Known as a traditional tea-producing region, Yame City in Fukuoka Prefecture is famous for its high-quality tea production, with a history that dates back to the Muromachi period. Even today, there are companies that continue to make tea with a strong commitment to quality, handling everything from cultivation to manufacturing and sales. This dedication to excellence means that Yame is recognized as a source of some of the very best green tea in the world.

This research investigated the reactions of local buyers and consumers in New York to Yame Tea. It included checking similar product prices and flavors, hosting two collaboration events, offering limited-time products at Japanese cuisine restaurants, and conducting demonstration sales at supermarkets.

Tea for Every Occasion

At Bar Gouie, where patrons can enjoy sake and sushi, “Yamabuki Matcha Ice Cream” was served as a finale to a kaiseki course, and genmaicha and hojicha, other varieties of green tea, were made available. The ice cream was especially well-received by older customers for its aroma and flavor.

Paya Paya Bakery, a popular bakery, created “Yame Matcha Financiers” as a collaboration product and sold them at a pop-up event. The unique blend of Japanese tea and French pastry was in demand among people of Asian descent familiar with matcha, as well as consumers from various backgrounds, and sold out on the day of the event as the most popular item. They were highly praised for having “just the right amount of sweetness, without being bitter.”

At the supermarket “Dainobu,” demonstration sales involved showcasing deep-steamed kabusecha, matcha latte, hojicha latte, and tea bags of matcha-infused genmaicha and hojicha. These were sold at a special booth, gathering consumer feedback and exploring New Yorkers’ tastes and values.

Based on these results, further development proposals were submitted to Kyushu Agricultural Products Trading Co. We will continue to fully support the successful entry of Yame Tea into the U.S. market. If you are a New York business or restaurant professional interested in Yame Tea, please feel free to contact us.

While RESOBOX offers many cultural classes focusing on Japanese traditions and art forms, the Ohara-ryu flower arrangement class is always well-attended. On most days, twenty individuals of various ages, genders, and races come to learn about the intricacies of flower arrangement.

The instructor is Professor Asae Takahashi, the New York branch head of Ikebana Ohara-ryu and the representative of HANADOJO. Since 2019, she has been leading classes at RESOBOX twice a month. Her clear guidance and exceptional aesthetic sense are highly praised by regular attendees and beginners alike, who appreciate the class for providing a time to relax while also enhancing concentration and thinking skills.

At RESOBOX, we are delighted to offer various classes on Japanese culture, hoping to inspire more people to appreciate the art of flower arrangement and foster interest in Japan.

The class is led by Mr. Yoshitsugu Nagano, a professor affiliated with the Ueda Soko-ryu school of tea ceremony, who came to New York in order to spread the culture of the tea ceremony.

Recently, a class was conducted for a group of graduate students at the Stern Business School at New York University. About 30 people learned about the culture of tea ceremony through lectures, and then practiced making and tasting matcha using traditional tools.

The ongoing collaboration between Mr. Nagano and RESOBOX continues to evolve through events such as this one. One day, we hope this will lead to classes in an authentic tea room in New York.

Since 2020, RESOBOX has been working with premium “Amaou” strawberries to increase their presence in the US market. In addition to working with sweet shops, over the past year we have also collaborated with specialty grocery stores in order to get the word out about these tasty berries.

This year, we established a contract with “Eli’s Market” on the Upper East Side of Manhattan, known for its organic products, delicatessen, meats, seafood, and a wide range of luxury food items. Working together, we arranged for a limited-time period to have Amaou strawberries on display. The products sold out immediately on the first day they hit the shelves, indicating a year-over-year increase in recognition.

At “Agata & Valentina,” a high-end food store selling a wide variety of gourmet products, we conducted tasting events. Here, too, customers stopped by, intrigued by the name “Amaou,” and the response was favorable. 

RESOBOX will continue to spread the word about delicious Japanese products like Amaou in the United States. We welcome contacts from New York companies and institutions interested in purchasing Japanese ingredients or collaborating on events.

Sweets for the Sweet Shops

As part of these efforts, we teamed up with popular sweet shops and cafes to sell limited-time collaborative products featuring Amaou strawberries. Our marketing staff distributed Amaou samples to cafes and sweet shops in New York City, so that chefs and patissiers could taste the distinctive flavor while conceptualizing their specialty offerings. The resulting desserts were then promoted on social media, with posts from the stores’ official accounts and customers alike gaining attention during the event periods.

