YOU BOX? It's a project where Nakamura Yu shares the most delicious things he's encountered in Japan and around the world with a big smile. We spoke to Yu, who started YOU BOX, and the members who support the project about how they first met and what the future holds.
■It all started with fermented smoothies
--YOU BOX is a project where Nakamura Yu packs ingredients he's picked on his travels along with a storybook and delivers them in a box. Originally started by Yu quietly (?), this project attracted members who shared the same passion, and they have traveled from Sri Lanka in the fall of 2014 to Micronesia and Spain. They also hold events like travel report dinners all over the country, so we're fascinated by the origins of this ultra-active and ever-changing YOU BOX...
Yu: If I were to explain each person's story, it would take the day off just to explain it all (laughs).
- First of all, Katayama-san, you run Table Gallery, which serves as a base for holding YOU BOX report dinners and other events.
Katayama: It just so happened that Table Gallery was a base, and YOU BOX was an extension of what I wanted to do. I originally managed creators, but when I became interested in the food industry, Nakagami-kun introduced me to Yu-chan, saying, "There's an interesting girl working in the food industry." That's how it all started. Nakagami-kun was the one who brought everyone together.
Nakagami: I thought that once I introduced them, they would run on their own. My main job is architecture, so I'm basically a behind-the-scenes person. I'm good at putting things together, or rather, I like directing traffic, so I play a role similar to that of an old lady standing at an intersection.
Katayama: Later, when I opened an enzyme bath shop in Shinjuku, Nakagami-kun introduced me to Asahina-san, who he said was knowledgeable about fermentation and bacteria. Asahina-san suggested making a smoothie using bacteria, and we got together to ask Yu-chan to develop a recipe, and that's how it all began. Yu: That's right! The project team was started with the idea of making a fermented smoothie! Nakagami: First of all, you need a visual to start anything, so I contacted my friend, designer Watanabe-san. Watanabe: I usually do art direction for companies and brands, but for this event I designed the YOU BOX logo, storybook, and website. -- How did you discover Chef Kojima? Yu: Chef Kojima has been in charge of cooking since the last event. The first two YOU BOX events were quite difficult, as I was talking and cooking at the same time. Then, a friend introduced me to Chef Kojima, who had moved into the share house where I currently live. He's actually third place in a world competition! When I told them about YOU BOX, they said they were interested, so I invited them to do it together. Starting with the Spain episode, we suddenly started serving up super high-quality food (laughs).
Yu: And Asahina-san was like a fixer.
Asahina-san: I import organic ingredients and other things, so I provide interesting food tips that I learn about through my work.
Yu: It was Asahina-san's advice that led to the first episode being decided on Sri Lanka. However, when it came to the fermented smoothie, Nakagami-san and Asahina-san, who are both super health nerds, started having girl talk like, "Cold drinks cool you down, don't they," so it didn't end up happening (laughs).
■Traveling YOU BOX
--How do you decide on your destinations? Yu: For example, when we were talking about fermented smoothies, Asahina mentioned that in Sri Lanka, everyone eats green porridge for breakfast, so we started looking for a recipe for green porridge there. "But you really can't know until you experience it for yourself, so let's go!" I thought, and by that time, I had booked a ticket to depart a week later.
Asahina: So our casual conversation actually came true.
Yu: Next, I went all the way to Micronesia in search of "Kosraean soup," and it worked! But it turned out I couldn't find anything tasty...
Watanabe: You worry until they return safely. In Micronesia, we lost our internet connection and lost contact.
Yu: We decide where to go a week in advance. The only things we have decided are round-trip tickets and where to stay the first night. After that, I gather information while I'm there, and travel wherever the delicious smells take me, whether to go north or south.
Watanabe: I check to see if I'm alive on Facebook (laughs).
■The joy of working as a team
-- Yu-san seemed like the type to do everything alone, but how has it been since you started working as part of a team?
Yu-san: At first, I did everything by myself, from packing the boxes to shipping. But becoming a team expanded the things I could do. I would never have chosen Sri Lanka or Micronesia on my own (laughs). Working alone limits your means of communication, and the way people view things, so both myself and the recipients may have grown tired of it. I enjoy it, and it's also a source of emotional support.
Katayama: The hardest part is figuring out how to bring back the items to pack in the boxes. You can't know for sure whether there's anything suitable to put in the boxes until you go and see it for yourself.
Yu-san: Last time in Spain, it was my first time importing, so it was quite difficult, but Asahina-san answered all my questions.
