｢溶けないアイス｣で大逆転…10年赤字の老舗和菓子店を救った｢元ギャル女将｣のアイデア｜ポップな葛粉のアイス｢葛きゃんでぃ｣の起こした奇跡

最初はみんなゼロだった

In the beginning, everyone was at zero.

この番組は一人で可能性を切り開いてきた

This program has opened up possibilities on its own.

知られざる挑戦者や未知のスポットを訪ね

Visit unknown challengers and undiscovered spots.

思いっきり深掘りして紹介する

I will thoroughly dig deep and introduce it.

音声ノンフィクション番組です

It is an audio nonfiction program.

ナビゲーターとサウンドデザインの担当は

The person in charge of navigation and sound design is

PR会社を経て現在はシンガポールで生活している

After working at a PR company, I am currently living in Singapore.

私福島ひろき

I am Hiroki Fukushima.

そして取材と原稿はジャンルを問わず

Therefore, interviews and manuscripts are not limited by genre.

企画外な稀な人を追う

Chasing rare individuals who are outside the usual planning.

稀人ハンターとして活動する

I will act as a rare person hunter.

河内いおがお送りしてまいります

I will be sending you from Iō Kawachi.

それでは本日もワクワクドキドキの

Well then, today is also filled with excitement and anticipation.

ゼロから始まる物語

A story that starts from zero.

どうぞお楽しみください

Please enjoy.

解けないアイスで大逆転

A comeback with an unsolvable ice.

10年

10 years

赤字の老舗和菓子店を救った

Saved the struggling traditional wagashi shop.

元ギャルおかみのアイデア

The idea of a former gal innkeeper.

ポップなくずこのアイス

Pop trash ice cream

くずきりキャンディーの起こした奇跡

The miracle caused by kuzukiri candy.

埼玉県桶川市にユニークな菓子作りで

In Okegawa City, Saitama Prefecture, with unique confectionery making.

注目を集める老舗和菓子店がある

There is a long-established traditional Japanese sweets shop that is attracting attention.

両親から

From my parents

店を引き継いだ

I took over the shop.

榊萌実さんは

Moe Sakaki is

発案した商品をヒットさせ

Make the product you conceived a hit.

10年続いた赤字を黒字に変えた

Turned a decade of losses into profits.

元ギャルだったという

It is said that she used to be a gyaru.

六代目おかみ

Sixth-generation proprietress

榊さんの素顔

Sakaki's true face.

チェプター1

Chapter 1

実家の和菓子店を継いだ

I took over my family's traditional Japanese sweets shop.

六代目おかみが見た

The sixth-generation owner saw.

天国と地獄

Heaven and Hell

2020年4月26日から3ヶ月間に起きたことを

Things that happened over the three months starting from April 26, 2020.

榊萌実は一生忘れない

I will never forget Sakaki Momi.

埼玉県桶川市に3店舗を構える

Operating three stores in Okegawa City, Saitama Prefecture.

創業1887年

Established in 1887.

明治20年の老舗和菓子店

A long-established wagashi shop from the Meiji 20th year.

五穀菜花おかの

Gokoku vegetables okano

六代目の榊はその日を心待ちにしていた

The sixth generation Sakaki had been looking forward to that day.

榊のアイデアで開発したポップなくずこのアイス

Ice cream pops inspired by Sakaki's idea.

クズキャンディーを

Trash candy.

一年半前に

A year and a half ago.

紹介してくれたテレビ番組が

The TV program you introduced me to is

お取子もできる中栓堂の

Nakasendo, where you can also have an intermediary.

新名物BEST5

New Specialty Best 5

というコーナーで

In that corner.

もう一度取り上げてくれる

Could you bring it up again?

という連絡をもらっていたのだ

I had received a message stating that.

というコーナーでもう一度取り上げてくれる

They will cover it again in that corner.

という連絡をもらっていたのだ

I had received a message saying that.

放送時間になり

It's time for the broadcast.

父母と番組を見ていた

I was watching a program with my parents.

eln

It seems like "eln" might not be a Japanese word. Please provide the correct term or phrase you want translated.

軽燈

Light lantern

渓巻

Keimaki

ランキング形式の構成で、まさかの1位。

In a ranking format, unexpectedly in first place.

その瞬間から店の電話が鳴り止まず、

From that moment, the shop's phone would not stop ringing,

ネットショップにもアクセスが殺到し、

Access to the online shop is pouring in,

1日も経たないうちに2500件の注文が入った。

Within a day, there were 2,500 orders placed.

それだけの量の注文を一度に受けたことがなく、

I have never received an order of that volume all at once.

これは大変なことになった。

This has become a serious situation.

というのが家族一同の感想だった。

That was the impression of the entire family.

店舗の商品を切らすわけにはいかないから、

We can't let the store's products run out, so...

職人は普段の業務と並行して膨大なクズキャンディを作ることになり、

The craftsmen will be tasked with producing a vast amount of junk candy alongside their regular work.

店のスタッフも配送作業に追われた。

The store staff was also busy with the delivery work.

その過程でミスが頻発し、苦情のメールや電話が止まらない。

During that process, mistakes occurred frequently, and complaints via email and phone keep coming in.

佐垣個人もSNSで誹謗中傷にさらされた。

Sakaki personally faced defamation and slander on social media.

