Why Oita Matters: Shiitake, Spring Water, and the Future of Local Japan
A Journey to Oita: Connecting Local Japan to the World
In August, I was on the move—from London to Boston, New York, Los Angeles, and then back to Switzerland, where I’m currently based. After a quick stop in Abu Dhabi, I finally landed in Japan where I left a year ago for the Switzerland. Now that I’ve returned, I wanted to take some moment to reflect and share a few highlights from the trip.
Thanks to the incredible support of the Hokkaido Uni Shop community, our vision of connecting Japan’s most special foods to homes and restaurants around the world is becoming more real every day.
First Stop: Oita Prefecture
To be honest, I don't think I had ever visited Oita before. Growing up in Hokkaido, Kyushu (Oita) always felt like a foreign country lol. But the main purpose this time was important: I was visiting one of Japan’s most respected farms for JAS-certified shiitake mushrooms—Kato Farm. Shiitake mushrooms are quickly becoming a global favorite, and Oita is known to produce the very best. I traveled there with several buyers to begin laying the groundwork for future international shipments.
Kato Farm: A Legacy Under Threat
Kato Farm is a prestigious name in Japan. The shiitake they grow are all-natural, deeply flavorful, and truly one-of-a-kind. But like many rural farms in Japan, there’s a real concern: the aging population and lack of successors.
Despite the incredible quality of their product, there’s no next generation lined up to take over. That’s why I felt it was so important to visit—not just to source ingredients, but to build relationships and look for ways we can support these local producers and keep the tradition alive...
Building Trust with Oita’s Shiitake Co-op
While there, I also visited the Oita Shiitake Cooperative, where we began discussions about potential bulk exports for future seasons. One thing you learn quickly when doing business in Japan: it’s not just about volume or purchasing power. It’s about building trust. Respect, consistency, and accountability are everything.
And that’s a philosophy we carry into everything we do at Hokkaido Uni Shop.
A Hidden Gem: Yufuin
One of the highlights of this trip was discovering Yufuin (湯布院). I had never heard of this small hot spring town until this year—but what a discovery it was. It reminded me of home.
Even with just one night, the hospitality, atmosphere, and food left a deep impression. Everything felt intentional and peaceful. I was especially moved by the clean spring water there—it’s a luxury we sometimes take for granted. Living in Switzerland, I’m used to drinking water from any tap, and Yufuin was one of the few places in Japan where I felt the same.
Also food is just a incredible as expected..includeing Birthday Cake size of Tofu...
Looking Ahead
I hope this visit will lead to something meaningful—not just for our business, but for the future of Japan’s agricultural producers. My dream has always been to connect my hometown and my homeland with the world, and this trip to Oita was a reminder that it takes effort, travel, and real human connections to make that dream possible.
Thank you always for your continued support, and stay tuned—more stories and more seasonal treasures are on the way.
If you’d like to learn more about our shiitake or upcoming imports, feel free to contact us at: Donko Shiitake
—Tad Kumagai
Founder, Hokkaido Uni Shop