Japanese food: More than just raw fish
Posted by ampontan on Thursday, May 20, 2010
WHEN THE JAPANESE apply their fertile imaginations to cook up new food creations, there’s no telling what delights they’ll discover.
Scratch that—there is telling! Here’s a look at what’s cooking (and brewing) in kitchens lately across the country.
Michifude Hiroshi was a successful challenger in one of the televised Iron Chef programs several years ago (in the Chinese food category). Fame begets fortune, so it was natural for the agricultural co-op JA Okinawa to sign a consulting agreement with the chef to provide advice for the development of processed foods using local produce and livestock. In return, his photo and name will be displayed on the packages of any products that result from their association.
The former Iron Chef’s first suggestion was to use vegetables that otherwise would be thrown out because their irregular shapes disallow them from being sold commercially, their esculence notwithstanding. His idea was to use the ugly vegetables as filling for gyoza, the Japanese name for the vegetable- or meat-stuffed dumplings often known as pot stickers in Chinese restaurants in the United States. JA Okinawa now plans to sell 12 different varieties on a seasonal basis, including those filled with rakkyo (an Asian scallion) or karashima (mustard greens).
First out of the box were the goya dumplings, with a package of 12 selling for 500 yen. The goya is a bitter green vegetable that’s quite popular among health conscious Japanese, particularly Okinawans. It’s slightly smaller than an American cucumber with a soft, knobby skin. Like a green pepper, it’s hollow on the inside, with some pulp and seeds. The goya is so nutritious the Western vegetarian might be tempted to turn it into an object of religious veneration.
One of the JA officials thinks they have a winner:
These non-standard products that can’t be sold commercially are reborn in popular food products. That has two advantages. It’s environmentally friendly because it reduces waste, and it boosts the income of farm families.
Every 10 years, the city of Makurazaki in Kagoshima holds a fish cuisine competition to celebrate their incorporation as a municipality, a blessed event that occurred 60 years ago. The Makurazakians held their once-a-decade fest earlier this year, and the Grand Prize winner was a 16-year-old high school girl who created three varieties of katsuobushi cookies. Katsuobushi is dried, fermented, and smoked skipjack tuna that’s been shaved into flakes. It’s usually used to make soup broth.
If you think fish cookies sound unappetizing, consider this: The reports say the girl’s creations were the overwhelming favorite of the judges. They had 133 entries to choose from, including hamburgers made with aji (horse mackerel) and vegetables instead of beef. She pocketed JPY 50,000 (almost $US 550) in prize money.
The cookies are made by mixing okara (high fiber soy pulp, also as healthful as the dickens) with the katsuobushi, and flavoring with ginger and soy sauce. She deliberately kept the use of butter and eggs to a minimum, which means they’re unlikely to appear on the shelves of your neighborhood convenience store anytime soon.
She also had incentive—she kept working to refine the recipe because her mother entered the same contest and she wanted to prove her chops. Mother and daughter still get along fine, however, as the photo shows. Perfecting the cookies did require some effort, as she later admitted it was difficult to get them to turn out soft and plump. She’s glad everyone likes them and thinks they might go over well as a snack in drinking establishments.
Soy yoghurt beverage
When Prof. Yanagida Fujidoshi, the head of the Institute of Enology and Viticulture in Yamanashi, downed a soy milk beverage made by Hakushuya Mamekichi of Hokuto at a food fair last July, the proverbial light bulb went on over his head. He contacted the beverage company, and together they developed a yoghurt beverage made from soy instead of milk, using wine yeast. All the ingredients—the soy, the natural spring water, and the wine yeast—are local products.
The beverage tastes so much like the real thing it’ll fool yoghurt fans despite the absence of milk. The company says the fermentation of lactic acid causes an unpleasant aroma, and conventional yoghurt products mask that aroma with milk products and fruit flavors in the later processing stages. That’s no problem with their product, however, because it’s soy and nothing but. Brewing one bottle requires about 30 soybeans, or 150 grams.
The company also claims the use of wine yeast doubles the production of lactic acid and increases by 1.7 times the amount of succinic acid, which provides the umami . They suggest selling a bottle for JPY 150 (about $US 1.63), though they won’t make an issue over it. The beverage is currently available in local supermarkets and michi no eki (literally, road or trail stations), which are rest stops along Japanese highways. Most have shops that sell local goods. There are 871 nationwide as of the moment.
The company is planning a full lineup of soy yoghurt beverages with local fruit added. It’s going to be called the Yanagida series and feature the professor’s picture on the label.
Who knows? The professor might become as well-known a celebrity as the Iron Chef.
The Japanese have been slurping down udon noodles since the Asuka period, which ended exactly 1,300 years ago this year, but the blueberry udon recently created in Asago, Hyogo demonstrates there are still some new things under the sun after all.