この騒動の過中、俺はアイスを作るためにここにいるんじゃない、

I'm not here to make ice cream amidst this commotion.

と職人を含む3人の人が言った。

Three people, including a craftsman, said.

3人の従業員が店を辞めた。

Three employees have left the store.

自分の責任だとショックを受ける佐垣に追い討ちをかけたのが、

What added to the shock of Saki, who felt it was his responsibility, was that...

知人からの厳しい一言だった。

It was a harsh remark from an acquaintance.

お前が思いつきで始めたことのせいで、みんなが嫌な思いしてるんだよ。

Everyone is feeling miserable because of something you started on a whim.

お前は知識なくて頭も悪いし、女は年取ったら価値がなくなるんだから、

"You lack knowledge and your intelligence is low, and since women lose value as they age,"

今のうちに金持ち捕まえて結婚しとけ。

Catch a rich person and get married while you can.

今思えば、あまりの混乱ぶりを見かねて思わず出てしまった。

Now that I think about it, I couldn't help but intervene upon seeing such chaos.

言葉だとわかるが、当時の佐垣には受け止めきれなかった。

I understood the words, but at that time, I couldn't fully grasp their meaning.

それからは毎日気づけば涙が出ているという状態になった。

Since then, I found myself crying every day without realizing it.

チャプター2 思いがけぬありがとうの言葉

Chapter 2 Unexpected Words of Thanks

もうやめたい。全部捨てたい。

I want to stop. I want to throw everything away.

そう思っていた8月のある日。

One day in August when I was thinking that way.

岡野に粉子を卸している豚屋が訪ねてきて、

The pig dealer who supplies powder to Okano came to visit.

佐垣にありがとうございましたと頭を下げた。

I bowed my head and thanked Sagaki.

驚いて、え、何がですか?

Surprised, "Huh, what is it?"

と問い返すと、豚屋は何度も頭を下げながらこう続けた。

When I asked back, the butcher repeatedly bowed his head and continued this way.

テレビで岡野のクズアイスが注目されたおかげで、

Thanks to the attention on Okano's trash ice cream on television,

いろいろな店で作るようになったんです。

It has started to be made at various stores.

コロナで注文がなくなってどうしようと思ってたけど、

I was wondering what to do since I had no orders because of COVID, but...

これで命がつながりました。

This has saved my life.

この瞬間、土砂降りの運転に一筋の晴れ間が刺すように、

At this moment, a ray of sunshine pierces through the torrential downpour.

佐垣の胸の内がスッと軽くなった。

Sakaki's heart felt a sudden lightness.

私のせいでたくさんの人を傷つけたと思ってたけど、

I thought I had hurt a lot of people because of me, but...

救われた人もいるんだ。よかった。

There are people who have been saved. That's great.

前向きな気持ちがよみがえった佐垣は決心する。

Sakaki, with a renewed positive feeling, makes a determination.

よく考えたら、

When I think about it carefully,

コロナ禍でこんなに売れるのってめっちゃ良いことじゃん。

It's a really good thing that so much is selling during the pandemic.

今回、悲しいことになったのは私の力不足だから、

This time, what happened is due to my lack of ability, so...

次に同じようなことがあったら、みんなで笑えるようにしよう。

Next time something similar happens, let's make it so we can all laugh together.

リングに倒れ、ノックアウト寸前だったボクサーが、

The boxer who was knocked down in the ring and was on the verge of a knockout,

ロープを掴んで立ち上がるように、

As if to grab the rope and stand up,

六代目は挽回を誓った。

The sixth generation vowed to make a comeback.

チャプター3

Chapter 3

ギャルになって派手に振る舞う。笑顔の裏に隠された劣等感。

Becoming a gal and behaving flamboyantly. Insecurity hidden behind a smile.

佐垣は1995年、

Sagaki, in 1995,

丘の五代目の父と母のもとに生まれた。

Born to the fifth generation on the hill, to my father and mother.

本店は桶川駅前の商店街にあり、

The main store is located in the shopping district in front of Okegawa Station,

商店街を遊び場にして育った。

I grew up turning the shopping district into my playground.

サングラスをかけながら三輪車でパン屋に行ったら、

When I went to the bakery on a tricycle while wearing sunglasses,

佐垣は、

Sagaki is,

パン屋に行って、

I will go to the bakery,

また来たの?アメちゃん舐める?って八百屋さんに言ったら、

"Did you come again? Do you want to lick a candy?" I said to the greengrocer,

お使い来たの?リンゴ持って帰りなって。

Did you come to run an errand? Take this apple home with you.

うちのお店で働いている人たちも含めて、みんなに育ててもらいました。

Everyone, including the people who work at our store, helped me grow.

明るく朗らかな佐垣は、子供の頃から大勢の友達に囲まれていた。

The cheerful and bright Sagaki was surrounded by many friends since childhood.

しかし、笑顔の裏側には切ない劣等感も隠されていた。

However, beneath the smile, there was also a hidden sense of painful inferiority.

10年年上のお姉ちゃんは、

My older sister, who is 10 years older than me,

中学校にファンクラブがあって、

There is a fan club in the middle school,

あったくらい綺麗だし、委員会の代表をしたり、目立つ存在でした。

She was so beautiful that she stood out, and she served as a representative on the committee.