The first collaboration was with Matcha Cafe Maiko, a popular matcha stand with over 20 stores mainly in the United States, Canada, and China, at their location in the Tangram Mall in Queens. For Valentine’s Day, they sold an exquisite soft serve ice cream mixed with strawberry juice and topped with an Amaou strawberry. It became a topic of conversation on social media immediately after opening, and all 100 prepared items sold out within a day.

[Instagram link https://www.instagram.com/p/C3RotiesMZd/]

We also collaborated with AnnTremet Cake, a café and cake shop that sold “Amaou Shortcake” for a limited time. The cake, made with a melt-in-your-mouth sponge and smooth cream to maximize the sweetness and presence of Amaou, also sold out quickly.

Thanks to these projects, the recognition of Amaou has been increasing year by year. Our company will continue to strive to increase the exposure of Japanese products in the United States.

As a student at New York’s Fashion Institute of Technology, Nina leveraged her experiences in PR and VIP internships at THE ROW, Proenza Schouler, and Carolina Herrera to establish her own brand in 2023. She creates handmade bags with prominent ribbon motifs, which have been trending in the fashion industry, and her work has become popular among New York’s fashion-conscious youth. As of March 2024, she has 39,400 followers on Instagram.

The anniversary celebration was held just before Valentine’s Day, with a “Valentine’s Collection” theme. Bags were displayed on a dinner table alongside cakes and candles, mimicking a sweets exhibition, and was a prime photo spot for visitors enjoying the festivities.

As for Nina’s message to those who came to celebrate with her? “I was very happy to have the opportunity to directly express my gratitude to my fans. Despite being an event during New York Fashion Week, there was already a line of about 30 people before opening, and many people from the fashion industry attended, making it a truly wonderful experience. Life in New York is not easy, and there are many challenges to overcome, but the ribbon has helped me achieve my dream, so I always create each bag with the hope that it will help the dreams of those who carry it come true. I want to continue to be a brand loved by many.”

Since its establishment, RESOBOX has been supporting the US expansion of various genres of Japanese artists and art pieces, including traditional crafts and contemporary art. We have collaborated on exhibitions in famous NY hotels and sales in museums. If you are interested in the works of Japanese artists, please contact us via email (info@resobox.com).

The instructor for the workshop was Mari Matsuo, a wagashi workshop instructor who operates Atelier Temari in New York City. In addition to wagashi, she also offers classes on making beautiful decorative sushi rolls. She organizes each class with her students in mind, by using ingredients that participants can purchase in New York City, so that they can recreate the wagashi at home, and this makes her very popular.

During the class, the abundant nutritional value of Beniharuka and the meticulous processes employed by the farmers in Kagoshima were illustrated for the students. Everyone enjoyed spending time delving deeply into the world of wagashi, a category comprising many different unique sweet treats, including jellies, cookies, dumplings, and cakes.

Since 2021, RESOBOX has been entrusted with the goal of introducing Beniharuka to the United States by Kohira Corporation, a comprehensive trading company based in Kagoshima. Beniharuka is gaining increasing popularity worldwide due to its rich sweetness and high quality. Chefs and buyers who are interested in working with Beniharuka are encouraged to reach out to us.

The event was hosted by Mr. Ryunosuke Jesse Matsuoka, the owner of SEN Restaurant, who became enamored with SUGIMOTO Shiitake’s products. SEN Restaurant is renowned for its Japanese cuisine, which incorporates creative and modern elements, and is beloved by both locals and tourists. The sushi at SEN Restaurant, which is made with the highest quality ingredients and innovative ideas, is particularly notable, as the restaurant strives to reach “the next stage.”

The connection between SUGIMOTO Shiitake and Mr. Matsuoka began at the “Summer Fancy Food Show” held in NY last year. Impressed with the meticulously crafted flavor of the shiitake, Mr. Matsuoka visited Japan and toured Miyazaki Prefecture, where SUGIMOTO Shiitake is headquartered. There, he learned about the company’’s commitment to the community, collaborative business practices, and environmental conservation efforts. He also experienced the value of SUGIMOTO Shiitake’s unique products that are created through partnerships with organizations that work with individuals with disabilities. President Sugimoto shared, “Mr. Matsuoka told me that ‘there is value in these efforts, and I want to communicate this to our customers.'”

This event was inspired by Mr. Matsuoka’s desire to “convey the appeal of SUGIMOTO Shiitake’s mushrooms to more people in New York” after these experiences. Gourmet chefs and ordinary foodies alike were welcome to participate, and even though the event did not have free admission, it was attended by 64 people, including local winery owners and restaurateurs, who enjoyed the full course of shiitake dishes.

