Maker’s Story: Shichimi Snacks from Nagano by Yawataya Isogoro

While exploring Japan in your repeated visits, you’ve likely encountered a distinctive metallic can adorned with red and gold hues, brandishing an image of a chilli pepper. This iconic shichimi pepper canister is the hallmark of Yawataya Isogoro (八幡屋礒五郎), a legendary brand with roots in Nagano Prefecture (長野県). 

Beyond just its iconic shichimi, which is celebrating its 100th anniversary, Yawataya Isogoro has a longstanding history that stretches centuries in the heart of Nagano. Their product “Shichimi Togarashi no Tane” is making its overseas debut as part of our “Flavours of Nagano” Omiyage Snack Box this August 2024. To find out more about Yawataya Isogoro’s story, JAPAN RAIL CLUB spoke to Imogawa-san (芋川), the company’s PR Representative.

Origins of Yawataya Isogoro

©Yawataya Isogoro

Imogawa-san, thank you for your time. Tell us more about the origins of Yawataya Isogoro and its legacy.

Founded in 1736, Yawataya Isogoro began selling shichimi togarashi (七味唐辛子 seven-spice pepper blend) at the grounds of Zenkoji Temple (善光寺), Nagano’s most famous temple. The founder, Kan’emon Muroga (室賀勘右衛門), was originally involved in the production and sales of hemp and washi paper. On his way back from a mercantile trip to Edo (former name of Tokyo), he found products that were popular in Edo at the time, including shichimi togarashi, and brought them back to sell in the Zenkoji area.

At that time, shichimi togarashi was sought after for its medicinal properties. It quickly gained popularity as a souvenir among pilgrims visiting Zenkoji, who found its lightweight size and long shelf life to be extremely convenient. 

The iconic canned shichimi togarashi spice blend by Yawataya Isogoro. | ©Yawataya Isogoro

The second-generation owner, Gozaemon (五左衛門), travelled to Edo to learn the art of making shichimi togarashi and established the production method in Shinshu (modern-day Nagano Prefecture). While the times have changed, the secret blend has been passed down through generations to this day, continually evolving while preserving its traditional essence.

The Brands of Yawataya Isogoro

Brands include Kongen Spices and Kongen Sweets. | ©Yawataya Isogoro

Wow, Yawataya Isogoro has such an interesting history! What are the main brands under the company?

Yawataya Isogoro comprises three main brands:

• Kongen Spices (根元 八幡屋礒五郎): This brand focuses on spices, particularly shichimi togarashi which is our iconic spice. Constant innovation is our hallmark—we have continuously challenged ourselves to stretch the appeal and possibilities of this beloved spice, with products like “Deep-roasted Shichimi”, “Shichimi Garam Masala”, and “Ramen Shichimi” being developed over the years. This year marks the 100th anniversary of the launch of our flagship product, the canned shichimi.

• Kyudaime Muroga Eisuke (九代目 室賀榮助): Launched in 2015, this brand revives the historic “Kuma no Kauyaku” (熊のかうやく) balm, reimagined into the KUMANO cosmetic series. These products, like hand and lip creams, utilise capsaicin extracted from chilli peppers grown on our own farm.
  “Kuma no Kauyaku” was made by kneading pine resin and sesame oil and popular as an effective ointment for chapped skin.
• Kongen Sweets: Established in 2016, this brand integrates shichimi ingredients into sweets like macarons, chocolates, and gelato, aiming to make these flavours accessible and appealing especially to young people and women.

Featured Snack: Shichimi Togarashi no Tane

Shichimi Togarashi no Tane by Maker Yawataya Isogoro.

This August 2024, your product “Shichimi Togarashi no Tane” is featured in our “Flavours of Nagano” Omiyage Snack Box! Could you tell us more about the snack?

Thank you. The “Shichimi Togarashi no Tane” or “Shichimi Pepper no Tane” is made by coating domestic roasted uruchi rice with the signature shichimi blend, offering a delicious and addictive snack that’s perfect for gifts and convenient to carry around in a resealable bag.

對品質和永續發展的承諾

The seven spices of shichimi togarashi. | ©Yawataya Isogoro

What makes your shichimi togarashi stand out from other brands? 

Our shichimi togarashi seven-spice blend is made with a secret recipe using seven ingredients. In order of proportion, they are chilli peppers, chinpi (dried citrus peel), black sesame seeds, hemp seeds, shiso (perilla), sansho (Japanese pepper), and ginger. 

Workers sifting through red chilli peppers. | ©Yawataya Isogoro

While we have our own farm where we cultivate chilli peppers and other ingredients, it’s naturally difficult to supply all of our ingredients from our own farm, so we also work closely with contract farmers to procure ingredients or purchase them from the market. Although the quantity we harvest on our own farm is small, we use it for our in-store blending service, offering our customers carefully selected fresh ingredients with added value.