でも、私は何をするにも人より劣っていて、勉強もできなかったし、運動神経も良くなかった。

But I was inferior to others in everything I did; I couldn't study and I wasn't good at sports either.

自分が人より引い出ている部分は、友達がたくさんいることだけで、

The only part where I stand out from others is that I have a lot of friends.

そこで認められるしかないと思ってたから、嫌われないようにすごく必死でしたね。

I thought I had no choice but to be accepted there, so I was really desperate to avoid being disliked.

中学に入ると、メイクをするようになった。

When I entered junior high school, I began to wear makeup.

父親から、何かを教えてくれと言われた。

My father told me to teach him something.

何考えてんだ?と叱られ、メイク道具を意識すせられたこともあるが、それでもやめなかった。

I was scolded with "What are you thinking?" and was made to be aware of my makeup tools, but I still didn't stop.

高校生になる頃には、バッチリメイクでミニスカートのギャルになっていた。

By the time I became a high school student, I had transformed into a perfectly made-up gal in a mini skirt.

もちろん、女の子として可愛らしくなりたいという思いはあったが、それだけではなかった。

Of course, I wanted to be cute as a girl, but it wasn't just that.

思春期になると、友達に嫌われることをさらに恐れるようになり、自己主張もできなくなっていた。

As I entered puberty, I became even more afraid of being disliked by my friends, and I was unable to assert myself.

おとなしい見た目をしていたら、いじめられるかもしれないという危機感があった。

I had a sense of crisis that looking too quiet might lead to being bullied.

ギャルになって派手に振る舞うのは、自分を守るための武装でもあったのだ。

Becoming a gal and acting flamboyantly was also a form of armor to protect myself.

寝は真面目なので、テスト前には赤点は取らないようにしよう、とこっそり勉強した。

Since I am serious about studying, I secretly studied so that I wouldn't get a failing grade before the test.

高校3年生になって進路を意識し始めると、ちゃんと人の役に立てる大人になりたい。好きなことで誰かの役に立てるって素敵だな。

As I became a third-year high school student and started to think about my future path, I realized that I want to become an adult who can truly help others. It’s wonderful to be able to help someone by doing something I love.

と考えた。

I thought so.

学校で国語の授業を受けていたとき、ふと、「国語は得意だし、高校の国語の先生になろう。」と思い立ち、大学に進学した。

When I was taking Japanese language classes at school, I suddenly thought, "I'm good at Japanese, so I'll become a Japanese teacher in high school," and decided to go to university.

チャプター5

Chapter 5

不人気商品を生まれ変わらせたアイデア

The idea that revitalized an unpopular product.

大学を辞めていきなり家に戻っても役には立てない。

Quitting university and suddenly returning home won't be helpful.

そう考えた榊は、短い学生時代に、「唯一ワクワクした!」というアパレルのバイト先に、いきなり就職させてほしいと頭を下げた。

Thinking this way, Sakaki bowed his head and requested to be suddenly employed at the apparel part-time job where he had "only felt excited!" during his short student days.

自分に自信がなくて、自分が嫌いって思っていたときに、そこでバイトをしているのが唯一の自分を保てる時間だったんですよ。

When I lacked confidence and hated myself, working part-time there was the only time I could maintain my sense of self.

私は人が好きだから、接客も楽しくて、販売の経験は何かに生きるだろうと思っていました。

I like people, so I find customer service enjoyable, and I thought that my experience in sales would be beneficial in some way.

バイト先のアパレル会社は、戸惑いながらも社員として採用してくれた。

The apparel company where I work part-time hired me as an employee, albeit with some hesitation.

それから2年ほど、週6日。

After that, for about two years, six days a week.

私は初めにきっちり働いた。

I worked diligently at first.

決して楽ではなかったし、伝説になるほど福を売ったわけでもないが、大学で目的を失い、糸の切れたタコのようになっていた榊にとって、私も普通の人と同じように生きられるんだ、という自信になった。

It was never easy, nor did I sell enough good fortune to become a legend, but for Sakaki, who had lost his purpose in college and was like an octopus with its thread cut, it became a source of confidence that I could live like an ordinary person.

2016年3月、岡野に入社。

Joined Okano in March 2016.

まずは仕事を覚えようと、店頭に立ち、和菓子を売った。

First, I stood at the store and sold wagashi to learn the job.

帰宅。

Homecoming.

私は薬券屋さんに行こうと思って、店をさまざまな中で買った。

I was thinking of going to the pharmacy, so I bought it among various stores.

これが僕の目の前だ、ってゆっくり話して。

"Talk to me slowly, as if this is right in front of me."

そうすると、売れる商品、売れない商品がわかるようになる。

In that case, you will be able to identify which products sell and which do not.

榊が目をつけたのはクズゼリー。

Sakaki had his sights set on the trash jelly.

1日に1個も売れない日がザラにある、というふうに人気ぶりで、榊は両親に、売れないから辞めない?と提案した。

There are days when not a single item sells, which shows how popular it is. Sakaki suggested to his parents, "Shouldn’t we quit since they aren’t selling?"

すると、病気から回復し、お店に戻っていた母が、「おいしいんだけどねぇ、あんただってゼリー好きだったじゃん。」と言った。

Then, my mother, who had recovered from her illness and returned to the shop, said, "It's delicious, but you used to like jelly too."