“Nine Shiitake-Centered Dishes”

President Sugimoto participated wearing his trademark shiitake hat, bringing smiles to the guests. In the opening remarks, he discussed his business philosophy and future prospects alongside Mr. Matsuoka. Attendees were moved by President Sugimoto’s passionate speech, with many eager for a handshake.

The dazzling multi-course meal consisted of nine dishes created by the restaurant’s General Manager, Ms. Carolyn Stec. Each dish, such as shiitake sushi, shiitake beef bowl, and shiitake crème brûlée, was richly infused with SUGIMOTO Shiitake’s mushrooms.

Among them, the “Octopus and Shiitake Terrine” featuring the distinct plump texture and thickness of SUGIMOTO Shiitake’s Dried Shiitake, harmonized with the fresh texture of octopus, and the “Shiitake Macaron” made with Japanese Shiitake Powder in the dough and filled with buttercream with chopped DONKO mushrooms, received rave reviews for the umami that was infused in each bite. President Sugimoto remarked, “The chefs’ creativity was highlighted in these exceptional dishes. I have seen shiitake used in vegan restaurants as a substitute for octopus. The harmonization of familiar textures and enhanced umami was well-received by the New York crowd.”

“Surprise of Original Beer with a Hint of Shiitake Dashi”

Moreover, the event held a big surprise for President Sugimoto. Due to Mr. Matsuoka’s promotion of Dried Shiitake to the local brewery “Kidd Squid Brewing Co.,” a limited-edition beer using shiitake was created. The shiitake dashi was carefully blended with the craft beer to achieve a delicate balance, resulting in a distinctive aftertaste of shiitake. During the course, everyone enjoyed deep-fried chicken flavored with Japanese Shiitake Powder, and President Sugimoto was highly satisfied. Participants also gave high praise, expressing hope for future sales. The beer cans, adorned with a shiitake label design, were given as souvenirs.

“Entrusting our ingredients to others for creative product development could become a strategy for future exports…” This event marked a moment when President Sugimoto realized new possibilities.

The event was a wonderful showcase of the potential for Japan’s excellent ingredients to expand in the international market. SUGIMOTO Shiitake’s ‘Dried Shiitake’ is something that all food lovers, including the increasing number of vegans and vegetarians worldwide, should experience at least once. We are excited about what the future holds. Interested restaurants, retailers, and businesses in the US are welcome to contact us. Samples are also available for testing.

A chashaku is a type of tea utensil, used to scoop powdered matcha from its container into a tea bowl. It is primarily made of bamboo. For easier scooping of matcha powder, the slender tip of the chashaku is rounded off.

The instructor for this event was Mr. Yoshitsugu Nagano, a tea ceremony practitioner from the Ueda Sōko tradition. Currently based in New York, Mr. Nagano conducts various types of classes in the NYC area and beyond, spreading the message of harmony and unity through the spirit of Chanoyu, or the Way of Tea. He is also the instructor of Chanoyu for Everyone: Tea Time at the Table, held twice a month at RESOBOX.

The goal of this class was for each participant to create their own original chashaku. There is no right or wrong shape; under Mr. Nagano’s guidance, everyone used a small knife to carve a piece of bamboo into a shape of their own design. Certain traditional styles exist for the tip of the chashaku, such as circular, Ichimonji (straight line), and Ueda Sōko styles. Participants considered their preferences for scooping matcha as they carved. Towards the end of the class, with a call from Mr. Nagano to “infuse the soul,” everyone made a final cut to the tip, and after three hours of focused carving, all attendees completed their original “My Chashaku.” Furthermore, each student thought of a name for their chashaku and named it on the spot, adding the final flourish after the three hours flew by.

This event was part of the “Chanoyu Week NYC” organized by Mr. Nagano. RESOBOX hosts numerous cultural classes to spread Japanese culture. Those interested are encouraged to check our website regularly for updates.

The instructor was Ms. Yukiko Matsumoto Gillam, a graduate of Ecole Tsuji Tokyo Japanese Cuisine Master College and FFCC’s basic French course. She has trained in Michelin-starred Japanese cuisine and at a French restaurant in Kagurazaka, and has also been an assistant in Indian cooking classes, possessing a wide range of culinary skills and experience.

The recipe for the vegan ramen was devised by Yukiko specifically for this class. The soup, packed with umami and richness, was particularly exquisite. It was completed after much trial and error, combining various ingredients and adjusting the proportions until the right balance was achieved. Furthermore, to enable the students to recreate it at home, the ingredients were adjusted to those available in the United States.

