Ｘ年後の関係者たち あのムーブメントの舞台裏 2024年12月23日 ミツカンと日本の鍋編
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00:0060 years later, a new product was born that decided how to enjoy hot pot dishes.
00:08Aji-pon
00:10Aji-pon, an all-purpose seasoning that makes all kinds of hot pots delicious.
00:13It was born in 1964.
00:16At that time, in Kanto Prefecture, hot pots with seasoning such as Yose-nabe and Tsuki-yaki were the mainstream.
00:23In the meantime, Aji-pon, which is a seasoning, was spreading.
00:28There were many hardships and strategies.
00:33And the sesame soy sauce hot pot, which was released at the time of the soy sauce hot pot boom, won first place on the 9th year of release.
00:41The Japanese pillar of seasoning, hot pot soy sauce, was built, and the absolute kingdom of the hot pot world of Mitsukan was made real.
00:50Tonight's event is a meeting of Mitsukan officials, who have continued to promote Japanese food culture and hot pot.
00:56Now, the door to space opens.
01:05Behind the scenes of the movement that officials talk about.
01:11The first is Yusuke Murashige, director of the PONZU category.
01:20Yusuke Murashige, director of the PONZU category.
01:23And from the hot pot soy sauce category,
01:25Mr. Shinya Yamamoto, the creator of the sesame soy sauce hot pot,
01:28Mr. Iori Okujima, who is in charge of product development.
01:33In addition, we will have Jun Takatori from Aji-Kakuninshitsu participate.
01:41What kind of department is Aji-Kakuninshitsu?
01:45I do a job of eating all over Japan.
01:51My job is to create a network of menu information and professional chefs.
01:59The purpose is to play the role of support for product development members.
02:05I play the role of connecting product development members and professional chefs.
02:12What do you do specifically?
02:14When I get advice from professional chefs,
02:18they have their own unique expressions.
02:22For example, when a professional chef says,
02:25this product is sweet,
02:29it means the sweetness of sugar,
02:33or the sweetness of oil,
02:37or the umami of kelp.
02:43Therefore, it is very important to understand and communicate them accurately.
02:55So, when a professional chef eats something sweet,
03:00he knows what kind of sweetness it is.
03:03I check it.
03:05I do that kind of work together.
03:09Aji-Kakuninshitsu is where you do that.
03:11By the way, you eat a lot of delicious food.
03:14Yes.
03:15How much do you eat a year?
03:17I counted a little this time.
03:19I eat about 500 meals a year.
03:22You eat more than once a day.
03:24Yes.
03:25The operating day is about 250 days.
03:30Twice a day?
03:31Twice a day.
03:33When I eat a lot, I eat two meals in the afternoon and two meals in the evening.
03:42If you eat three or four meals a day,
03:45the fourth meal is half as delicious.
03:48It is very important to maintain the best condition every time.
03:54Of course, you do that with the company's money.
03:56Yes.
03:57I eat about 500 meals a year.
04:00Do you call it eating a lot?
04:01Yes.
04:02Do you eat a lot even in private?
04:05It's just eating delicious food.
04:08Such a specialist is also called Mitsukan.
04:11It was founded in 1804 in the Edo period.
04:16It started selling vinegar due to the sushi boom at that time.
04:21From there, 160 years passed.
04:24In 1964, the super long-selling product, Aji Pon, was born.
04:30How did it start?
04:32Around 1960, the president at that time wanted to make a product that would be a new pillar other than vinegar.
04:41I was impressed with the ponzu of Hakata Mizutaki, which I heard at a meeting.
04:48I wanted to spread it to the world, so I started developing it.
04:54Ponzu is a sour and citrusy drink, right?
04:59When I press it, I feel like it's pretty far away.
05:03Did you think you could still do it?
05:05Ponzu was not yet commercially available in the world.
05:09So there were no manufacturers that sold ponzu by hand?
05:12That's right.
05:13How popular was ponzu?
05:18Westerners had a habit of eating it in hot pot restaurants.
05:25It was widely known.
05:28However, there was not much culture of eating hot pot in East Japan.
05:33So many people didn't know about it.
05:35Don't people in East Japan eat hot pot?
05:39In East Japan, there are many hot pots with flavor.
05:42For example, Yosenabe, Sukiyaki, etc.
05:47Sukiyaki?
