Thank You for Watching “The World’s Best Kyushu Begins!”
Thank you for watching the program. I am Ryosuke Hirota, the 7th-generation owner of Yamashiroya. On the show, I couldn’t share everything. Here, I want to write about the harsh reality of our founding site and my resolve to take on the world.
[Link: The World-Class Kyushu Begins! Official Site] https://rkb.jp/tv/sekakyu/
The Reality: Our Founding Site Today
What do you see when you look at this photo?
This is where our business began in 1859 in Bungotakada. With broken windows and covered in dust, it honestly doesn’t look like a “base for global expansion.”
On TV, the focus was on our success in expanding sales channels and our move into London. But the truth is, my reality starts with the rebirth of this very place.
Expanding our reach, preparing for exports to London, and deciding to restore this heritage site—none of these challenges have been easy. They are the result of years of trial and error alongside my team and the local community.
Why Do We Sell More Than Just Sake?
A liquor store selling products beyond alcohol may seem like it is abandoning tradition.
However, through our journey—from handling just 200 items to growing into a brand with 20,000 products—we came to realize something important:
There are still countless hidden treasures in rural Japan that the world has yet to discover.
Tartary buckwheat tea, along with many other local specialties, represents this potential. By carefully selecting, refining, and presenting these products, we aim to bring them to London—and beyond.
Yamashiroya is evolving from a traditional liquor store into a company that redefines regional value and connects it to the world.
June 2026: Lighting the Lamp from This Very Spot
In June 2026, we will open a “Specialty Shop for Hidden Gems of Oita” at this dilapidated founding site.
Our concept is simple yet bold: “Expertly curated local products for the global stage.” From Oita’s finest sake and non-alcoholic beverages to gourmet foods, we will make Bungotakada a global hub that enriches the world.
Conclusion
I cannot achieve this challenge alone. I move forward with local producers, my team, and everyone who supports us. Please watch as this old site is reborn in June, and see how Oita’s buckwheat tea is received in London. Join us on this journey.
Enriching the world with local gems. Our challenge starts here.
Ryosuke Hirota 7th Generation Owner, Yamashiroya
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