[Funding Exceeds 20%] Hokkaido's Shin-Totsukawa's 'Grandma's Horumon' Reaches 900,000 SNS Views After 47 Years; Long-Standing Butcher Shop Brings Original Flavor Nationwide
Oobata Meat Shop launches crowdfunding campaign for nationwide expansion of 'Grandma's Horumon,' which has become a social media sensation.
📋 Article Processing Timeline
- 📰 Published: March 28, 2026 at 00:47
- 🔍 Collected: March 28, 2026 at 21:59 (21h 12m after Published)
- 🤖 AI Analyzed: April 15, 2026 at 03:31 (413h 31m after Collected)
The Oobata Meat Shop (operated by Oobata Meat Co., Ltd.), which has been in business in Shin-Totsukawa Town, Hokkaido, since 1979, has launched a project on the crowdfunding site "CAMPFIRE" on March 18, 2026, to develop the original flavor 'Grandma's Horumon,' preserved by the current chairman for many years, into a brand that can be passed down to the next generation.
In just about a week since its launch, the total amount of support has exceeded 600,000 yen, achieving 20% of the target amount of 3 million yen. A related video featuring a 75-year-old grandmother talking about the 'birth story of horumon' has recorded approximately 900,000 views on social media, drawing reactions and support from across the country for the challenge undertaken by a small local butcher shop.
▼From Shin-Totsukawa's Treasure to the World's Treasure! Declaring Nationwide Expansion for 'Grandma's Horumon,' Loved for 47 Years!
CAMPFIRE Crowdfunding Project Page (Until April 30, 2026)
https://camp-fire.jp/projects/867491/
■The Original Flavor of Oobata Meat Shop, Passed Down Through Meticulous Care
"You know, back then, horumon wasn't really something that sold well, and sometimes it was just thrown away..."
The video, which begins with the grandmother's (current chairman's) unpretentious words, is now resonating with many.
About half a century ago, in some regions and households, horumon was not yet a widely popular ingredient on the dining table and was often treated as a byproduct of meat processing.
The origin of Oobata Meat Shop dates back to before its establishment. When the horseshoeing business, which had been a family trade, became unsustainable and times were tough, the current chairman carefully washed the horumon, obtained from a friend who raised pigs nearby, repeatedly in the cold water of the backyard and seasoned it with a unique special sauce.
"I wanted them to eat something nutritious, even if it was just a little."
The horumon, offered to the local fire brigade, was praised for being "less gamey and easy to eat," and gradually gained a reputation within the community. At the time, resources were not abundant, and it is said that they were sold in small portions, reusing washed bags. The history of what is now Shin-Totsukawa's specialty, 'Oobata's Horumon,' began amidst many hardships.
In just about a week since its launch, the total amount of support has exceeded 600,000 yen, achieving 20% of the target amount of 3 million yen. A related video featuring a 75-year-old grandmother talking about the 'birth story of horumon' has recorded approximately 900,000 views on social media, drawing reactions and support from across the country for the challenge undertaken by a small local butcher shop.
▼From Shin-Totsukawa's Treasure to the World's Treasure! Declaring Nationwide Expansion for 'Grandma's Horumon,' Loved for 47 Years!
CAMPFIRE Crowdfunding Project Page (Until April 30, 2026)
https://camp-fire.jp/projects/867491/
■The Original Flavor of Oobata Meat Shop, Passed Down Through Meticulous Care
"You know, back then, horumon wasn't really something that sold well, and sometimes it was just thrown away..."
The video, which begins with the grandmother's (current chairman's) unpretentious words, is now resonating with many.
About half a century ago, in some regions and households, horumon was not yet a widely popular ingredient on the dining table and was often treated as a byproduct of meat processing.
The origin of Oobata Meat Shop dates back to before its establishment. When the horseshoeing business, which had been a family trade, became unsustainable and times were tough, the current chairman carefully washed the horumon, obtained from a friend who raised pigs nearby, repeatedly in the cold water of the backyard and seasoned it with a unique special sauce.
"I wanted them to eat something nutritious, even if it was just a little."
The horumon, offered to the local fire brigade, was praised for being "less gamey and easy to eat," and gradually gained a reputation within the community. At the time, resources were not abundant, and it is said that they were sold in small portions, reusing washed bags. The history of what is now Shin-Totsukawa's specialty, 'Oobata's Horumon,' began amidst many hardships.