Interview with Masashi Honjo, Sales Manager of Hiraki Shuzo
Masashi Honjo, who serves as the Sales Manager at Hiraki Shuzo.
I asked Honjo-san about his background for joining the company, the charm of the company and the Kihei brand, and his aspirations for the future.
Loved sake even before joining the company
What was the reason for joining Hiraki Shuzo?
Honjo
I originally worked in a completely different industry unrelated to sake.
However, I liked sake.
In the past, I had a period where I created my own website, and I introduced my favorite sake there.
I also introduced Hiraki Shuzo's sake (laughs).
In fact, Kihei was one of my favorite sakes.
Later, a close acquaintance introduced me to the job opening at Hiraki Shuzo, and I applied.
I never imagined I would be involved with Hiraki Shuzo, a sake manufacturer.
What about your experience in sake brewing?
Honjo
Although I was in sales, I was given the opportunity to experience sake brewing after joining the company.
While I often recommended and sold sake, the brewing side was completely unknown to me.
It was very challenging.
I even worked overnight, and it was tough (laughs).
However, by actually experiencing sake brewing, I learned various things about sake that I wouldn't have understood otherwise.
It was tough but also enjoyable.
The charm of Hiraki Shuzo is the fusion of cultures from Tōmi, Echigo, and Bichu
What do you see as the charm of Hiraki Shuzo?
Honjo
I think it is the fact that it originated from outside Okayama (Tōmi) and that it has inherited the sake brewery from the Bichu toji base in Asakuchi District.
When Hiraki Shuzo was established in Kamogata, we invited a toji from Niigata Prefecture, where sake brewing was active, to brew sake.
Later, we incorporated the techniques of Bichu toji, and now Bichu toji are at the center of sake brewing.
Sake brewing can be said to be connected to the local climate and food culture.
The charm and strength of Hiraki Shuzo lie in the combination of different regional cultures: its origin in Tōmi, the Echigo toji at the time of establishment, and the Bichu toji and Okayama's local characteristics.
In the past, the southern part of Okayama Prefecture, including Kamogata, had many sweet sakes.
In that context, Hiraki Shuzo also produced dry sakes like "Shogun."
That was likely influenced not only by Bichu but also by Tōmi and Echigo.
Currently, Hiraki Shuzo has sake that focuses on the Gohyakumangoku rice, which is commonly cultivated in Niigata.
This sake was born from the idea of the Echigo toji who was with us.
The main brand "Kihei" was born to create sake that pairs well with the rich ingredients and dishes of Okayama
What is the background and origin of the name "Kihei"?
Honjo
Originally, the sake produced at Hiraki Shuzo consisted of two brands: "Shinkon" and "Shogun."
Shinkon was on the sweeter side, while Shogun was on the drier side.
On the other hand, Kihei is mainly a rich and crisp umakuchi sake.
Okayama was once an active region for sake brewing.
This was due to the environment of Okayama being suitable for sake brewing, and because Okayama produced various delicious ingredients from the sea and mountains.
And also because the meals made with rich ingredients were delicious.
In 1989 (the first year of the Heisei era), Kihei was born with the idea of creating a sake that would achieve the best pairing with dishes made from Okayama's rich ingredients.
A sake that can utilize the characteristics and local flavor of Okayama?
Honjo
That's right. Therefore, the characteristic of Kihei is that it can be enjoyed easily and deliciously with meals.
Now, Kihei has become synonymous with Hiraki Shuzo.
Although Kihei was born in the first year of the Heisei era, it has been loved by the community for over 30 years as we have entered the Reiwa era, which is a source of pride for us.
By the way, the origin of the name Kihei comes from Tozuka Kihei, the founder of "Heishimaya" in Kakegawa, which is the root of Hiraki Shuzo.
It is often mistaken that Kihei is just "Hiraki" spelled backward, but that is not the case.
Actively introducing the latest equipment, but the important thing is the experience and intuition of the toji
Why is Hiraki Shuzo actively introducing the latest equipment?
Honjo
The primary reason is hygiene.
Since we are a company that produces food, improving hygiene is always required.
Another reason is efficiency.
Brewing sake requires a lot of manpower.
To produce more with fewer people, the power of machines and IT is essential.
By reducing the labor and burden on the toji and kurando, we have been able to conduct efficient and stable sake brewing.
However, some may think that mechanization will eliminate the traditional goodness.
But conversely, by leaving the mechanical parts to machines, the toji and kurando can focus on the essential aspects of sake brewing.
Even with mechanization, it is important in sake brewing to judge the state of the ingredients and sake, and to make decisions based on the climate and environment.
The most important thing in sake brewing is the judgment based on the knowledge, skills, experience, and intuition of the toji.
Making Kihei a familiar and accessible presence for enjoying sake
What are your future aspirations and things you want to try?
Honjo
In Japan, the trend of people moving away from alcohol is still ongoing.
Many people have a negative perception of sake.
Recently, alcoholic beverages themselves are not being consumed...
Sake is increasingly being distanced from daily life.
Originally, sake was something familiar and casually enjoyed.
It was also used in religious ceremonies and is an indispensable part of Japanese culture.
Sake is Japan's "national drink."
Therefore, I want to make sake more familiar and accessible.
I hope Kihei can be a trigger for people to love sake.
I want to eliminate the barriers to enjoying sake with Kihei.
In fact, I myself became fond of sake through Kihei.
Perhaps it's a Japanese sentiment. There are times when I suddenly feel that sake is incredibly delicious.
I hope that those who drink Kihei can feel that way.
Kihei sake boasts a flavor that many people enjoy.
That’s why it is easy to drink even for beginners of sake.
The concept is also "sake that pairs well with meals," so it can be easily enjoyed while eating, which is another advantage of drinking Kihei.
I want to make Kihei a more familiar presence in people's lives.
Conclusion
Kihei, with the concept of being a sake that pairs well with meals.
Kihei, which can be casually enjoyed, is perfect for beginners of sake.
Additionally, the appeal lies in having special sakes like those brewed in wooden barrels and the seven-step brewing process.
Hiraki Shuzo also has a brand with the auspicious name "Shinkon," but I think "Kihei," which contains the character "ki," is also perfect for celebratory occasions.
For example, how about giving Kihei, which is easy to drink even for beginners, as the first sake to someone who has just turned 20?
Furthermore, the "Kihei Sake Brewery Open Day," held every March, allows you to experience the goodness of Kihei, but in 2020 (the second year of the Reiwa era), the event will not be held due to the impact of the novel coronavirus.
For more details, please visit the official website of Hiraki Shuzo.
Data on Hiraki Shuzo Co., Ltd.
| Organization Name | Hiraki Shuzo Co., Ltd. |
|---|---|
| Industry | Food Manufacturing and Sales (Alcoholic Beverages) |
| Representative Name | Tozuka Atsuo |
| Year Established | Founded: 1928 (the third year of the Showa era), Origin: Early Meiji period |
| Address | 1283 Kamogata-cho, Asakuchi City, Okayama Prefecture |
| Contact | 0865-44-2122 |
| Website | Kihei Hiraki Shuzo Co., Ltd. Okayama Sake |