Yawataya Isogoro’s canned shichimi togarashi is celebrating its 100th birthday! | ©Yawataya Isogoro

Additionally, there’s another significant reason for this farm-to-table approach on a small scale farm. It’s for employee education. As our hallmark product, it’s incredibly beneficial for our employees to experience firsthand the entire process of making shichimi togarashi, from the chilli pepper seed to its germination, flowering, and maturation. A deep understanding of this process significantly influences our ability as professional shichimi producers to interact with customers and further enhances the value of our products.

Of Temples and Snow Monkeys: Attractions of Nagano

Indeed, that is what makes your products stand out from the rest! Are there any particular attractions within the Shinshu area that you would like international tourists to know about?

A Shinshu soba set meal. | ©CC BY-SA 3.0 / 663highland

Surrounded by mountains, Nagano Prefecture is rich in nature and there are many onsen (hot springs). In particular, Shinshu soba (信州そば) is a local specialty of Nagano. In the northern Shinshu area, there is a culture of enjoying soba with shichimi.

Nagano has so much to offer! If I had to name a few, some of the most famous places are Matsumoto Castle (松本城), Hakuba (白馬), Togakushi (戸隠), Nozawa Onsen (野沢温泉), and Jigokudani Snow Monkey Park (地獄谷野猿公苑), known for its snow monkeys. 

Zenkoji Temple in Nagano. | ©Sue Lynn

But if I could suggest one hidden gem, it would be the Koumi Line (小海線), a railway line by JR East which runs from Komoro Station in Nagano to Kobuchizawa Station in Yamanashi Prefecture. The Koumi Line is known as Japan’s highest railway line, offering breathtaking views as you ride along. Another tourist attraction that you cannot miss is Zenkoji Temple (善光寺), where Yawataya Isogoro’s Main Shop is also located.

Yawataya Isogoro Store Locations

Yawataya Isogoro’s Main Shop is located in front of Zenkoji. | ©Yawataya Isogoro

Speaking of which, can you let us know the locations of Yawataya Isogoro’s stores?

八幡屋礒五郎 Main Shop (八幡屋礒五郎本店（横町カフェ併設）)
Address: 83 Daimon, Nagano City, Nagano 380-0841
Address in Japanese: 〒380-0841 長野市大門町83 

Yawataya Isogoro MIDORI Nagano branch (八幡屋礒五郎 MIDORI長野店)
Address: 2F MIDORI Nagano, Shinshu Omiyage Sando “ORAHO” area, 1-22-6 Minami chitose, Nagano City, Nagano 〒380-0823
Address in Japanese: 〒380-0823 MIDORI 長野店 長野市南千歳 1-22-6 駅ビル MIDORI２階 信州おみやげ参道”ORAHO”エリア内 

Yawataya Isogoro Karuizawa Branch (八幡屋礒五郎 軽井沢店)
Address: 3F Shinano Railway Karuizawa station「Shinanoya KARUIZAWA」 1178 Karuizawa Town, Kitasaku District, Nagano 389-0102
Address in Japanese: 〒389-0102 北佐久郡軽井沢町178 しなの鉄道軽井沢駅3階「しなの屋KARUIZAWA」内

Message to International Customers

The warm interior of Yawataya Isogoro Main Shop. | ©Yawataya Isogoro

Thank you for your time, Imogawa san! Is there anything else that you wish to share with our readers from around the world?

我們一直在擴大出口國，現今已出口至美國、英國、澳大利亞、台灣、新加坡、泰國和法國等20個國家。我們的使命是向全世界分享七味粉的多樣性，最受歡迎的產品是我們的原創七味粉，其次是檸檬七味粉。我們相信八幡屋礒五郎的七味粉與任何菜餚搭配都合適，希望您能在在家中與您製作的料理一同品嚐！ 

Also, there are many kinds of tasty snacks all over Japan. Among them, I’d like you to know about dagashi. Have you heard about it? In the past, one could find numerous small, stall-like shops selling dagashi. Even today, you’re almost guaranteed to find a dagashi section in large supermarkets dedicated to these nostalgic treats. Even as adults, we can’t help but feel a sense of excitement when we encounter these nostalgic Japanese snacks. While classic sweets are always enjoyable, I encourage you to venture into the world of dagashi and experience these retro treats. Dagashi is an integral part of Japan’s unique culinary culture.

More Nagano snacks in JAPAN RAIL CLUB’s Omiyage Snack Box!

Making its overseas debut, discover the charms of shichimi togarashi with Yawataya Isogoro’s “Shichimi Togarashi no Tane” snack, exclusively in JAPAN RAIL CLUB’s “Flavours of Nagano” Omiyage Snack Box this August 2024!