On March 24, 2024, Shimotsui Yokocho opened in Shimotsui, Kurashiki City.
A fruit and vegetable wholesaler that has been in business since the Meiji era has transformed into a seafood shop handling local products like wakame from Shimotsui. It has been renewed into Shimotsui Yokocho, operated in collaboration with people who want to take on challenges in Shimotsui, using the former garage of Yoshimata Shoten.
We covered Yoshimata Shoten, which continues to walk alongside the town of Shimotsui, adapting to the changes of the times, and Shimotsui Yokocho.
Not only Yoshimata Shoten, but a yokocho where people who want to take on challenges in Shimotsui come together
The storefront resembling a garage remains unchanged from the Yoshimata Shoten era, but there have been changes in management methods and interior design.
Let me introduce how it has changed.
Yoshimata Shoten has been dealing with seaweed such as wakame since around 1952 (Showa 27).
However, seeing that tourists and locals could not easily access fresh fish, they decided to take action. To allow various shops that want to take on challenges in Shimotsui to open, they undertook a month-long store renovation.
They began operations as "Shimotsui Yokocho" in stages from February 1, and held an opening event on March 24.
At Shimotsui Yokocho, the following shops are opening at their own pace:
- A shop where you can taste seafood such as hijiki rice and octopus croquettes
- A popular local bakery
- Taiyaki made with Shimotsui nori
Store renovations to support challenges
The changes are not limited to management methods. Renovations of the interior have also been carried out.
A significant change is the warehouse.
To accommodate shops that want to cook within Shimotsui Yokocho, they renovated the interior and obtained cooking business permits.
The walls were painted by the hands of people gathering at the yokocho during a workshop for earthen wall painting, and I participated on that day as well.
It seems that earthen wall painting is a technique that is hardly practiced today, and even professional participants were eagerly learning the skills of earthen wall painting.
Additionally, they have been attaching namako walls throughout the yokocho, making various efforts to ensure that different vendors can use the space comfortably while preserving the traditional machiya atmosphere.
How to enjoy Shimotsui Yokocho
Shimotsui Yokocho is a place where new vendors can easily set up shop, much like a lively market. Therefore, the vendors change daily.
Additionally, the fresh fish available in the seafood section varies by day, so Yoshimata Shoten's owner, Yoshie Yoden, regularly updates "Today's Yokocho Scene" on Instagram reels (short videos).
Many customers visit Shimotsui Yokocho after seeing the reels. Especially on weekends, various shops gather like a market, making it lively.
Get your purchases prepared on the spot
While there is a desire to eat fresh fish, it can feel quite daunting to prepare it yourself.
However, at the seafood section of Shimotsui Yokocho, you can have the fish you purchase prepared for free on the spot.
You can also observe the process of preparing the fish, which captivates both adults and children alike.
Having your own fish prepared will incur a fee. Please consult with the seafood section individually.
Enjoy your purchases on the spot
You can eat what you purchase at Shimotsui Yokocho, including fresh fish, on the spot. There are tables and chairs in the middle of the yokocho, so you can see customers enjoying their food while communicating with vendors and other customers.
Customers eating products on the spot and giving feedback contributes to the motivation of the vendors. For consumers, knowing the faces of the producers behind their food provides a sense of security.
Even on weekends without events, Shimotsui Yokocho was bustling with customers. When I asked what was good about having Shimotsui Yokocho in Shimotsui, I heard responses like, "The fish prepared by the seafood section is delicious, and I keep coming back," and "I visited because I heard this shop would be opening," indicating that it functions as a place where the feelings of the producers are directly conveyed.
The renewed "Shimotsui Yokocho," with a changed name and management methods, is a place where I spoke with the owner, Yoshie Yoden.
Renewal of the garage of "Yoshimata Shoten" into "Shimotsui Yokocho"
Can you tell us about the background of the renewal from Yoshimata Shoten to Shimotsui Yokocho?
Yoden (no honorific)
I originally worked as a teacher at a school. Then, I left teaching and inherited Yoshimata Shoten from my family.
While handling seafood from Shimotsui as Yoshimata Shoten, I wanted to preserve the Shimotsui brand for future generations. To do that, we need to gather people in Shimotsui.
Since it is a port town, I thought it would be great to create a fresh fish shop and make it a place where people gathering in Shimotsui can take on various challenges, so I decided to restart as "Shimotsui Yokocho."
Realizing local production for local consumption in Shimotsui
What kind of activities did you engage in during the Yoshimata Shoten era?
Yoden
Yoshimata Shoten has been operating as a fruit and vegetable wholesaler since the Meiji era. Shimotsui was a town known for its gathering of Shimotsui Kaisen-donya, a type of shipping wholesaler.
As land transportation developed and the nature of commerce changed, Yoshimata Shoten shifted its business from fruits and vegetables to seafood.
Additionally, Shimotsui has faced a crisis where the once vibrant town has lost its liveliness due to population decline, and the rich fish-eating culture itself is in decline, disappearing from people's lives.