05:48Yes.
05:49I see.
05:50So people just eat it as it is?
05:52Yes.
05:53It's not a dipping sauce, is it?
05:55That's right.
05:56Did you have a strategy of how to sell it?
05:59At first, it was tested in Osaka, where Mizutaki is often eaten.
06:08Is Mizutaki sold in Osaka?
06:11Yes.
06:12There was a big culture of dipping sauce in Osaka, including Chirinabe.
06:20How was the response?
06:22I heard that it was quite popular in Osaka at that time.
06:27At that time, hot pots were divided into Yosenabe in the east, Mizutaki in the west, and Kyoto hot pot in the east.
06:35Depending on the season, the way to enjoy was divided.
06:39In such a situation, Mizutaki, which succeeded in dipping sauce in Osaka,
06:44started to be sold all over the country three years later.
06:49Even if it spreads all over the country, it's hard to sell if people don't eat hot pot.
06:55That's right.
06:56At first, I heard that it was very difficult in East Japan.
07:01At the market once a month, people in the morning business
07:06ate Mizutaki with hot pots and ponzu sauce.
07:15I heard that it started from the spread of Mizutaki in the grassland.
07:20You have to show people how to use it.
07:23That's right.
07:25Did you have any other strategies?
07:27I think it's natural for households to have hot pots.
07:33In East Japan, people cook in the kitchen with Sukiyaki or Yosenabe.
07:43So, hot pots weren't very popular.
07:46There were no hot pots?
07:48I heard that it wasn't very popular in general households.
07:53I see.
07:54I sold Mizutaki menu and a set of hot pots.
08:01It's similar to that.
08:02In the past, Jingisukan didn't sell much,
08:04but I heard that it started to sell the role of Jingisukan.
08:10You have to show people how to use it.
08:13I see.
08:14So, Mizutaki culture is to eat hot pot with dipping sauce.
08:20If you didn't try to sell Mizutaki, it wouldn't have spread so much?
08:24Maybe.
08:27The campaign to let people know about Mizutaki,
08:30such as the hot pot soup and the hot pot gift,
08:33was popularized in East Japan.
08:38It was a big challenge to expand the power of Mizutaki.
08:45At that time, Mizutaki hot pot was a special seasoning.
08:48So, when winter came, Mizutaki hot pot was sold out.
08:52I see.
08:53There were many problems.
08:55The problem is that Mizutaki hot pot is only sold in winter.
08:58It's hard to solve, isn't it?
09:00That's right.
09:01It's hard to get people to eat hot food.
09:05How do you solve this problem?
09:07At that time, only a part of Shikoku and a part of Kyushu
09:12were able to sell Mizutaki hot pot.
09:18When we went to the customers,
09:24we found out that Mizutaki hot pot is used not only for hot pot,
09:28but also for yakiniku and gyoza.
09:34So, Mizutaki hot pot is not only for hot pot.
09:37Mizutaki hot pot is used for various dishes.
09:41So, Mizutaki hot pot changed the sales strategy.
09:44I see.
09:45So, Mizutaki hot pot changed the taste of hot pot.
09:47Yes.
09:48Did it go well?
09:51Mizutaki hot pot has been popularized since the 1980s.
09:58I often eat gyoza,
10:02but ponzu sauce is also popular.
10:04So, Mizutaki hot pot has changed the Japanese food culture.
10:10The campaign to get people to use Mizutaki hot pot for several years
10:14has been a great success.
10:18Sales have also increased.
10:21But there is a mystery.
10:25What is the mystery?
10:27I found out that Mizutaki hot pot was featured on the late-night radio.
10:32So, Mizutaki hot pot will be featured on the late-night radio.
10:35I didn't know that.
10:39The campaign to get people to use Mizutaki hot pot for several years
10:43has been a great success.
10:48Sales have also increased.
10:51But there is a mystery.
10:53What is the mystery?
10:57What is the mystery?
11:00I found out that Mizutaki hot pot has been popularized too much.
11:05Originally, there was a hot pot,
11:08and there was a delicious cycle of yakiniku and gyoza.
11:12But Mizutaki hot pot has been popularized too much.
11:16So, it is difficult to understand
11:20what kind of seasoning is used for hot pot.
11:22Does it change that much?
11:24Yes.
11:25I didn't know that.
