Information of handling by colocal market_”feature” colocal x RING BELL
Yamamo received coverage of colocal before. It serves as a cause and you can purchase from “colocalmarket.” There are three items, a gift set with a tote bag, a gift set with a towel, and an apron. The apron is a sales schedule from April. The digest board of former coverage is written on the page of goods introduction. It is combination of “a seasoning and tableware”, and we are pleased if you try our products. @feature
colocal market在的处理的告知_”feature” colocal x RING BELL
3331 Arts Chiyodaの一角にあるショップ、3331×10にてヤマモの商品の取り扱いが始まりました。従来の販売方法も勿論大切に思うのですが、共有する意志からくる新たな販売形式には心躍るところがあります。芸術空間の中に日常の商品がある景色は、人々に新しい価値観をもたらすのでしょう。新たな価値を築く試みに参加できること、同時代性を共有できること、非常に感謝しております。そんなワクワクが詰まった店舗を、ぜひ、体験してみてください。
Information of handling by 3331x10_”feature” 3331 Arts Chiyoda
Handling of the goods of Yamamo started in 3331×10 in one corner of 3331 Arts Chiyoda. I consider the conventional sales method carefully. And I further expect a new sales form which comes from the will to share. The scene which has everyday goods in art space builds a new sense of values to people. I am happy that it can participate in building new value. Moreover, I appreciate that contemporaneity is sharable. Please experience a store with expectation of such many. @feature
3331×10在的处理的告知_”feature” 3331 Arts Chiyoda
3331 Arts Chiyoda一角有的3331×10Yamamo的商品的处理开始了。我重要地考虑以前的销售方法。又我更加期待着来自(源于)共享的意志的新的销售形式。艺术空间中有日常的商品的景色，形成向(到)人们新的价值观。我对能参加为制作新的价值的感到高兴。还有，对能共享同时代性的表示感谢。请试着体验有那样的多的期待的店铺。
Information of sales of 47 GIFT 2013 – summer gift- _”feature” D&DEPARTMENT
Date July 19 – September 29, 2013
Time 11:00 – 20:00 (Entrance is to 19:30) *It will be closed on September 17, 18.
Place d47 MUSEUM
< Extract >
Japan divided into 47 has a mountain and the sea, and has rich nature. A historied traditional dainty. The famous sweets produced because the tourist industry is prosperous. Alcohol, rice, dried noodles, etc. We did boxing of the vessel which eats them as unique GIFT together. We exhibited the assortment of 47 kinds of such food. You need to feel individuality of Japan and need to present GIFT to the person who was indebted. Please realize Japan.
在47 GIFT 2013-中元節節禮物品-的銷售的告知 _”feature” D&DEPARTMENT
渋谷ヒカリエ８階、47 GIFT 2013 -お中元- で「あじ自慢 ３００ml」が販売されます。稲庭うどん、つゆ、いぶりがっこ、曲げ輪っぱという秋田のお中元の中に選んでいただきました。木桶で一定期間熟成させ、まるみと熟成感のある「あじ自慢」を、秋田の食材で味わうことができます。また、各県にちなんだキャッチコピーとディスプレイの展示も見応えがあります。弊社パンフレットもディスプレイの一部に組み込んでいただいております。合わせてお楽しみいただければと思います。ぜひ、足を運んでみてください。
“Ajijiman 300ml” is sold in the event of the eighth floor of Shibuya Hikarie. The gifts of Akita are Inaniwaudon, Tsuyu, Iburigakko, and Magewappa. Our products were chosen into this gift. “Ajijiman” carries out certain fixed period maturing with wooden barrels, and becomes a taste with balance and a feeling of maturing. This can be tasted with the foods of Akita. Moreover, the catch copy of each prefecture and exhibition of a display are also wonderful. Our pamphlet is also exhibited as a display. I think if you can enjoy also here. Please visit. @feature
The monthly magazine “PROJECT DESIGN” wrote an article about Yamamo’s efforts under the title of “Legacy-Based Social Change from a Brewery”. It was also featured in the gravure at the beginning of the magazine, and I believe it provided a comprehensive understanding of our efforts to date.
