Supporting local nori fishermen,
promoting the culture of delicious nori

Nori is known as "the vegetable of the sea." It is a natural food rich in protein, iron, zinc, and several vitamins, and it is said to be the only one containing all three major components of umami: glutamic acid, guanylic acid, and inosinic acid. For over 170 years, Yamamoto Noriten sells only the highest quality seaweed, carefully selected from Japan's leading production regions, including Kyushu's Ariake Sea.

Every year, during the midwinter harvest season, Yamamoto Noriten carefully selects and purchases the nori before the sprouts have time to grow. "The younger the nori, the better its texture, aroma, and flavor," says President and CEO Yamamoto Takahiro. "We pay the highest prices for it, because harvesting it so young means the loss of a larger harvest. We deliver it to our customers at a fair price, while also striving to protect the livelihoods of the nori fishermen."

Temaki YAMAMOTO, on Yamamoto Noriten's first-floor, serves nori samples, with rice and fillings carefully selected to highlight the seaweed. "We grill every order of nori fresh and serve it at its peak of flavor. We recommend that you start with just a sprinkle of salt, to savor the seaweed's natural flavor," says CEO Yamamoto. Onigiri Bongo — a shop that always has long lines of customers — and the Japanese restaurant, Nihonbashi Yukari, have charge of the rice. The menu has twelve varieties, including Bongo's popular egg yolk pickled in soy sauce. Experience the perfect temaki hand-made by a specialty shop committed to quality nori.

Merchandise is easy to select at the new flagship store (photos taken before the shop's opening)