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July 20, 2022
Pursuing the Depth and Richness of a Single Glass of Juice | SUNSHINE JUICE
SUNSHINE JUICE | Sunshine Juice
Interview with Kounori, Representative of Sunshine Juice
One day in New York, Kounori was taken by a friend to a place that served "juices that awaken the body." It was this experience that sparked the idea to open Japan's first cold-pressed juice specialty store, Sunshine Juice. This year marks 10 years since the initial concept. He continues to explore ways to enhance the value of a single glass of juice.
Photographs by Kaku Ohtaki | Text by Yoko Koizumi | Edit by Takashi Tsuchida
No Juice Bar? Then Let's Make One.
Kounori visited a newly opened juice bar in New York, taken there by a friend.
JUICE PRESSAt the time, he was vegan and lived a disciplined life, participating in triathlons and running races, feeling he was in "peak condition." Upon drinking JUICE PRESS, he experienced a sensation of energy seeping into his entire body, as if his cells were awakening.
"It was an incredible impact, and I couldn't forget that feeling. Around that time, I was considering returning to Japan from Taiwan, where I was living, and that's when I thought, 'I want to do this in Tokyo.'"
At that time, there were no cold-pressed juice specialty stores in Japan, and public awareness was low.
"I had no experience handling food products; I just loved juice, and since there were no juice bars, I decided to open one. That was the level of my understanding. Honestly, I never imagined I would delve this deeply into juice myself."
After returning to Japan, he spent time preparing juice at home and catering events before establishing "Sunshine Juice," Japan's first cold-pressed juice specialty store, in 2014. Today, Sunshine Juice continues to send a message to many people.
"Through Sunshine Juice, I want to convey the importance of being in a 'good state' both physically and mentally. When you are in a good state, your communication with others and your thinking processes improve. At the core of this is food, and I believe it's crucial to incorporate living things into our bodies properly."
Always Centering Actions on Direct Experience
Cold-pressed juice is made by extracting the nutrients and water from raw ingredients (fruits and vegetables) using high pressure, without heat (cold) and without damaging the ingredients (press). Standard juicers often damage heat-sensitive nutrients like enzymes and vitamins due to friction heat from high-speed blades and oxidation from exposure to air.
At Sunshine Juice, approximately 1 to 1.5 kg of fruits and vegetables are used for each bottle (400ml), and the juice is pressed with a pressure of 5 tons using a specialized machine.
"The longer the time it's exposed to oxygen, the more the nutrients oxidize. The more heat is applied, the further it deviates from its natural state. We pursue how to extract all nutrients and water with minimal intervention, staying as close to nature as possible."
Kounori aims to sharpen the sensation he first experienced – the feeling of nature's energy permeating his cells and awakening them. To achieve this, he believes it's essential to use ingredients with high energy. This is why he visits producers across Japan, sourcing ingredients at their peak condition from over 50 farms, from Hokkaido to Okinawa.
"Before starting this juice business, I had never visited a farm or known anything about vegetables. However, I have since visited farms one by one, listened to their stories, seen their fields, and tasted their produce. Thanks to that, I've learned so much, and it was that strong 'experience' that made me want to cherish this work and continue it."
The unique logo, which caused a stir from the beginning, was created by his friend, New York-based artist Mike Ming. Ming himself is someone who believes that "it's easier to move when you consume things that are good for your body."
"I was told I should change the logo, and that I should offer more diverse products. But I've built what I have today based on my own experiences. I find it difficult to succeed when I pretend to know things I haven't experienced. So, although it took time, I've reached this point by cherishing the feelings derived from each personal experience."
Considering Vegetables Leads to the Environment
Sunshine Juice reuses its juice pulp. It has been used as a base for vegan soups and curries, and even as a dye. In recent years, they have focused on transforming it into high-quality plant-based fertilizer (compost).
Notably, these practices began before the movements for environmental conservation like SDGs and ethical consumption gained momentum. He laughs, saying he had no intention of being ahead of the times; it's just that projects that turned out well have remained. Kounori continues:
"Isn't it wonderful? Microorganisms transform the juice pulp into high-quality plant-based fertilizer, and we can wear aprons dyed with juice pulp, cook vegetables grown with that fertilizer, or enrich the soil for plants at home – everything connects."
Kounori states that the starting point for his ideas is always "how to make delicious juice."
"Ultimately, I aim for people to feel a sense of 'Wow!' or 'Amazing!' when they drink it. While it's important to convey profound ideas that make people think, it's more enjoyable and effective to let them experience it directly. Of course, I have things I want to say loudly to society. But we are simply a juice company, and what we want is for many people to become healthy in body and mind through our juice."
The pandemic has further clarified his vision, and he has scaled back the business to its original size. He realized that since he has the privilege of running a juice business, he wants to deepen the value of what he already has, rather than chasing after new ventures.
"I want to meticulously craft what this juice embodies."
Kounori has chosen to openly share his juice-making know-how.
"We have no secrets regarding information about the farmers, the bottles and machines we use, or our composting methods. However, even if you use the exact same ingredients and methods, you won't be able to replicate the exact same result. I find that fascinating."
His words revealed a glimpse of his pride as a pioneer. His future goal is to create a space where children can experience firsthand how vegetables grow.
The inspiration for this idea came from a scene he witnessed at a farm workshop organized by a friend.
"A child who disliked vegetables was running around the farm, eating them and exclaiming, 'Delicious! Delicious!' Their mother looked astonished. Vegetables and fruits are most delicious when eaten straight from the plant, but this child was eating them in that way. Seeing that, I thought, 'Ah, this is it.' I want them to know how delicious vegetables grow and in what kind of environment they become tasty.
If children knew from a young age that delicious vegetables and beautiful flowers can grow from waste, perhaps the environmental problems we face today wouldn't exist."
The world that unfolds beyond a single glass of juice is vast and deep.
Kounori, Representative of Sunshine Juice
After living in the United States, Japan, and Taiwan, he opened "Sunshine Juice," Japan's first cold-pressed juice specialty store, in 2014. He is particular about the ingredients he uses, visiting producers nationwide to source vegetables packed with the energy of the sun and soil, and developing Sunshine Juice. Sports are an integral part of his daily life, and his hobby is endurance sports. He consistently achieves a sub-three-hour time in marathons every year.
Instagram: @nori_kooo
