PROFILE
Born in Yokohama , Japan in 1985. After moving to the town of Hayama in Kanagawa Prefecture in 2016 after working in music, he founded BEAT ICE, an ice cream brand using rice from terraced rice paddies in Hayama, fascinated by the terraced rice paddies in Hayama.
Official Site
Beat Ice , which was set up to boost the declining terraced rice paddies.
A.: Tell us about how you, a city boy, started living in Hayama.
Yamaguchi:Due to a worsening occupational disease, I could no longer continue my music career, and I was going through a mentally difficult time. I was looking for a place where I could heal my mind, and I found Hayama. . I was born in Yokohama, but I had never been there before. When I actually went there, I was impressed by the beauty of Mt. Fuji. I was so impressed that I decided to move there.
You didn't have any concrete plans at the time, such as farming or establishing "Beat Ice," did you?
Yamaguchi:Totally (laughs).
What made you start farming?
Yamaguchi:There was a soba restaurant in Hayama , and behind the restaurant was a terraced rice field. When I saw it, I was struck by the same shock as when I first saw Mt. Fuji for the first time. A few months later, an acquaintance invited me to join a rice farm, and without knowing where I was going, I went there and found the terraced rice field. That was the beginning.
Rice terraces in Hayama . In the past, the terraced rice paddies were 360 degrees, but now there are only about 60 of them left, greatly reduced.
Yamaguchi:Terraced rice paddies are in decline throughout Japan. There was even talk that the terraced rice paddies in Hayama might disappear in a few years. But I felt a sense of renewal in those places, so I was sad to see them disappear. Then, when I thought about why the terraced rice paddies were in decline, I realized that there were people who were suffering because of the existence of the terraced rice paddies. They are not profitable, require manpower, and are hard to work in. And they can't use large machinery either. But on the other hand, I thought that if more people were happy with the existence of the terraced rice paddies, something might change.
I guess that's true. What kind of activities did you do from there?
Yamaguchi:. At first, we thought of a terraced rice field inn, but it never came to fruition. At the same time, Saki (my wife) started a breakfast restaurant on a rented space. It was positioned as a practice run for the inn. The breakfast became so popular that many people asked if they could have it at their place as well. One of them was a person who lent us his Airstream. . However, since the breakfast consisted mainly of miso soup and it was the beginning of the summer season, I thought it would be a good idea to find something more compatible with the breakfast.
I see.
Yamaguchi:Part of the idea for the inn was to create something using rice. I had many ideas, such as rice crackers and poncakes, but when I saw the Airstream, I made a connection between "rice" and "ice cream. I thought, "Rice can be used to make amazake (sweet sake). As soon as I got the idea, I asked Saki to try making it, and the prototype was excellent.
Your wife Saki was also quite skilled, wasn't she?
Yamaguchi:Yes, that's right. My wife is amazing (laughs). We were also thinking about where to sell it, and there is a restaurant called "SYOKU-YABO Farm" that my wife and I love, and we wanted them to carry it. We wanted them to carry our ice cream, but they are dairy-free, not vegan, but dairy-free. But ice cream is basically made with dairy products. So I made a prototype by combining coconut milk and soy milk, and it turned out to be delicious. When I brought it to SYOKU-YABO Farm, they said it was really good. The owner, Yasu-san, said, "Let's sell it at our place.
Hayama Ice Cream" is made by making amazake (sweet sake) from the delicious rice from the terraced rice paddies and combining it with coconut milk.
I'm glad to hear that.
Yamaguchi:I also have a deep-seated desire to preserve terraced rice paddies for the future. However, historical background, superior functions, and the significance of preserving terraced rice paddies do not come easily to me if I am told about them out of the blue. On the other hand, ice cream is very catchy. If I were to compare it to music, ice cream is like a melody. I hope that when people first hear the song "ice cream" and like the melody, they will be able to hear my thoughts in the form of lyrics and the charm of the terraced rice paddies.
I heard that you recently raised an incredible amount of money through crowd-funding.
Yamaguchi:I was really happy. Not only because of the amount of money raised, but also because 613 people were interested in our activities and the terraced rice paddies. One of the returns was a limited-edition T-shirt made in collaboration with Aigle, which was also very well received.
DEN + EN ICE CREAM" using mirin and cacao, which gained many supporters through crowdfunding. Mikawa Mirin" is so popular in France that it is used by patissiers of the national treasure class.
This T-shirt was prepared as a crowdfunding return. The body is made by "BRING," a well-known company in the vintage clothing collection project, in collaboration with "Aigle.
Yamaguchi:A long time ago, a business associate of mine taught me something called the Champagne Tower Theory. . that if the top glass is overflowing with emotion, it will lead to the next three glasses. If you start out with the goal of simply spreading the word, it is like pouring champagne carelessly into the bottom layer of glasses, and it will not lead to the next glass. Therefore, I set my goal as to how much I could make the glass stick with one person, and I think that this has borne a little fruit.
Incidentally, you wear Aigle's clothes when you work on the farm, don't you?
Yamaguchi:Yes, that's right. They are in great shape. I use the jackets and bags on a daily basis, even when I am not working on the farm. Also, we want people to be interested in the terraced rice fields through the ice cream. Aigle is also trying to get people interested in nature through fashion. I really sympathize with their philosophy, and I feel that our ways of thinking are very similar.
Will you continue to work with Aigle in the future?
Yamaguchi:At "Beat Ice," we have developed the concept of "Nohraku. Just as music is connected through the enjoyment of sound, we believe that there is something to be connected through the enjoyment of agriculture. If there is an entry point of fashion, more and more people will become interested in the concept. So, I would like to continue to work on various projects through the two mediums of ice cream and fashion.
Lastly, how have things changed since you started farming?
Yamaguchi:I have a much greater appreciation for food, including rice, and respect for those involved in its production. I sometimes receive harsh criticism from the farmers as I work in the terraced rice paddies, but I find this somewhat comforting. Through interaction with people of all ages, I feel that my own heart has become softer than before.
This upcycled jacket was made from fabric left over from the factory. The elegant color combination typical of "Aigle" is also a feature of this jacket. . It can be used not only for street wear, but also for simple trekking and farm work.Top photo is men's model, ,Bottom photo is women's model. ¥42,900 each ¥42,900 each
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