だけどねあんただってゼリー好き だったじゃんと言ったいや私が

"But you liked jelly too, didn't you?" I said. "No, I didn't."

好きだったのはゼリーじゃなくて 凍らせたゼリーだよと答えたさかき

What I liked wasn't jelly, but frozen jelly, Sakaki replied.

ははっとした近所のコンビニで バイトをしていたときアイスの

When I was working part-time at a nearby convenience store, ice cream...

賞味期限が想像より長くて驚いた 記憶がよみがえりすぐにクズの

I was surprised that the expiration date was longer than I imagined. Memories came flooding back, and I immediately thought of the trash.

問屋に電話したクズゼリーを凍らせ たらどうなりますかと尋ねると

When I called the wholesaler and asked what happens if I freeze the trash jelly,

クズアイスという商品もあります よと教えてくれたこれだタイミング

"There is also a product called 'kuzu ice,' and this is what I was told at that timing."

がいいことに一週間後地元でお祭り があるそこでテスト販売しよう

Fortunately, there is a local festival in a week, so let's do a trial sale there.

ということになり父親が試作した アイスにクズキャンディと名付

This means that my father named the prototype ice cream "Kuzu Candy."

けて売ったらゼリーのときは一日 に一個も売れなかったものが二日

When I sold it, there were days when not even one jelly was sold, but after two days...

間で千本売れた二人はすぐにクズ キャンディの商品を買った

The two who sold a thousand in between quickly bought the worthless candy products.

進化を決定包み紙などのデザイン はサカキが担当した当時和菓子

The design of the evolution-affirming packaging was handled by Sakaki, who at that time was involved in traditional Japanese sweets.

ってかわいいデザインのものが なかったんですよねそれで自分

There weren't any cute designs, so I made my own.

が欲しいと思うものを売ったら いいだろうと考えました

I thought it would be good to sell what I want.

チャプター6追い風に乗り切れ なかった日

Chapter 6: The Day I Couldn't Ride the Tailwind

その年の夏から売られ始めたポップ なデザインのクズキャンディが

The pop design junk candy that started being sold that summer.

一気に人気商品となってという 展開にはならないお祭りのとき

It's a festival where it won't suddenly become a popular product.

と違いお店に来た人しか存在に 気がつかないからちょこちょこ

Unlike that, only the people who come to the store notice its existence, so it's just a little bit.

を売れる程度だった変化のない 毎日の中で空気が抜けた風船の

In the unchanged days where I could sell it, it's like a deflated balloon.

ようにサカキのやる気は少しずつ 絞んでいったアパレルと違って

Unlike the apparel, Sakaki's motivation gradually dwindled.

和菓子店は既存のお客さんが大 半なので新規のお客さんに声を

The traditional sweets shop mainly has existing customers, so they need to reach out to new customers.

かけることはあまりありません 店頭でお得意さんを待つだけの

I don't do it much, just waiting for regular customers at the store.

生活では自分のいい部分が全く 活かされてないなと思うようになって

I started to feel that my good qualities are not being utilized at all in my life.

サカキはお店から出られないなら せめてネットで外の世界とつなが

If Sakaki can't leave the store, at least connect with the outside world online.

ろうと自身のsnsでの発信に力を 入れ始めた

Routo has started to focus on his social media posts.

するとフォロワーが増え企業から 撮影の仕事やホテルのアンバサダー

Then the number of followers increased, leading to photography jobs from companies and becoming an ambassador for hotels.

をして欲しいと言われサカキは お店から出られないならせめて

Sakaki was told that if he couldn't leave the store, at least...

ネットで外の世界とつながろう と自身のsnsでの発信に力を入れ

"Let's connect with the outside world online" and focusing on one's own social media communication.

始めた

I started.

という依頼が入るようになった それはサカキにとって大きな刺激

Requests started coming in. That was a great stimulus for Sakaki.

になった

became

迎えた2018年9月突風のような追い 風が吹く

In September 2018, a fresh wind like a gust blew in.

ゴールデンタイムのテレビ番組 でクズキャンディーが紹介された

A worthless candy was introduced on a prime-time television program.

のだ

It's just that.

事前に放送日を把握していたことも ありテレビを見た遠方の人でも

Because they were aware of the broadcast date in advance, even those who were far away and watched on TV...

購入できるようにサカキはオカノン のネットショップを事前に立ち上げ

Sakaki set up the Okannon online shop in advance so that it could be purchased.

た

ta

しかし当時サカキはオカノンの ネットショップを事前に立ち上げ

However, at that time, Sakaki had set up Okanon's online shop in advance.

一日番組が放送されると予想を超える アクセスが殺到しサーバーダウン

When the program is broadcast for a day, an overwhelming amount of access floods in and the server crashes.

多くの注文を逃してしまい結果 的に電話や店舗で受け付けた分も

We missed many orders, which consequently included those accepted over the phone and in-store.

含めて1週間で500件ほどの注文 にとどまった

It remained at about 500 orders within a week, including.

サカキはネットで自社の和菓子 を直販できるという手応えを得

Sakaki gained a sense of accomplishment in being able to sell their traditional Japanese sweets directly online.

