U-turn Entrepreneur After Great East Japan Earthquake: 10-Year Restaurant Owner in Kuji, Iwate, Sees Success with Rare 'Tankaku Beef' Frozen Curry Donuts
Sonamu Co., Ltd. in Kuji, Iwate, has achieved success with its frozen curry donuts made from rare 'Tankaku beef,' selling up to 300 units per day within three months of launch. CEO Keiichi Aomatsu, who returned home after the 2011 earthquake, developed the product to promote local ingredients. The first Tokyo retail sale is scheduled for this summer.
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- 📰 Published: May 31, 2026 at 19:00
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Sonamu Co., Ltd. (Kuji, Iwate; CEO: Keiichi Aomatsu), a company specializing in product development and restaurant management using ingredients from Northern Sanriku, has reached a three-month milestone since launching its 'Tankaku Beef Mochi-Mochi Curry Donuts.' Made from rare 'Tankaku beef,' which accounts for only about 0.3% of beef cattle in Japan, the product has seen significant success, selling up to 300 units per day. The company plans to hold its first retail sale in Tokyo this summer.
CEO Aomatsu returned to his hometown of Kuji, Iwate, to start his business after being affected by the Great East Japan Earthquake and Typhoon No. 10. He is now in his 10th year of working on regional revitalization through food. He aims to continue developing regional brand products that can be delivered nationwide, contributing to the recognition of local ingredients and his hometown.
As the 15th anniversary of the Great East Japan Earthquake approaches, businesses handling local ingredients face difficulties in maintaining operations and employment due to population decline and rising prices. Meanwhile, Tankaku beef, a representative product of Kuji, has faced challenges in brand awareness and market expansion. Leveraging 10 years of restaurant management experience, Sonamu developed this product using Tankaku beef, Northern Sanriku wheat 'Mochihime,' and local 'Yume Milk.'
The product uses rare Tankaku beef purchased as a whole carcass from local farms, contributing to sustainable regional development. It is an original 'delicatessen sweet' that combines curry bread and donuts, provided in frozen individual packaging. It can be sold at room temperature for five days after thawing.
CEO Aomatsu, who worked as an engineer after completing his master's degree at the Tokyo Institute of Technology, decided to return home to create value in his disaster-stricken hometown. He remains committed to delivering the value of Northern Sanriku ingredients nationwide through food and contributing to sustainable regional development.
CEO Aomatsu returned to his hometown of Kuji, Iwate, to start his business after being affected by the Great East Japan Earthquake and Typhoon No. 10. He is now in his 10th year of working on regional revitalization through food. He aims to continue developing regional brand products that can be delivered nationwide, contributing to the recognition of local ingredients and his hometown.
As the 15th anniversary of the Great East Japan Earthquake approaches, businesses handling local ingredients face difficulties in maintaining operations and employment due to population decline and rising prices. Meanwhile, Tankaku beef, a representative product of Kuji, has faced challenges in brand awareness and market expansion. Leveraging 10 years of restaurant management experience, Sonamu developed this product using Tankaku beef, Northern Sanriku wheat 'Mochihime,' and local 'Yume Milk.'
The product uses rare Tankaku beef purchased as a whole carcass from local farms, contributing to sustainable regional development. It is an original 'delicatessen sweet' that combines curry bread and donuts, provided in frozen individual packaging. It can be sold at room temperature for five days after thawing.
CEO Aomatsu, who worked as an engineer after completing his master's degree at the Tokyo Institute of Technology, decided to return home to create value in his disaster-stricken hometown. He remains committed to delivering the value of Northern Sanriku ingredients nationwide through food and contributing to sustainable regional development.
FAQ
What is Tankaku beef from Iwate?
It is a rare breed of Japanese Wagyu, with Iwate Prefecture being the largest producer. It is known for its lean, healthy meat.