Making Noodles and New Friends

For this event, Kazuhide Sugimoto, the president of SUGIMOTO Shiitake, timed his visit to the U.S. to coincide with the class so that he could participate. Dressed in a Shiitake costume, he fostered a friendly atmosphere as the class began with handmade noodle-making. He then explained the nutritional benefits and uses of Dried Shiitake, followed by a demonstration of the ingredients and process of making the soup. Participants stretched, cut, boiled, and served the noodles, enjoying the freshly made dishes together.

Among the participants were couples, friends, and individuals who came on their own. Everyone showed strong interest in Japanese cuisine and ingredients, with questions flying back and forth about kombu, sesame oil, and miso, filling the class with excitement. Once the ramen was finished it was very well-received, with some participants asking for seconds.

The Growing Potential of Dried Shiitake in the U.S.

Recently, Dried Shiitake has become commonly seen even in major supermarkets like Whole Foods. At this class, the response to SUGIMOTO Shiitake’s mushrooms was very positive, highlighting the high level of interest in traditional Japanese ingredients in the U.S. However, even among participants interested in Japanese cuisine, some were not fully familiar with the uses of Dried Shiitake. Ms. Giram Matsumoto commented, “Dried Shiitake can be stored for a long period, is high in nutritional value, and is flavorful, so we expect it to become even more widely used. I would be happy if we could convey this to more New Yorkers through cooking classes like this one,” sharing her excitement for future class offerings.

We plan to continue holding vegan cooking classes using shiitake mushrooms, so please look for future installments.RESOBOX conducts various cultural classes to promote Japanese culture. We also work directly with companies interested in offering classes to their employees, so if this sounds appealing, please feel free to consult with us.

SUGIMOTO Shiitake is on a mission to promote Japanese shiitake mushrooms worldwide, especially emphasizing the delicious flavor and health benefits of Dried Shiitake to the vegan and vegetarian communities in the US. Their participation in this festival was part of this endeavor, providing products to the vegan community in the US.

Endless Queue Gobbles Up 2000 Pieces of Sushi

The SUGIMOTO booth offered shiitake sushi, made from vinegared rice topped with shiitake that oozes umami flavor upon chewing. The line began to form as soon as the festival began at 11AM, and continued non-stop until closing at 8 PM. In all, 2000 pieces of shiitake sushi were sold, marking a great success. The attendees who tasted the sushi expressed their enjoyment, saying things like, “I’ve never tasted such delicious shiitake before!”, “How can we purchase these locally?”, “The acidity of the sushi rice pairs well with it.”

President Kazuhide Sugimoto, wearing the trademark shiitake cap, along with a few staff members of RESOBOX, worked on making sushi and serving customers in the tent. There were attendees requesting photos and inquiring about how to purchase the products, deepening interactions with the local community.

At RESOBOX, we assist in the introduction of fabulous Japanese products to consumers in the New York area, where our base is located, and across the US. In the project with SUGIMOTO Shiitake, we have connected with numerous restaurants including the Michelin 3-star “Le Bernardin,” the largest vegan supermarket “XMarket Uptown,” and the upscale French restaurant “Brindille Chicago.” SUGIMOTO Shiitake’s mushrooms are not only perfect for the vegan and vegetarian market but also have received numerous requests from high-end restaurants due to their high quality. Those in the food and beverage industry interested in the products are encouraged to inquire with us.

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The article highlighted RESOBOX as a local hub for Japanese culture, highlighting our popular traditional sumi-e classes. It also touched on some of the other cultural classes we offer, such as sushi-making and origami. We were very pleased to hear our diverse array of classes being praised by many New Yorkers as programs that let them “feel the traditions and present-day culture of Japan.”

In addition to hosting classes for individuals, RESOBOX also organizes cultural classes for New York-based companies such as Netflix, Airbnb, Dropbox, Microsoft, and Goldman Sachs, to name a few. Recently, we hosted a manga class for Google’s employees, which was attended by over 100 participants. Many of the employees offered feedback, such as “I want to participate again” and “The content was excellent for expanding ideas.”

Sumi-e and manga drawing are just the tip of the iceberg when it comes to our cultural classes. At RESOBOX, you can learn about Japanese cuisine, Ikebana, Bonsai, manga, and plastic models. We regularly hold various events and cultural classes related to Japan at our East Village studio, and we encourage all interested parties to come join us!

We also offer corporate workshops and online classes, customized to fit the needs of your company. Feel free to reach out for more information.