たものの失敗したという感覚が 拭えなかった

I couldn't shake off the feeling that I had failed even though I had done it.

10年間ずっと赤字数字を学んで 気づいた経営危機

The management crisis I realized after studying deficit numbers for ten years.

オカノンで働き始めてから3年半 が経った2019年の秋サカキはしっかり

It has been three and a half years since I started working at Okanon, and in the autumn of 2019, Sakaki was firm.

経営を学ぼうと考え経営塾に戻り たくなった

I have come to think about learning management and wanted to return to a management school.

そこで数字の見方を学び初めて オカノンの決算を手にしたとき

At that point, when I started learning how to look at numbers and got my hands on Okano's financial statements.

目を疑った

I couldn't believe my eyes.

過去10年間ずっと赤字だと初めて 知ったのだ

I just found out that I have been running at a deficit for the past ten years.

これはヤバすぎる本気でやらなきゃ

This is too crazy; I have to take it seriously.

明治時代から130年以上続いてきた 和菓子の跡取りとしてそれまで

As a successor of Japanese sweets that have continued for over 130 years since the Meiji era...

どこかのんびりと構えていたサカ キは目の色を変えた

Saka Ki, who had been leisurely relaxed, changed the color of his eyes.

しかし簡単に解決策が浮かぶはず もなく

However, a simple solution is not likely to come to mind.

うおうさおうしているうちに新型 コロナウイルスのパンデミック

While being caught up in the chaos, the new coronavirus pandemic occurred.

が発生

occurs

お店の売り上げがガクンと落ち なんとかしなきゃ

Sales at the store have dropped significantly; I need to do something about it.

と本気で慌て始めた時ホテルの アンバサダーの仕事で知り合った

I met someone through my job as a hotel ambassador when I genuinely started to panic.

人からベースを使ってみたらと 言われたことを思い出した

I remembered someone telling me to try using the bass.

ベースは無料でネットショップ を開設できるサービス

BASE is a service that allows you to open an online shop for free.

オカノンのサービスは無料でネット ショップを開設できるサービス

Okannon's service is a service that allows you to open an online shop for free.

オカノンのサービスは無料でネットショップ を開設できるサービス

Okanon's service is a free service that allows you to set up an online shop.

オカノンのサービスは無料でネット ショップを開設できるサービス

Okano's service is a service that allows you to open an online shop for free.

サカキは改めてベースでネットショップを立ち上げた

Sakaki has established an online shop on BASE anew.

そしてウォカノの商品の中でも

And among the products of Wokano

サカキが一押しのイチゴ大福を購入できるように設定し

Set it up so that Sakaki can purchase their recommended strawberry daifuku.

自身のインスタグラムで告知をしたところ

After announcing it on my Instagram,

3日間で200件の注文が入った

We received 200 orders in three days.

上々な滑り出しを喜んでいたところに連絡があったのが

I received a message just when I was pleased with the excellent start.

冒頭に記したテレビ番組の話

The story of the television program mentioned at the beginning.

放送当日までタイミングよくネットショップを整えて

Prepare the online shop in a timely manner until the day of the broadcast.

よかったとテレビ効果に期待していたサカキだが

Sakaki had hoped for the positive impact of television.

お取り寄せもできる中銭堂の新名物ベスト5で

"Top 5 new specialties from Chugin-do that can be ordered."

1位に選ばれ怒涛のごとく注文が入り始めてから

Since being chosen for first place, orders have started coming in like a torrent.

青ざめた

Pale.

その後の天罰は前日の通り

The divine punishment that followed was as it had been the day before.

冷静に考えれば誰のせいでもないのだが

If you think about it calmly, it's no one's fault.

サカキは全て自分の責任だと落ち込み

Sakaki is feeling down, thinking that everything is his responsibility.

一度は鬱状態に陥った

I fell into a state of depression at one point.

クズコの問屋に感謝されたことで何とか気持ちが切り替わり

Being thanked by the wholesaler made me somehow switch my feelings.

次に同じようなことがあったらみんなで笑えるようにしようと奮起する

Next time something similar happens, let's all rally together so we can laugh about it.

チャプター8

Chapter 8

アイスだけには頼れない

I can't rely solely on ice.

次の狙いはイチゴ大福

The next target is strawberry daifuku.

2500件の注文をさばき終えるのに3ヶ月

It took three months to process 2,500 orders.

世の中は夏になり

The world has entered summer.

クズキャンディーはオカノの化石頭になっていた

The trash candy had become Okano's fossilized head.

しかし涼しくなればアイスの売り上げは落ちる

However, when it gets cooler, ice cream sales decrease.

サカキは次のヒット商品を作ろうと試行錯誤を繰り返したものの

Sakaki repeatedly experimented in an attempt to create the next hit product, but...

なかなか納得できるものができない

I can't seem to create something that I'm satisfied with.

そうこうしているうちに秋が終わり冬が来た

Before I knew it, autumn was over and winter had come.

冬といえばオカノの主力商品イチゴ大福の季節

When it comes to winter, it's the season for Okano's flagship product, strawberry daifuku.

そこでサカキは考えた

Then Sakaki thought.

前回は3日間で200件の注文が入って満足してしまった

Last time, I was satisfied with receiving 200 orders in three days.

でも振り返ってみれば購入してくれた人たちは

But when I look back, the people who bought it...