Therefore, we worked on the "Shimotsui Sea Village Project" to prevent the loss of the important fish-eating culture of Shimotsui and the memories of the lives of the people associated with it, rediscovering the charm of the region from the perspective of food culture and aiming to restore the town's liveliness.
In the Shimotsui Sea Village Project, we held an exhibition of home recipes using fish and published a recipe book collecting Shimotsui's fish-eating culture.
Through this activity, I felt that a system of local production for local consumption is necessary for the liveliness of Shimotsui.
What kind of shops are there in "Shimotsui Yokocho"?
Yoden
Shimotsui Yokocho is a place like a lively market.
The seafood section and Yoshimata Shoten, which handles dried goods, are open every day. I wanted to create an environment where fresh fish is easily accessible because it is a port town, so I am relieved to have the long-awaited seafood section. You can have the fish prepared on the spot and enjoy it.
In the back of the store, Miyake-kun's taiyaki and Shimotsui "Kura" Coffee Kulan are permanently available, but they have irregular holidays, so please check the business days on the notice board before visiting.
Additionally, on weekends, various shops come to participate like a marche.
Information about the arrival of fresh fish, the opening status of irregular holiday shops, and weekend vendor participation is shared on Yoshimata Shoten's Instagram, so please refer to it.
I want you to use Shimotsui Yokocho as a place for challenges
Can you tell us about the management system for the weekend marche?
Yoden
The weekend vendors are entrusted to Nakatomi Sakura, a member of the regional revitalization cooperation team.
This is because I heard that she wants to have her own shop someday.
I have personally experienced various failures while managing Yoshimata Shoten. However, I feel that there is a lot to gain from repeating failures. That is why I hope that through coordinating vendors at Shimotsui Yokocho, they can connect to their future. Here, even if you fail a little, we will be there to support you (laughs).
I also want the vendors to utilize Shimotsui Yokocho. I would like fishermen to come and sell what they catch at their own pace while fishing, and for those who want to try new business ventures, I hope they will start with a booth at Shimotsui Yokocho.
The opening event held in March 2024 was also intended to give people an idea of what it would be like to set up a booth.
I want to continue the lively place where people gather, "Shimotsui"
What is your driving force, Yoden, beyond your own business, including the nurturing of the next generation?
Yoden
My wish is to make Shimotsui a more attractive town.
Also, perhaps because of my background as a former teacher, I have a very strong desire to support the next generation. When people who want to take on challenges gather, it becomes lively, right? I love lively places.
Has there been any change since restarting as "Shimotsui Yokocho"?
Fortunately, we have customers coming every day, and on weekends, various shops are setting up booths. I am very happy because I wanted it to become a place where people gather.
From now on, I want to energize this yokocho together with the vendors and customers.
Can you tell us about the future prospects of "Shimotsui Yokocho"?
Yoden
In Shimotsui, not only the residents who originally lived here but also migrants like Nakatomi are gradually increasing. I have a vague expectation that interesting things will happen when residents, migrants, and customers who come to Shimotsui Yokocho gather and get to know each other.
So first, I want the people of Kurashiki, starting with Shimotsui, to enjoy this yokocho.
Additionally, Shimotsui is also focusing on tourism. Not only is there Shimotsui Yokocho, a seaside town overlooking the Seto-Ohashi Bridge, but there is also Washuzan, which overlooks the Seto-Ohashi Bridge. I hope that visitors will enjoy this town from Washuzan, which overlooks the Seto Inland Sea and the town of Shimotsui, and when they come down from the mountain, they can experience the local humanity and food at Shimotsui Yokocho, simulating the lifestyle of this town.
We welcome anyone who wants to take on challenges at Shimotsui Yokocho or experience life here at any time with open arms.
In conclusion
Local residents, tourists, and those who want to take on new challenges... What do you want each of them to feel? What kind of town do you want to make Shimotsui? To achieve that aim, we will restart from Yoshimata Shoten to Shimotsui Yokocho as a necessary environment.
I felt that the conversation was sprinkled with intentions and goals, reflecting the way a former school teacher envisions the future.
It seems that former students from my teaching days often come to visit Shimotsui Yokocho.
I have also visited Shimotsui Yokocho several times, including for the earthen wall painting workshop and the opening event, and it is always lively with vendors and customers enjoying themselves, which gives me energy just by being there.
I can't take my eyes off the future of Shimotsui Yokocho, which will further develop as various people gather, including those who want to take on new challenges, those who want to support challengers, and those who want to experience the humanity of Shimotsui.
Shimotsui Yokocho Data
| Name | Shimotsui Yokocho |
|---|---|
| Address | 1-9-12 Shimotsui, Kurashiki City, Okayama Prefecture |
| Contact | 086-479-9017 |
| Parking | Available |
| Business Hours | 9:00 AM - 3:00 PM |
| Regular Holiday | Tuesday |
| Payment Methods | Varies by store |
| Website | Official Instagram |
