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"INSPICE" is a spice brand created by two childhood friends who were born and raised in Kanazawa. In 2022, they opened a directly managed store in a renovated 100-year-old townhouse in Higashi Chaya District. There is also a cafe booth, and the inside of the store is filled with a wonderful aroma.

The catalyst for the birth of "INSPICE" was CEO Sho Nishimura's passion for cooking. Nishimura was originally the president of an IT company. He had a wide range of acquaintances and sometimes hosted as many as 70 home parties a year, so he was always thinking about menus that would entertain and amaze everyone. Spices and herbs determine the individuality of a dish. So it was only natural that Nishimura became obsessed with spices and herbs.

There are many different spices and herbs in the world, and the combinations are endless. Even a slight difference in the amount used can change the taste. What would happen if you combined this with that? Spices and herbs stimulate his imagination, and he says he felt the same excitement and thrill he felt as a boy. He wanted everyone to know this kind of fun. This was the trigger for the birth of INSPICE. To make this dream a reality, he asked his childhood friend, Yonesugi Naoya, who was a successful salesman, to team up with him.

The first product he commercialized was chai. He couldn't forget the impression he had when he first tried it, the taste, aroma, and vitality of the spices. However, when he actually tried to commercialize it, he had many questions: what exactly is chai, why do they use these spices, and why do they add the tea leaves and water at a certain timing? After clearing all of his doubts and removing his preconceived notions about what chai should be, he set about commercializing chai once again. He eliminated spices and herbs that he did not feel were necessary, no matter how traditional the ingredients. His current lineup has expanded to include curry, cocoa, and spice dishes that mix a variety of spices.

All of the products are made using only the spices that are absolutely necessary, with all other spices thoroughly removed. Perhaps this approach to craftsmanship is in keeping with the wabi-sabi of the tea ceremony, which is also popular in Kanazawa. The brand is highly regarded as a "brand from Kanazawa," and it seems that the number of customers is increasing, not only from Japan but also from overseas.