Redefining 'Town Fishmonger' Culture: Nagoya's Kotobuki Shoten Reopens Flagship 'Shimonoshikki' on April 23
Kotobuki Shoten is reopening its main Shimonoshikki store with a concept to connect fishing ports and dining tables, integrating its 400k-subscriber YouTube channel and historical market culture.
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- 📰 Published: April 25, 2026 at 02:06
- 🔍 Collected: April 24, 2026 at 17:31
- 🤖 AI Analyzed: April 24, 2026 at 18:54 (1h 22m after Collected)
Kotobuki Shoten Co., Ltd. (Headquarters: Nagoya, Aichi Prefecture; CEO: Takashi Mori), a long-established fishmonger in Nagoya, will fully renovate its flagship store, 'Shimonoshikki,' and reopen it under a new concept on April 23, 2026.
Under the theme of 'A fishmonger connecting the dining table and the fishing port,' the renovation redefines the future of the 'town fishmonger' as a role that delivers not just fresh fish but also the stories of producers during the last mile, providing a new seafood experience.
The company also operates the YouTube channel 'Fishmonger Mori-san,' with over 400,000 subscribers. Amidst rising fish prices and declining consumption, the channel visits fishing ports and production sites across Japan to convey the real atmosphere of fisheries, increasing support for the industry. The store will evolve by stocking exquisite items sent directly from the fishermen encountered through these activities.
Background: Returning to the essence of a fishmonger from a turning point in the izakaya industry.
Since the COVID-19 pandemic, the environment surrounding the dining industry has changed significantly. Kotobuki Shoten re-examined what it should deliver as its original identity as a fishmonger, rather than relying solely on izakaya pubs for fish consumption. The answer was to 'revive the town fishmonger' where fish naturally sits on the daily table, and people can consult about fish and learn about seasons and origins.
Furthermore, the project aims to recreate the atmosphere of the Shimonoshikki Fish Market (Nakagawa Ward), which once flourished as Nagoya's only fishing port and supported Nagoya's kitchens for over 100 years until it closed on March 13, 2020. This renewal is a challenge to pass down the memories of that lost market to a modern city. The actual sign used at the original Shimonoshikki Fish Market has been relocated to the store entrance as a symbol of this heritage.
Feature 1: Luxurious breakfast starting at 8:00 AM! Restaurant attached to the fishmonger.
The attached restaurant will feature 'This Month's Port Meal,' recreating seasonal port flavors in the heart of Nagoya. In April and May, they will serve 'Raw Shirasu (Whitebait) from Suruga Bay,' caught by company staff on the opening day of the season. The breakfast menu includes a luxurious 'Fishmonger's Breakfast Set' (2,200 yen tax incl.) featuring a whole live abalone and fresh grilled fish.
Feature 2: Real connection with production sites via YouTube.
Leveraging the network built while visiting fishing ports for 'Fishmonger Mori-san,' the store will strengthen its lineup of direct-from-origin products. At the time of opening, they will conduct direct sales of fresh fish from the 'Kyuseki-oshiki Association' in Susaki City, Kochi Prefecture. Other arrivals include products from the Wajima Morning Market (Ishikawa) for recovery support, tuna from Yaizu (Shizuoka), and Toro-sawara (mackerel) from Shodoshima. The goal is to deliver the fish along with the background of who caught it and how.
Under the theme of 'A fishmonger connecting the dining table and the fishing port,' the renovation redefines the future of the 'town fishmonger' as a role that delivers not just fresh fish but also the stories of producers during the last mile, providing a new seafood experience.
The company also operates the YouTube channel 'Fishmonger Mori-san,' with over 400,000 subscribers. Amidst rising fish prices and declining consumption, the channel visits fishing ports and production sites across Japan to convey the real atmosphere of fisheries, increasing support for the industry. The store will evolve by stocking exquisite items sent directly from the fishermen encountered through these activities.
Background: Returning to the essence of a fishmonger from a turning point in the izakaya industry.
Since the COVID-19 pandemic, the environment surrounding the dining industry has changed significantly. Kotobuki Shoten re-examined what it should deliver as its original identity as a fishmonger, rather than relying solely on izakaya pubs for fish consumption. The answer was to 'revive the town fishmonger' where fish naturally sits on the daily table, and people can consult about fish and learn about seasons and origins.
Furthermore, the project aims to recreate the atmosphere of the Shimonoshikki Fish Market (Nakagawa Ward), which once flourished as Nagoya's only fishing port and supported Nagoya's kitchens for over 100 years until it closed on March 13, 2020. This renewal is a challenge to pass down the memories of that lost market to a modern city. The actual sign used at the original Shimonoshikki Fish Market has been relocated to the store entrance as a symbol of this heritage.
Feature 1: Luxurious breakfast starting at 8:00 AM! Restaurant attached to the fishmonger.
The attached restaurant will feature 'This Month's Port Meal,' recreating seasonal port flavors in the heart of Nagoya. In April and May, they will serve 'Raw Shirasu (Whitebait) from Suruga Bay,' caught by company staff on the opening day of the season. The breakfast menu includes a luxurious 'Fishmonger's Breakfast Set' (2,200 yen tax incl.) featuring a whole live abalone and fresh grilled fish.
Feature 2: Real connection with production sites via YouTube.
Leveraging the network built while visiting fishing ports for 'Fishmonger Mori-san,' the store will strengthen its lineup of direct-from-origin products. At the time of opening, they will conduct direct sales of fresh fish from the 'Kyuseki-oshiki Association' in Susaki City, Kochi Prefecture. Other arrivals include products from the Wajima Morning Market (Ishikawa) for recovery support, tuna from Yaizu (Shizuoka), and Toro-sawara (mackerel) from Shodoshima. The goal is to deliver the fish along with the background of who caught it and how.