Yamamoto Nori Store has a history of more than 170 years dedicated to laver. When it comes to mouth-watering, delicious seaweed, no one is better than Yamamoto. We interviewed Takahiro Yamamoto, president of the company, about the history of this long-established business and its commitment to flavor.
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Nori tastes best the moment it is freshly baked.
Next, please tell us about the strengths of Yamamoto Nori Store.
There are about two things that we value as strengths.
Nori has a shelf life of 15 months, or two years for the longest, so it is difficult to get the freshly baked taste of nori. Nori is at its most delicious the moment it is baked, and after that, the flavor and aroma rapidly disappear. As Yamamoto Nori Store, we want our customers to enjoy our freshly baked products. That is why we bake our laver in our store at larger department stores. We hope you will buy this freshly baked product.
We also have a product called “Yamamoto stocking” which is shipped as soon as it is baked at the factory. It is released monthly and is not available in smaller stores, but we hope you will buy this as well.
There is also a product called “Yaki-nori-bako” (grilled seaweed box). There is charcoal in the box, light it on fire, put about 10 sheets of dried laver you bought, put the lid on, and after about 10 minutes in the middle of winter or 5 minutes in the summer, the laver gets a little warm. That’s all you need to do to get the seaweed warmed up a little. This product has been a hit with those who grind coffee from beans or have a siphon, so we hope that adults who know the difference will give it a try.
Food basically tastes overwhelmingly different when it is freshly baked or ground. I suppose this extra step makes it taste even better.
And lastly, we introduce “Otsumami Nori” and “Ichimo Hyakumi,” products that thoroughly pursue how to be eaten with nori alone. You can enjoy them as a snack with tea or alcohol.
I lived in Singapore for a while, and Merlion snack seaweed is very popular at the Singapore Takashimaya. The locals usually eat the snack nori for me.
Yes, it is. In the rest of the world, there is no culture of eating eight slices of nori, and nori is eaten as a snack. The most popular flavor in Singapore was brown rice flavor. There are about 10 varieties in total, including plum, bonito, and sea urchin. Moreover, nori has value as a natural umami seasoning.
When eaten, it lingers endlessly.
It is a horrible product that disappears in about 30 minutes.
Keeping our promises and trust with our customers.
I tend to eat too much, but it is healthy. Now, let me ask you, what is Yamamoto Nori’s idea of a brand?
We believe that we have a relationship of trust with our customers, who know that seaweed with the Yamamoto Nori logo on it is delicious. We would like to continue to value this relationship.
You are keeping your promise to your customers, aren’t you? Also, I understand that the Edo Tokyo Brand Association, of which Yamamoto Nori is a member, is also involved in activities to promote the brand and Edo culture.
Yes, I have heard that the people of Edo were the ones who could not enter Kyoto in the first place. I have heard people say that the people of Edo are those who could not get into Kyoto in the first place. They are the ones who are trying their best while feeling like losers.
There is a word “chic,” isn’t there? For example, when a person wears a dark blue suit with a purple lining, we say, “That’s chic. In short, it is a hidden beauty. If it is not hidden, it is not beautiful.
It is not for me to say, but people in Edo are not good at sending out messages. They are reserved. Moreover, in the 300 years of Edo’s history, they have lost sight of their own merits. However, the time has come when we must convey this information correctly.
But it’s wild to tell them yourself. So we can tell each other, or ask others to tell us. If you just say, “Only those who understand the wardrobe I made should understand it! If we just say that, the company will disappear or the technology will disappear. That would be very sad, so we are trying to strengthen our ability to communicate in order to preserve it.
Infections have made it commonplace to disseminate information online, and no matter how well-established a company is, if it does not clearly communicate information, it will be buried in the crowd. I think that is why you are involved in activities such as this brand association. I hear that the Tokyo Metropolitan Government is also involved in various activities.
Yes, I am a member of the Tokyo Metropolitan Government. The Edo Tokyo Kirari Project is supported by the Tokyo Metropolitan Government. This project is designed to promote the charms of Tokyo and Edo to the world. We have also been invited to participate in overseas exhibitions, and we have received a lot of support. Thank you very much.
I think they are trying to brand various companies in Tokyo, especially long-established ones, and launch them overseas. Finally, could you give us a message from Yamamoto Nori?
Anyway, I hope you will go into the store and ask questions. The clerks will be happy to help you and will give you back about five times as much. I really want to say something, but it would be uncivil if I said it myself, a culture that has been handed down from generation to generation. That is why I am only speaking because I have been asked so many questions.
I’m sure you’ll understand better if you ask questions.
Yes, I have. There are three or four kinds of tsukudani alone, so what’s the difference? If you ask, “What is the difference? I will be able to tell you what the difference is.
Nori (dried laver) tastes best when it is freshly baked. We have learned that Yamamoto Nori Store has been devising ways to make people aware of its deliciousness. The long-established company, which is now highly regarded overseas as well, will surely continue to evolve in the future.
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