～Putting the spotlight on miso once again～ [TOKYO MISO FES 2024] will be held!
*View in browser* *misodology Co., Ltd.*
Press release: April 1, 2024
April Dream Project
**
～Putting the spotlight on miso once again～ [TOKYO MISO FES 2024] will be held! *MISO is the Japanese identity! Captivate the world with MISO FES! * This press release is a dream sent out by a business operator who sympathizes with the April Dream project and wants to make April 1st a day full of dreams, hoping to make them come true soon.
Photographed at Kato Hyotaro Shoten (Iichi Miso), a miso brewery that has been operating for 170 years in Odawara City.
～Putting the spotlight on miso once again～
[TOKYO MISO FES 2024] will be held
*Why do it? *
* “Miso is the very identity of the Japanese people.” *
Japan is left behind in terms of IT and economy.
Even so, it continues to be a country that people from other countries want to visit at least once.
This is because of our national character and culture.
Am I the only one who feels like miso plays a big part in that?
For example, let’s take a look at the process of making miso.
Recently, more and more people are enjoying making miso at home, so I think those who have experienced it will understand.
Soak the soybeans in water overnight
Boil (or steam)
Crush it,
Mix koji and salt,
Make it into miso balls,
Pour it into a container,
Arrange,
Monitor for at least 3 months, preferably 6 months.
that’s all.
Long!
We are moving against the era of time savings and efficiency. lol However, this method of construction has not changed since then.
Because miso is a fermented food,
This is because it is a collaboration between time and the invisible microorganisms of the world.
We subconsciously know that,
Stand tall,
Immerse yourself fully in what is in front of you,
They are a race that can trust their intuition and make decisions.
This doesn’t mean ignoring your surroundings.
Because we continue to make choices of our own will,
Being able to respect your surroundings and be in harmony with them.
Fermented foods such as miso are built on this symbiotic world. Everyone can connect with everyone and enjoy happiness together, It’s such a wonderful world.
Miso from various regions is unique not only in color but also in taste and aroma.
Now, I have another question for you all.
* “What kind of miso do you always buy?” *
If you were able to answer immediately, you are a “level 1” miso lover!
Now, for those of you who couldn’t answer, I’d like to ask you one more question.
* Did you notice? *
* “I choose the brand of rice, but I don’t choose the brand of miso” * * “I choose the roast level for coffee, but I don’t even know what kind of miso to use.” *
* I know that I buy miso “just by chance.” *
It’s so familiar that we don’t even have the concept of choosing it.
Miso has a history of 1300 years.
There are still over 1200 makers.
However, the reality is…
According to statistical data,
The unit price and quantity of miso purchased per household per year are as follows.
(3-year average from 2021 to 2023)
*(Source: Ministry of Internal Affairs and Communications “Household Survey”) Area Unit price Quantity
National average 2,110 yen 4,652g
Tokyo 2,123 yen 4,555g
By the way, one household has two or more people, so there are also households with three or more people.
Assuming a minimum of 2 people,
Let’s think about how many cups of miso soup one person drinks in a month.
Miso soup depends on the type of miso, but generally one cup is about 10g. If a married couple in Tokyo consumes 4.5 kg per year, that’s 375 g per month. Consumption per person 187.5g/month.
This means that I only drink about 18 cups of miso soup a month. This means that there are more than 1/3 days in a month when I don’t drink miso soup.
What’s even more shocking is the purchase price.
4,555g is 2,123 yen, so
1kg is 460 yen…* 46 yen per 100g? ! *
The number of makers will also decrease.
Please remember the manufacturing process that I wrote at the beginning. They sell miso that takes at least three months for less than 100 yen per 100g.
…
So I,
I want to shine the spotlight on you again!
Miso is a precious thing.
And to the miso brewers who continue to produce it.
*Our initiatives*
“MISO UNIVERSE” launched in 2023
One of these is a platform that aims to make miso a global standard. The initiative, which kicked off in June, aims to create an index for miso just like wine and coffee.
We asked chefs, cooks, and food professionals working on the front lines to gather together and verbalize the taste, aroma, texture, etc. while tasting 11 different types of miso.
MISO UNIVERSE kickoff scene (me in the center)
Although the conclusion cannot be reached immediately, the most important thing I learned at that time was
“This is the first time I learned that miso has such different characteristics!” That’s what everyone said in unison.
Yes, I had never experienced it before, even as a chef.
If you hold a miso festival that has so many impressions and discoveries, It’s sure to be fun!
I feel that intuitively, and I want to work with more people. I wanted to expand this project.
* Future prospects – What is MISO FES? *
The image is based on a coffee and sake festival,
In my opinion, festivals are more than just a food experience.
Anything goes with miso!
Music, art, photography, videos, apparel, vessels, etc…
Personally, I like the photos taken by Misozo,
One of my dreams is to display it together with the miso from that warehouse. What kind of space was created by what kind of person and how? Have you reached the uniqueness of miso?
I want to create an exhibition that conveys a message.
And I want you to experience how cool they are.
Also, we had Mr. Misozo come along,
I would like to set up a booth where I can interact with the makers. For brewers who are a bit clumsy with words…
Attach a miso love level 10 ambassador.
It’s nice to have them act as a bridge between you and your customers.
We had restaurants and food trucks open their doors,
Enjoy everything you eat and drink!
As for the merchandise sales, anything related to miso is OK. The menus of restaurants in town are limited to that week.
It would be nice to have them offer a special menu that uses miso.
You’ll never run out of ideas!
Then, we asked everyone to vote for the most unique miso of the year. It would be fun to decide the grand prize.
Anyway, let’s all bring out the maximum potential of miso,
Let’s make Japan’s proud assets the standard of the world!
The time has already come for Japanese people to captivate the world! Not just Otani-kun, we can do it too!
Aiming to realize TOKYO MISO FES 2024 (Autumn),
We are releasing this in the hope that even one person can connect with as many friends as possible!
misodology Co., Ltd.
CEO・Founder
Yukari Kobe
“April Dream” is a PR event where companies send out their dreams that they would like to achieve in the future on April 1st.
This is a project by TIMES. We are seriously aiming to make this dream come true.
▼What is MISO UNIVERSE?
https://youtu.be/BvWkvzrLEMk?si=St3A2BqS6f9tBCIp
▼misodology’s original brand – miso luxury goods brand me-so-good https://www.instagram.com/mesogood_official/
*About details about this release*
https://prtimes.jp/main/html/rd/p/000000002.000122585.html
*Download press release materials*
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