Udon is soup with noodles that tend to be as thick as a chopstick, but chewier and fluffier than spaghetti. The broth is usually either miso- or fish-flavored, and all sorts of varieties can be created by adding different ingredients and spices.
An Asago park well-known for its wisterias has been staging a festival for the past month and a half, and they came up with the idea of publicizing the event by creating a new dish in which blueberries are added to the flour-and-water udon noodle mix. The resulting purple noodles, color coordinated with the wysteria, were served with tempura-fried vegetables, including a type of green onion local to the area and mushrooms. This in turn was placed on wisterial petals and placed in a bowl. Reports say the tartness of the blueberries enhanced the flavor of the other ingredients.
There were plenty of blueberries available because the local chamber of commerce and industry has been growing them and looking for something to do with the surplus crop. The festival ended just last week, and during that time they planned to sell 100 bowls of blueberry udon every day for JPY 500 (about $US 5.45) each, which is not a bad price, as well as take-out meals for two or three people at JPY 450 yen each, an even better price. The producers are going to look at overall sales and make a decision on whether to commercialize the product.
Lotus ice cream
The lotus is mentioned in the Kojiki of 712 (Record of Ancient Matters), which means the Japanese have been growing the plant for as long as they’ve been eating udon. There’s more to it than the beauty, however—the lotus is a big deal in Buddhism, whose theorists have used it to symbolize the human condition. The plant is rooted in the mud of a pond, but it rises above the water to bloom and attain enlightenment.
And if you’re in Minamiechizen-cho, Fukui, anytime soon, they’ll enlighten you with some lotus ice cream, which they’ve given the name Hasukoro Inpact. That’s one prime example of the many visual treats in the written Japanese language, by the way. It’s rendered はすコロＩＮパクト, which combines the two Japanese alphabets of hiragana and katakana and the Roman alphabet.
Speaking of treats with multiple ingredients, the Somoyama hot springs resort in Minamiechizen-cho created the lotus ice cream (actually soft ice cream) to sell on the premises. Instead of the usual crunchy cone, they use one made with cornet bread that has ground lotus leaf mixed in the dough. Don’t miss a trick, do they? The outside is crisp, but the inside is chewy. To make the confection, they start with regular vanilla ice cream and add some raspberry sherbet mixed with another sherbet made from lotus wine. The local epicures say it’s a delectable combination of the sweet and the tart. The spa is selling it until the end of June at their restaurant on the premises for JPY 380 (about $US 4.14). The reports say it will be sold after that for JPY 450, but didn’t specify how or where it will be sold.
If you’re in Japan, though, you can always call the spa at (0778) 47-3368 and ask.
The pictures of Chef Michifude and Prof. Yanagida adorn the labels of the products they helped develop, but Prof. Oike Kazuo of Kyoto University got his photo on the package of Socho Curry mix just because he happened to be the president (socho) of the school when the product was created.
The curry was jointly developed in 2005 by the Kyoto Broadcasting System and the Kyoto U. Co-op with the idea of making then-President Oike, the 24th, more familiar to the students. It was intended to be sold only at the campus cafeteria and in nearby shops. But it became an instant hit with the students, so they decided to produce it as a retorted curry rice product and flog it on the market for JPY 630 apiece. They’ve sold so many they’ve earned an aggregate of JPY 100 million (about $US 1.09 million) in revenue to date.
There’s no word why it’s been so successful in Japan’s crowded curry market, albeit in just one part of it, but then again college students aren’t known to be finicky eaters as long as the price is right. Nevertheless, the Socho Curry success story has got the Co-op so excited, they’re planning to develop more products.
Now for the hard stuff—here comes the hooch!
Hideji, a microbrewery in Nobeoka, Miyazaki, wanted to create a special beer using something distinctively Miyazakian. That was the inspiration for brewing mango lager, mangoes being a special product of the prefecture. Don’t get the wrong idea—some, but not all, of the yeast used to ferment the beer is been made from mango rinds, and some of the fruit is used in the mix. That’s why it’s classified as a happoshu (“sparkling spirits”) for Japanese tax purposes rather than beer, because it has less than 67% malt by content.
Theirs wasn’t an overnight success—it took three years worth of product development to come up with something they were willing to sell. The pluses include the fresh spring water the brewery uses near its location at the foot of a mountain, a slightly sweet flavor, lightness, and fewer calories. It has just 25% of the sugar content of regular beers. It also has plenty of malic acid, which is said to have energy-enhancing and anti-aging properties. In other words, it builds you up and tears you down at the same time.
Still others will appreciate the 5.2% alcohol by volume.
