Starting a business isn’t just about launching a product. It’s about finding a real gap in the market, creating something you believe in, and then convincing the rest of the world that they need it too.
For me, that journey led to Azabu Foods—a company dedicated to bringing authentic, high-quality Japanese flavors to the U.S. in a way that’s approachable, exciting, and, most importantly, packed with deep, rich umami.
And it all starts with Umami Everything.
Azabu Foods is a reflection of my journey—one that started long before I ever thought about launching a brand.
When I moved to Tokyo, Azabu was one of the first places where I really felt connected to the city’s food culture. It’s this crazy blend of old-world tradition and modern culinary innovation—where you can stumble into a tiny ramen joint that’s been doing the same thing for generations, or walk a few blocks and find a Michelin-starred restaurant pushing the boundaries of Japanese cuisine.
But Azabu’s history runs deep. Dating back to the ¹Edo period (1603-1868), it was a major hub for merchants, artisans, and foreign traders. It’s a place where cultures collided, craftsmanship thrived, and food traditions were shaped over centuries. Even today, that energy is still there—you’ll find historic temples standing next to high-end boutiques, family-run miso shops hidden behind modern skyscrapers, and local markets selling ingredients that have been perfected for generations.
That’s the spirit I wanted to capture with Azabu Foods—combining tradition with innovation, bringing the best of Japan to people who love food and flavor as much as I do. Azabu isn’t just a place—it’s an idea. It represents a respect for the past, a passion for craftsmanship, and a drive to evolve.
And that’s exactly what Azabu Foods is about.
The idea for Umami Everything came from years of tasting, experimenting, and realizing one thing: umami is misunderstood.
In Japan, umami isn’t just a buzzword—it’s the foundation of cooking. It’s what makes food taste deeply satisfying. It’s why miso soup feels comforting, why a simple bowl of rice with soy sauce tastes incredible, and why a properly made dashi broth has layers of depth that no single ingredient could create on its own.
But in the U.S., umami is still treated like a trend rather than a fundamental building block of flavor. Too often, it gets lumped in with MSG debates, or worse—reduced to a vague concept rather than something people can actually use to make their food better.
I want to change that.
Umami Everything is exactly what it sounds like—big, bold umami flavor in a bottle. A Japanese-inspired all-purpose condiment that’s rich, a little spicy, and packed with deep, savory layers. Miso, tamari, chili, and a little magic. It’s meant to be simple, versatile, and completely addictive.
Drizzle it, mix it, marinate with it—whatever you do, it makes everything taste, well… better. And unlike most “umami boosters,” this one is built on real, carefully crafted Japanese ingredients—because umami deserves better than shortcuts.
Launching Umami Everything in the U.S. wasn’t just about selling a product. It was about bringing a lifetime of experiences—from my time in culinary school to years of working with food brands in Japan—into something tangible.
The Winter Fancy Food Show in Las Vegas was the first real test. Standing in the Startup CPG section, watching retailers, distributors, and industry pros take their first bite,
I saw something incredible:
They tasted Umami Everything and immediately understood what I was trying to do. It wasn’t just another condiment—it was a shortcut to real, complex, umami-rich flavor that home cooks and chefs alike could use in completely different ways.
Fairly early on in our US launch we received feedback like this:
“The Umami Everything was phenomenal!!! OMG I want a bucket of it. I used it in a marinade/sauce for tofu rice bowls—so flavorful, spicy but not at all too spicy—and then also put some on top. Just wow! And layers of Umami.”
That’s exactly what I was going for!
This Is Just the Beginning
Azabu Foods is about more than one product. The vision is bigger.
Japan is full of incredible craft ingredients, small producers, and culinary innovations that deserve to be experienced beyond Japan’s borders. With Azabu Foods, I want to bring those flavors, techniques, and stories to the U.S.
That means working directly with farmers, artisans, and ingredient innovators who are pushing Japanese food forward.
And that means Umami Everything is just the start.
So what’s next?
More products. More flavors. More umami. More everything.
Follow along here, and get ready.
Because there’s a lot more to come.
Of everything. Umami Everything.
¹ Azabu’s merchant history & Edo-period development → Wikipedia
² Azabu’s modern culinary scene & Michelin-starred restaurants → Michelin Guide Tokyo
