Tottori's Wood Ear Mushroom Brand 'Tottori Kirakurage' Launches: Aiming for National Recognition through Quality Enhancement and AI Promotion

The 'Tottori Kirakurage Project' was established in 2025. This project aims to increase the value and awareness of wood ear mushrooms produced in Tottori Prefecture by integrating production, information dissemination, and brand development to deliver the charm of regional resources nationwide. With the participation of external talent since 2025, the project has officially launched, focusing on branding and marketing from various perspectives to enhance the value of wood ear mushrooms. Nihon Kinoko Center Shoji is branding Tottori-produced wood ear mushrooms as 'Tottori Kirakurage' and promoting them alongside the region's appeal. While Tottori Prefecture promotes itself as the 'Mushroom Kingdom Tottori,' its appeal as a production area for wood ear mushrooms was not widely known. Therefore, to establish a new brand image, the company rebranded to 'Tottori Kirakurage' in July 2025. The brand was born from the desire to deliver 'shining days to the dining table' through the consumption of mushrooms and wood ear mushrooms, while strengthening the promotion of Tottori as a mushroom production hub through local supermarkets and e-commerce. Nihon Kinoko Center Shoji is meticulous about production, starting from the fungus. In recent years, global warming has led to severe heatwaves, and wood ear mushroom fungus weakens rapidly in environments exceeding 35°C. To combat this, the company has introduced cultivation houses with urethane coating as a heat countermeasure to ensure stable annual production. They continue to face the challenges of climate change through research and dedication. 'Tottori Kirakurage' focuses on quality. First, they have obtained Organic JAS certification and introduced UV irradiation equipment to increase vitamin D content. Second, they employ a careful sorting process based on years of experience. Third, they are strengthening production and quality control systems for stable year-round supply. Fourth, they plan to introduce state-of-the-art metal detectors in July 2026. Fifth, they are launching information dissemination strategies using generative AI, including unique short stories and knowledge blogs starting in fiscal year 2026. For future brand expansion, the company aims to increase presence in local supermarkets and eventually become a nationally recognized brand. On June 6, 2026, they will hold a promotional event, 'Tottori Kirakurage Fair,' at Tottori-Okayama Shinbashi-kan in Tokyo to showcase the product through tastings and special menus.