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キノコ鍋
Mushroom Hot Pot

When it comes to autumn flavors, mushrooms are a must. If you think about it logically, those grown under controlled temperature and humidity are available year-round—shimeji, nameko, king oyster, shiitake. Oh yes, wood ear mushrooms are mushrooms too.

Our family favorite is mushroom hot pot. We pack as many different kinds of mushrooms as possible into the pot and steam-cook them with just a little liquid. For perfection, take that extra step and use the soaking liquid from dried shiitake mushrooms for the broth. Season with sake, a little salt and soy sauce, plus a hint of Akita's fish sauce, "Shotturu," for depth. If you want it more like a side dish, you could add fish balls, but it's plenty flavorful without them. Pair it with warm sake, and the approaching winter won't seem so daunting.

...I write this as if I'm some expert, but the reality is, on a daily basis, I rarely get around to making that "dried shiitake soaking liquid." Even knowing it makes things significantly tastier, I end up cutting corners. I only take the time to soak them properly once a year—when I make New Year's dishes.

Probably because there are quite a few people like me. Okada Shoten (Miyazaki), a dried shiitake wholesaler founded in 1912, is passionate about developing new products. So, what spotlight would you shine on these labor-intensive "dried shiitake mushrooms," and what kind of product would you envision?

岡田商店の椎茸パテ
Okada Shoten's Shiitake Pâté

Ms. Hikari, who married into the Okada family as the third-generation daughter-in-law, came up with the idea for "Shiitake Pâté."

As you may know, shiitake mushrooms are broadly divided into two types based on cultivation method. "Bed cultivation," where spores are inoculated into a substrate like sawdust, produces the commonly sold variety, appealing for its affordable price. On the other hand, "log-grown" shiitake, where spores are directly inoculated into logs of Japanese oak or chestnut, are cultivated slowly within nature's cycle, making them expensive. In return, their wild aroma and flavor are exceptional. This pâté is made solely from rare log-grown dried shiitake mushrooms from Miyazaki, first-pressed rapeseed oil, Miyazaki garlic, and rock salt.

When you take a bite with bread, you might wonder, "Huh? What is this?" or "It's not porcini..." It takes a moment to recognize that familiar dried shiitake aroma – that's how well-crafted it is.

What is the spotlight on this "somehow new" product?

Mr. Mitsuru Okada has a clear vision: "I want to convey the deliciousness of log-grown dried shiitake mushrooms to younger people, to the next generation." To achieve this, he thought, "I want to transform the traditional dried shiitake mushroom into something stylish and accessible for young people." Summarizing the concept in one phrase, it could be called "dried shiitake mushrooms for young people." The packaging is indeed stylish.

However, as it stands, it may be too weak as a "concept for product development." The terms "for young people" and "stylish" are actually too broad, and different people will imagine different things.

For example, what if we called it "Provence Dried Shiitake Mushrooms"? It's a fantasy of what a chef in southern France might do if they encountered dried shiitake mushrooms as an ingredient. When you think about it, shiitake mushrooms have become a regular ingredient in healthy recipes in Europe and the United States in recent years, alongside tofu. However, dried shiitake mushrooms, especially those dried on logs, are still relatively unknown. What would happen if they encountered each other? This question provides a major direction for product development.

However, in that case, olive oil would be used instead of rapeseed oil, and for Mr. Hikaru Okada, it would not be "Provençal". So what is it then? If we can put physical sensations into words, we can establish a basis for product development.

なば手羽餃子
Nabateba Gyoza

Mr. Okada also uses this to propose various menu items. "Naba Chicken Wing Dumplings" is one such creation. "Naba" is a dialect term widely used in western Japan, including Miyazaki, to refer to shiitake mushrooms. These are chicken wing dumplings using this pâté in the filling. I hear they won last year's Miyazaki local gourmet contest, but unfortunately, I haven't had the chance to try them yet.

岡田商店のみなさま
Everyone at Okada Shoten

This product is also available for mail order. While it's sure to be delicious in a creamy pasta sauce, I always end up enjoying it just as it is. Imagining how well it would pair with white wine, I'll be having my evening drink with low-malt beer again tonight.

Please enjoy!

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Author

Sōo Yamada

Sōo Yamada

Dentsu Inc.

Meiji Gakuin University Part-time Lecturer (Business Administration) Using "concept quality management" as its core technique, this approach addresses everything from advertising campaigns and TV program production to new product/business development and revitalizing existing businesses and organizations—all through a unique "indwelling" style that immerses itself in the client's environment. Founder of the consulting service "Indwelling Creators." Served as a juror at the 2009 Cannes Lions International Festival of Creativity (Media category), among other roles. Recipient of numerous awards. His books, "The Textbook of Ideas: Dentsu Inc.'s Circular Thinking" and "How to Create Concepts: Dentsu Inc.'s Ideation Methods Useful for Product Development" (both published by Asahi Shimbun Publications), have been translated and published overseas (in English, Thai, and the former also in Korean).

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