Profile

"INSPICE" is a spice brand created by two childhood friends from Kanazawa. In 2022, they renovated a 100 years old Machiya (traditional townhouse) in the Higashi Chaya District and opened a flagship store. The store also has a café booth, filled with flavorful aroma.

"INSPICE" was born out of the passion for cooking of Sho Nishimura. He was formerly running an IT company and also an enthusiast of cooking. He would host as many as 70 dinner parties a year, constantly trying out menus to entertain and surprise his guests. Nishimura became especially drawn to spices and herbs, which he believes to be essential in order to make each dish memorable.

With countless spices and herbs from around the world, the combinations are limitless. Even a slight difference in quantity can alter the taste. Nishimura felt excitement and curiosity like a child, imagining the possibilities of different blends of spices and herbs. His passion to share this joy with others led to the founding of INSPICE. He teamed up with his childhood friend, Naoya Yonesugi, who was an energetic salesperson.

Their first product was chai. They could not forget the taste, flavor, and invigorating sensation they felt upon the first sip of spiced tea. However, when they attempted to make a commercial product, they faced many questions about the definition of chai, why certain spices were used, and when to add tea leaves and water. After dispelling all doubts, they decided to leave conventions behind and take their own approach toward simplicity. Focusing on essential spices and herbs, they took out spices and herbs they found unnecessary, even if they are included in the traditional recipes. Currently, their products include curry, cocoa, and various blends of spices for savory dishes.

Their approach remains consistent: use absolutely essential spices only and let go of everything else. Such an approach resonates with Kanazawa’s artisanship and tea ceremony culture, characterized by the aesthetic of simplicity and refinement. Their product was highly acclaimed as “a brand from Kanazawa,” attracting not only Japanese customers but also increasing international customers.