Passion Maruden - A space filled with dedication and sincerity, serving okonomiyaki. A place where you can enjoy the personality of the owner couple and a diverse lineup.

Interview with the owner of Nassei Maruden, Tamura Shu

Nassei Maruden, known for its diverse and carefully crafted Hiroshima-style okonomiyaki and side dishes, is popular.

We interviewed the representative employee and owner of the operating company Maruden, Tamura Shu.

Former job led to a doctor’s stop. Decided to make my favorite okonomiyaki my profession

I want to know about the background of opening the business.

Tamura

I had been working in delivery for a long time, but I became unwell.

Although my health recovered, due to aftereffects, my doctor issued a doctor’s stop, saying, "You can no longer work in delivery."

I was shocked and devastated, but I had to make a living.
I decided to pull myself together and look for a new job.

To explore what kind of job would be good next, I reflected on my past and thought of okonomiyaki.

I love okonomiyaki and have eaten at many restaurants in Hiroshima Prefecture, which has a lot of okonomiyaki shops.

So I decided, "There’s no other option but to open an okonomiyaki shop!"

Aiming for the taste of a memorable restaurant

How did you train?

Tamura

Actually, I didn’t undergo any formal training.
I am from Fuchu Town in Hiroshima Prefecture, and there was a memorable restaurant near my childhood home.

It was a shop called "Hashimoto," which was very popular despite being in a residential area, with customers never ceasing to come. I was a regular there.

An elderly woman managed the shop, and as an elementary school student, I often helped the owner.

As I grew up, I became busier and went to the shop less frequently, and after becoming a working adult, I could no longer go.

Before I knew it, Hashimoto had closed down.

It was a restaurant full of memories for me, and I believe it was one of the best okonomiyaki places I have ever eaten at.

That’s why I decided, "If I open an okonomiyaki shop, I will aim for the taste of Hashimoto."

How did you recreate the taste of the now-closed restaurant?

Tamura

While helping at the shop during my elementary school days, I learned the secrets of Hashimoto's deliciousness by watching and listening.

When I actually tried making okonomiyaki at home, I was able to recreate a taste close to Hashimoto's. It is said that things you were interested in as a child stay with you, and that is exactly true.

So, I only took a training course with a sauce company as a supplement, and I was able to make okonomiyaki without any formal training.

However, when it comes to actually running a business, aspects other than cooking okonomiyaki are also important. Things related to management, such as accounting, and customer service. Also, it’s different because I’m not cooking for myself or my family, but for customers. When many customers come, there are also tips on how to handle them.

Once I started operating, I faced many challenges beyond just making okonomiyaki and struggled.

As I continued to operate, I gradually began to grasp the tips.

Opened due to connections and relocated to Ibara through connections

When did you open your business?

Tamura

I opened my business in November 2019 (the first year of Reiwa).
However, the shop was not located where it is now, but in Michinoue, Kannabe-cho, in the northern part of Fukuyama City.

After deciding to open, I began searching for a property and kitchen equipment.

At that time, a sales representative from a company that handles kitchen equipment introduced me to someone who was looking for someone to take over a closed okonomiyaki shop.

I was introduced to that person and opened in a so-called "inherited" manner (※).

What was the reason for relocating and renewing from Kannabe to Ibara?

Tamura

The shop in Kannabe had some difficulties in terms of location.
When I mentioned this to a regular customer from Ibara, they told me, "I know someone who is looking for someone to utilize land in the center of Ibara City."

Moreover, that customer had a strong passion for Ibara and said, "I hope you will move to Ibara and help revitalize the city." Since it was a valuable connection, and the new location was along a main road and close to major roads and the station, I decided to relocate.

Thus, in February 2022 (the fourth year of Reiwa), I relocated to the current location in Ibara and renewed and reopened.

The reason for having a menu named after Ibara is also due to the relocation, as I have a desire to help revitalize Ibara in any way I can.

What is the origin of the shop's name?

Tamura

"Nassei" means "passionate sincerity" or "earnest heart."

I want to make okonomiyaki, a hot dish, with heartfelt sincerity and run the shop with a sincere attitude.

"Maruden" was derived from the initial of my surname "Tamura."

Attention to detail in ingredients and cooking methods

Please tell me what you are particular about.

Tamura

The most used ingredient in okonomiyaki is cabbage, so I pay special attention to it.

