About Shuetsu
Top Message / Greetings
We extend our deepest gratitude for your continued patronage and support.
Since our founding in 1675 (Enpō 3), Shuetsu has pursued flavors cherished at the heart of Japanese dining for over 350 years. Guided by the philosophy imbued in our name—“delicacies so exquisite they bring joy to sake”—we remain dedicated to preserving our traditional flavors, such as the original Fukujinzuke pickles and Nori Tsukudani (simmered seaweed), while constantly innovating to offer new tastes that meet the needs of a changing era.
Our longevity is entirely thanks to the loyal support of our customers, business partners, and the local community who have sustained Shuetsu throughout the generations. We express our heartfelt thanks to you all.
Moving forward, we remain committed to our motto, “Pure Heart, Refined Taste.” Our entire team will work with sincerity to bring richness and “Yorokobi” (joy) to your daily life through the gift of food. We humbly ask for your continued support and guidance.
Shuetsu Co., Ltd.
President and CEO, Kazuhisa Matsuda
The Journey of Shuetsu
A 350-Year Heritage: From the Edo Period to the Present Day
Founding Story: From Ise to Edo, then to Ueno
The history of Shuetsu dates back to the early Edo period, in 1675 (Enpō 3). Our founder, the first Seiemon Noda, traveled from Yamada in Ise Province (present-day Ise City, Mie Prefecture) to Edo and opened “Yamadaya” in Motomachi, Hongō, dealing in seafood. While he initially handled seafood from his hometown of Ise, he eventually moved the shop to Ueno Ikenohata, the cultural center of the time and the gateway to Kan’ei-ji Temple.
Origin of the Name “Shuetsu”: Bestowed by the Monzeki
After moving to Ueno Ikenohata, Yamadaya expanded its offerings to include rare delicacies that pair perfectly with sake, such as sea urchin (uni) and sea cucumber entrails (konowata), along with seaweed and kosen※. Due to the exceptional quality, the shop began serving nearby temples. Most notably, the Monzeki (the High Priest) of Toeizan Rinno-ji Temple held the flavors in high regard and bestowed the name “Shuetsu,” meaning “delicacies so exquisite they bring joy to sake.” This name continues to represent our spirit of craftsmanship, passed down steadfastly to this day.
※ Kosen is an aromatic powdered beverage made from roasted barley or rice flour mixed with shiso, sansho pepper, and citrus peel, then dissolved in hot water. In an era when tea was primarily associated with Buddhist rituals, kosen was served in its place at celebratory occasions. Shuetsu (then known as Yamadaya) has a long history of providing this traditional drink.
The Birth of Our Originals: Fukujinzuke and Nori Tsukudani
As the Meiji era began, Seiemon Noda, the 15th-generation head of the family, devoted his passion to culinary innovation for a new age. He is credited with inventing nori tsukudani (seaweed simmered in soy sauce) during the late Edo period. Around 1878 (Meiji 10), after ten years of dedicated trial and error, he created Fukujinzuke—a groundbreaking soy-sauce-based pickle made with soy sauce and mirin that was distinctly different from the traditional salt-based methods of the time. Featuring seven types of vegetables—daikon radish, eggplant, turnip, gourd (uri), shiso, lotus root, and sword bean (nata-mame)—the popular writer Baitei Kinga named it “Fukujinzuke” (Luck God Pickles). The name was inspired by Benzaiten (one of the Seven Lucky Gods) of Shinobazu Pond, suggesting that this auspicious food was so satisfying that “no other side dishes were needed, allowing one to save money and find good fortune.”
Origin of the Shuetsu Logo: The “Gold Dust Pouch” for Prosperity
This same spirit is deeply etched into our logo, which is displayed alongside our name. This logo is modeled after a “sakin-bukuro” (gold dust pouch), a traditional symbol of good fortune in Japan. It embodies our wish that by bringing joy to our customers, our business will flourish, and that this joy will endure for generations to come. This emblem, imbued with the iki (spirit) of Edo and a prayer for prosperity, continues to convey the aspirations of Shuetsu through the ages to the present day.
History
| 1675 (Enpō 3) | The first Seiemon Noda founded “Yamadaya” in Hongō, Edo. |
|---|---|
| Mid-Edo Period | Moved to Ueno Ikenohata and received the name “Shuetsu.” |
| Late Edo – Early Meiji | The 15th Seiemon Noda is said to have invented nori tsukudani. |
| Around 1878 (Meiji 10) | The 15th Seiemon Noda invented Fukujinzuke. |
| Around 1883–1884 | Named “Fukujinzuke” by the writer Baitei Kinga. |
| 1983 (Shōwa 58) | Joined the Toyo Suisan Group. |
Our Commitment: Inherited Taste and Technique
Authentic Taste for Your Table. Unchanging Dedication and Proven Craftsmanship.
Shuetsu’s flavors are built on a commitment passed down for over 350 years.
Carefully Selected Ingredients
We never compromise on selecting the ingredients that form the foundation of our products. From the seven types of vegetables used in Fukujinzuke to the bounty of the sea and mountains used in our tsukudani and other delicacies, we carefully select only the finest materials in their peak seasonal condition. In recent years, we have also proactively increased our use of domestically sourced ingredients to ensure that our customers can enjoy our flavors with total peace of mind.
Traditional Methods
Since our founding, we have remained dedicated to our fundamental principle of “taking the time to craft each product with meticulous care.”
For example, our Fukujinzuke is made using a proprietary seasoning liquid based on a blend of several soy sauces in optimal proportions, which is then slowly pickled and matured at low temperatures.
These traditional methods, combined with the experience and intuition of our craftsmen honed over generations, create the deep, distinctive flavors unique to Shuetsu.
Our Quality Promise
Delivering safe and reliable products to our customers is our top priority. While upholding traditional methods, we have built a rigorous quality management system that meets modern standards. As a member of the Toyo Suisan Group, we leverage the collective expertise and technology of the entire group to continually improve quality every day.
Together with Ueno, Together with Our Customers
Loved by the neighborhood, at home on your table.
The Ueno Area
Shuetsu has been deeply rooted in the heart of Ueno since shortly after its founding, walking hand-in-hand with the city’s growth and development.
In this vibrant district where culture and history thrive, we remain committed to being a cherished part of the local community while continuing to share our artisanal flavors with customers across the nation.
Stores as Points of Connection
Our physical stores, where we can meet our customers face-to-face, are vital points of connection for us. From our flagship store in Ueno Ikenohata to our locations in various department stores, we strive to share the unique appeal of our products and creative ways to enjoy them. By listening directly to your feedback, we continue to refine our craftsmanship and ensure we bring even better flavors to your table.