11:27Did you find out at the same time?
11:30Yes.
11:32I didn't know that.
11:35If you had known that,
11:37you would have bought it again.
11:42Did you find out at the same time?
11:45Hot pot is a strong motivation for people to buy it.
11:50So, Mizutaki hot pot has been popularized.
11:55But Mizutaki hot pot has been popularized too much.
11:57But there is a sauce for gyoza and yakiniku.
12:02But there is a sauce for gyoza and yakiniku.
12:04Yes.
12:05So, people don't buy hot pot.
12:07So, people don't buy hot pot.
12:10I see.
12:12I see.
12:14I see.
12:16I see.
12:19It was scary.
12:20How do you solve it?
12:21It was scary.
12:22When hot pot is popularized in Japanese TV commercials,
12:27When hot pot is popularized in Japanese TV commercials,
12:31people start eating it more and more.
12:37People start eating it more and more.
12:40So, people came back to enjoy hot pot now.
12:44Yes.
12:45So, they came back to enjoy hot pot now.
12:46So we decided to make a hot pot out of it.
12:50So everyone went to buy a hot pot.
12:53At first, it was a sold-out hot pot,
12:56but it was renamed after the hot pot.
13:01However, in the 2010s,
13:03it was replaced by another hot pot.
13:11We started something new in 2010.
13:15In the past, we used a table.
13:20But we decided to use it in the kitchen.
13:24We can cook or stir-fry.
13:27That's how we came up with the idea.
13:29So instead of using it for cooking,
13:31you came up with a different purpose.
13:34I'm sure there were a lot of recipes.
13:36What was the most popular one?
13:38I think the most popular one was
13:40chicken sappari.
13:42I've had it before.
13:44You made it yourself.
13:46You made it.
13:47I didn't know that.
13:49How popular was it?
13:51It was very popular.
13:56The head of the food industry said
13:58that it was the best in Japan.
14:02That's how popular it was.
14:05I don't think there's a limited number of ways
14:08to eat chicken sappari.
14:10Sometimes it's on the menu,
14:13but I don't think it's all-stocks.
14:16But it's very common.
14:19As the times changed,
14:21Aji-pon changed its strategy.
14:24Has the taste of Aji-pon changed?
14:27Yes, it has.
14:29We changed it 45 times in 60 years.
14:31It's changed a lot.
14:33Isn't it too much?
14:34We changed it secretly.
14:3645 times?
14:37Yes.
14:38Hasn't it become something else?
14:41It depends on the times.
14:43If you change it 45 times, it's different.
14:46Yes.
14:47What?
14:48If it's changed 45 times,
14:50it means that it's changed 10 or 20 times
14:52since I've been alive.
14:53That's right.
14:54That's ridiculous.
14:56People eat Aji-pon a lot.
14:58If you change it too much,
15:00customers will be surprised.
15:04So we changed it in detail.
15:08Recently, we changed it 6 times
15:11from 2000 to 2011.
15:15It's changed a lot.
15:17I still can't believe it.
15:19I mean, if you change it,
15:21it doesn't taste good, does it?
15:24We change it little by little.
15:26How do you change it?
15:28People's taste changes.
15:31People who have been using Aji-pon for a long time
15:33also change their taste.
15:35People's taste changes.
15:37We change it to suit their taste.
15:40It means that it hasn't changed
15:42even though we've changed it.
15:45You're talking nonsense.
15:47What do you mean it hasn't changed
15:49even though we've changed it?
15:51In 1968,
15:53Aji-pon at that time
15:55and Aji-pon now
15:57were sold nationwide.
15:59What has changed?
16:02I'll take out both of them.
16:07Which one is it?
16:10The one close to the original.
16:13The color is different.
16:15Which one is it?
16:17Which one is it?
16:19I'll take the old one.
16:27This is the current model.
16:32Yes.
16:37No, it's different.
16:39It's different, but
16:41I can't tell the difference
16:43unless I check the taste.
16:45I can't say anything.
16:47But it's different.
16:49How about this one?
16:51I don't know, but how is it different?
16:53In 1968,
16:55we changed it to suit the hot pot.
16:58The taste of soy sauce
17:00and sourness is stronger.
17:02The taste of soy sauce is stronger.
17:04Yes.
17:06This one has twice as much soy sauce.
17:08This one is black.
