Taco Rice Lovers’ quest to end Okinawa’s child hunger through gifting taco rice

One may not think poverty is an issue in Japan. After all, Japan’s nominal GDP is ranked third globally. It is also advanced in both medical and technological aspects and is one of the world’s top consumption centers.

Yet, poverty strikes unique demographics in Japan, including single parents and young females. Perhaps the direst is child poverty, where it is estimated one in seven Japanese children lives under the poverty line.

Out of the 47 prefectures, Okinawa has the worst child poverty rate, estimating one in every three children is lives in poverty. Speaking to any Okinawan reveals a wound of society that continues to throb in pain. But from that very pain births the determination to eradicate it.

NPO Taco Rice Lovers’ Mirai Ticket system is one of the newest attempts to take a foothold in Okinawa to fight against child poverty, particularly child hunger. Taco rice is a uniquely Okinawan dish, and the partners of the network and residents provide free taco rice to any child who wants to eat.

We talked to the founder of Taco Rice Lovers, Munenori Yamagawa, to find out this newest social good in Okinawa, and learn how Taco Rice Lover’s Mirai Ticket works.

Taco Rice Lovers’ journey from a hobby group into one with a mission to serve Okinawan children

Taco Rice Lovers began in August 2019. It started not as an official network as it is today, however. Instead, it was first a Facebook group of Okinawans who loved eating Taco Rice, thus the group name. It was a hobby group where the members shared and recommended where their favorite variation of Taco Rice.

“Last June, my friend came to me and expressed his worry,” Yamagawa recalled. “The coronavirus pandemic had hit the Okinawan islands, putting both its people and economy under strain. Schools had to stop all sports activities, putting a gloomy mood over the children. My friend wanted to do something to cheer them up and asked Yamagawa, ‘Isn’t there anything Taco Rice Lovers can do?'”

Just so happens, earlier in April 2020, before the pandemic hit Okinawa, Yamagawa learned about the Mirai Ticket system (mirai means future) from an SDGs sharing session. This system originated in Nara Prefecture by the curry restaurant Genki Curry. The Mirai Ticket system’s concept is easy to grasp, too: any customer visiting the establishment can buy a meal for another through an easy ticket system.

Together with the media backing of Okinawa Times, Okinawa’s local newspaper, a crowdfunding project began. The Taco Rice Lovers project planned to onboard restaurants throughout Okinawa, seeking to get their partnership in adopting the Mirai Ticket system. The crowdfunding project was an astounding success when crowdfunding ended last September.

The welcoming Taco Rice Lovers Board

“At first, we went from one store to another to get people to join the project. But after the crowdfunding project, we were able to attract 32 stores to join us.” Today, walking into any of the 40 restaurants participating in the Taco Rice Lovers project, you will find a board of tickets and messages.

The orange and white tickets are the Mirai Tickets other customers have purchased for the children of Okinawa. After paying for the tickets, they also write a short personal message to encourage the children. For the children, they just need to pick up a ticket along with the message, and they will get to eat Taco Rice for free.

And the project has been very successful. Within three months, Taco Rice Lovers Project had already met its target of delivering 5,000 Taco Rice to Okinawan children. The number of stores joining the project continues to grow, and its media partners are actively increasing awareness of the project. Here is one of the commercials promoting the Mirai Ticket:

Providing without the need to qualify

“It doesn’t feel like the poverty has improved when compared to ten years ago. There are still many aspects of poverty that are hidden. For example, a stigma still lingers over society, with many hiding their predicament from others.”

And this is a reason why Taco Rice Lovers’ Mirai Ticket system works well. It allows any children to pick up the ticket regardless of status or area. It doesn’t need to differentiate the children, making it inclusive for everyone. There is no need to “confirm” one’s eligibility to receive help from others.

Materialization of the Okinawan’s support for the children

Setting up a children’s cafeteria is rather common in Japan, which also provides free meals to all children. However, Yamagawa chose a different route instead.

“In children’s cafeterias, the cooperation is behind the community and the food providers. However, with the Mirai Ticket system, customers can pass on encouraging messages to the children. This is important to show the children that they are supported by the community too.”

The Mirai Ticket also serves as a way for those who want to do something for the children, but are unsure how to go about it. And since the customers buy the tickets for the children and messages are personal, it allows them to see how their actions are making a difference.

“It is important for Okinawans to take more interest in children’s issues too. By doing so, it creates a kind environment where we can ask for help and give help without other considerations.”

Food is an important baseline for children in Okinawa

“There is an undeniable relationship between hunger and crime rates among adolescents in Okinawa.”

Growing up in Okinawa, Yamagawa is familiar with how financial difficulties can affect children, and the hunger a child feels.

“I was in the police force for 16 years, and I was often called to handle theft and pickpocket cases committed by children. Many of these children were just hungry, so they stole snacks and food. I saw myself in them, because I did the same when I was their age, driven by hunger. So I wanted to do something to help these children.”

Taco Rice was the food that relieved hunger when Yamagawa was growing up. Not from a wealthy family himself, Taco Rice was something inexpensive he could afford at a parlor he used to frequent as a child. Furthermore, the parlor owners gave him extra ingredients and free drinks. That display of kindness cemented Yamagawa’s link with Taco Rice, which led to this destined path for Yamagawa and Taco Rice Lovers.

Going beyond supporting children through Taco Rice

Wanting to do more to support Okinawan children, Yamagawa quitted the police force last year, and went full time into children-related work. He started the newly formed Lab Co. Ltd. recently, providing language lessons to children including Korean, Chinese and English.

It is part of his personal mission to become someone who positively influences the world, the people, and, most importantly, the family. To do so, he has decided to continuously challenge the times, while believing in and maximizing Okinawa’s potential.

“To achieve that, I want to improve the environment Okinawan children are growing up in. Through learning languages, they can go out to the world (not just stay within Japan) and interact with different cultures. They will then be able to return to Okinawa with new learnings and apply the knowledge for Okinawa. That will also become an opportunity to eradicate poverty in Okinawa.”

Taco Rice Lovers to spread kindness and gratitude for Okinawa

Despite the coronavirus pandemic, Taco Rice Lovers is seeing more takeaways for Taco Rice from partner restaurants. The system is not only showing resilience in crisis, but it also reflects the community support for the Mirai Ticket system. Furthermore, the success of Taco Rice Lovers and its Mirai Ticket within a few months of its launch hints how it will be an important part of Okinawa’s solution mix to supporting its children and their future.

For Taco Rice Lovers, two strong guiding principles lead its vision and its activities – kindness and gratitude. The virtuous cycle of making a better Okinawa is set in motion.

If you would like to help to solidify the cycle, and help NPO Taco Rice Lovers keep providing free meals to Okinawan children, you may donate to the following: Ryukyu Bank, Higawa Branch, Normal account 363939, Account name Taco Rice Lovers.