Asahina-san: He's imported many times before, so he gave me advice on customs duties. Katayama: Spain was tough. It cost quite a bit. Yu: We raised the quality way too much from Spain. I'd like to say that the fact that the quality varies so much each time is one of YOU BOX's great points (laughs). Nakagami: It's also important not to be too strict. If we don't keep it a little loose, it will stop Yu's momentum, so we're deliberately leaving it more haphazard. Yu: That was on purpose (laughs). ■The Future of YOU BOX
-- Everyone is in perfect balance. Do you have any future directions or goals? Yu: We hold events in various locations every time, and by searching for local ingredients with Kojima and meeting farmers, we create something that can only be created in that location. I brought yogurt from Georgia, and Asahina cultivated and analyzed it (laughs). It's really interesting to work with professionals. The possibilities are really wide open. Katayama: I'd love to commercialize it. The products served at events and those packed in the boxes won't be simply local ingredients, but will be filtered through Yu-chan's lens. Watanabe: I'd love to commercialize it too. However, even if I make suggestions from a designer's perspective, I sometimes feel like it loses its unique Yu-chan feel and becomes too cramped. I think it's best to package the products in a light, airy way, rather than forcing them into a design too much. ■ YOU BOX as Entertainment Katayama: The satisfaction level of customers who attend YOU BOX events is incredibly high. Of course, Chef Kojima has made the food quality so much better. But it's the story and her ability to communicate that makes it so delicious. It becomes pure entertainment. As dishes made with ingredients from each region are served, Yu-chan talks about the people she's met in each country and the stories of the producers. It's like a mini dinner show, so it's difficult to turn it into a restaurant or create a menu. It's not perfect right now, but it might be the best it can be. Nakagami: I want to preserve this analog feel. You can find most things online, but you can't find the smell or the atmosphere, and that's what makes it so valuable. I want to solidify the framework without making it too restrictive. Kojima: There are still some things that Yu-chan has discovered both in Japan and overseas that I haven't been able to fully share. But I think it's important to keep going, so I hope I can contribute even a little through my cooking. Asahina: I simply want to share the great things that are all over the world with everyone. It's great that they bring back wonderful things, not only from Japan but also from overseas, along with the atmosphere they create. These days, when we eat, we often have to consider restrictions like calories and allergies, but YOU BOX is an event where you can simply enjoy the excitement of eating food that is part of the local culture, so I think it's great that we can create a space like that. Yu: That's great. Everyone seemed to get caught up in it all before I even realized it, so I sometimes wondered if I could call myself a member too. But I'm happy to know today that you think of me as a member (laughs). I think that by continuing, the YOU BOX identity will come out. As long as I'm there, it will inevitably feel a bit vague.
■On to Georgia!
-- Yu-san, you were in Georgia just the other day for the next YOU BOX. We'll be reporting on it in FASHON HEADLINE, so stay tuned.
Yu: To be honest, I had some experiences in Georgia that almost broke my heart. But halfway through, it all started to seem like a joke, and I came back feeling so energized that I could handle anything that comes my way, so please look forward to my report on that too. To be honest, I'm worried that the journey will become more and more difficult...
-- I can't help but look forward to seeing how many interesting things will happen (laughs). I'm looking forward to it!
"Where should we go next?" "YOU BOX" always starts from there. This time, our destination, Georgia (not America, but the South Caucasus region), was decided upon just two weeks before departure. As usual, we secured round-trip tickets and a place to stay on the first night, and then relied on what we could find by interviewing locals! ...or so we thought. But this time, we struggled, not understanding a word of the language. The raw nature and out-of-control atmosphere were beyond our imagination, and we nearly gave up, but what deliciousness did we discover after becoming more open-minded?
In previous YOU BOX trips, we encountered "delicious food packed with wisdom" in Sri Lanka, "primitive deliciousness" in Micronesia, and "refined deliciousness" in Spain. But this time, we encountered something that surpassed all of those: "delicious food that turns anything into a pleasure."
Once again, the Georgian cuisine I learned at home will be exquisitely prepared using ingredients from Takamatsu by a super chef who worked at Joël Robuchon and won bronze medals in two categories at the world's largest culinary competition, FHA 2014. We will be enjoying a course meal of "delicious flavors" that can only be created with these one-of-a-kind guests in a special location in Takamatsu.
■YOU BOX Event Schedule
Monday, November 30th from 7pm @ Takamatsu, Kinco. (http://peatix.com/event/127937)
Friday, December 11th from 7pm @ Nagoya Cafe Kinari + Shop Kemuri (http://peatix.com/event/130306)
Sunday, December 13th from 7pm @ Kyoto KYOCA (http://peatix.com/event/129944)
Thursday, December 17th from 19:00 @Tokyo Table Gallery (http://ptix.co/1LjkxDA)
Friday, January 15th from 19:00 @Kaohsiung, Taiwan Choshoku Gien Jia (https://www.facebook.com/GienJia/)
【YOU BOX member profile】
Yu Nakamura
Representative of 40creations. With an unusual background having apprenticed to both an editor and a chef, Nakamura believes that cooking can make people smile! With this belief in mind, he has traveled to over 30 countries around the world, learning to cook at home both in Japan and abroad. He hosts food-related events and has recently become obsessed with collecting grandmothers' recipes.
Katayama Yusuke
CEO of Table Company Inc. In charge of planning and management of YOU BOX and operates the Table Gallery, which serves as the company's base.
Nakagami Shunsuke
Architect. Also responsible for the interior design of Table Gallery. YOU BOX health advisor and watchdog.
Watanabe Masashi
Principal of W Design. Art director. Responsible for YOU BOX's art direction and design of the logo, storybook, website, etc.
Asahina Manabu
CEO of Aspack Enterprise Co., Ltd. Runs a company that imports, plans, and sells natural and organic foods. He is in charge of providing information to YOU BOX and is an import advisor.
Kojima Mio
A super chef who worked at Joël Robuchon and won bronze medals in two categories at the world's largest cooking competition, FHA 2014. He is in charge of cooking at YOU BOX.