17:10Yes, the color is black, too.
17:12I see.
17:14We changed it to suit
17:16various menus,
17:18including hot pot.
17:20I see.
17:22Did it change in that direction?
17:24Yes.
17:26The taste of soy sauce
17:28and sourness are not as important.
17:30The taste of soy sauce
17:32and sourness are not as important.
17:34But the taste of soy sauce
17:36and sourness are important.
17:38It's always the same.
17:40Did you change the soy sauce
17:42to make it stronger?
17:44Yes, it's always different.
17:46I see.
17:48The taste of soy sauce
17:50and sourness
17:52is always the same.
17:54But the taste of soy sauce
17:56and sourness
17:58gradually changes.
18:00I made the taste
18:02to suit the taste of soy sauce
18:04and sourness.
18:06I see.
18:08Where does it come from?
18:10The freshness of citrus
18:12is very important.
18:14If you try to make
18:16the taste of soy sauce
18:18and sourness for the first time,
18:20you may not be able to make it.
18:22The process of making
18:24the taste of soy sauce
18:26and sourness
18:28to suit the taste of soy sauce
18:30and sourness
18:32is the process of making the taste of soy sauce
18:34and sourness.
18:36He has been changing the taste of soy sauce
18:38flexibly
18:40with the time.
18:42The taste of soy sauce
18:44has changed a lot
18:46in the 90s
18:48when the taste of soy sauce
18:50has changed a lot.
18:52In the 80s,
18:54the hot pot menu
18:56at that time was
18:58Mizutaki,
19:00Yosenabe,
19:02Oden,
19:04Sukiyaki, and Shabu-shabu.
19:06These five hot pot menus
19:08made posters
19:10in our company
19:12and promoted them
19:14more and more.
19:16At that time,
19:18it was important
19:20to decide
19:22which ingredients
19:24to eat
19:26when deciding the menu.
19:28For example,
19:30we decided to eat
19:32Mizutaki with chicken dumplings.
19:34Sukiyaki and Shabu-shabu
19:36are meat.
19:38And Yosenabe
19:40was Yosenabe because
19:42there was a good taro.
19:44So, when we decided the menu,
19:46the hot pot menu
19:48became more and more popular.
19:50In 1992,
19:52there was a boom
19:54called Motsu-nabe.
19:56As the word
19:58for the popular word,
20:00Motsu-nabe was
20:02a breakthrough menu
20:04at that time.
20:06After that,
20:08there were other hot pot menus
20:10like Gekikara,
20:12Ethnic,
20:14and Yosenabe.
20:16Various hot pot menus
20:18came out.
20:20So, you had to make
20:22hot pot broth
20:24for Azupon alone, right?
20:26Yes.
20:28We were a little late
20:30in making hot pot broth,
20:32but we put a lot of effort
20:34to make it strategically.
20:36Was the hot pot broth
20:38a little late?
20:40Yes. We had already
20:42a large Azupon.
20:44So, it wasn't
20:46that strong.
20:48I see.
20:50So, when a new hot pot menu
20:52came out,
20:54we were like,
20:56no, we have Mizutaki.
20:58No, no.
21:00We didn't think much about it.
21:02Before 1980,
21:04Mizutaki and Yosenabe
21:06were the standard hot pot menus.
21:08But in 1992,
21:10it became very popular.
21:12At that time,
21:14it was chosen as a popular hot pot menu.
21:16It caused a big boom.
21:18Because of that,
21:20kimchi hot pot
21:22and tomato hot pot
21:24came out one after another.
21:26Various companies
21:28started making hot pot broth
21:30in Sengoku period.
21:32These new hot pot menus
21:34were born from the shops, right?
21:36Yes. We did a lot of
21:38inquiring about
21:40the next hot pot menu.
21:42We went to restaurants
21:44and other places
21:46for inquiring.
21:48But we couldn't find
21:50an answer.
21:52In fact, it was a product
21:54made by a manufacturer.
21:56It started a boom.
21:58There was a version
22:00that started a boom.
22:02So, we didn't ask for an answer
22:04from outside.
22:06It started a boom.
22:08Mitsukawa-san,
22:10did you make a product
22:12aiming for a trend?
22:14Yes. In the 2000s,
22:16there was a health boom.
22:18Soy milk was popular.
