge seriously, you may be able to evolve it with your own hands. For that reason, there is a place where people who have inherited the family business and those who are thinking of inheriting the same business can meet, inspire, and connect with each other. Welcome to the FAMILY BUSINESS INNOVATION LAB., a community for learning and practicing family business.
We accepted “NEXT Local Gastronomy”, an event sponsored by the student group Next gastronomia, “Special local dinner that uses traditional ingredients to question the sustainability of agriculture and food culture.” Describe the specific event content. (Hereafter, HP excerpt)
Akita has potential Akita Prefecture has high-quality agricultural and marine products and a variety of “traditional vegetables.” Many traditional vegetables such as Mitsuseki auction, Sekiguchi eggplant, Hirokko, Yuzawa chrysanthemum, and Chinese artichoke are cultivated in Yuzawa City, which was selected as the venue. At the event, traditional vegetables such as “Numayama radish” and “Tazawa Nagaimo”, which are traditional ingredients, will be used for dinner. It is also a city where the “fermentation” culture is strongly inherited. Due to the geographical environment with a lot of snow, fermentation culture has been developed for a long time to preserve food, and there are many breweries such as the historic “Yamamo Miso Soy Sauce Brewer” and “Ishison Main Store” At this event, we will have a dinner experience at an innovative brewer, Yamamo Miso Soy Sauce Brewer, and offer meals that bring out the value of fermented foods. By paying attention to the traditional ingredients and fermentation culture in Yuzawa City, Akita Prefecture, I think it will lead to solving the problems that Japan and the world are facing. Because Akita has a wonderful food culture, I think that we should disseminate the Japanese food culture from Akita to the whole world.
Akita local dinner by top chef Using traditional and fermented ingredients that remain locally in Akita, the top chef will offer a full-course meal that expresses that “people and nature coexist in local gastronomy.” As a background, environmental problems are occurring globally, and the relationship between nature and people is being reviewed. On the other hand, I think we can show a solution by focusing on the food culture of Akita area. What is the significance of using local ingredients? What and how should we eat in order for nature and culture to sustain? Make it a food experience that makes you think about the question of “coexistence of people and nature”. Two chefs who are active in Japan and overseas will be in charge of cooking this time. Chef Hitoshi Sugiura, who served as the representative chef of Japan at the reception where about 300 state guests from around the world, including former Prime Minister Abe, gathered at the Ambassador’s residence of the Permanent Mission of Japan to the United Nations. And Chef Hitoshi Takayama, who is the chef at the old folk house luxury hotel “zenagi” in Nagano prefecture. A special dinner in collaboration with two chefs. The venue will be the Yamamo Miso Soy Sauce Brewer, which has inherited the tradition of fermentation culture since the Edo period and is making innovative efforts.
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NEXT Local Gastronomy的演講報告
我們接受了由學生團體Next gastronomia贊助的活動“ NEXT Local Gastronomy”，“使用傳統食材來質疑農業和飲食文化的可持續性的特殊地方晚餐”。 描述特定事件的內容。 （此後，HP摘錄）
On the final day of the event, Takahashi, the 7th generation, took the stage at the same Iwasaki Ishison main store with the title “About the possibility of fermentation and yeast”, closing the meeting, discovering patent-applied microorganisms, and the future of the industry. I talked about the future application of fermentation technology. It was a very meaningful time to interact with many food-related participants such as university professors and NYC venture capitalists. We have already created a project in which we participate, and we are feeling the results of matching between different industries with a high degree of seriousness. The sponsoring student groups were also busy planning in advance and managing the day. I am grateful. We look forward to seeing you again. Thank you very much.
We accepted the Akita Mirai Juku, a group of young business owners sponsored by Akita Bank. Many of the participants have inherited the family business, and they are asked what kind of services and businesses should be developed in the new era. Based on the recent efforts made by Yamamo, we proceeded with the lecture in the form of a discussion-style dialogue with participants in the same situation. With Sawaguchi of the Social Transformation Division as a facilitator, I deepened my understanding of new initiatives and reconstruction of traditional industries from the perspectives of employees, young entrepreneurs, and venture companies. In the middle of the lecture, we deepened the discussion while offering Jonas’ course lunch and pairing drinks, and Jonas’ interpreter was Ms. Kinoshita, an internship, and photography was done by a team called Mr. Toshiki Sato.
This time, I gave a lecture under the title of “Subjective Management Theory”. It is expected that the accuracy of objective judgment will increase in the digital world. However, the actions and judgments that create the future are inferred from digital data, that is, they are pioneered by judgments based on subjectivity rather than optimization from the past. The big difference is whether we can tackle this with courage and responsibility. Management and leaders are required to make such a judgment.
In the lectures at our company Yamamo, we can prepare an environment optimized for the purpose of the event such as composition and team, so we can make effective and experimental efforts. We are very grateful to the people in charge of Akita Bank for taking part in such an attempt. Thank you to everyone who participated.
