Sagamihara-city, Kanagawa prefecture is now supposed to turn into a government ordinance city. For getting this designated city renowned, the corroboration of the young entrepreneur and the old brewer of soy sauce has come true.

The young company “Moekko Kikaku (project turning-on girl)” and the old soy sauce store which has 135 years history “Inoue-Syoyu (Inoue Soy Sauce)” has together started to launch its brand-new soy sauce. The soy sauce was named “Sakura Hime (princess of cherry blossom)” after the famous and beautiful cherry blossoms in front of the city municipal office. The president of Moekko Kikaku, Tatsuro Yamaguchi (27) proudly said “the one which is put vibrant youth into tradition together”.

Inoue Syoyu, the brewer of soy sauce, was established in 1875, and since then the store has never changed the traditional way to brew the soy sauce, using the Japanese cedar cask which has been used since the establishment. the Inoue’s soy sauce “Tamakyuu Syoyu” has been loved by locals as the specialty of the city for such a long time.

Yamaguchi has grown up with the traditional soy sauce in his daily life. In August last year, he started new business whose goal was to make local specialty famous. And what he came up with first was the Tamakyuu Syoyu which was created by Inoue Syoyu. “Unfortunately Sagamihara city is likely regarded as not having traditional history, but actually that’s wrong. I would like people all over the nation get to know about our city. The traditional local soy sauce is the best for achieving it” said Yamaguchi. Thinking the transition of the city into government ordinance one in April 2010 as a good opportunity, he offered Inoue Syoyu the project; creating the original soy sauce.

“It’s difficult” the company’s president Inoue said “because we can’t manufacture”. In addition, Inoue Syoyu which has stuck to the traditional way to brew has ever never cooperated with other companies since its beginning. He declined the offer first. However, Yamaguchi who got fascinated by the sauce couldn’t give up. By dropping in at Inoue store again and again, Yamaguchi had tried very hard to persuade Inoue, saying “I would like people in this country get to know this taste”. Inoue eventually nodded “I got moved by his young passion”. As the result, “Sakura Hime” has finally come to alive.


政令指定都市に移行する相模原市の知名度アップを目指し、若手起業家と老舗しょうゆ醸造元のコラボレーションが実現した。「萌ッ娘企画」（相模原市横山）が、創業１３５年の老舗「井上醤油」（同市大島）と共同で新作しょうゆの販売を開始した。市内の名所、市役所前の桜並木をイメージして「桜姫」と命名。企画した萌ッ娘企画の山口達郎代表（27）＝同市横山＝は「伝統に若さを加えた一品ができた」と胸を張る。

井上醤油は、１８７５年創業の老舗しょうゆ醸造元。創業以来使っているという杉だるで、１年間発酵・醸成させる昔ながらのしょうゆ造りにこだわっている。「タマキュウ醤油」の名前で、市の名産品として愛されてきた。

相模原市出身の山口さんは、幼いころから井上醤油の味に親しんで育った。昨年８月に地元名産品のＰＲを目指す萌ッ娘企画を起業。頭に浮かんだのは、井上醤油のしょうゆだった。「相模原市は歴史が浅いと思われがち。市の伝統の味で、相模原を全国の人にも知ってもらいたい」。相模原市が４月に政令市に移行するのを機に、オリジナルしょうゆの販売を打診した。

「量産できないので難しい」。創業以来、他社と共同で製品を販売したことがない井上醤油の井上芳太郎社長（75）は、当初は依頼を断った。しかし、井上醤油の造る味にほれ込んだ山口さんは「全国の人にこの味を伝えたい」と何度も足を運び、説得。「若い人の熱意に乗ってみようと思った」と、井上さんの協力を得て、「桜姫」が誕生した。


news source: http://news.kanaloco.jp/localnews/article/1003150004/



OPINION by FuangPing

I got touched by this corroboration of the new and the old. In any time and place, the passion of young people has very big possibility to change the world.

On the other hand, I got question. The manga picture of the label. Off course it's understandable for using "moe" character to promote the product. As a matter of fact there are several successful cases. But something reminds me that almost all of these success end up turning out to be very temporary success. Although cute manga characters can attract people's attention, it seemingly won't last so long according to the similar precedents.

I, as one of the young, really hope that the audacity of the entrepreneur will overcome the precedents this time.