Local Horinishi Spice Launches in Fukuoka and Yamagata Prefectures, Expanding Nationwide
Local Horinishi Spice Expands into Fukuoka and Yamagata
In an exciting development for culinary enthusiasts and outdoor lovers alike, the pursuit to revitalize local regions through outdoor cooking spices continues to thrive. Pursuit Inc., headquartered in Taito, Tokyo, and led by President Mugi Nakamichi, has embarked on a mission to promote local communities using their popular outdoor spice known as Horinishi. This initiative has gained substantial traction since its inception in 2022, thanks to collaborations with outdoor shops like Orange and selling partner Mimona Co., Ltd., based in Katsuragi, Wakayama.
Now, the spotlight shines on Fukuoka and Yamagata Prefectures, where the Local Horinishi spices are set to officially debut. Fukuoka's Munakata City will start sales on May 29, 2025, with a label inspired by the annual Miara Matsuri held at the UNESCO World Heritage Site, Munakata Taisha. Meanwhile, Yamagata's Tendo City will launch its unique version on June 14, 2025, featuring vibrant chess pieces themed around local specialties such as cherries and La France pears.
Fukuoka’s Local Horinishi Spice
The Local Horinishi spice in Fukuoka encompasses several key locations:
- - Munakata City Tourist Station Munatabi Lab
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- - Kaido no Eki Akamakan
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- - Munakata Local Products Market Oasis
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- - Seaside Road Munakata-kan
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- - Global Arena Shop Nire no Mori (available starting June 1)
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Yamagata’s Special Edition
Yamagata's Local Horinishi, making its debut on June 14, features a playful design that celebrates the area's highest chess production rate. The label champions Tendo’s renowned products such as cherries, La France pears, rice, peaches, hot springs, sake, and Tendo beef.
Key locations in Tendo for this unique spice include:
- - Direct Sales Store Sanpure (inside Tendo Onsen Road Station)
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The Larger Picture
The Local Horinishi spices not only elevate the culinary landscape but also serve a greater purpose in promoting local tastes and specialties. Each version of Horinishi features its own region-specific label, effectively branding the spices as a unique local product.
Through an official website, the initiative showcases recipes that creatively combine regional ingredients with Horinishi, connecting food lovers with local culture and facilitating the exploration of regional diversity across Japan. Furthermore, visitors can find information about local municipalities and retail outlets selling these specialty spices.
Official Local Horinishi Website:
Explore Local Horinishi
Understanding Horinishi Spice
Horinishi, renowned as an outdoor spice, is a versatile blend of over 20 spices and seasonings. It perfectly complements a range of dishes—from grilled meats during barbecues to vegetable and fish dishes—making it an essential for outdoor cooking. Developed by the outdoor shop Orange in Katsuragi, Wakayama, the spice was launched in 2019 and has since achieved remarkable success with over 9.21 million units sold as of April 2025.
Official Horinishi Website:
Learn More About Horinishi
About Pursuit Inc.
At the core of Pursuit Inc.'s mission is the goal to connect people with their communities. They focus not only on solving regional issues but also on fostering a sense of community pride. Their projects include regional planning that utilizes outdoor and natural resources for local revitalization and creating connections among various stakeholders.
Pursuit Inc. Website:
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Topics Consumer Products & Retail）
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