[Participant’s impression _1] The session of Managing Director Takahashi, the brewer of Yamamo Miso and Soy Sauce Brewing Company, is a novelty that has never been touched by his own way of thinking and values while in the prefecture, and a problem that any manager who has repeatedly inherited the business for generations will encounter. I think it was a good mix of approaches to. There were many memorable keywords such as “need to point out to innocent employees” and “what kind of company I wanted to succeed”, but in particular, “subjectivity to draw a line between subjective and objective” (The balance between the “objective” that you have to leave your company and the “subjectivity” that you take responsibility for when you change) “was impressive. It’s been almost two years since I became a manager, but while watching the situation and situation of employees and other officers, I can do my best in the direction of “I want to do this!” I realized that I wasn’t confident enough to do it with 100% confidence. I strongly felt that I had to develop my ability in my business and become a “professional” so that I could be convinced by myself and other stakeholders. I was also impressed by the idea of ”taking yourself and your company as an investment target” that came up in the afternoon session. I thought that this is a concept that can hardly occur except for a few companies that have been listed or are considering listing in Akita Prefecture. If you keep this idea in mind, the timeline, way of thinking, financial indicators, and commitment to transparency in your work should be quite different. I want to acquire the morality and strategy that people can say, “I want to see growth even if I spend money” when I look at myself objectively, both as a company and as an individual.
[Participant’s impression_2] The theme of the lecture was “subjective management theory”, but until now, I have never heard of it because I have been told to look objectively and think from the standpoint of the other party. I thought it was a word. At the beginning of the lecture, Mr. Takahashi told me that when I thought about taking over the company, I honestly felt that it was awkward. Ah, the seniors of NEXT5 were already practicing what they wanted to do. I thought that today’s lecture was definitely interesting. At university, I went on to the path of design and architecture, and after that I had the experience of studying and training as a backpacker and brewer, and the management theory from the perspective of young people such as fashion and music is exactly the idea of the next generation. If you don’t think about it, the old traditions will be eliminated. It is not easy to hire foreign chefs and to convey the appeal of attracting young people and making them decide to move to the prefecture. Even in the welfare industry, accepting foreign trainees, hiring migrants from the Tokyo metropolitan area, developing chains, and other efforts that were laughed at a few years ago are now commonplace. The company of the person who created it in this area is growing year by year in the welfare industry, which is said to have peaked, and many young human resources are enrolled. No one had imagined it, and I honestly disregarded it, but now I am a leader in young business owners, and I often receive advice. Mr. Takahashi, who embodies the need for patience and corporate strength that continues until others recognize it with confidence, felt that he was a leader and pioneer in the industry. What I remember is that if you outsource the design, it will be created by the concept of the company and you can only “choose” it from the set sample. I think that is the evil of Japan. Was being talked about. I didn’t care about the golden ratio, and I thought about it with a sense to show my own personality. Your work will be more enjoyable than it is now, and you may be able to rebrand naturally.
[Participant’s impression _3] By participating in this company tour, I feel that one direction has been set within me. It is natural for managers to have a strong will to “do what they want to do” and to actually “do” it. First of all, in the story of Mr. Takahashi of Takashige General Partnership Company, who gave a lecture in the first part, I could feel that it is a style that is pursuing this very thing. During the lecture, there was a saying that “it is important to feel comfortable with your own taste”, but in fact, the traditional family business that has been passed down for 150 years is so original and traditional. I never feel uncomfortable even if I connect it to a space or product concept that does not destroy the product. Rather, I felt that I was able to naturally accept that space and food by mixing the tastes of the times in the nostalgia that I felt somewhere. I was able to experience the passion for what I wanted to do on the spot, and I felt that it was a very good stimulus. I was also very impressed by the fact that in order to start something new, it is necessary to “stop” and accept conflicts with employees who do not agree with that idea. I have relatively little experience in the current industry, and I think that there was something to refrain from the employees who have grown the company together with the current president for a long time. However, in order to believe that this is the case and set the direction in which I should work in the future, I will give such employees a head-on passion and understand that “this is what the new president wants to do!” I want to face each other patiently.
[Participant’s impression _4] This time, I didn’t do any preliminary research on the companies I would like to see, but when I first saw an email saying that it was miso soy sauce brewing, I said, “Wear a white hat, a mask, a white coat, what is soy sauce?” I wonder if I will go to eat ramen after hearing such a story. ” However, in reality, when I stood in front of the store, there was something completely different from my imagination in the good sense of “here !?”. Mr. Takahashi, who I first saw when I went inside, was a funky person who was far from the person who brewed miso soy sauce that I imagined, the atmosphere of the shop was wonderful, and the lunch I had for lunch was very wonderful. did. The lecture was also very meaningful because he taught me the process of thinking by Mr. Takahashi, not the knowledge and the technique of small hands. Next time, I would like to personally visit you for dinner.
