#Japan #Tokyo #Gamagori #Mekihari Chips #Tsukiji Event

Young Entrepreneurs Bring Local Flavor to Tokyo

On March 21, 2026, a unique event called "Tokyo Business Trip! Kids' Store Manager" will take place at Kitani Suisan in Tsukiji, Tokyo. Here, two elementary school students from Gamagori, aged 10 to 12, will take on the role of "kids' store managers". These young entrepreneurs are set to present their very own creation, the "Gamagori Potato Chips Mekihari Pan☆chi Flavor", made from a local specialty fish sauce derived from deep-sea fish Mekihari. This initiative is not just about selling a snack; it’s about empowering children to understand and share their local culinary heritage.

Introducing Kids to the Market

These fifth and sixth graders from Gamagori Higashi Elementary School have been proudly involved in the development of these potato chips. Their journey began when they expressed their desire to protect the coastal waters of Gamagori and raise awareness about local fish. With support from Takahiro Kuroda, the CEO of Manten Co., they transformed their passion into a product that will be showcased in the heart of a bustling food market known for its rich history and broad clientele.

The vibrant Tsukiji fish market, famous for its premium tuna trade, welcomes food professionals and the general public alike, making it a perfect venue for these budding entrepreneurs to share their love for Mekihari fish. The children will be at the forefront, presenting not only their crafted potato chips but also other Mekihari-based products, reflecting their dedication to promoting local resources.

A Journey Through Media Recognition

Since its debut about a year ago, the "Gamagori Potato Chips Mekihari Pan☆chi Flavor" has gained significant attention across various media. From coverage on Tokai TV's "Gussan's House" to being highlighted in news segments by Nagoya Television, it has sparked public interest. The product even features a limited edition with collectible cards inspired by local fishermen at Takeshima Aquarium, enhancing its appeal and ensuring repeat customers. The product’s journey extended to Foodex Japan 2026, Asia's largest food and beverage exhibition, which further reinforced its growing popularity and the enthusiasm behind this new initiative.

More than a Product; It’s a Learning Experience

This event signifies a crucial lesson: the process of producing a product doesn't end with production; it continues with marketing and selling. This is a tremendous challenge for these children—to convey their passion and objectives to customers in Tokyo. The creation of "Gamagori Potato Chips Mekihari Pan☆chi Flavor" stems from their genuine desire to raise awareness about Gamagori’s local fish and protect the environment.

Manten Co., with nearly two decades of dedicated effort in promoting Mekihari, is instrumental in this initiative, helping connect the aspirations of this younger generation with the long-term goal of advocating for sustainable practices and local culinary culture.

From the Waters of Gamagori to the Tables of Tokyo

The journey that started from the deep waters of Gamagori will culminate at Kitani Suisan in Tsukiji on March 21. The deep-sea Mekihari, often caught at depths exceeding 200 meters, has been creatively transformed into fish sauce and then into a popular snack item—potato chips. This transformation illustrates how local seafood can resonate with broader markets when paired with the innovative spirit of children.

It all began in July 2024, during an initiative led by Hiromaki Sasano from the Sasa Group, who taught students at Gamagori Higashi Elementary about underutilized fish. Sparked by their newfound knowledge and enthusiasm, the students expressed their wishes to create a snack that promotes their coastal heritage while also echoing the voices of the local fishermen. Manten’s CEO recognized an opportunity with the unused fish parts and proposed using the fish sauce, leading to the birth of the unique potato chips.

Unparalleled Flavor through Unique Process

The distinct flavor of the "Gamagori Potato Chips Mekihari Pan☆chi Flavor" comes from the fish sauce made from the Mekihari's innards, which is usually discarded during processing. This meticulous approach not only highlights the richness of flavors that come from sustainable practices but also provides a depth of taste that stands out in the snack market. Utilizing traditional methods like kettle frying contributes to a delightful texture, ensuring that it is not only delicious but also genuinely wholesome, free from additives, making it suitable for children.

Raising Awareness about Mekihari

Mekihari, a cherished fish in Gamagori, has been a staple with its succulent white flesh traditionally consumed as deep-fried or dried fish. Despite accounting for 95% of the region's catch, its recognition outside the local community remains low, drawing attention to essential conservation challenges. Reports indicate a worrying decrease in catch numbers, from 500 tons in 2020 to around 200 tons in 2023, largely influenced by fluctuating sea temperatures.

This pressing circumstance inspired the Gamagori schoolchildren to embark on a mission—to accompany the Mekihari from their local waters to the vibrant market of Tsukiji, thereby ensuring that more individuals experience the culinary charm of their coastal legacy.

Join us on March 21 at Kitani Suisan, located within the Tsukiji fish market, to witness the junior entrepreneurs in action and support local culture through their innovative snack offering. It’s a true testament to how the local community can nurture pride and collaboration among its youngest members, and we invite you to be a part of this exciting venture!