自分の親しい人やインスタのフォロワーで

Among my close friends and Instagram followers.

コロナが最初に直撃した時期だったから

It was right when the coronavirus first hit.

応援の意味もあっての注文だったはず

It should have been an order with the meaning of support.

今回はちゃんと売らなきゃ

This time I have to sell properly.

次の狙いはイチゴ大福の季節

The next target is the season for strawberry daifuku.

そこでまずはイチゴ大福の包装やパッケージのデザインを変えた

So first, we changed the packaging and design of the strawberry daifuku.

それからネットでの発信に力を入れた

After that, I focused on online communication.

音声SNSクラブハウスが日本で話題になっていた時期で

During the time when the audio social networking service Clubhouse was gaining attention in Japan

サカキは著名人が集まるルームで発言したり

Sakaki spoke up in a room where celebrities gather.

自ら異業種交流会の場としてルームを開きながら

While opening a room as a venue for cross-industry networking on their own.

オカノとイチゴ大福を積極的にアピールした

I actively promoted Okano and strawberry daifuku.

これでネットショップの売り上げはぐっと伸びた

This greatly increased the sales of the online shop.

しかし店の客は相変わらず

However, the customers at the store are still the same.

条例さんがほとんど

Almost all of the regulations.

その様子を見て

Seeing that situation

お店も何とかしようと手書きのビラを作り

The shop also tried to do something by making handwritten flyers.

店のスタッフと二人でポスティングを始めた

I started distributing flyers with a staff member from the shop.

サカキによるとチラシの効果は限定的

According to Sakaki, the effect of the flyer is limited.

1000枚配ってもそれでお店に足を運ぶ人は3人弱だという

Even if we distribute 1,000 flyers, it seems that less than three people will actually visit the store.

しかしその3人は貴重な存在だ

However, those three are invaluable.

一度食べて美味しいと感じれば周りの人たちに伝えてくれる

If you taste it once and find it delicious, you will tell the people around you.

一人が二人を呼び二人が4人を連れてきてという波が起きて

One person calls two, and then those two bring four, creating a wave.

春頃から店頭での売り上げも急速に伸び始めた

Sales at the store began to rapidly increase around spring.

イチゴ大福はもともと人気があったんですけど

Strawberry daifuku was originally very popular, but...

他のフルーツ大福は全然

Other fruit daifuku are not good at all.

ぶどう大福なんて10個出しても1個しか売れない日もあるくらいだったんです

There were days when even if we put out ten grape daifuku, only one would sell.

それでロスになるのが怖かったので

I was scared of losing out because of that.

土日だけの販売に絞ったんですけど

I limited the sales to just weekends.

1日100個も売れるようになったんです

I have started selling 100 items a day.

チャプター9 柿氷を売って気づいた波及効果

Chapter 9 The Ripple Effect Realized from Selling Shaved Ice

これで諸手を挙げて万歳とはいかなかった

This didn't lead to a situation where we could celebrate with both hands raised in victory.

岡野の職人は毎日様々な商品を作っているため

Okano's craftsmen create various products every day.

フルーツ大福だけがたくさん売れるようになると負担が大きくなってしまう

If only fruit daifuku sells well, the burden will become too great.

クズキャンディーで現場がパンクした時

When the site was punked by trash candy.

職人が辞めてしまったことを思い出した坂木は

Sakaki remembered that the craftsman had quit.

これじゃ続かない

This can't go on like this.

自分でできることを探そう

Let's find things we can do by ourselves.

と方向転換を決める

Decide to change direction.

思いついたのは柿氷

What came to mind was kakigōri (shaved ice).

この2年間コロナでお祭りが中止になって

The festivals have been canceled for the past two years due to COVID.

地元で秩父の天然氷を仕入れている会社さんやお茶屋さんが

Companies and tea shops that procure natural ice from Chichibu locally.

どうしようって悩んでいるのを聞いていました

I was listening to you worry about what to do.

地元から食材を仕切れたらみんなに還元できるし

If we can manage the ingredients from the local area, we can give back to everyone.

自分がお客さんだったらあったら嬉しい商品だし

If I were a customer, it would be a product that makes me happy.

柿氷なら自分で全部できると思ったんです

I thought I could do everything myself with the kakigori.

SNS経由で受けた撮影の仕事のギャラなど

The fee for the photography work I received through SNS, etc.

自分の貯金を使って資材を購入し

Using my savings to purchase materials.

本店の抜き下に柿氷を食べられるスペースをDIYで

A DIY space to eat kakigori under the main store.

同時に柿氷のシロップ開発も始めた

At the same time, we also began developing syrup for kakigori.

最初に試作した柿氷を父親に食べてもらうと

When I had my father taste the first trial of the persimmon ice,

評価は15点

The score is 15 points.

何が悪いの?と聞いたら

When I asked, "What's wrong?"

いい部分がわからないと国評されてしまった

If you don't understand the good parts, it gets criticized by the country.

それからたくさんの人たちに試食をしてもらい

After that, many people tried the samples.

意見を聞いて味を改善

Listen to opinions and improve the flavor.

夜になると手書きのチラシを持ってポスティングに回ると

When night falls, I go around distributing hand-written flyers.

ポスティングに回った

I went around distributing flyers.

