MORISHIRO restaurant connects diners with Hokkaido’s forests

Japanese cosmetics brand SHIRO Co., Ltd. has announced it will open an innovative restaurant named MORISHIRO this Friday, November 21. Located on the grounds of its “Minna no Kojo” factory in Sunagawa, Hokkaido, the restaurant will offer a dining experience centred on the resources and aromas of the local forest, championing sustainable practices and regional revitalisation.

The concept for MORISHIRO grew from the company’s increased engagement with the surrounding forests during the development of its factory, which opened in 2023. The restaurant aims to create a space where diners can connect with the origins of their food. “We decided to open MORISHIRO because we wanted to share time with our customers, to learn about where the ingredients came from, the background of how the dishes were made, and the feelings of the creators who make the food,” the company stated.

The restaurant shows its commitment to sustainable forestry. To maintain a healthy forest, thinning is necessary to allow sunlight to reach the forest floor. MORISHIRO will use only this thinned wood as fuel for its firewood stove. The team, which includes an experienced lumberjack, will select different types of wood, such as coniferous and broadleaf, to create specific aromas that complement the dishes.

In line with a circular economy approach, the restaurant will also make full use of by-products. Plant parts that are often discarded, such as tough stems and branches, will be transformed into unique “aromatic seasonings” through distillation and oil infusion. This method, born from SHIRO’s expertise in fragrance development, aims to enhance the natural flavours of ingredients like meat.

This focus on scent is a defining feature of MORISHIRO. The experience is designed to be multi-sensory, from the aroma of the firewood filling the open-kitchen space to fragrances sprayed on dishes or added to sauces. The company believes this creates a deeper connection to the meal. “The experience is not limited to the food… even the scent remaining on your clothes and hair on the way home from the restaurant is deeply linked to memory, leading to a richer dining experience.”

The project also addresses a significant challenge of attracting skilled professionals for rural regions. SHIRO encountered difficulty in recruiting an established head chef willing to relocate from an urban centre to Sunagawa. In response, the company chose a different path. “We decided to gather creators who aim to be chefs and build MORISHIRO together,” the company explained. This approach focuses on nurturing a team of aspiring chefs who share a passion for the forest and the restaurant’s philosophy, allowing them to grow with the establishment.

MORISHIRO continues SHIRO’s identity of transparency, previously seen in its open-plan factory and its MAISON SHIRO guesthouse, which was built using only thinned wood. The restaurant will feature an open kitchen and will be transparent about all its processes, from ingredient sourcing and cooking to waste management.

The entire team, from the producer to the architect and chefs, is composed of individuals who regularly spend time in the forest and possess a deep understanding of its ecosystem. This connection ensures the restaurant’s operations are grounded in respect for nature.

Reservations for MORISHIRO will be available via the TableCheck website.