The topic of conversation: 'Outdoor Spice Horinishi,' which is said to double the deliciousness of any ingredient with just a sprinkle. It caught fire on social media among camping enthusiasts and has become a popular item in general households. Now, a BE@RBRICK version of 'Horinishi' has arrived! Uniquely, the 100% version comes with a spice bottle featuring a limited edition label.

A massive hit with over 2 million units sold since its launch in 2019! 'Outdoor Spice Horinishi,' the catalyst for the outdoor spice boom, is collaborating with Medicom Toy to release a BE@RBRICK. We spoke with Akihiro Horinishi, the originator of 'Outdoor Spice Horinishi,' about the inspiration behind its development and future plans.

Akihiro Horinishi
Born June 2, 1980. From Wakayama Prefecture. Since childhood, he enjoyed stream fishing while carrying a tent for overnight stays, and in his middle and high school years, he was immersed in skateboarding and bass fishing. Currently, as the sharp manager of the outdoor shop 'Orange,' he conveys the joy of camping to customers, while in his private life, he leads a life filled with fishing. He is a father of two.

'Orange,' one of Kansai's leading outdoor shops, is located in Katsuragi Town, Wakayama Prefecture. Akihiro Horinishi, the manager at the company, thought about creating a single, all-purpose spice that could be used with any ingredient to eliminate the hassle of carrying multiple spices and seasonings when camping or enjoying outdoor activities. The result of this idea is 'Outdoor Spice Horinishi.'

'We launched in April 2019. We set up a booth at an outdoor event called GO OUT CAMP in Fujinomiya City, Shizuoka Prefecture, and wanting as many visitors as possible to try it, we sold it for 500 yen (tax included), a significant discount from the regular price of 780 yen plus tax. As we traveled to events across the country, it became a hot topic on social media. Also, a comedian from Yoshimoto named Takeda BBQ created various recipes using 'Horinishi' and promoted it.'
Then, with the emergence of the term 'stay-at-home time' during the pandemic, its use expanded as people realized that an outdoor spice could also be used at home. Thanks to the overwhelming response, we've become a pioneer in the outdoor spice category, with many manufacturers now offering similar products.'

Mr. Horinishi grew up surrounded by the beautiful nature of his hometown, Wakayama.

'My parents ran a small supermarket in our hometown, and both were chefs. I've loved cooking since I was little, and I learned to prepare fish by watching my parents. My father often took me to the river, where I enjoyed building a hearth with stones and grilling meat and fish on skewers. As an adult, I worked in a different industry, but I had a long-standing relationship with our representative, Mr. Ikeda. When he was starting Orange, he consulted me, and I found it interesting, so I decided to help. That was eight years ago, in 2014.'

The idea for an original seasoning exclusively for outdoor use reportedly stemmed from Mr. Horinishi's own experiences.

'When my family goes camping, we make elaborate meals, but if it's just me or me and my son, I want to cook quickly and spend the rest of the time relaxing. With that in mind, I thought it would be great to have a spice that could be used for any dish. Since I'm not a professional in food development, I started with a rough concept and asked a factory to create samples repeatedly. We completed the final product through trial and error, with all the staff tasting and providing feedback. It took quite some time to get it ready for launch.'

Over 70 types of samples were produced, and more than 130 tasting tests were conducted. The blend includes Japanese-favorite soy sauce powder, French-cuisine staple mirepoix powder, and the key ingredients of garlic and black pepper. Twenty spices were carefully balanced, and it took five years from conception to achieve a satisfactory flavor.

'Finally, I wanted to add something that would evoke my hometown, Wakayama. So, I included 'chinpi' (dried tangerine peel), a local specialty, to add a refreshing citrus note.'

The logo 'Horinishi,' written in hiragana, also makes a strong impression. It exudes a presence that belies its status as a new brand.

'When deciding on the product name, it became 'Horinishi' because I was the one who initiated the idea. According to our representative, he wanted to create an image reminiscent of a long-established Japanese restaurant or a high-end eatery (laughs). At first, I felt a little embarrassed, but it's a product I'm deeply attached to, having spent five years developing it, and I'm incredibly grateful for all the positive feedback on its taste.'

Responding to requests for a spicier version, they developed 'Horinishi Red' in 2020, a moderately spicy flavor with three added spices. In 2021, 'Golden Horinishi' was introduced, enhanced with white truffle salt, expanding the flavor options. This year, they launched 'Horinishi Black' through crowdfunding, a new product featuring a blend of 23 spices, including smoked rock salt, for an even richer umami flavor. General sales are eagerly anticipated.

This summer's collaboration with Lawson, resulting in products like 'Karaage-kun Horinishi' and 'Outdoor Spice Horinishi Onigiri,' further boosted its recognition nationwide.