2021年7月

July 2021

麹茶きなこクリーム

Koji tea kinako cream

煎茶練乳

Green tea with condensed milk

キイチゴミルク

Raspberry milk

パイナップルの4種類を売り始めた

I started selling four types of pineapple.

するとSNSやチラシを見た人たちが食べに来るようになり

Then, people who saw it on social media or flyers started coming to eat.

それが口コミで広まって客の数が日に日に増えていき

It spread through word of mouth, and the number of customers increased day by day.

しまいには店先に行列ができるようになった

In the end, a line formed outside the store.

最終的に7月から9月までの販売期間で

Ultimately, the sales period will be from July to September.

1つ850円から900円のかき氷を1600杯販売

Sold 1,600 bowls of shaved ice priced between 850 yen and 900 yen each.

さらに嬉しい波及効果もあった

There was also an additional happy ripple effect.

和菓子を食べたことがなかった人が

Someone who has never eaten wagashi.

かき氷を食べに来たついでに和菓子を買ってくれて

I came to eat shaved ice, and you bought me traditional Japanese sweets.

それが美味しかったからって別の機会に買いに来てくれた人がたくさんいたんです

Many people came to buy it on another occasion because it was delicious.

実はこれまで坂木と父親の関係はあまりうまくいってなかった

In fact, until now, the relationship between Sakaki and his father had not been going very well.

坂木が次々と新しいことを始めるということは

The fact that Sakaki is starting new things one after another means that...

それまでの経営の否定にもつながる

It also leads to a negation of the management up to that point.

坂木のアイデアは確かにインパクトがあったが

Sakaki's idea certainly had an impact, but...

父母やスタッフがそれに振り回された感も否めない

It's undeniable that parents and staff were also thrown into confusion by it.

坂木は父親と日々接しながら

Sakaki interacts with his father every day.

心の底から喜ばれてはいないと感じていたそうだ

It seems that they felt they were not truly being celebrated from the bottom of their heart.

しかしかき氷に関しては

However, when it comes to shaved ice...

父母や職人の手を借りず売り上げに貢献しただけでなく

Not only did I contribute to sales without relying on my parents or the hands of craftsmen,

新規の客の開拓にもつなげた

It has also led to the development of new customers.

父親もそれを評価したのだろう

The father probably appreciated that too.

ある日父親は坂木にありがとうと伝えた

One day, the father expressed his gratitude to Sakaki.

それがとにかく嬉しかった坂木は

Sakaki was just so happy about that.

こっちこそありがとうと答えた

I replied, "Thank you too."

これを機に二人の間のわだかまりは解けたという

This became an opportunity for the misunderstandings between the two to be resolved.

同じ年の8月末には渋谷モディで

At the end of August of the same year, at Shibuya Modi.

ベースが運営するポップアップスペース

Popup space operated by Base.

渋谷ベースに1週間出展

Exhibiting for one week at Shibuya Base.

父母からは絶対売れないだろうやめときなさいと言われたが

My parents told me that it would definitely not sell, so I should stop.

平均して1日10万円以上売り上げた

On average, I made over 100,000 yen a day.

この記録は未だに渋谷ベースの歴代一位である

This record is still the all-time number one at Shibuya Base.

ネットとリアルどちらも大切にするのは

Both online and real-life are important.

二と追うものは一とも得ずになりかねず

Those who chase two hares may end up with neither.

経営的にはバランスが悪いかもしれない

It may be unbalanced from a management perspective.

しかし坂木が両方の世界を全力ダッシュで行き来することで

However, by Sakaki dashing back and forth between both worlds at full speed,

大勢のファンを作ることにつながった

It led to the creation of a large number of fans.

さらにそれまで原価計算が甘かった商品繰りにも目を向け

Furthermore, attention was also turned to the overly lenient cost calculations for products.

作れば作るほど赤字と判明した不採算商品のうち

Among the unprofitable products that turned out to be losing money the more they were produced.

20%の製造を中止

20% of production has been halted.

残りの80%は利益が出るように値上げした

The remaining 80% was raised in price to ensure profitability.

全然売れなくなったらどうしよう

What should I do if it stops selling completely?

と不安を抱えながらの決断だったが

It was a decision made while carrying anxiety.

起有に終わった

It ended with a beginning.

値上げ前と後で売れた個数は全然変わりませんでした

The number of units sold before and after the price increase didn’t change at all.

これで確信しました

I am now convinced of this.

お客さんが求めているのは安さではなくて

What the customer is looking for is not low prices.

和菓子屋さんで買うという体験とか

The experience of buying wagashi at a sweet shop.

職人の手作りで美味しいからとか

Because it's delicious and handmade by artisans.

人に持っていくと喜ばれるとか

It seems that people are happy when you bring it to them.

人に持っていくと喜ばれるという満足感なんですよね

It's the satisfaction of bringing joy to others.

フルーツ大福とかき氷のヒット

Fruit daifuku and shaved ice hits.

不採算商品のカットと値上げという構造改革により

Due to structural reforms such as cutting unprofitable products and raising prices.

2021年を黒字で終えることができた

We were able to end 2021 in the black.

2020年はテレビの効果でクズキャンディーが7万個売れて

In 2020, due to the effects of television, 70,000 pieces of junk candy were sold.