22:20So,
22:22each company
22:24made a soy milk hot pot.
22:26We were excited about it,
22:28but we decided to challenge it.
22:30That's how we made it.
22:32Many other companies
22:34made soy milk hot pot.
22:36But some people
22:38didn't like it.
22:40And some people
22:42didn't buy it even though
22:44they liked it.
22:46Some women
22:48wanted to eat soy milk hot pot.
22:50But their husbands
22:52and children
22:54didn't like it.
22:56So,
22:58we thought about
23:00what we could do
23:02to make soy milk hot pot.
23:04We've been selling
23:06sesame sauce
23:08and sesame products
23:10for a long time.
23:12Sesame sauce sounds good.
23:16So, we thought
23:18it would be good
23:20to combine sesame and soy milk.
23:22I see.
23:24So, we started trying.
23:26The reason why
23:28men and children
23:30don't like soy milk hot pot
23:32is that it has a
23:34little smell of beans.
23:36By combining
23:38the aroma of sesame
23:40and the richness of sesame,
23:42we can keep the softness
23:44of soy milk
23:46and hide the bad part.
23:48We tried to find
23:50the best balance
23:52of sesame oil,
23:54ground sesame,
23:56and sesame.
23:58How did you find
24:00the best balance
24:02of sesame and soy milk?
24:04Well,
24:06the taste of hot pot
24:08is not limited to
24:10sesame soy milk hot pot.
24:12We tried to find
24:14the best combination
24:16of the taste of hot pot.
24:18At first,
24:20the aroma of sesame
24:22and the taste of beans
24:24were the best.
24:26Then,
24:28we added the softness
24:30of sesame
24:32and the taste of beans.
24:34At last,
24:36the aroma of sesame
24:38came back
24:40when I swallowed it.
24:42The combination of
24:44the taste of beans
24:46and the softness
24:48of sesame
24:50is the key point
24:52of delicious hot pot.
24:54I've never thought
24:56the taste of sesame
24:58and the taste of beans.
25:00The taste of beans
25:02leaves an impression
25:04on people's memory.
25:06But, if the taste of beans
25:08is too strong,
25:10it will be too bitter.
25:12So, I want people
25:14to enjoy the hot pot
25:16while leaving an impression.
25:18I see.
25:20We eat hot pot
25:22to make sure
25:24the taste of beans
25:26is not too strong.
25:28In order to differentiate
25:30the hot pot from the previous product,
25:32he added the element of sesame
25:34to make the hot pot
25:36in the best balance.
25:38How did people react?
25:40When the product was released,
25:42the president of the company
25:44told me
25:46that he would
25:48introduce the product
25:50to the public.
25:52At that time,
25:54he asked me if I could eat
25:56such a sweet hot pot.
25:58He told me to enjoy it
26:00because it would never sell.
26:02So, the president of the company
26:04didn't like it?
26:06On the other hand,
26:08we surveyed about 100 people
26:10in Osaka and Tokyo
26:12before the product was released.
26:14We asked them to try it
26:16and they said it was very delicious.
26:18As I said before,
26:20we could see that
26:22men and children
26:24liked the product
26:26as we expected.
26:28That's what the president of the company said.
26:30I see.
26:32The president of the company
26:34said he didn't know anything.
26:36He said he didn't know
26:38because he was so impressed
26:40by the product.
26:42Let's try it.
26:44I'll try it.
26:48Wow.
26:50It smells so good.
26:52I'll try the soup.
26:54Oh, I see.
26:56It's so good.
27:00It doesn't taste like soy milk.
27:02It's very mild.
27:04That's right.
27:06It's very mild
27:08from the inside
27:10to the end.
27:12It smells like sesame.
27:14That's right.
27:16It's designed to
27:18taste like sesame.
27:20I'll try it.
27:22It's so good.
27:24It's so good.
27:30Yeah.
27:32It's so good.
27:36Yeah.
27:38I don't know what to say.
27:40It's so good.
27:44It's so good.
27:48I think it's inside
27:50the soy milk hot pot.
27:52It tastes like something similar.
27:54It's sesame soy milk.
27:56Yes, it is.
27:58Wow.
28:00It's a new category.
28:02Yes, it is.
28:04After we launched it,
28:06other companies came out
28:08and sold it to us.
28:10Did it sell well?
