Why Japanese Kanzuri Chile Paste Is So Expensive | So Expensive | Business Insider

Kanzuri is a traditional fermented chile paste that is exclusively produced in Myoko in Japan's Niigata Prefecture by the Tojo family. Before the family started selling the condiment in 1966, it was only made in small batches for household use. Today, a six-year-aged 2.5-ounce bottle sells for almost $20.

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00:00 - Intro
01:13 - Kanzuri's Unique Taste
01:53 - Snow Bleaching The Peppers
04:16 - Making Kanzuri Paste
07:51 - The History and Evolution of Kanzuri
09:30 - Climate Change Threats To Production
12:20 - A Source Of Local Pride
12:51 - Credits

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Why Less Snow Is Threatening Japan's Expensive Kanzuri Chile Paste | So Expensive | Business Insider

[distortilla]

I love this series because the answer is always, it's handmade and rare.

[RichardHannay]

Im more impressed how this factory is so damn clean.

[ayandey]

Somehow Japanese people find a way to make cheap stuff expensive and make expensive stuff cheaper (and better actually, for eg:watches)

[krayfishj]

I have to say, the narrator's voice is really soothing

[milkdromeda]

Also a little history FYI, around 400 years ago during the Warring States period, chili peppers were introduced from Europe and brought into Kyoto and distributed to farmers. They were also carried by the warlord Kenshin Uesugi when he went to war. They’ve been snow bleaching the peppers since then. In Joetsu City, Niigata Prefecture, where Myoko City is located, people made miso and pickled chili peppers in each household, which they then put into hot pots and soups to help them get through the cold winter.

[satriaamiluhur]

Ah yes japan, where everything is premium and requires 80 years to master

[evolancer]

Oh I think Paolo from Tokyo did a video here, great stuff

[mynameismaomao]

hard to appreciate the process without ever tasting this product; and perhaps compare against a non- snow bleached version

[AleksHQ]

My cheap tastebuds can only taste if it's spicy or not.

[aaronp]

I ordered a bottle which arrived today, and I'm excited to try it.

[david_r_munson]

For what it's worth, I can get that jar of kanzuri at my grocery for about ¥800, which at the current (worse than usual) exchange rate, is about USD $5.

It's really good stuff. Just not sure the $18.90 price tag is fair to use as evidence when the domestic price is so much less.

Regardless, if you have the chance to try some, please do. Delicious stuff.

[Dodgybackjack]

I loved the mispronunciation of snow!! Really made me smile

[jthomp]

Paolo from Tokyo has already got a hot sauce from this stuff and it’s amazing. Get it.

[bakerkawesa]

I'm sure they can invent a machine to replicate the conditions if the snow fails.

[jackiec]

go, Paolo! Paolo from Tokyo spreading awareness for the region and boosting sales!!!

[WelfareChrist]

The soundtrack to this video is very reminiscent of Miyazaki films, which feels like we’re heading in the right direction.

[BigboiiTone]

I could not care less about the vapid consumerism. I watch these because I love cuisine, I love regional food production and i LOVE foods that have tradition behind them!

[anothertarnishedone]

You can do the same with shaved ice, and probably the long fermentation process has way more impact in the final result than the "snow-bleaching".

[ep]

I bet if you had a hundred people try this blindly with multiple samples without snow and one with this snow, everybody would just be wild guessing which one hung out in the snow.

[ww-pwdi]

They should build a factory in Finland. We had like 6 months of knee deep snow.