10年ぶりの黒字になりましたが

It has turned into a surplus for the first time in 10 years, but...

それはラッキーな黒字

That's a lucky surplus.

昨年は地道にやった結果だったので嬉しかったですね

I was happy because it was the result of my steady efforts from last year.

チャプター11 プライベートブランドを立ち上げた狙い

Chapter 11: The Purpose of Launching a Private Brand

坂木は昨週一つ大きな決断をした

Sakaki made a big decision last week.

我が市のプライベートブランドもえぎを立ち上げたのだ

Our city has launched its own private brand, Moegi.

そこには二つの理由がある

There are two reasons for that.

岡野の財務をもうちょっと早く改善するために

To improve Okano's finances a little faster.

もえぎの我が市の製造をお願いしようというのが一つ

One is to request the manufacturing of Moegi in our city.

もう一つ自分が我が市会で注目されるようになってきたのは

Another reason I have started to attract attention in my city council is...

周りのおかげで本当にラッキーだったなって思っていて

I really feel lucky thanks to the people around me.

その幸運を還元するために

To give back that good fortune.

我が市の間口を広げる役になろうって考えたんです

I thought I would take on the role of expanding our city's opportunities.

クズキャンディー、いちご大福、かき氷は若者に好評だった

Trash candy, strawberry daifuku, and shaved ice were popular among young people.

そこから我が市に興味を持ってくれる人たちも増えた

Since then, more people have become interested in our city.

自分が旗振り役になってもっと我が市に興味を持ってもらおう

I will become a leader and make people more interested in our city.

我が市を好きになってもらおうという挑戦だ

It's a challenge to make people like our city.

もえぎの第一弾は洋館

The first release of Moegi is a Western-style mansion.

小ぶりの一口サイズでマーブル模様の洋館を開発した

Developed a small, bite-sized mansion with a marble pattern.

なぜこのデザインに?と尋ねると

When I ask, "Why this design?"

坂木は私だったらこれがあったら嬉しいからと微笑んだ

Sakaki smiled and said that if it were me, I would be happy to have this.

私はいつも夜遅くまで仕事するから

I always work late into the night.

あー疲れた、甘いものを摂取しようと思って箱を開くじゃないですか

Ah, I'm tired. I thought I'd have something sweet, so I opened the box.

まず見た目が可愛いからテンションが上がるんですよね

First of all, it looks cute, so it gets me pumped up.

それで今日は何味にしようって選んで

So, what flavor should we choose today?

串で刺してパクって食べてあー美味しい

Skewered, pop it in your mouth, ah, delicious!

さあもうちょっとやるかってなると思うんです

I think it will make you want to do a little more.

スイーツはお腹を満たすために食べないし

I don't eat sweets to fill my stomach.

正直言ってなくても困らない

To be honest, I wouldn't be troubled if I didn't have it.

でもそれをあえてみんなが買うのはなぜかというと

But the reason everyone deliberately buys it is because...

心を満たしたいからだと思うんですよ

I think it's because I want to fill my heart.

だからその部分でちゃんと満足できるような商品を出していこうと思います

Therefore, I intend to release products that can properly satisfy that aspect.

チャプター12

Chapter 12

和菓子を食べようとみんなが思える世界にしたい

I want to create a world where everyone can think about eating Japanese sweets.

例えば今でも特別な行事やめでたい日には

For example, even now on special occasions or celebratory days...

虎屋の洋館というニーズがある

There is a demand for the Western-style building of Toraya.

でもサカキが意識しているのはもっと日常だ

But what Sakaki is aware of is more everyday life.

友人の家に遊びに行くとき

When going to a friend's house to hang out.

手土産に洋菓子を選ぶ人が多い

Many people choose Western pastries as souvenirs.

その選択肢に和菓子を加えてもらうこと

Adding Japanese sweets to that option.

あるいは今日は疲れたからと

Or maybe it's because I'm tired today.

自分のご褒美にスイーツを買う人たちに

For people who buy sweets as a reward for themselves.

今日は和菓子にしようと思ってもらうこと

I think I'll have some wagashi today.

萌えぎはそのきっかけ作りに過ぎない

Moegi is merely a catalyst for that.

萌えぎで良い反響があった商品は

The product that received a good response at Moegi is

レシピを公開して地域の和菓子屋さんでも

Publish the recipe so that local wagashi shops can also use it.

作れるようにしていきたいんです

I want to make it possible to create.

あ、これSNSで見たことあると思ったら

Ah, I thought I had seen this on social media.

若い人たちもその和菓子屋さんに入るじゃないですか

Young people also enter that traditional Japanese sweets shop, don't they?

そのついでに大福を買って

While you're at it, buy some daifuku.

それが美味しかったら

If it's delicious, then...

そのお店に通うようになるかもしれない

I might start going to that shop.

そのついでに大福を買って

On the way, I bought some daifuku.

今日は和菓子を食べようって

Let's eat some Japanese sweets today.

当たり前にみんなが思える世界にしたいですね

I want to create a world where everyone can think it's natural.

この内容はプレジデントオンラインで

This content is on President Online.

2022年3月27日にアップされた記事です

This is an article posted on March 27, 2022.

よかったらサイトの方も覗いてみてください

If you'd like, please take a look at the site as well.