28:12There was a soy milk boom,
28:14but the flavor was a little different.
28:16It was our main product
28:18from the first year.
28:20It was so popular that
28:22we couldn't sell it.
28:24Did the president tell you
28:26that it sold well?
28:28No, he didn't say anything.
28:30He didn't say anything.
28:32The soy milk hot pot,
28:34which was popular
28:36in the first year,
28:38recorded sales
28:40as much as the main product
28:42and the other products.
28:44After two years,
28:46it took another break.
28:50The soy milk hot pot
28:52was a high-profile category,
28:54but it took a long time to develop
28:56and adopted the specialty of sesame.
28:58The soy milk hot pot
29:00became one of the main products.
29:02After two years,
29:04what made the soy milk hot pot
29:06so popular?
29:08At that time,
29:10blogs were very popular
29:12on social media.
29:14As a habit,
29:16I used to look up
29:18what kind of stories
29:20were popular on the blog.
29:22One day,
29:24I found a keyword
29:26that said
29:28sesame soy milk hot pot.
29:30When I looked it up,
29:32I found that Mr. Hikaru
29:34was talking about it
29:36on a radio show.
29:38At that time,
29:40we were the one
29:42who designed the product,
29:44and there were marketers
29:46who teamed up with us.
29:48The marketers were very excited
29:50and asked us to send the product
29:52to the broadcasting station
29:54as soon as possible.
29:56The next week,
29:58they talked about it again on the radio.
30:00Did they ask you to do that?
30:02No, they didn't.
30:04As a creator,
30:06they asked me to do that.
30:08Thank you very much.
30:10They asked me if I wanted to
30:12take a bath in the soy milk hot pot.
30:14They were so excited.
30:16Mr. Ijui is good at
30:18accepting men's tastes.
30:20He is very reliable.
30:22That's right.
30:24As a creator,
30:26I was very happy.
30:28It was my first time
30:30to receive such a positive response.
30:32I was very happy.
30:34I sent the product to the broadcasting station
30:36as soon as possible,
30:38and they picked it up again.
30:40I think it's probably
30:42the best-selling hot pot in Japan
30:44at that time.
30:46Is it the best in Japan?
30:48If you make a genre,
30:50it will be the best in Japan, right?
30:52That's right.
30:54Then you don't have to be Mizutaki.
30:56Thanks to Mr. Ijui,
30:58the sesame soy milk hot pot
31:00has been sold well.
31:02It was the best-selling hot pot
31:04in Japan in the 9th year of its release.
31:06And even with the share of the whole hot pot,
31:08Mizutaki is at the top.
31:10How is the product development
31:12of such a hot pot company
31:14going?
31:16There are three floors.
31:18At the end of each floor,
31:20the person in charge of development
31:22and his boss,
31:24and the taste check room
31:26check the taste,
31:28and if it's okay,
31:30we move on to the next step.
31:32I see.
31:34Let's go in order.
31:36The first is the benchmark setting.
31:38In most cases,
31:40the market
31:42wants to make a product
31:44with this kind of concept.
31:46That kind of consultation
31:48often comes down to development.
31:50At that time,
31:52we make a product
31:54based on the taste.
31:56For example,
31:58let's say a hot pot is popular.
32:00It's popular,
32:02so let's make a hot pot.
32:04Then,
32:06for example,
32:08what kind of spices do you use?
32:10How many kinds of spices do you use?
32:12We make a product
32:14based on such details.
32:16With such a taste
32:18and concept,
32:20we consult with the taste check room
32:22at the end of each floor.
32:24With such a taste
32:26and concept,
32:28for example,
32:30we get advice
32:32that this kind of menu
32:34is close to the image
32:36of a certain shop.
32:38That's how we set up the benchmark.
32:40The people in charge of development
32:42tell you what kind of taste you're looking for.
32:44Do you think you can sell
32:46the product because
32:48you can't sell it right away?
32:50It's important
32:52to move ahead
32:54as soon as possible.
32:56In fact,
32:58after the product's development theme
33:00is officially decided,
33:02people and money
33:04can be used.
33:06At that time,
33:08if you start at once,
33:10you'll be late
33:12because you have to go
33:14to find it from there.
33:16What kind of product are you thinking of?
33:18What kind of concept is it?
33:20Collect as much information as possible
33:22and move ahead.
