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April 21, 2015
THREE | Food artist Ayako Suwa speaks about the allure of "Hand & Arm Cream AC."
THREE
Food Artist Ayako Suwa Discusses
The Power of Plants That Resonate with the Five Senses (1)
She is not a "chef" in the conventional sense. Ayako Suwa is an artist who advocates a new concept of food called "food creation." Her performances, which inspire awe and receive acclaim worldwide, are held not in restaurants but in art spaces such as museums in Japan. Suwa, who says, "As a child, I would pick berries from branches in the fields and eat them," continues to present works that explore the fundamentals of the act of "eating" and inspire the instincts of those who experience them.
Text by Yuka KobayashiPhotos by JAMANDFIX
A Food Performance to Intuitively Grasp the Act of Eating
A long banquet table draped in white cloth. Suwa's food performance begins as staff, clad in fantastical costumes, start serving food to the seated guests. The venue is not a restaurant with elaborate decor for dining, but rather a simple space designed to focus guests' attention solely on the table. "Just as the food disappears once chewed and swallowed, this space also vanishes once the performance ends." This is the origin of the name for Suwa's food performance, "Guerilla Restaurant."
Suwa, who studied advertising and design at a university of fine arts, became interested in conveying themes to people through commercials. In addition to her own performance activities, she also handles spatial production for corporate events and parties, utilizing her food performances. Her tagline, "Delivering the concept to the stomach," is not merely a nuanced catchphrase.
"My performances are not just about entertaining guests; they are about allowing guests to experience the concept that the host wishes to convey through the act of eating. It is a unique culinary expression that exists only on that day, in that place."
Experiencing "Eating" with All Five Senses Offers Discoveries Beyond Mere Taste
Suwa states that the food she creates is not "gourmet" in the traditional sense.
"I am not a chef. I want to convey something to people through expressions using food. I call this 'food creation.' Traditional dining, as we know it, is primarily evaluated based on taste, satisfaction of hunger, or nutritional value. However, I believe that by eating with all five senses sharpened, one can perceive things more instinctively. While elements of smell and sight are involved when we perceive something as delicious, I believe that 'eating' experienced with all five senses offers discoveries beyond just taste."
Through her work, she seeks resonance by having people experience her message rather than simply understand it intellectually. This aligns with THREE's concept of awakening inner beauty rather than pursuing superficial aesthetics.

THREE
Food Artist Ayako Suwa Discusses
The Power of Plants That Resonate with the Five Senses (2)
The "Universe" Hidden Within Small Berries That Arouse Curiosity
Suwa believes that food has potential beyond simply satisfying hunger, and she has a keen interest in vegetables and fruits as botanical fruits.
"Perhaps ingredients are to me what pigments are to painters. Among them, vegetables and fruits, which are fruits as part of a plant's reproductive strategy, are full of temptation and provocation in their very existence. From the stage of green berries to their eventual ripening, wilting, and falling to the ground, their color, shape, scent, and texture undergo a myriad of transformations. Then, to attract insects and animals to carry their seeds afar, they emit alluring fragrances and colors. It's as if I'm seeing a universe within a single small fruit, and I find joy in the dynamism of life force it represents."
As she says this, she splits an akebia in half, brings it close to her nose, and checks its aroma. She recalls eating akebia picked from trees while playing in the fields as a child.
"Some people overseas are unfamiliar with akebia, and they are surprised by its intense purple color and its flesh packed with translucent seeds. People instinctively become wary of things they haven't seen or don't understand, and hesitate to put them in their mouths. But I believe that too is an instinctive reaction. Awe of the unknown. It's a very primal response, isn't it? At the same time, the unknown also sparks curiosity, so I don't explain things beforehand. Guests often ask, 'What is this?' before tasting the food presented to them, and in those cases, I tell them to savor it with their imagination first (laughs)."
Hand & Arm Care Essential for Daily Mind Changes
Suwa often uses vegetables and fruits fresh in her creations, including the akebia mentioned above. As she works with water frequently, she pays more attention to hand care than the average person. She reportedly carries two types of hand cream with her at all times.
"One is chosen purely for its moisturizing properties. I use it after working or bathing to prevent my hands from becoming rough. The other is a cream I use for a quick refresh during breaks or when I stop by a cafe, one whose scent can uplift my mood. Hand care is a very easy way to change one's state of mind. Especially when there's a pleasant fragrance involved."THREE Hand & Arm Cream ACShe immediately noticed the exquisite quality of its scent upon application.
"The first impression was the pleasant aroma, a blend of fine essential oils. Skincare must be enjoyable to be sustainable, so I thought this was excellent. It absorbs quickly and serves the dual purpose of moisturizing and refreshing. Hand creams, by their very nature, demand functional excellence.
In that sense,THREE Hand & Arm Cream AChas a functional package with a sophisticated design. However, the biggest revelation was the arm care. The 'Hand & Arm...' naming on the package felt fresh. I realized that arm care might indeed be necessary, and upon actually using it, I truly felt how much I use my arms. When I started paying attention to my arms as well, I felt my senses become even sharper."
Hand treatments, which also enhance relaxation through massage, promote brain activity and help maintain autonomic nerve balance. In addition to the refreshing effect of the fragrance, hand treatments are also recommended as a way to refresh your mood.

