#Japan #TONICHI #Kawaguchi #Sai no Kikurage

The Unveiling of 'Sai no Kikurage'

In Kawaguchi, a city in Saitama, the daily operations of a newspaper printing factory are taking a unique turn. The group company of Tonichi Printing Co., Ltd., known as the Shuto-Ken Center, has started cultivating a rare type of mushroom, known as Kikurage (cloud ear fungus), and has officially named the brand 'Sai no Kikurage.' This branding decision stems from a company-wide initiative that reflects their love for the local area, often referred to as 'Sai no Kuni' or 'Land of Colors' in Saitama, with aspirations to develop a new regional specialty.

The initiative originated from the innovative minds of employees working at the MSC Kawaguchi factory. They constructed a state-of-the-art Kikurage cultivation facility capable of housing up to 5,600 fungus beds, beginning production in February this year. The unconventional idea of mushroom farming within a printing facility quickly attracted media attention, and numerous outlets have highlighted this fascinating endeavor.

To further promote this new business venture, the company invited all employees to participate in a contest to name the brand. The result was a remarkable response, with 211 name suggestions from 115 participants. After thorough discussions and several rounds of voting, 'Sai no Kikurage' was chosen. The name utilizes the character for 'sai' from the affectionate title of Saitama, which allowed for a simple yet relatable brand identity closely tied to the local community.

The brand is also underpinned by a comprehensive concept: 'From the Land of Colors, Bringing Smiles and Health to Your Table.' Three key aspects comprise this philosophy.

1. Local Color: This refers to the assurance that the Kikurage is grown in a trusted and quality-assured environment in Kawaguchi, Saitama.
2. Technological Color: This reflects the expertise derived from the newspaper printing process, as well as the 24-hour monitoring and management system that ensures high-quality cultivation.
3. Health Color: Referring to the nutritious nature of Kikurage, often dubbed 'herbal nourishment,' which promises to enhance healthy eating habits.

Sales strategies are already in motion with online retail channels and local eateries, supermarkets, and hotels throughout the Tokyo metropolitan area beginning to carry this unique product. Concurrently, research and development for processed goods are ongoing, with plans to expand the product lineup promoted by the community-rooted 'Sai no Kikurage.' This is just the beginning of a bright journey for this innovative fruiting body and the company supporting its growth.

Exciting Giveaway Campaign

In celebration of the brand launch, Tonichi Printing Co., Ltd. (headquartered in Koto, Tokyo) has announced an exciting giveaway campaign. Starting on May 8, followers of the official X accounts of both Tonichi and MSC Kawaguchi will have the chance to win a delightful bundle of 'Sai no Kikurage' products.

Giveaway Details:

• - Prizes: Two packs each of fresh Kikurage (200g) and dried Kikurage (20g), totaling four bags will be awarded to 10 lucky followers.
• - Application Period: May 9, 2025, to May 30, 2025.
• - How to Enter: 1) Follow both Tonichi PR (@TONICHIPR) and the official Kawaguchi factory account (@mainichi1992) and 2) Repost the giveaway post on your timeline.

Winners will be notified via direct message on X, with increased chances of winning for those who share the post. The delivery of prizes is limited to within Japan, and individual applications are permitted only once during the campaign period. Both fresh and dried Kikurage will be shipped under temperature-controlled conditions to ensure quality.

Stay tuned for further developments and check out this exciting community-driven project, which highlights ingenuity and connection to local culture through the lens of traditional and sustainable agricultural practices.