[Participant’s impression _5] I felt the novelty of the interactive lectures in a very interesting style. As a business successor, I felt the weight of the phrase, “There are things that should not be changed and things that must be changed.” I felt that my theory and my eyes looking ahead were moving forward without blurring. I don’t have as much history as Yamamo Brewery about various ways of thinking and directions, but I am also a successor to the company, and I got a lot of sympathy. Originally we were only a wholesaler, but we looked ahead and started the manufacturing industry, and now we are in a time of change. Yamamo Brewery not only sells it in a fashionable package, but also develops a cafe using miso soy sauce and adds “discovery of how to eat” to serve dishes with its own miso soy sauce. was doing. In the first place, when the product is completed, it is common to display and sell a small image photo POP together with the product, but I felt that serving food at the cafe and having it eaten led to the development of new targets.
The activities and exhibition contents of I.L.A. Gallery are published in “frieze”, one of the world’s leading magazines specializing in contemporary art and culture. It describes in detail the process leading up to the first exhibition by Tetsuya Takizawa and how to express it. The article was contributed by Yoshihiro Yabe of BOOT, a general incorporated association, who was invited as a guest of YAMAMO CREATIVE SESSION 006.
It was a very rare time to create a work of land-based history and the world of fungi, and it was a great experience for me, including the staff, to be able to work with him from the beginning of production to the announcement as a residence. I also feel that it is meaningful that the effect will be taken up by the global media beyond the sea. Once again, I feel that Tetsuya Takizawa is very wonderful about the land, history, attitude toward invisible bacteria, and the quality of expression of the deliverables.
Because it is a global era, focusing on the unique things that shape the land and creating unique things that include roots is not only for the present but also for the future residents of the land that will be created in the future. I see it as an effective means. I think that the acceptance of that idea and method from the locals of Japan to the world is extremely significant. Please take a look at the “frieze” article. __mediainfo._overseas
Tetsuya Takizawa Invokes the Memory of the Yuzawa Mountains
For the inaugural exhibition at I.L.A. Gallery, the artist used the Japanese paper-making technique of washi to connect with rural histories
BY YOSIHIRO YABE IN REVIEWS
With the current pandemic prompting many of us to reflect on the fragility of the relationship between nature and humanity, a show of work by Tetsuya Takizawa – whose practice is undergirded by such concerns – feels especially timely.
After completing his painting studies, Takizawa mastered the craft of washi (Japanese paper-making) – fundamental to almost all traditional Japanese art forms –, later incorporating the process into his practice. In the resulting body of organic artworks, the artist interweaves layers of meaning by employing natural materials and utilizing water as a means of ‘drawing’ images onto canvas, enabling nature to express itself. Takizawa believes that, by visualizing nature’s attempts to communicate with us, we can discover new perspectives for achieving a sustainable co-existence between humans and the environment.
Established 150 years ago in the Iwasaki region, in the small provincial town of Yuzawa, the Yamamo Miso and Soy Sauce Brewing Company recently found itself at an historical juncture. Japan’s nationwide rural depopulation has heavily impacted family-run local businesses and many of them have had to look to tap into new markets. Yamamo’s seventh-generation owner, Yasushi Takahashi, has been exploring new avenues by re-envisaging the brand’s rustic image and promoting its products under the rubric of hakko culture – fermented foods that have recently been recognized as superfoods. Alongside revamped, internationally appealing packaging, one of the major elements of this rebrand has been the launch of I.L.A. Gallery (Industry Loves Art), with Tahakashi selecting Takizawa to be the company’s first artist-in-residence and to produce work for the space’s inaugural exhibition.
In earlier projects, such GANGA・PAPER (2013), Takizawa waded chest-deep into rivers to collect the water required to make washi paper because he wanted to connect physically with the natural environment in order to understand the spirit of the place in which he was working. Likewise, for his I.L.A. Gallery project, Takizawa set out to identify the specific ‘DNA’ of Yuzawa. Using water drawn from the local well, the artist cultured koji-kin mould (yellow aspergillus), photographing it under a microscope. For the final installation, Fermented Painting (2018), he made washi to cover the floor of the gallery using a combination of water from the nearby Minasegawa River and found paper left over from the gallery space’s former incarnation as a school for Japanese calligraphy. Takizawa spread the washi over the gallery floor, on top of a layer of rice and soybeans (the ingredients for miso and soy sauce) mixed with soil wall from the building, as if to invoke the room’s strata of memory.
To create the wall-mounted works, Takizawa silkscreen-printed onto canvas the photographs he had taken of the koji-kin mould, as well as historical maps and landscapes of the Iwasaki region. Having primed the canvas several times with a milky, rice-powder wash, he then applied a layer of ink made from koji-kin mould. Acting as a living paint, the mould turned a dense ochre over time; Takizawa coated the surface with a final layer of transparent acrylic and gel to prevent the mould from developing further when he felt the work was complete. Many who know Takizawa call him yamabushi – mountain priest – for the way in which he explores the meaning of life through his daily activities: planting, harvesting, washi-making. He follows the traditional Japanese path of living in harmony with nature, allowing his intuition to guide him to discover new moments of beauty and awe.
Frieze is a media and events company that comprises three publications, frieze magazine, Frieze Masters Magazine and Frieze Week; and four international art fairs, Frieze London, Frieze LA, Frieze New York and Frieze Masters; a programme of courses and talks at Frieze Academy, and frieze.com – the definitive resource for contemporary art and culture.