In addition to brushing up on the company’s philosophy, I would like to continue with these initiatives, such as organizational development to reorganize teams, product development based on innovative basic research, development of inbound and outbound services, and regional development to regenerate from the local level, in order to create the ideal environment and situation. I hope to continue these efforts to create an ideal environment and situation. I hope you will read this article. _mediainfo._magazine
Akita Prefecture Project Nippon Yamamo Miso and Soy Sauce Brewing Company : Rebranding 150 Years of Tradition
Legacy-based Social Change from a Brewery
In Yuzawa City, Akita Prefecture, there is the Yamamo Miso and Soy Sauce Brewing Company, which has been in business for over 150 years since its founding in the late Edo period. Although it is a long-established brewery, Yamamo Miso and Soy Sauce is also making efforts to disseminate its culture not only domestically but also to the rest of the world by building a gallery and a cafe. We interviewed Mr. Yasushi Takahashi, the seventh generation head of the brewery, who aims to fuse tradition and innovation, about his thoughts and future business plans.
Yasushi Takahashi Managing Director, TAKAMO & Corp. / Seventh generation of Yamamo Miso and Soy Sauce Brewing Company Rebranding the brewery and starting overseas expansion. He discovered Viamver® yeast in the 10th year of test brewing. Formed a team ASTRONOMICA® with researchers, chefs, architects, and artists, and applied it to menu development. With fermentation as “coexistence with the ecosystem,” the team reconstructs tradition with a creative aesthetic sense, incorporating the context of urban development and social change at home and abroad.
事業継承後は、「“Life is Voyage” 世界の食文化と和の調味料が融合し、進化していくこと」を新たな企業理念に掲げ、2012年に初の海外輸出に成功。また、「土地や建物に宿るレガシーを見出し、新たなコンテンツとして発信する」ことを目指し、100年以上前に４代目が作庭した庭に融雪装置を整備し、本来の形を維持しながらも持続可能にしたり、蔵の一部を改装してアートギャラリーとカフェを新設したりした。2017年からは、蔵や醸造工程を見学できるインバウンド向けのファクトリーツアーも開始している。
Carrying on a traditional industry while pursuing our own style
Yamamo Miso and Soy Sauce Brewing Company was established in 1867 in Iwasaki, Yuzawa City in southeastern Akita Prefecture, and has been brewing miso and soy sauce for over 150 years. The area, where the tranquil Minase River flows, was an important center for waterborne trade and prospered as a castle town and post town. Seeing a need for miso and soy sauce, the founder, Takahashi Mosuke, began making miso using the beautiful water and richly flavored rice of Iwasaki. That was the beginning of Yamamo.
Today, Yamamo is led by the seventh generation, Mr. Yasushi Takahashi. He originally wanted to be an architect and “had no intention of taking over the family business,” says Yasushi, who majored in architecture at university. However, as he was about to graduate, he questioned his own values and decided to return to his hometown, saying, “If I don’t take over the family business, I will regret it.
After taking over the business, he set up a new corporate philosophy, “‘Life is Voyage’: the fusion and evolution of the world’s food culture and Japanese seasonings,” and succeeded in exporting his products overseas for the first time in 2012. The company also aims to “discover the legacy of the land and buildings and transmit it as new content. In 2017, the company began offering factory tours for inbound visitors to see the brewery and the brewing process.
In 2017, the company began offering factory tours for inbound visitors, where they can tour the brewery and the brewing process. “We aim to become the final destination by digging deep into the history and culture of our company and the region, and layering the contents in the brewery. Traditional industries connect the thoughts of our predecessors and lead to the present day. We believe that it is the role of traditional industries to convey messages that transcend time through industry, culture, and art, and to allow visitors and local residents to experience them with a sense of beauty.