The cabbage I use is winter cabbage.
The production area changes depending on the season. In the hot season, the production area is in the north, while in the cold season, it is mostly in the south.

I also specify to my suppliers "medium-sized cabbages with 6 heads per box" and "cabbages that are packed tightly and have firm fibers."

After trying various options, I found that this size had the best texture and flavor for okonomiyaki.

I also have a unique way of cutting the cabbage. At our shop, we cut the cabbage finely.

We use a dedicated cutting machine and have a special setting for cutting.

Flour is also an important point for okonomiyaki.
At our shop, we use flour from the brand "Maron." It has a sweet taste and aroma, and a strong umami flavor. After cooking, the batter remains soft and pliable even after some time.

Since okonomiyaki is often taken out, it remains soft and easy to eat even after being taken home.

This was taught to me by someone who ran an okonomiyaki shop before us at the Kannabe location. After comparing different options, this was the best.

The meat is pork, beef, and chicken, all sourced from Miyazaki Prefecture.
I have tried various production areas, but Miyazaki Prefecture was the best.

By the way, the okonomiyaki sauce is the same as the one used at my memorable restaurant "Hashimoto," from Mitsuwa Sauce Company. I am also a fan of Mitsuwa Sauce.

However, the sauce for yakisoba and yakiudon is different from that for okonomiyaki.
I blended it uniquely to suit yakisoba and yakiudon.

Strong commitment to noodles. Sourced from three companies!

Do you have a strong commitment to noodles?

Tamura

I have a strong commitment to noodles as well.
The soba (Chinese noodles) used in okonomiyaki is custom-made by a noodle manufacturing company in Fukuyama City.

I requested noodles that are thin yet have a firm texture and a noticeable core.

The noodle manufacturing company has repeatedly created prototypes, faithfully reproducing our orders.

The Chinese noodles for yakisoba are different from those for okonomiyaki.

For yakisoba, I requested noodles with a chewy texture and elasticity on the surface, while having a strong core inside.
They are also thicker than those for okonomiyaki.

Since yakisoba is all about the noodles, I focus on ensuring that the noodles have a presence that does not get overshadowed by the ingredients.

Furthermore, the spicy noodles are made by a noodle manufacturing company in Ibara City.

Previously, I used a different type of spicy noodles.
However, I felt I wanted something a bit thinner with a more distinct spiciness.

One day, the president of a noodle manufacturing company in Ibara happened to visit my shop, so I consulted with him about the spicy noodles. Later, he created a prototype for me.

After several improvements, it was completed into the ideal thin noodles with a distinct spiciness.
Since then, I have been sourcing spicy noodles from that president's company.

The thin Chinese noodles and spicy noodles for okonomiyaki are made thin to create a sense of unity with the finely cut cabbage.
When the noodles are thin, the finely cut cabbage stands out!

Also, the udon is frozen noodles.
Moreover, the procurement is handled by a different company than that of the Chinese noodles.

It is slightly thinner than regular udon, which is also a characteristic.

Although it takes time to boil it once and then stir-fry it on a hot plate, frozen noodles are chewier and tastier than bagged noodles.

Because we are particular about our udon, the order rate for udon among our customers is higher than at other restaurants. While at other restaurants, about 10-20% of customers order udon, at our restaurant, it is about 30%.

There are cases where soba enthusiasts happen to eat udon okonomiyaki at our restaurant for a change, and that leads them to become udon fans.

It is quite rare for an okonomiyaki restaurant to deal with three different noodle suppliers, isn't it? (laughs)

We actively incorporate customer requests, but we are particular about quality

Are there any points of ingenuity in product development and menu planning?

Tamura

We actively incorporate customer requests, which I believe is a characteristic of our restaurant.

The jalapeño topping was added to the menu after hearing from customers who like spicy food that they wanted something "really spicy."

Similarly, the "Spicy Curry Mayo" was born from feedback from customers who also enjoy spicy food.
Originally, it was created in response to a request for okonomiyaki with curry, leading to the creation of "Curry Mayo." Later, there was a request for "something spicier," which led to the development of Spicy Curry Mayo.

Furthermore, the "Aburi Negi Mayo" sounded delicious, but there were voices from customers who were not fond of green onions, so we changed the green onions to cheese, resulting in the birth of "Aburi Mayo Cheese."

