The Unassuming Nozawana

Which country do you think has the longest Christmas season in the world? While there isn't definitive data to claim "world's longest," the Philippines certainly has an exceptionally long one. Christmas songs start blaring through the sweltering streets as early as September.

Since I was a new employee, I've been part of an NPO called "JFC Network" that supports children born to Filipino women and Japanese men (JFC). For this organization too, the most important annual event is the Christmas party. Over 100 people gather—JFC children and their families, volunteers, and more. And the most appealing part of this gathering ( as I've mentioned before ) is the authentic Filipino cuisine. Among the staples of Filipino parties, like "sausage marshmallow skewers," the standout this year was "escabeche." It's a dish made by frying white fish and finishing it with a sweet and sour sauce packed with vegetables. Traditional dishes seem to have a mysterious power to warm the heart.

Now, continuing our discussion on product development with Kihana-ya, the long-established pickle shop founded in 1909 (Meiji 42) in Nagano. After thorough discussions with the team, including the Yon'nana Club, we were finally able to launch the "Subdued Pickles" brand this year-end.

Calling it "Subdued" is a bit of a funny name, isn't it? (laughs)

Supporting this brand is, for example, "Unassuming Nozawana Pickles." Its selling point: "Nozawana pickles made with pesticide-free nozawana grown by our own employees at our Seikogen farm. We pride ourselves on its simple, traditional flavor using kombu. Enjoy the changing taste, from the fresh deliciousness right after pickling to the deep flavor as it matures." Because the bacteria are still alive inside the pack, leaving it at room temperature risks the bag filling with gas and bursting – it's a real pickle, in other words.

Or take "Togakushi Daikon Miso Pickle": "Togakushi daikon radishes are smaller than the typical variety, featuring a crisp texture and dense flesh. These radishes, cultivated specifically for grating (called Togakushi oroshi), are preserved in salt and then pickled in Shinshu miso made from Shinshu-grown rice and soybeans."

How about it? Does this pique your interest?

Beyond these, we offer "Unassuming Red Turnip Pickles," "Unassuming Takuan," or "Murayama Sohbo Burdock Miso Pickles," among others. These are menus featuring "local" ingredients, primarily varieties certified as "Shinshu Traditional Vegetables," prepared using traditional, locally passed-down techniques without preservatives or colorants. Lined up together, they appear uniformly brownish, literally "unassuming." But in an era where everyone competes for flashiness, isn't this style actually valuable? Isn't it, in a way, a luxury? That's the sentiment behind the name.

"Subdued Pickles" also served as a searchlight (concept) for the entire team to share our direction. Calling ourselves this meant we had to research the culture of Shinshu, especially the Hokushin region where Konohana-ya is located. And each employee living in this area was a treasure trove of information. We held all-hands discussions on what products truly embodied the "local flavor."

　The same applied to packaging and posters. From Dentsu Inc., strategic planner Makoto Okumura, copywriter Natsumi Kani, and art director Tomonori Saito joined us. The finished posters and leaflets were truly "unassuming." Yet, the mountain ridges featured on the packaging are the actual Shinshu scenery visible from Konohana-ya's main store. The copy, "Rice is light, I am shadow," is both intellectual and sincere. Together with photographs by Yusuke Seibu, a cohesive world is taking shape.

It's not the trendy "salad-style" preparation, nor does it use "Guérande salt." It's a product that's difficult to keep in stock year-round. Still, we take pride in how it turned out—a gift or a treat for home that holds a certain charm.

Please, enjoy!