Issue 53 | 5 Minutes with Shinichi Maeda, Yotei Stock, Hakko Ginger, Pura Tempeh
INTERVIEW BY JACINTA SONJA / WHAT’S ON
PHOTOS COURTESY OF SHINICHI MAEDA
Meet chef and entrepreneur Shinichi Maeda, who is crafting a culinary revolution rooted in tradition, sustainability, and the art of fermentation. From growing up in a family of chefs to developing Yotei Stock, a unique unpasteurised spring water, and creating Hakko Ginger, Maeda’s approach to food is as much about process as it is about passion. In this chat, Shin shares his journey, the importance of local ingredients, and his vision for making Niseko a culinary destination.
Let’s go back to the beginning. Tell us about your background and what inspired you to pursue a career in food?
I grew up in a family of chefs and spent a lot of time in the kitchen with both my grandmothers and my uncle. I loved helping my grandma with food preparation from a young age, and cooking for my judo friends made me realise how food can bring happiness to others. When I grew up, I decided that I’d become a chef.
What has been your approach or inspiration towards food?
I’ve always been fascinated by the entire process—where food comes from, how it’s grown, its preparation, and how it reaches the table. This curiosity has given me a deeper understanding of how things are cultivated and created.
What inspired you to create Yotei Stock?
While working as a chef, I was always looking for ways to enhance the dining experience. I realised the critical role that water plays in cooking, especially in Japanese cuisine. That’s what sparked my interest in creating Yotei Stock: a natural, unpasteurised spring water that could be paired with Japanese cuisine and used to create the best dashi.
Was it difficult to source natural, unpasteurised water in Japan?
In Japan, 99% of mineral water is pasteurised. Unlike Europe, where water must remain unheated to be called “natural mineral water,” Japan’s regulations are different. Despite having some of the best water in the world, there were no unpasteurised spring waters in glass bottles for fine dining, so I decided to do it myself.
How did you eventually find the right source for Yotei Stock?
I met Aoki-san, whose family has lived in Hokkaido for over 120 years. They have a spring water facility and have always kept the spring water for local farmers to use free of charge, never selling it. We formed a partnership to protect this precious resource and build a business around it. This collaboration led to the creation of Yotei Stock.
What makes Yotei Stock different from other mineral waters available in Japan?
Yotei Stock is unpasteurised, which gives it a pure, smooth, neutral flavour. Unlike many bottled waters that are treated, Yotei Stock’s purity is preserved. We take the water from the natural spring and we use 4 filters, from the biggest to the finest to remove any impurities, removing the gases and then bottling it. For the Sparkling version, we add CO2 before bottling.
Why is it so important to use low-mineral water for Japanese cuisine?
In Japanese fine dining, we focus on the balance of flavours throughout the meal. For example, dashi is the foundation, served at the beginning and end. Hard water disrupts your palate, resetting the flavours too quickly. But with soft, low-mineral water, the flavours flow smoothly, making the meal more cohesive. That’s why chefs should always use soft, low-mineral water.
Are there restaurants that use Yotei Stock?
Yes, the most famous is 3-Michelin-starred Nihon Ryori Ryugin in Tokyo, ranked among the Top 50 restaurants globally. Also, the French gastronomic restaurant Apothéose in Toranomon Hills, which opened last year. Many top restaurants across Asia also use Yotei Stock.
How did you come to create Hakko Ginger?
Japanese cuisine uses a lot of ginger, and I noticed there weren’t any good fermented ginger beers made traditionally in Japan. I wanted to create something authentic using local ingredients and offer an alternative to existing beverages. Hakko Ginger is fermented, not just flavoured, giving it a bold, unique taste.
How many flavours are there in total? Are they all special collaborations?
There are 15 flavours so far, and yes, all of them are collaborations with local farmers and businesses from Hokkaido—for example, apples from Niki, coffee from Sprout Outdoor Espresso in Kutchan. The ginger is organically grown in farms in Kutchan, Kimobetsu, Toyoura, Akaigawa, to name a few.
How important is it to create a community with local farmers?
Building trust and strong relationships with the local community is crucial. It’s not just about business; it’s about passion and a shared vision for future generations. I dedicate time to nurturing these relationships and working together for sustainable growth.
You recently acquired Pura Tempeh. What drew you to the brand, how does it align with your overall vision?
I’ve been good friends with Emily Lobsinger, the founder of Pura Tempeh, who spent four years developing the product. I started using her tempeh at events and appreciated its quality. When she decided to sell the business, I said ‘yes’ almost immediately. Fermentation is central to my philosophy, enhancing flavour, nutrition, and sustainability. Niseko, with its organic soybeans and pure water, is the perfect place to produce tempeh.
What’s next for you? Are there any future projects you’re excited about?
I’m currently developing kombucha. It’s a natural fit for me because kombucha requires high-quality water, which we already have with Yotei Stock, as well as fruits and sugar from Hokkaido and tea from the south of Japan. My goal is to make Niseko a culinary destination, sourcing all produce within a 20km radius. I want to showcase the rich, sustainable products from this region and believe there’s a lot of potential for growth in the natural food and beverage sector.
What is Niseko to you?
Niseko is the world in one town. I’ve lived in and travelled to many places, but as I get older, I no longer need to go everywhere. Here, people from all over the world come to Niseko. It’s a small town, but for me, it feels like the entire world.
Thank you Shin san!
yoteistock.com @yoteistock
hakkoginger.theshop.jp @hakkoginger
puratempeh.com @puratempeh