One of his challenges is to research new yeasts and develop products using them. One of his challenges is to research new yeasts and develop products using them. While conducting test brewing at the brewery, Tai discovered a new yeast and presented it at the Japanese Society of Brewing Research.
“The yeast, which he named Viamver®, could be used to brew miso, soy sauce, and wine, and also had the unusual property of improving the meat quality of meat and fish.
“Typically, yeast used for brewing sake is killed by salt, so it cannot be used for cooking. However, Viaｍver was a rare yeast that could be used for both sake and cooking. The probability of discovering such a yeast would be as astronomical as discovering a new planet. For this reason, we combined the words for planet and amber and named it Viamver®, and the research and development team ASTRONOMICA®, meaning the ancient universe.
Development of a full course using the same yeast for the entire menu
After the discovery of the yeast, Mr. Yasushi worked with chefs from Japan and abroad who supervise the café, as well as researchers who had conducted joint research on the yeast, to develop a menu using the yeast, and created a full course using the yeast in all dishes. It is said that no other course in the world uses the same yeast for all the dishes.
“There are three stages of yeast fermentation: the growth stage, the steady state stage, and the convergence stage, and the best time to use yeast is different for each dish. The best time to use yeast fermentation liquid differs from dish to dish, so we repeatedly experiment with each dish to find out which time of the year is best. The taste and aroma of the yeast fungus changes when the wine is fresh and when it is aged, so the chef decides the taste of each dish accordingly and chooses the wine to go with it.
What he would like to do in the future is to make beer. The company has already started brewing wine using a new yeast through joint research with a research center in Akita Prefecture. With its traditional and innovative technology, the company has conducted workshops and presentations at international development organizations such as NION, an urban development team in Berlin, and SPACE10, a research and development team in Copenhagen. This fall, they will share their efforts with “MONO JAPAN” in Amsterdam. They would like to collaborate with overseas manufacturers in the creation of beer.
“We want to develop a beer that combines yeast from Japanese seasonings with the food culture of the continent, and market it both in Japan and overseas. We are living in an age where various experiments are being conducted to see how Japanese and Western cultures can be fused together. I believe that Japan’s traditional industries will be able to demonstrate their strength in such an era.
Fusing Japanese and Western Food Cultures for Legacy-Based Social Change
The brewing industry itself is about cultivating the region,” says Mr. Yasushi.
“By turning the grains grown in the region into miso, soy sauce, sake, etc., the value of agricultural products can be increased tenfold or even a hundredfold. This will enrich the producers and support the entire region. If we can brush up on this kind of industry and successfully incorporate it into the modern world, we can reweave our history and climate and redefine our regional identity.
Furthermore, it is the mission of those involved in traditional industries to act as the standard-bearers.
“I want to transform Yamamo into a place that pursues regional sustainability while maintaining the foundation of the miso and soy sauce industries. I call it ‘legacy-based social change.
At the same time as protecting and nurturing traditional industries, I want to discover what only I can do and create new innovations. In order to pursue both, Mr. Tai feels that “the best way is to explore the roots of your own birth and upbringing.
“I think this approach can be applied not only to those who inherit a business, but actually to everyone.”
The development team, ASTRONOMICA®, is currently expanding its activities to include architects and artists from outside the company. They are collaborating on a project basis to create a variety of activities in the community.
For example, this summer they launched a community garden project to revive an abandoned field owned by Yamamo and open it to the local community. This will be used as a test case, and its application will be expanded to the entire Iwasaki region, with the goal of reducing the amount of abandoned land to zero in pursuit of regional sustainability.
“We are living in an age of infectious diseases, and people all over the world are searching for the next way of life and environment. We believe that the local brewing industry, which once cultivated the region, can take on a new role by connecting with the world’s culture and industry, and advocate a way of being that is appropriate for the next generation.
We believe that the local brewing industry, which once cultivated the region, can play a new role in connecting with global culture and industry, and advocate a way of being that is appropriate for the next generation. The role of the local in a changing world may be to create opportunities to think about structural changes in society as a whole, while respecting the local way of being.
