September 14, 2025
On September 14, 2025, KYO-MART hosted a rare and intimate pop-up centered on Japanese premium log-grown shiitake mushrooms—an event that brought together seasonality, craftsmanship, and direct connection to origin.
This was not just a tasting, but a moment where growers, ingredients, and customers met in the same space.
A Grower’s Journey from Japan to New York
The pop-up featured Japanese shiitake grower
杉本 和英 (ins： shiitake_prince).
To share the freshest mushrooms of the season, Sugimoto personally traveled from Japan to New York, bringing with him both the product and the story behind it. Guests were able to meet the grower face-to-face—an experience rarely seen in everyday retail.
What Makes Log-Grown Shiitake Special
Unlike common substrate-grown mushrooms, log-grown shiitake are cultivated on natural hardwood logs, following traditional Japanese methods.
This process means:
-
longer growing cycles
-
lower yields
-
deeper umami and richer aroma
In Japan, log-grown shiitake are considered a premium seasonal ingredient, often reserved for home cooking, gifting, or special meals.
The Tasting Experience
At the pop-up, the mushrooms were prepared in the simplest way possible—lightly cooked, minimally seasoned—so their natural qualities could stand on their own.
Guests immediately noticed:
-
juiciness and firmness
-
clean, wood-like aroma
-
natural sweetness and umami depth
For many, it was the first time realizing how expressive shiitake mushrooms can be when grown and handled with care.
Conversations That Matter
Beyond tasting, visitors were encouraged to ask questions directly to the grower:
-
how seasonal conditions affect flavor
-
how to select and store fresh shiitake
-
the best ways to cook them at home
These conversations transformed the mushrooms from a product into a story—one with a clear origin, timeline, and human presence.
Why This Pop-Up Fit KYO-MART
This event reflected KYO-MART’s ongoing approach to pop-ups:
-
prioritizing quality over volume
-
highlighting producers, not just products
-
creating short, meaningful experiences inside a retail setting
Rather than a promotional event, it functioned as a curated moment of discovery.
Project Reflection
This pop-up represents:
-
producer-led retail storytelling
-
seasonal Japanese ingredient curation
-
experiential food retail design
Some ingredients are best understood not through labels or packaging,
but through timing, conversation, and taste — all coming together in one day.