Yuki Yamashiro: Creating a New Tradition with Sea Grapes

Jiga Sakko—the spirit of becoming a pioneer and carving out one's own path, as symbolized by the phrase "creating a new tradition from oneself," lies at the very foundation of my business practices.

While operating a land-based sea grape aquaculture and tourism business in Itoman City, Okinawa Prefecture, I have often been told that there is "no precedent." For about 17 years, I have continued to face the question of how to communicate the value of sea grapes—which were not yet a major food ingredient—to society. I have faced many challenges, such as establishing aquaculture technology, developing markets, and building a stable supply system, but I have continued to take on challenges without being bound by common sense.

From the beginning, I have worked in the processing field, such as creating sea grape ice cream, to create new value. In recent years, while proceeding with the development of new products such as "Fukuramu Puchipuchi," we have improved preservation technology to extend the shelf life from the conventional one week at room temperature to approximately two years, and we are currently exporting to 18 countries worldwide, including France. Moving forward, we are also working on initiatives to convert non-standard products into new items such as edible cosmetics. By promoting sixth-sector industrialization—combining production with processing, tourism experiences, education, and research—I have aimed to create cultural value that goes beyond simple agricultural and marine products.

In our tourism business, at the facility called "Uminchi," we provide experiences that involve unknown excitement never felt before through activities such as sea grape harvesting and sea grape scooping. I believe that the series of experiences—picking and tasting sea grapes and feeling the relationship with nature and the Uminchu (Okinawan fisherfolk) culture behind them—is what shapes the regional brand.

At the root of these efforts is the pioneering spirit inherited from my predecessor and the philosophy of coexistence and mutual prosperity with employees and the local community. Our mission is to revitalize the region while utilizing local resources and to pass on new value to the future. In the future, I want to evolve our efforts into town planning based on sixth-sector industrialization.

My mission is to grow sea grapes into a global brand. By doing so, I hope to build a circular model where they are valued as high-value-added ingredients on dining tables around the world, new value is found as a raw material through collaboration with various fields, and people visit "Uminchi."

Now, as population decline and regional disparities are being discussed, we have a responsibility to demonstrate new models from rural areas. We challenge ourselves precisely because there is no precedent. We create the tradition ourselves. With that determination, I want to continue facing the creation of the next generation's industries.

*Regarding the "Fukuramu Puchipuchi Sea Grapes" mentioned in the text, we have recently received the "Minister of Economy, Trade and Industry Award." You can order from the link below.
Fukuramu Puchipuchi Sea Grapes / 2-Year Shelf Life / Free Shipping