○About “PROJECT DESIGN” Business Concept Monthly is a business magazine based on the concept of fostering the “conceptual ability” to develop new markets and providing information that leads to start-ups, new businesses, and regional revitalization.
In urban and community development, how we address public space is key to our projects, and the Brooklyn urban development team we visited on our 2016 trip to Central and North America created the impetus for this by strategically using underutilized land for public use. In addition, Takahashi, the seventh generation, participated in a social innovation program for food and agriculture in Seattle in 2015, and observed the fieldwork of solving social issues through community gardens there. Based on this knowledge, we have come to think that we can play a part in the development of the region by turning the abandoned farmland owned by Yamamo into a project and using it as a “COMMUNITY GARDEN” for public use.
The concept of public use of land has been around for several years, but we have not had the opportunity to implement it due to manpower issues, relationships with local people, and compatibility with the local environment. With the increasing number of high school and college students coming and going over the past few years, and the generational change in employees, we finally decided to start this summer. We will organize him and her, and through the utilization of abandoned farmland, induce diverse exchanges such as intergenerational communication, and through the cooperation of diverse attributes, revitalize the region and realize individual skill improvement and career development.
With the cooperation of Yuzawa City, the “YAMAMO COMMUNITY GARDEN PROJECT” will be published in the “Kashimakanpo”, the local public relations magazine for the Iwasaki area, and will be shared widely with the local community. Our goal is that this project, which includes education and intergenerational exchange based on citizen activities, will lead to the regeneration of the region.
[ Community Garden Case Study ]
1.Preservation of indigenous species Gardens and fields created to protect not only improved varieties but also “native species” that have been optimized and rooted in the climate. 2.Ecosystem maintenance A community garden created to maintain the ecosystem of a nearby lake. 3.Racial issues Community gardens created to protect neighborhoods for people of color. 4.Poverty problem A community garden to solve the problem of poverty, where anyone can take home fruits and vegetables from the garden.
Yamamo Miso and Soy Sauce Brewing Company is launching a community garden project in cooperation with university and high school students in the prefecture. Community gardens are not planned, established, and operated by the government, but by local residents as a voluntary activity. The abandoned farmland owned by Yamamo will be used as a test case, and its application will be expanded to the entire Iwasaki area, with the goal of reducing the number of abandoned farmlands to zero, in pursuit of regional sustainability. We will welcome young interns from universities and high school students to promote diverse communication. In the future, we will create lawns and hills in the community garden, making it a playground for local children and a gathering place for the child-rearing generation. We will also set up a field where local residents can casually drop by and hold events during harvest time and in the community garden, creating a place for multigenerational communication in the entire community. Through this project, we aim to revitalize the community. Through this project, we hope to increase the number of human resources who will go on to revitalize the community and solve local issues. _All interns at Yamamo Miso and Soy Sauce Brewing Company
Yamamo Intern, Yuzawa Shohoku High School 3rd year student, Konoka Sasaki After I got involved with Yamamo, I wanted to be able to speak my mind independently. I want to not only listen to what others have to say, but also to add to what they have to say in order to advance the project. I’m really excited to be involved in a big project. First, we had to sort out the trash in the abandoned farmland to start the project. It was a very daunting task, but I really wanted to turn it into a field with my own hands. I am also very much looking forward to this project as I have not had many opportunities to participate in events and projects that communicate with the local community. I would be happy if more people would be interested in this project.
Yamamo Internship, Akita International University4th year student, Karin Gorai When I saw the abandoned farmland covered in weeds, I doubted whether it would really be possible to turn it into a farm. The sheer amount of weeds made me despair many times, but I think the reason why I was able to continue working on this project without giving up was because I had seen Yamamo’s ever-changing appearance from my side. Witnessing the moment when something that I thought I couldn’t change anyway was transforming, I somehow changed my mind that I should be able to turn this land full of grass and garbage into a field. Through this project, I feel that running a community garden can make a difference in the lives of the town and the people who live there. In the events I plan to organize in the future, I would like to share this realization with the local people.