In 2024, we had many wonderful encounters through “seaweed.” Let’s take a look back at the events and milestones that shaped Sea Vegetable’s year.
Salon du Chocolat 2024
For the second year in a row, we participated in the world-renowned chocolate festival, Salon du Chocolat. In an era where ingredients are more diverse than ever, cacao and seaweed continue to reveal untapped potential. At the event, visitors had the opportunity to experience innovative sweets crafted by SEA VEGETABLE Test Kitchen, showcasing new dimensions of both ingredients.
Seaweed Camp
This program brought together individuals involved in seaweed production, research, and culinary development, along with young researchers and those interested in working with seaweed, to explore the future potential of seaweed in society. We conducted the program twice, and spending time with such a diverse group of people was a truly special experience, offering us many valuable insights.
In April, following a workshop collaboration, SEA VEGETABLE joined forces with POPL Burger, a hamburger restaurant founded by noma, renowned for creating New Nordic Cuisine and being recognized as one of the world's top restaurants. In June, they hosted a one-night-only pop-up event. Additionally, SEA VEGETABLE Test Kitchen team collaborated with chef Saori Ichihara from Sweden for a pop-up event held on the island of Landegode in Norway. The event, which focused on the theme of "seaweed," marked the first pop-up of 2024. These events provided us with valuable opportunities both domestically and internationally.
Introducing a New Seaweed Dining Experience: "Moba-tei"
In May 2024, we launched "Moba-tei", a limited-time restaurant dedicated to showcasing new ways to enjoy seaweed. Together with our partner chefs, Daisuke Okada and Hiroki Oyama, we created a space where people could experience innovative seaweed dishes. From "Seaweed Ramen", which highlights the changing texture and flavor of seaweed at different temperatures, to the "Seaweed Tempura Gozen", featuring delicately crispy tempura infused with seaweed’s natural umami, Moba-tei introduced a fresh perspective on seaweed cuisine.
Due to the overwhelming response, we are excited to continue offering these unique seaweed dishes in 2025.
「EAT & MEET SEA VEGETABLE」
For 21 days, we hosted a special seaweed-focused booth at Isetan Shinjuku and Nihombashi Mitsukoshi. This event was born from a shared vision with the Mitsukoshi Isetan buyers—to introduce as many people as possible to the endless possibilities of seaweed through new culinary experiences.
What started as a simple idea soon grew into a groundbreaking collaboration, bringing together over 120 businesses from various industries, all united by a common passion for reimagining seaweed in food. The result was an unprecedented special event, filled with innovative seaweed-based products and dishes.
Cross-Industry Collaborations: Over 170 Unique Seaweed-Inspired Creations
At "EAT & MEET SEA VEGETABLE," an exclusive collaboration with Mitsukoshi Isetan, culinary professionals from various fields explored the potential of Sea Vegetable's seaweed, crafting their own unique products. The result? Over 170 new creations that showcase the versatility of seaweed in modern cuisine!
Among these exciting collaborations, highlights include:
・"Shio no Ka Nyuumen" by Kikunoi, a renowned Kyoto-based ryotei, blending delicate somen noodles with the rich umami of seaweed.
・ "Suji-Aonori Shichimi", an original blend created with Yawataya Isogoro, one of Japan’s top three shichimi spice makers, adding an aromatic seaweed twist to the traditional spice mix.
Through these partnerships, we were able to share the unparalleled flavors and textures of seaweed in ways we never could have achieved alone. Did you get a chance to try these unique collaborations?
＞Discover some of the exclusive products born from "EAT & MEET SEA VEGETABLE" here.
Bringing New Seaweed Varieties to Your Table: Suna & Atsuba Aosa
Japan’s coastal waters are home to over 1,500 species of seaweed, yet only a handful are commonly consumed. Many remain undiscovered culinary treasures, while others are on the brink of disappearing due to declining resources and fading food traditions.
At Sea Vegetable, our team of seaweed specialists is dedicated to preserving and reviving endangered species. By securing and cultivating these rare varieties, we aim to reintroduce them into modern cuisine and ensure their survival for future generations.
This year, we proudly introduced two newly cultivated seaweed varieties. Suuna, once cherished in Okinawa, has been revived and made available once again. Meanwhile, Atsuba Aosa, with its unique bittersweetness reminiscent of wild mountain greens and deep umami flavors, offers a completely new seaweed experience. By bringing these rare and flavorful varieties back to life, we hope to share their untapped potential with more people.
This past year has been filled with so many events and wonderful encounters that we can’t even capture them all here. What kind of encounters will 2025 bring? Starting in the spring, we’re excited to share some thrilling updates with all of you. We hope you’ll look forward to them!