Chuka Kinomi - From town-style Chinese food to authentic Chinese cuisine! Aiming to be a place where local people gather and connect.

Interview with Representative Matsumori Daisuke

Chuka Kinomi offers a variety of Chinese cuisine and casual Chinese food in a casual atmosphere.

We interviewed the representative, Matsumori Daisuke.

From Culinary School to the World of Chinese Cuisine and Casual Chinese Food

What were you doing before opening your business?

Matsumori

I am originally from Soja City.

When considering my future path, I had a feeling that I wanted to do something different from others, and since there were no one around me pursuing a career in cooking, I chose the culinary world without much thought.

I then went on to culinary school, where I chose to major in Japanese cuisine.

Looking back now, I feel that what I learned at that time is very useful today.

I entered the world of Chinese cuisine after graduating from culinary school.

It wasn't so much that I was interested in Chinese cuisine, but rather that I wanted to explore a different world.

By chance, I was introduced to a person who was running a Nouvelle Chinoise (innovative Chinese cuisine) Shanghai restaurant in Tokyo through a teacher's acquaintance, and I got a job there.

Since then, I have worked at several Chinese and casual Chinese restaurants in Tokyo and Kanagawa.

These ranged from casual eateries to authentic high-end restaurants.

I also had the experience of training for about a year in Guangdong Province, China.

I spent a long time in casual Chinese restaurants, but I actually feel that my experience in casual Chinese cuisine is what has benefited me the most now.

Returning Home and Opening a Business in Local Soja after the COVID-19 Pandemic

I want to know about the circumstances of your opening.

Matsumori

When I left my hometown, I intended to eventually return to my hometown, Soja.

Since I had entered the culinary world, I had the desire to run a restaurant in Soja.

However, I thought it would be difficult to do so when I got older, so I set a goal to open a restaurant in Soja in my 30s.

But due to various changes in circumstances such as childbirth and childcare, I couldn't find the right timing to return to Soja.

After 20 years away from Soja, it became a good time to return home, so I came back to Soja in 2020.

2020 was around the time when the COVID-19 pandemic began.

Matsumori

That's right.
Just when I returned home, the COVID-19 pandemic broke out, and it was not a good time to open a business.

So I thought, let's use the time during the pandemic to prepare for opening.

Having been away from Soja for 20 years, I honestly felt like "Urashima Taro," not knowing the current situation in Soja.

I started to gradually research where would be a good location for my business, what kind of properties were available, and what the local characteristics were.

Surprisingly, the downtown area of Soja is quite popular, and I couldn't find many suitable properties for opening.

At one point, I considered opening in nearby Mabi, but I was introduced to my current property by an acquaintance, and I decided to open here.

Since it was originally a building that housed a café, the atmosphere was good, and the capacity was just right.

Thus, I opened Chuka Kinomi on May 2, 2022.

As a result, I opened my business at the age of 39, just barely making it in my 30s (laughs).

By the way, during the preparation for opening, I provided food at a daily changing store called "Okunoya," which is like a shared kitchen in the city, through an introduction from an acquaintance.

I gained valuable experience there as well.

Aiming to be a Place Where Many People Gather Like Mt. Kinomi

How has it felt since opening?

Matsumori

Since opening, thanks to everyone, we have had a very large number of customers, and many of them are repeat visitors.

In Soja City, there were popular long-established casual Chinese restaurants like "Hirochin" and "Tsuruhachi" that had been in business for a long time.

However, starting in the 2010s, they closed one after another.

So, I think the citizens of Soja were in a state of "casual Chinese restaurant loss."

Given the situation at the time of my opening, it may be that many people have come to visit us.

I want to know the origin of the store's name.

Matsumori

The name "Kinomi" comes from the symbol of the Yamada area in Soja City, Mt. Kinomi and the ruins of Kinomi Castle.

It is a popular spot for the first sunrise of the year in the local area, and many people climb it.
I used to climb it often when I returned home.

