A Glocal Project Connecting the Sea, the Fields, and the Future

Happy Christmas 🎄

Today, we are pleased to share a project that has been in development for the past year and a half: the HOP SALT project.

In August of last year, we began developing HOP SALT as a model case for future commercialization—known in Japan as the “6th industry”—using hops cultivated by the owner of an organic farm and a member of an online platform that connects people who sell agricultural productes in Hokkaido, which our CEO founded.

Through this product development process, our goal was to identify regional challenges and create a glocal product with a clear message—one that contributes to regional revitalization while remaining relevant on a global scale.

In September 2023, we visited Denmark, a country renowned for its design culture and advanced green strategies. During this visit, we observed that many salt products were packaged in simple, transparent containers. Some were placed directly in paper boxes, while high-end department stores offered bottles or ceramic containers. These observations strongly influenced our approach to the design and positioning of HOP SALT.

For the salt prototypes, we collaborated with the President of the Japan Salt Coordinator Association. The salt used in the product was produced in Hokkaido, reflecting our commitment to local production for local consumption.

Throughout the development process, we faced several challenges.
Some salt productions were discontinued, requiring us to temporarily use general salt. Establishing new supply chains for seaweed salt proved difficult. Additionally, through conversations with a producer in Kumamoto, we learned that environmental issues—such as coastal burning and rising seawater temperatures—have made kelp harvesting increasingly difficult.

To ensure the optimal pairing of hops, we also consulted a renowned beer writer and international judge, who provided valuable insights and suggestions.
They conducted on-site research in Rausu, further deepening our understanding of local conditions.

Originally, the plan was to use seaweed salt produced in the Yakumo area. However, due to declining kelp quality, production was halted. As a result, we decided to use kelp powder and established a connection with the Rausu Fisheries Cooperative Youth Association.

In Rausu, both wild and farmed kelp are becoming increasingly scarce due to overfishing and environmental changes. Local fishermen are actively exploring ways to sustain their nationally renowned kelp brand under these challenging conditions.

The primary factors contributing to the decline in kelp include rising seawater temperatures caused by global warming, which lead to root rot and premature maturation, ultimately reducing quality. Changes in the timing of sea ice have affected fishing grounds, and physical damage from sea ice has further impacted kelp growth.

As the director of this project, our CEO is delighted to announce that this carefully crafted salt by the farm owner—a gift that felt like a Christmas present to us—has recently been completed and is now available at the locally beloved food supplier.

We sincerely hope that many people will enjoy this heartfelt product, created through collaboration between farmers and local businesses, connecting the sea and the fields while thoughtfully considering the future.

Wishing you all a wonderful Christmas.