THREE
Food Artist Ayako Suwa Discusses
The Power of Plants That Resonate with the Five Senses (3)
The Power of Fresh Plants Directly Resonates with the Five Senses
Suwa aims for people to experience food intuitively with their five senses. She first considers the concept and story, then selects ingredients to express them. If she encounters an unfamiliar ingredient, she seeks out someone knowledgeable to learn about its preparation, while also not being bound by traditional cooking methods.
"I try to identify and bring out the potential of fresh ingredients. If an ingredient has power, it resonates directly with the five senses."—THREE Hand & Arm Cream ACalso aligns with Suwa's concept in its ability to fully utilize the freshness and characteristics of its ingredients.
"Everyone possesses instinctive desires and curiosity. I aim to stimulate these through food and the act of eating. 'Tastes of Emotion to Savor with the Senses' is one such endeavor, creating food that allows people to experience and savor using all their senses, perhaps senses that lie dormant within them."
A New Way of Cuisine That Evokes Primal Responses
It has been three years since Suwa launched "Guerilla Restaurant." The performance, where guests savor a course of dishes named "Tastes of Emotion to Savor with the Senses," is themed around joy, anger, sorrow, and pleasure.
"The act of 'eating' is very animalistic and primal. And if the visual appeal of food, its aroma, how it is served, and the surrounding environment all connect to the impulse to 'eat,' then food that stimulates all five senses can lead to the evolution of human curiosity and desire."
Suwa notes that the reactions to "Guerilla Restaurant" vary significantly from country to country.
"Overseas, after experiencing the 'Tastes of Emotion,' people are often surprised by the nuanced range of emotional expression found in Japan. Perhaps this is unique to the Japanese people, who possess delicate sensibilities. This hand cream, too, would surely resonate with Japanese people of refined taste. I feel it connects to the very core of Japanese sensibility."
—Thank you very much.

Ayako Suwa
Born in Ishikawa Prefecture in 1976. After graduating from Kanazawa College of Art, she began her food creation activities in 2006, serving as its representative. In 2008, she held her first solo exhibition, "Design of Appetite: Tastes of Emotion to Savor with the Senses," at the 21st Century Museum of Contemporary Art, Kanazawa. Concurrently, she presented a performance with the same concept at the Isetan Shinjuku Main Store's B1F food floor, receiving acclaim from both the culinary and art worlds. Since then, she has established her style of "concept food" and engaged in collaborative events and product development with corporations and brands. In parallel, as an artistic endeavor, she holds her performance "Guerilla Restaurant" both domestically and internationally. Treating food as the ultimate material for sensory communication, she proposes new values for food that are neither "fine dining" nor "gourmet," nor sources of nutrition or energy.











