The journey behind FUJIRI.
He visited all 47 prefectures. Then quit his job.
While working a desk job, Ryuta spent every free moment traveling. He made it his mission to visit every single prefecture in Japan, tasting local sweets and food culture along the way.
Then came a bigger decision: leave the job, and spend eight months traveling the world.
Traveling the world, he realized something about Japan.
In Japan, new snacks launch every week. Makers compete relentlessly, and only the truly delicious survive.
Abroad, Ryuta searched for the flavors he missed. What he found instead were imitations: mass-produced products wearing a Japanese label, but made nowhere near Japan.
“That taste I took for granted — it doesn't exist anywhere else on earth.”
Japan has something the rest of the world doesn't.
In Japan, bringing back local sweets from a trip is tradition. You share them with family and friends, and suddenly, someone who's never been there is hearing about that town, that coast, that mountain.
Japan has cultivated this culture more deeply than anywhere else. Every region has its own masterpiece confection, and most of the world has never tasted any of them.
That's why FUJIRI exists.
To bring the hidden gems of Japan's 47 prefectures to the world, not just the snacks, but the stories behind them.
What's behind the name 富士里.
FUJI (富士) — Mt. Fuji, Japan's most iconic peak.
RI (里) — Hometown; the land where you were born and raised.
Every corner of Japan has its own “Mt. Fuji,” a landscape, a craft, a flavor worth being proud of.
From the farmlands of Hokkaido to the alleyways of Kyoto to the coastline of Kyushu, FUJIRI delivers each region's pride, one snack at a time.
For those discovering Japan for the first time, a taste you've never imagined. For those who've visited before, a flavor that brings the memories flooding back.
And for everyone, something you didn't know existed, waiting inside every box.
Founder of FUJIRI
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