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Taya Shoten

Taya Shoten

タヤショウテン
Vendor
田谷商店
"Spring is prepared with kuzuyu" Yoshino Kuzuyu's kuzuyu specialty store. We will loosen your mind and body and deliver a time of relaxation ~ peace.
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About the brand

"Spring is prepared with kuzuyu" Yoshino Kuzuyu's kuzuyu specialty store. We will loosen your mind and body and deliver a time of relaxation ~ peace.
1
In Yoshino, Nara, 100% domestically produced Yoshino kuzu kuzuyu made using the old-fashioned cold drying method. It has no unpleasant taste and melts in your mouth.
2
The sugar is made from carefully selected cane sugar. By reducing the amount of sugar by about 30% compared to conventional kuzuyu, it has a comforting and gentle sweetness.
3
It is thick and easy to swallow, so it can be enjoyed by a wide range of generations, from children to the elderly.

More about the Brand Owner

田谷　優子

TAYA　YUKO

Born in 1988 as the grandson of the stationery store "Taya Shoten" in Chiba Prefecture. I grew up as a super grandpa child who loved my grandfather, who was a manager. In an era where there were no computers or the Internet The grandfather generation has gathered everyone's wisdom and taken on many challenges. Out of respect for such predecessors, "I want to preserve the traditions that my grandfather's generation has spun." I started to think. With her husband's transfer, she left the company she had worked for for 10 years and moved to Nara. There I met Yoshino Kudzu, a traditional Nara dish. To become a member of the tradition that has been spun for more than 1,000 years to future generations Founded the local trading company "Taya Shoten". We are working on product planning and sales centered on Yoshino kudzu. Currently a mother of one child (born in January 2023), I also feel that × compatibility between Kuzuyu and child-rearing is good.
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Why are we doing?
What are we doing?
Commitment to the product
Who are supporting us?

Why are we doing?

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Participated in a regional revitalization project when he was an office worker. While touring various places,I have witnessed the harsh reality faced by Japan's traditional industries.The influx of cheap foreign products, the aging of workers and the waning of consumer interest. While I was heartbroken by these issues, I was also deeply moved by the splendor of the craftsmen I met in various places and the value of the culture they have continued to protect.
　
In particular, the world of Kuzu Yoshino, which I met in Nara, where my husband was transferred, was a turning point that changed my life.The precious kudzu powder, which can only be collected from 1 kilogram of kudzu root, was a gem worthy of being called a "white diamond". I witnessed the meticulous refining process by hand by the craftsmen and was fascinated by the depth of their techniques and the high quality of their craftsmanship。
　
Taya Shoten is based on the vision of "chasing two rabbits and getting two rabbits",The two goals of restoring the V-shaped shape of local traditional industries and creating a moment of relaxation for customersIt was born with the banner. We believe that it is the mission of Taya Shoten to pass on the wisdom and kindness built by our predecessors to the Reiwa era and to the world.
　
　
　

What are we doing?

What Taya Shoten pursues is the fusion of tradition and newness. Our first product, "Kuzuyudoki," is based on the traditional technology of kudzu flour production that has been passed down in Yoshino, Nara Prefecture since ancient times, and has created new value that is close to modern lifestyles.
　
The raw materials are carefully selected ingredients such as "Yamato tea", "ginger", and "yellowfin fruit", which have a deep connection to Nara historically. What they have in common is that although they have a history of prospering as a major producer of raw materials, there is no end to the number of people who quit their businesses due to the influx of cheap foreign products and the aging of workers.At our store, we value our deep connection with our producers and contribute to the V-shaped recovery of traditional industries by using only raw materials that are infused with wisdom, kindness, and passion.
　
The name "Kuzuyudoki" contains the thoughts of the three "times" of melting kudzu in hot water, savoring time, and gently relieving feelings。 In today's busy society, we want to provide a moment of peace of mind, even if only for a moment. The sophisticated Japanese modern packaging design is also one of the commitments that visually expresses this feeling. We are not just a product, but we create an experience that delivers the richness of the soul.
　
　
　

Commitment to the product

"Kuzuyudoki" is a gem that combines the traditional beauty of Japan with modern sophistication, and we have prepared three special flavors.
　
"Kuzuyudoki -Wa- (Plain)" is the pure taste of Yoshino kuzu and sugarIt is a basic dish that you can enjoy. It is characterized by its smooth texture, and you can easily enjoy a full-fledged kudzuyu just by pouring hot water. We also recommend arranging it with soybean flour, cinnamon, black honey, etc. A popular product for children.
　
"Kuzuyudoki -Midori-(Sencha)"is an elegant dish that contains the first picked green tea from "Kabei Honpo" in Oyodo Town, Nara Prefecture.The mellowness of kudzu and the rich aroma of sencha are in perfect harmony.and,A deep taste that makes you feel the heart of JapanWe have realized it. If you make it with hot milk, it will also make a Japanese sweet like matcha milk.
　
"Kuzuyudoki -light-(ginger yellowfin)"is a combination of ginger that warms the body and yellowfin fruit from Nara PrefectureSpicy kuzuyu like a medicinal herbis. It can be useful for those who suffer from cold sensitivity and to manage their physical condition during the change of seasons. Although it is unique, it is the product with the most fans.
　
　
　

Who are supporting us?

Taya Shoten's "Kuzuyudoki" is loved by a wide range of customers who value quality and tradition.The main customer base is women in their 30s and 60s, especially those who are health-conscious, authentic-oriented, and interested in traditional Japan cultureis. When we use POPUP at Shinjuku Isetan (Tokyo), GOOD NATURE STATION (Kyoto), Kintetsu Department Store Kashihara (Nara), etc., it is often used as a gift and is chosen as a thoughtful gift for a loved one.
　
　
In addition, in November 2023, we were recommended by writer Yuko Saito in the magazine anan's "That Person's Choice of This Year's Best 5 Souvenirs".
In addition to its high quality, the fact that it does not change its shape even if you carry it around for a long time is also supported as a gift.
　
We have received many warm comments from customers who have actually purchased it, such as "It gives you precious time to take a breather," "It's perfect as a souvenir for a friend you haven't seen in a while," and "It's perfect as a snack for children."
　
　
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