33:24You always have to move
33:26ahead and move widely.
33:28That's right.
33:30Of course, you have to eat
33:32what's popular,
33:34but in the future,
33:36you have to stock
33:38several flavors.
33:40It's going to explode.
33:42You have to eat a lot.
33:44The second goal is to create a target quality.
33:46The taste of the target
33:48set with the taste check room
33:50can be reproduced
33:52by hand and by re-production.
33:56And the third goal
33:58is to create a product quality.
34:00This is the most difficult part.
34:04The target quality
34:06is chosen as a model
34:08based on the cost
34:10and the appropriate amount
34:12of ingredients.
34:14You have to repeat this
34:16process to create
34:18a high-quality product.
34:20I see.
34:22So where do you cut
34:24and where do you leave it?
34:26That's right.
34:28Where do you put it as an important focus
34:30so that you can create
34:32a good product
34:34that customers enjoy?
34:36So you cut here
34:38and leave it here.
34:40But you want to keep the quality here.
34:42How do you get a pass?
34:44How much can you cut?
34:46There are several points
34:48that you try to reproduce
34:50with the essence.
34:52The checkpoint is
34:54whether you can reproduce
34:56those points.
34:58That's the benchmark.
35:00You have to pass this.
35:02You saw the ideal,
35:04but you can't cut
35:06as much as you want.
35:08So you want to keep the ideal.
35:10That's right.
35:12You can spend
35:14as much money as you want
35:16to make a good product.
35:18If you can reproduce
35:2080% of the essence
35:22with 100% of the essence,
35:24it will be very valuable
35:26as a product.
35:32Is there a product
35:34that you can reproduce
35:36with 100% of the essence?
35:38There are several products
35:40that I can reproduce
35:42with 100% of the essence.
35:44But it's very difficult
35:46to reproduce
35:48with 100% of the essence.
35:50The taste is absolutely
35:52important,
35:54but whether it can be reproduced
35:56with 100% of the essence
35:58depends on the timing
36:00and various elements.
36:02It was very interesting.
36:04All the comedians laughed,
36:06but there are comedians
36:08who didn't lose weight.
36:10It's not good if it's delicious.
36:12What is the new attempt
36:14of Sonna Mitsukan,
36:16which has continued to
36:18promote Japanese hot pot culture
36:20since the end of the war to today?
36:22Sonna Mitsukan,
36:24who has continued to promote hot pot culture
36:26by spreading the deliciousness
36:28and fun of hot pot,
36:30is now working on it.
36:32Last year,
36:34Keaki, a miso ramen specialty store
36:36in Sapporo,
36:38and Tomita,
36:40a famous tsukemen restaurant
36:42in Matsudo, Chiba
36:44released a hot pot soup
36:46that was popular.
36:48Is it a hot pot soup of a ramen shop?
36:50That's right.
36:52It's a collaboration product
36:54with a ramen shop.
36:56It's the first time
36:58for us to collaborate
37:00with a ramen shop.
37:02Is it the first collaboration
37:04with a ramen shop,
37:06not a hot pot specialty store?
37:08That's right.
37:10By the way,
37:12this year,
37:14Yoshimura,
37:16the head of Iekei,
37:18has launched three ramen shops.
37:20Why are you aiming for a ramen shop?
37:22There are many customers
37:24who are looking forward
37:26to the end of the hot pot.
37:28So I thought
37:30it would be fun
37:32to have a ramen shop
37:34at the end of the hot pot.
37:36When I consulted with the market,
37:38I decided to collaborate
37:40with a ramen shop.
37:42If you eat ramen at the end of the hot pot,
37:44you will eat the most delicious food.
37:46Wait a minute.
37:48Why don't you make the hot pot
37:50the original part?
37:52Is it okay at the end of the hot pot?
37:54Is it okay?
37:56By the way,
37:58are you involved in any development?
38:00I was in charge of
38:02the third white product
38:04from the left.
38:06The finished product
38:08can be eaten at the shop.
38:10The most delicious food.
38:12It's hard to get close to that.
38:14Everyone knows the finished product.
38:16That's right.
38:18It's not just the taste of ramen soup,
38:20but as a hot pot.
38:22The hot pot doesn't taste good, does it?
38:24It has to be a taste
38:26that has been established as a hot pot,
38:28so it was quite difficult
38:30to balance it.