Additionally, the limited-time menu item "Negi Shio" received more requests than expected for it to be available year-round, so it was promoted to a regular menu item.

Since Negi Shio does not use sauce, it does not leave a lingering smell, making it particularly popular among women and others who are sensitive to odors.

We also expanded our lineup of fried foods based on customer feedback.

We had only a small selection of fried foods during our time in Kannabe. However, due to the unexpectedly high demand for fried foods, we introduced a fryer when we relocated to Ibara and started offering fried foods in earnest.

However, while we incorporate customer feedback, we ensure that the quality meets a certain level before offering it on the menu.

When we receive a request, we first create a prototype.
Once we feel confident that it can be offered on the menu, we then go through trial and error to improve the quality before finalizing it as a menu item.

For example, starting in the winter of 2024, we began offering oden as a weekend-only menu item.

This was in response to customer feedback and because there is a custom in the Hiroshima area to order oden while waiting for okonomiyaki to be cooked.

However, it took time to finalize it as a menu item.
We could not achieve a satisfactory broth or method of preparation.

After much trial and error, we finally managed to add oden to the menu.

Even when we receive requests, there have been times when we regrettably had to abandon the idea of adding it to the menu due to the lack of prospects for improving quality.

Are there any menu items that you have developed on your own, aside from requests?

Tamura

There are menu items that we have developed ourselves.
For example, "Tanaka-yaki."

This was inspired when I traveled to Kyoto and saw sansho shichimi for sale.
After tasting it, I thought, "Wouldn't sansho go well with okonomiyaki?"

When I got home, I immediately tried it out, and it paired perfectly with udon.
Thus, an okonomiyaki using sansho shichimi exclusively for udon was born.

Like with Tanaka-yaki, there are times when inspiration strikes suddenly in everyday life.

In such cases, we also create prototypes, and if they do not exceed a certain level, we do not add them to the menu. There are many ideas that came to mind but ended up being shelved.

Continuing to create a space where customers can enjoy themselves comfortably

If you have any future prospects or challenges, please let us know.

Tamura

I have a strong commitment to cooking, such as okonomiyaki, and I also have a commitment to the operation of the restaurant.

I want customers to enjoy their time in the space called "Nassei Maruden". Therefore, I am focusing on creating a restaurant for that purpose.

Thus, I intend to continue to maintain a space where customers can enjoy themselves in the future.

Additionally, I have a desire to spread our carefully crafted okonomiyaki to more people and have them taste it.

I believe there are various ways to achieve this, so I would like to focus on that aspect in the future. I truly believe that the success of our business, both in opening and relocating, is thanks to the connections we have made with people.

I want to continue operating while cherishing the connections with our customers, business partners, and various relationships.

Nassei Maruden, with its commitment to okonomiyaki and side menu items

Nassei Maruden offers unique okonomiyaki and various teppanyaki dishes.

It is great to enjoy okonomiyaki for lunch or dinner, or to enjoy okonomiyaki and side menu items with a drink in hand.

With tatami seating available, it is also easy to visit with family or groups.

And enjoying conversations with the friendly owner couple is one of the highlights.

Nassei Maruden, where taste, people, and place come together perfectly.
Please be sure to try our carefully crafted okonomiyaki.

Data on Nassei Maruden

Name	Nassei Maruden
Address	120 Nanokaichi-cho, Ibara City, Okayama Prefecture
Contact	080-1644-0004
Parking	Available Only 4 spaces on the north side of the store Please be careful not to park in the adjacent store's property
Business Hours	11:00 AM - 2:00 PM (Last order 1:30 PM) 5:00 PM - 10:00 PM (Last order 9:00 PM)
Regular Holidays	Monday 1st, 3rd, and 5th Tuesday *If a regular holiday falls on a public holiday, we will be open and close on the following weekday
Payment Methods	Cash PayPay
Reservations	Accepted
Seating	18 seats total ・Counter: 4 seats ・4-person tatami room: 2 tables ・6-person tatami room: 1 table
Smoking	Completely non-smoking
Toilet	Western-style toilet
Childcare	Child-friendly utensils and chairs available Strollers are allowed inside
Barrier-free	Ramp Wheelchair accessible Toilet is not wheelchair accessible
Website	Nassei Maruden Official Instagram

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