Hello everyone, it’s been a while since my last post.
I’ve safely returned to Japan, so I thought I’d take some time to reflect on my recent expedition to New York, breaking it down into several parts.
Today, I want to talk about the “JAPAN Fes.” Held mainly on weekends throughout various locations in New York, this event is the world’s largest Japanese food festival, attracting over 500,000 attendees annually and featuring 1,500 vendors. This is the event I mentioned in my previous post (we participated with our onigiri).
Think of it as a Japanese festival with rows of food stalls lining the streets. While the focus is on Japanese staples like ramen, fried chicken, skewers with wagyu beef, and onigiri, there are also trendy items such as tapioca drinks, fruit candies, and souffle pancakes.
Although New York is known for its high cost of living, event prices are set even higher, which would surely make any Japanese tourist cringe with laughter.
The attendees are typically New Yorkers with an interest in or curiosity about Japan. On sunny days, the streets are so packed with people that walking becomes a challenge. Conversely, when it rains, the crowd thins out drastically. Relying solely on events like this can be quite risky. The first day was particularly tough due to heavy rain, which took a toll on both our bodies and spirits.
Armed with our secret weapon, onigiri, we entered the fray. Regular onigiri sold for $6 each (about 900 yen), while special onigiri ranged from $10 to $15 each (about 1550 to 2300 yen). The schedule for April included the event every Saturday, with the final week also including Sunday.
We suffered a crushing defeat in the first event in March, but April brought better weather and better sales in the first half. However, the momentum didn’t last, and the last two days didn’t meet our expectations, reminding us of the challenges of such events. Moreover, I couldn’t participate in the final weekend due to another major commitment (which I’ll discuss next time).
And so, we made it through this month-long journey with some ups and downs.
Since we changed the special onigiri every time, let me introduce a few:
- “Miso Meat Sauce Onigiri” – This one featured a miso and ground meat sauce spread on the onigiri and then seared. Topped with cheese, it had a flavor that appealed even to Americans. Unfortunately, it didn’t perform well due to the heavy rain.
- “Teriyaki Chicken Onigiri” – A classic combination of chicken and teriyaki sauce that sold out completely.
- “Lobster Onigiri” – Quite adventurous, but it also sold out. It seems familiar flavors sell better.
- “Wagyu Beef Onigiri” – Priced at $15 under the “wagyu” label, it didn’t sell out, but we managed to sell over 200, thanks to the effort put into making it.
- “Dry Curry Onigiri” – This one had mixed results and needs improvement. I’m thinking of revamping it for my next visit to the States.
So, that’s the gist of it. It was quite a challenge to create so many onigiri varieties, but it made me realize the potential of onigiri as a weapon, especially in the battlefield of America.
That’s all for now. See you again soon! 🖐️
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