'The Lawson representative in charge of the Kansai region is an avid camper and proposed 'Horinishi' during a planning meeting. Their strong enthusiasm moved things forward internally, leading to the collaboration. Karaage-kun is a hugely popular product with a 36-year history. I've been familiar with it since I was young, so I was thrilled. We've received an incredible response, and I'm very grateful.'

A notable characteristic of 'Horinishi' is its history of collaborations primarily with outdoor brands.

'We've created T-shirts with the apparel brand 'go slow caravan,' and released limited edition 'Horinishi' labels with the outdoor brand 'T SPEC GEAR' and the sneaker select shop 'atmos.'

This year, we've also collaborated with Suzuka 8 Hours and Super GT at Fuji Speedway, introducing 'Horinishi' to motorsport fans. We aim to continue surprising and delighting everyone with unexpected collaborations to further promote the 'Horinishi' brand.

Mr. Horinishi states that the release of the 'Horinishi BE@RBRICK 100% Set' and 'Horinishi BE@RBRICK 400%' marks a significant step forward.

'Our representative approached Medicom Toy about creating a BE@RBRICK about two years ago. Initially, they might not have known what 'Horinishi' was, but the 담당자 (person in charge) was very responsive. We even had an idea for a BE@RBRICK with 'Horinishi' inside a clear body, though it didn't materialize (laughs). Ultimately, we chose a matte white finish from several body color options, as it was the most visually appealing. Typically, BE@RBRICKs are sold as a set of 100% and 400%, but they accommodated our request for a unique sales approach: the 400% sold individually, and the 100% paired with a 'Horinishi' bottle featuring a limited edition label.'

Since the pandemic, camping has seen accelerated popularity as a form of recreation that can be enjoyed without concerns about crowds.

'There are various styles of camping now. Many people arrange numerous lanterns and plants at their campsites, displaying their favorite gear. So, I think it would be fun to camp while admiring BE@RBRICKs together. I also have a dream of creating a 1000% Horinishi BE@RBRICK someday, and I'll work hard towards that goal.'

Now firmly established as the original outdoor spice, what are the future plans for the 'Horinishi' brand?

'Although it's just beginning, a project is underway to create regional 'Horinishi' for all 47 prefectures in collaboration with local governments. Recently, we released a limited edition 'Horinishi' label in collaboration with Shimada City, Shizuoka Prefecture, which is popular as the setting for the anime 'Yuru Camp△.' It's a great honor, but I hope 'Horinishi' can contribute to the revitalization of local regions.

'Orange itself was founded by our representative with the desire to revitalize his hometown, Wakayama. Having a symbolic presence can attract many visitors, bringing prosperity and vibrancy to the town. Fortunately, 'Horinishi' has gained national recognition, and more people are expressing interest in visiting the Orange main store in Wakayama.'

The Orange main store, located in Katsuragi Town at the foot of Mount Koya, a World Heritage site, is buzzing as a new mecca for outdoor enthusiasts. In addition to the Gear Hall and Apparel Hall, stocked with carefully selected outdoor equipment from Japan and abroad, the vintage camper vans in the parking lot and the coveted collections for Coleman enthusiasts are must-sees.

'We opened the 'OCMJ (Orange Old Coleman Museum Japan)' in the Apparel Hall on the third floor of the Orange main store, featuring a collection of vintage items from 'Coleman,' an American outdoor equipment manufacturer founded in 1901. Primarily showcasing items owned by Orange, along with contributions from domestic collectors who love old Coleman gear, the museum displays over 3,000 items, ranging from lanterns to snowmobiles. This collection, arguably one of the world's best, is open to the public free of charge on Saturdays, Sundays, and holidays (※closed on certain days). We hope visitors will stop by while exploring Koyasan and the Kumano Kodo pilgrimage routes.'

Horinishi BE@RBRICK 100% Set
Size: Approx. 70mm in height (sold as a set with a 100g bottle of 'Horinishi')
Price: 3,850 yen (tax included)
Sales Method: OUTDOOR SHOP Orange, Online Shopping (https://www.shop-orange.info/)
               Also available at select other stores
Release Date: Scheduled for November 2022
BE@RBRICK TM & ©︎ 2001-2022 MEDICOM TOY CORPORATION. All rights reserved.

Horinishi BE@RBRICK 400%
Size: 280mm in height
Price: 15,800 yen (tax included)
Sales Method: OUTDOOR SHOP Orange, Online Shopping (https://www.shop-orange.info/)
               Also available at select other stores
Release Date: Scheduled for November 2022
BE@RBRICK TM & ©︎ 2001-2022 MEDICOM TOY CORPORATION. All rights reserved.