When I returned to Soja and climbed Mt. Kinomi to see the first sunrise, there were a lot of people gathered there.
Both locals and those who had temporarily returned home.

I felt that even though it is a mountain in the countryside, it has a great power.

When I opened my business, I wanted to create a place where various people could gather, just like Mt. Kinomi, so I decided to take the name Kinomi.

The logo mark is designed based on the "no" in "kinomi."

The Japanese particle "no" connects words, right?
In that way, I want to create a place where people connect with each other.

I Want to Grow Together with Our Customers

What are the features of Kinomi?

Matsumori

Our restaurant does not emphasize a specific specialty like Cantonese or Sichuan cuisine, but rather offers a wide variety of authentic Chinese dishes and Japanese casual Chinese food.

I want customers to enjoy various Chinese and casual Chinese dishes in a casual manner.

Another thing I am conscious of is to create a restaurant that grows together with our customers.

Although I am from Soja, my cooking experience has only been in Tokyo and Kanagawa.

Since it has been a year and a half since I opened in November 2023, I still do not know the taste preferences of the people living in Soja.

So, I plan to listen to our customers' voices and make changes where necessary.

For example, sweet and sour pork is popular, which was unexpected.

Before opening, I asked people around me what menu items they liked from the now-closed famous Soja restaurant Hirochin.
Overwhelmingly, sweet and sour pork was the most popular response.

So, I focused on sweet and sour pork when I opened.
It is still one of the popular menu items in the evening.

By the way, we offer two types of sweet and sour pork: sweet vinegar and black vinegar.

Also, Yurinchii is frequently ordered, so perhaps many people prefer sweet and sour flavors.

Additionally, dishes with sauce are also popular, which was surprising.

In this way, I want to grow the restaurant together with our customers.

Focusing on Maintaining the Current Situation for the Remaining Year and a Half to Celebrate Three Years of Business

Please tell us about your future prospects and what you would like to do.

Matsumori

I believe it will take about three years for the restaurant to get on track.

As of now (November 2023), it has been a year and a half since I opened, and I am at a midpoint.

Until now, I have been trying various things and making changes to operate the restaurant.

Now that more than a year has passed since opening, I understand the annual flow, and I feel that I have finally established my work pace.

Therefore, my goal for the remaining year and a half is to focus on maintaining this state.

After three years, I would like to try various challenges and experimental things.

First, I want to concentrate on maintaining the current state for a year and a half and reach the three-year mark.

"Chuka Kinomi": Enjoy Casual and Authentic Chinese Cuisine in a Casual Atmosphere

Chinese kinomi aims to be a store rooted in the community, offering a diverse menu backed by extensive experience in a wide range of Chinese cuisine and popular Chinese dishes.

There are attractions in both the casual lunch that can be enjoyed and the wide variety of dinner menu options.

Whether alone or in a group with friends or family, you can enjoy it casually, so why not try the dishes at kinomi at least once?

Data for Chinese kinomi

Name	Chinese kinomi
Address	2-9-1, Ekiminami, Soja City, Okayama Prefecture
Contact	0866-31-5603
Parking	Available
Business Hours	11:00 AM - 2:00 PM, 5:00 PM - 9:00 PM
Regular Holidays	Tuesday, Wednesday, irregular holidays ※ Refer to the calendar posted on Instagram
Payment Methods	Cash Credit Card Transportation IC cards like Suica, iD, QUICPay, nanaco, PayPay, d payment, au PAY
Reservation	Available
Seating	Total 27-29 seats ・Counter: 4 seats ・2-person tables: 4 tables ・4-person table (terrace): 1 table ・5-person table: 1 table ・6-8 person table (semi-private): 1 table
Smoking	Completely non-smoking
Toilet	Western-style toilet
Childcare	・Stroller access available ・Child-friendly utensils available
Barrier-Free	Ramp Wheelchair access available (toilet not accessible)
Website	Official Instagram of Chinese kinomi

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