Spreading "micro-happiness" through bread to the world

Bakeries are very familiar to us, and unlike restaurants, they are places where we can easily go. We call such little joys in our daily lives and things that raise our spirits 'micro-happiness. We want to reevaluate the value that Japan has and convey through our bread that happiness is already all around us = we have delicious Tokachi wheat."

To achieve this goal, the president of the company not only sells bread at the store, but also goes out to sell bread himself in a mobile vending van. A mobile van, however, cannot provide the "fun at the store" that Mr. Sugiyama envisions if customers have to open the walls of the van to make their selections. Therefore, we decided to have customers get into the car, like a bus, and choose bread directly. This is because by doing so, they can have the same experience as when they visit the store.

There is always a line for the "Masuya bus." The Corona Disaster was appreciated by customers who are hesitant to visit the store!

Customers in areas where there are no bakeries, or even if there are, they are too far away to visit, can have the experience of choosing bread at the store. This has been very well received. We have also had daycare centers and kindergartens use this as an event, and for the children it is the first time in their lives that they will be shopping by themselves. They go into a bakery, choose a loaf of bread, pick it up themselves, and pay for it. Many of the children look nervous or serious, but they are extremely happy when it is over."

When she sees not only children but also elderly people in the mobile van looking for bread while muttering "An doughnut...," she imagines how many people have eaten our bread in their lives, and she feels joy from the bottom of her heart.

Mr. Sugiyama's current vision is to "make Tokachi the bread kingdom in 2030. His dream is to create a "Bread Kingdom" where all people connected by Tokachi wheat bread, including producers, bakers, and consumers, can feel endless micro-happiness.

One of the Bread Kingdom concepts is the construction of a "bread theme park. Mitsuya Shoten's flagship store "Mugion" is the largest bakery in Japan in terms of area, but he would like to further expand the site by about three times to create a sales floor with the theme of locally produced and consumed bread.

A view of the interior of the Mugion store. Lots of breads are lined up in the spacious store.

Tokachi has a thriving agriculture industry, but it is not as if people from outside have abundant opportunities to experience agriculture. I think there is a joy that can only be gained by connecting more with the people and goods of Tokachi. We are now trying to make it possible for people to experience the place called Tokachi by enjoying not only the bread but also the various services we offer."

Thinking about regional revitalization through bread production that takes root in the land of Tokachi

Another thing Mr. Sugiyama would like to achieve is the completion of "Tokachi Bread. Having seen many breads rooted in the region in the U.S. and Europe, he wondered if it would be possible to produce indigenous breads in Tokachi, the largest wheat producing region in Japan. This was the inspiration for the idea.

Since 2009, we have been organizing an event called "Hokkaido Wheat Camp" together with producers and others. By focusing on the branding of Tokachi wheat, we have increased the number of bread chefs who come to Tokachi from all over to see the wheat.

Local bakeries have gathered to form the "Tokachi Bread Creation Association" and have been working on this project since 2012. We are a group of local bakers who have been working together since 2012 to make better bread while learning about bread-making and wheat.

The most popular Tokachi bread is called "Odubre Tokachi. It is a chewy bread with a lot of water in it. To make it, you need a rare variety of Tokachi wheat called "Kita-no-Kaori" and clean water grown in Tokachi. This bread is truly native to Tokachi.

<img id="30200" src="https://domingo.ne.jp/wp/wp-content/uploads/2023/12/92ee9571cdca2da7172cdd9c07616534.jpg" alt="Odubre Tokachi"> <p class=" imgcaption">Odoublé Tokachi. The flavor is in the simple ingredients</p> <p>"Odubre Tokachi was born in 2018, and we actually sell it. But a meal doesn't end with just one bread. It has to be integrated into the lifestyles of local people, for example by combining it with various meals, so in that sense it is still in its infancy. Currently, we have established the "Tokachi Bread Eating Group" and are working with consumers and restaurant staff to think about how Tokachi bread can be enjoyed with Tokachi cuisine. <br /> <br /> <p>Tokachi is a rare region in Japan, where agriculture is still a growing industry, and considering the environment, it should be desirable to strive for local production for local consumption. Until now, when globalization and the spread of the Internet made it normal to live a life not bound by one's current location, it was commonplace to think that "it is faster to gather what you need from around the world. However, with this value system, not only would the same products be produced no matter where they were made, but the region itself would decline. Mr. Sugiyama fears this. </p> <p>"That is why I want to connect people with the region now. I decided to take root in Tokachi and create something that can only be made in this region. Wheat, in the form of bread, can be combined with a variety of ingredients from Tokachi. It is truly a food that represents Tokachi. We have not yet reached that point, but we would like to enhance the value of Tokachi by making abundant use of local resources. We would like to take on such challenges based on the Tokachi Bread Kingdom."</p> <img id="30201" src="https://domingo.ne.jp/wp/wp-content/uploads/2023/12/01df47870588bc37a05 ffe076e19c0bd.jpg" alt=Odubre Tokachi">

At the root of this passion is the desire to give back to Tokachi, where he was born and raised. He dreams of a time when the delicious indigenous bread spun from Tokachi wheat will eventually spread throughout the world. We are looking forward to the birth of the Tokachi bread kingdom.

Tokachi-related guide session" introduces people who make things and do things in Tokachi.