Named after the term “nonbee (sake lover),” these spicy soy sauce pickled cucumbers were born in Hanamaki, Iwate Prefecture, the home of the famed Nambu Toji sake brewer guild. Since its establishment in 1885, Hakosho has been dedicated to the production of miso, soy sauce and processing of agricultural produces, mainly pickles. In addition, the company has brewed refined sake and produced foods based on traditional fermenting techniques in Ishidoriya, the origin of Nambu Toji.
The fifth-generation head of the company was an avid sake enthusiast, and with the principle “Where good sake is born, there are good paired foods,” he was also a passionate developer of sake paired foods utilizing the company’s accumulated fermentation techniques. One day, when he pickled cucumbers in a large batch of red pepper, it resulted in an extremely hot, yet delicious pickles irresistible to sake lovers. Some said it was “too hot,” but the fifth-generation head believed it was fine as long as one or two out of ten people found it delicious, that it was truly the best pickle for nonbee. He sold this pickle as Nonbeezuke, and it became a huge hit among spicy food fans.
The package is designed like a sushi-ori, a traditional take-out box of sushi that was taken home after drinking sake, completely replicated with a paper box, decorative paper wrap and string handle. It evokes the story of a sake lover and is also functional as a compact packaging.