Odaka Koubou

Odaka Ward in Minamisoma City, located in Fukushima's Hamadori area, was long an evacuation order zone due to the Great East Japan Earthquake and nuclear accident. Although the evacuation order was lifted in July 2016, with limited shops and jobs, how returned people could regain their lives was a big challenge.

In that context, the "Odaka Chili Project" started as a challenge to create new specialty products of Odaka Ward while creating meaning-of-life and joy for returnees. In 2017, trial cultivation was done with 3 people; the following year over 60; and in the Reiwa era, expanded to over 80 participants growing taka-no-tsume. Taka-no-tsume became a common topic connecting the Odaka community.

Under the motto "one by one, carefully — hand-picked taka-no-tsume," fully ripened red chili peppers are harvested one by one, then sorted and processed at Odaka Koubou. Seasonings and foods centered on chili peppers — Odaka Ichimi, chili oil, yuzu kosho, beef curry — are born one after another, and delivered nationwide through the online shop and event pop-ups.

The playful naming and packaging within the heat — humor embedded in words like "quietly spicy" and "plot" — is also a message conveying the present of the town of Odaka. The small economy and connections spreading from small chili peppers — Odaka Koubou will continue to steadily weave them.

A brand born from the Odaka Chili Project

Odaka Koubou centers on products from the "Odaka Chili Project" — started in Odaka Ward, Minamisoma City after the evacuation order was lifted in July 2016. The initiative was launched as one that balances meaning-of-life for returned residents with the creation of Odaka Ward specialty products.

From 3 to 80+ — the growing community of chili pepper growers

Trial cultivation of taka-no-tsume started with 3 people in 2017, expanded to over 60 the following year, and now exceeds 80 participants. Returned elders, post-disaster transplants to Minamisoma, and supporters from outside Odaka Ward — diverse people have connected through chili pepper cultivation.

Taka-no-tsume harvested one by one by hand

Odaka Koubou's chili peppers are finished by carefully hand-picking each fully ripened red taka-no-tsume one by one and sorting. Just as the phrase says — "one by one, carefully — hand-picked taka-no-tsume" — from that work, fragrant and powerful Odaka Ichimi is born.

Playful naming that adds humor to the heat

Names like "Quietly Spicy and Delicious — There's No Ginger," "The Plot of the Great Serpent," and "Did Something Unnecessary — Odaka Ichimi Extra Spicy" make you chuckle — also a major appeal of Odaka Koubou. Not just spiciness, but products that become topics for daily conversation are pursued.