The Hideji brewery is so pleased they’re going to work with Miyazaki University to examine the possibility of creating other microbrews with 80 different types of yeast, including those made from such local citrus fruits such as the hyuganatsu and the kumquat. Now that’s a lab I wouldn’t mind working in.
They’re selling the beer in 330 ml bottles for JPY 600 apiece, which is a bit steep, but it is a microbrew after all. It’s available at the gift shop in the Miyazaki Airport and at the local michi no eki shops. What the heck, if you’re in Japan and the beer and mango combination has whetted either your thirst or your appetite, give the brewery a call at (0982) 39-0090 and ask if they’ll ship you some.
Beer in all its forms has far and away the highest sales of any alcoholic beverage in Japan, but some people unfamiliar with national alcohol consumption habits might not be aware that sales of the distilled beverage shochu, which resembles vodka or gin, top sake sales in some years. Way down south in such prefectures as Kagoshima and Okinawa, shochu far outsells sake, and Kagoshima doesn’t even have a sake brewery.
The word shochu is written with the Chinese characters for “fiery liquor”, which literally makes it firewater. I can testify that if you drink too much, it just might start some spontaneous internal combustion.
The head of the volunteer fire department in Kajiya-cho, Kagoshima City, is naturally concerned about fire prevention, so he hit upon the idea to create his own shochu and call it Hikeshidamashii, which means “fire extinguishing spirit”. No, not spirits–spirit, as in demon, and no, not demon rum, either! The distinguishing feature of his brand is that the label has a fire prevention message—it reminds people of the law requiring smoke detectors to be installed by the end of May 2011. He developed the drink with another volunteer fireman who works at a liquor wholesaler. Another reason for the choice of the name is that volunteer firefighters like to wear t-shirts with hikeshidamashii written on them.
So, to put it all together, a fireman in a city renowned for its firewater has a burning desire to prevent fires, so he creates a new kind of firewater called Fire Extingushing Spirit to remind the people drinking spirits to install smoke detectors.
Try saying that without stuttering after a few shots of shochu.
If that inflames your curiosity, and you live in Japan, give the shop a call at 099-224-4531 to see if he’ll sell you some. A 1.8 liter bottle sells for JPY 1,800, which is a reasonable price for shochu.
Microbeers making a comeback
Microbeers took off in a macro way in Japan with the amendment to the tax law in 1994 that made it financially more feasible to brew and sell them. But Japanese will be the first to tell you that boomlets there quickly skyrocket and just as quickly fizzle out. That’s what happened after the middle-aged drinkers switched to the recently developed, and much cheaper so-called “third beers” made with such ingredients as pea protein, soy protein, or soy peptide instead of malt. (Yes, I agree. Ugh.) In addition to the bargain prices, the taste is much lighter than that of the real thing.
But the Japan Craft Beer Association (see link on right sidebar) reports that microbrews began making a comeback three years ago, primarily among younger people. That year, 28,800 kiloliters were brewed, double the total from 2005. A spokesman for the association said:
Most new customers are people younger than 40 who don’t have any preconceived notions about beer.
He added that they tend to view the high-quality brews as they would wine, an outlook they share among microbrew aficionados in the West. Another reason this is a welcome trend for brewers is that national consumption of all types of beer has been trending downward recently. Year-on-year sales were down 3.2% in April, the fourth consecutive monthly decline. That was the second-lowest April total since tracking of the statistic began in 1992.
Spotting an opportunity, the Kansai region’s microbrewers held the first microbrew festival in Kyoto on the 23rd last month at a shopping mall favored by young people called Shin-Puh-Kan (That’s a groovy way to spell shinpu, which means new wind.) A total of 20 breweries participated and presented 40 brands, selling their wares for JPY 300 a glass. Said an organizer:
With overall beer sales declining every year, the resurgence of microbrews is a trend both old and new. I hope we can reestablish ourselves in the Kansai area.
Judging from the following YouTube video, the mall seems to be enclosed with an open courtyard, making it an excellent site for people to mill about and drink without disturbing the neighborhood. (Don’t worry about the narration if you don’t understand Japanese–it’s just standard PR.) The mall also vaguely resembles the view of the neighborhood from Jimmy Stewart’s apartment in the Hitchcock film, Rear Window, a perennial favorite in Japan. Coincidence?
Here’s an idea: The high school girl from Kagoshima could provide the Craft Beer Association with her katsuobushi cookies to sell as snacks at the microbrew festivals, and after polishing off a few rounds of mango lager, everyone could stop off for a bowl of blueberry udon on the way home!
This entry was posted on Thursday, May 20, 2010 at 2:26 pm and is filed under Food, New products, Social trends. Tagged: Fukui, Hyogo, Japan, Kagoshima, Kyoto, Liquor, Miyazaki, Okinawa, Yamanashi. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.