38:34The ingredients of the hot pot
38:36are sometimes different
38:38because it is a hot pot.
38:40But if you can,
38:42you can get close to the finished product.
38:44That's right.
38:46How do you make it?
38:48Doesn't it look very difficult?
38:50That's right.
38:52First of all,
38:54I calculate the umami of the ramen
38:56while doing it little by little.
38:58Finally,
39:00I aim to make it a ramen
39:02of Keyaki.
39:04I also combine the ingredients
39:06in a ratio of 0.0 something grams.
39:10There are a lot of restrictions
39:12on the taste, right?
39:14That's right.
39:16It's hard to get permission.
39:18In the case of Keyaki,
39:20I went to Hokkaido on a day trip
39:22for about two months.
39:24Wow, you have a lot of miles.
39:26I don't go to the company.
39:30Mr. Kujima goes to Hokkaido
39:32and gets advice on the prototype.
39:34He goes back to the head office
39:36of Aichi Prefecture
39:38on that day
39:40and does the prototype
39:42in the laboratory.
39:44Do you have to do all the advice
39:46while the taste remains?
39:48That's right.
39:50The taste of the ramen
39:52gradually fades away.
39:54While it's fresh,
39:56I'd like to reinforce
39:58the feelings of the owner.
40:00If you stay in Hokkaido for a night,
40:02you'll get hungry.
40:04You'll eat a lot of sushi.
40:06Sushi and fish are delicious.
40:08It's okay if the taste is fading.
40:10That's right.
40:12In the first place,
40:14isn't the recipe unnecessary?
40:16Yes, it is.
40:18However, I'd like to
40:20develop and market it.
40:22I'd like to learn a lot
40:24and make it.
40:26If it's true,
40:28I don't want people to teach me.
40:30This is a ramen shop.
40:32It's specialized in shimen ramen.
40:34You made a soup to make it.
40:36Yes.
40:38There are many other elements
40:40other than shimen.
40:42Will you collaborate with other ramen shops?
40:44Now,
40:46rather than a new shop,
40:48I'd like to pursue a new taste
40:50with the current owner.
40:52That's what I'd like to do.
40:54As you said,
40:56there are many different genres
40:58of chefs.
41:00I'd like to find the value
41:02of a new pot
41:04by multiplying the passion
41:06to make delicious food
41:08with them.
41:10That's what I'd like to do.
41:14Now, let's talk about the pot.
41:18In the past,
41:20a pot was a symbol
41:22of a family reunion.
41:24Yes, it was a symbol
41:26of a family reunion.
41:28But now,
41:30it's a pot for a single person
41:32or a family meal.
41:34People can eat the same pot
41:36at different times.
41:38There are many ways
41:40to eat a pot.
41:42The advantage of a pot
41:44is that you can easily
41:46get a lot of meat and vegetables.
41:48I think this advantage
41:50is getting stronger.
41:52So,
41:54I think there are still
41:56many opportunities
41:58to eat a pot at different times.
42:00For example,
42:02in Southeast Asia,
42:04people eat a pot all year long
42:06in hot countries.
42:08In Japan, people don't eat a pot
42:10for a long time.
42:12So, I think
42:14a pot will expand
42:16infinitely.
42:18I think there are many scenes
42:20where people eat a pot
42:22by themselves.
42:24But sometimes,
42:26I'd like to make a menu
42:28that connects people
42:30to eat a pot.
42:32I'd like to make a menu
42:34that connects people
42:36to eat a pot.
42:38I'd like to make a menu
42:40that connects people
42:42to eat a pot.
42:44When you cook a pot,
42:46people call you.
42:48They definitely call you
42:50when you cook a pot.
42:52I think it's a dish
42:54that everyone wants to eat.
42:56Of course, it's delicious
42:58if you eat it alone,
43:00but I think it's a dish
43:02that everyone wants to eat.
43:04I think it's a dish
43:06that everyone wants to eat.
43:08I think it's a dish
43:10that everyone wants to eat.
43:12We haven't talked enough,
43:14but it's about time.
43:16Thank you for coming today.
43:24I'm going to check the taste.
43:26It's a difficult taste.
43:28It's a dark taste.
43:30It's a dark taste.
43:32Lastly,
43:34it's a seed for the future of the virus.
44:06See you next time.