Explore Japan: Sweet Revolutionary Mastering the Art of Marketing Wagashi

The delectable Japanese confectionary tradition of wagashi dates back to ancient times, featuring shapes and flavors that change with the seasons. Sanno Hiroyuki, 39 years old, is a freelance artisan who is revolutionizing the world of wagashi. His social media posts often go viral, reaching young people all across the globe. He doesn’t have his own shop, but he gets orders from overseas as well. What’s the appeal of his creative approach to wagashi? We’ll follow Sanno as he forges delicious new paths in this age-old craft.
First aired on NHK WORLD-JAPAN/jibtv on 2022/02/04.
#wagashi #explorejapan #jibtv
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[@jcortese3300]

Innovative people like this are the best ones to succeed in social media by bypassing middle men and presenting their ideas directly to their customers, who will love them. His sweets are so beautiful I'd feel bad about eating them! Congratulations on your success, Sanno! I can also understand the feelings of the traditional sweets maker, too. In a tea ceremony, the sweets play a supporting role to the tea itself, so more traditional ones are best in that situation, and I'd love to try them as well.

[@artelisx]

He’s not just innovative, but passionate too. Despite a decade of working as corporate slave where his skills are unappreciated, his love for making wagashi was not dampened and he continued improving himself, creating new wagashi designs, and joining contests.

[@SprakanaKerum]

Lovely creations, good story of breaking out of the mold, Sanno! 😊👍👍👍 Nice family background story too. I love that you didn't let your father's disapproval to dissuade you from pursuing wagashi innovation

[@tdiddle8950]

I appreciate this video very much. As I am studying wagashi, it's very inspiring. I appreciate both the very traditional tea ceremony style and this chef's new style. Can't wait to try my hand at both.

[@nuja9110]

I discovered the art of wagashi a few months back, Sanno San's creations are simply ethereal. So creative yet harmonious to the eyes especially the yoihanabi, the colours are so delicate and beautiful. Thank you for sharing his creative journey here. I will be following his wagashi artwork on Instagram from now onwards.

[@pohchunlee4375]

Amazing! What a beautiful wagashi!

[@carmencintron5847]

Beautiful work,simply beautiful

[@rylindaetcitty6043]

These Wagashi are so Beautiful! 😍This is absolutely the Best in Confection Artistry, Lots of Patience.

[@gabylopes2215]

I really need to try this someday

[@jurrga7487]

Wow, just wow! Soo beautiful! Sanno's skills and creativity are amazing. I wish him good luck in his business. I hope one day he will be able to open his own Wagashi confectionery shop and his father will change his mind and learn to appreciate him.

[@marvinantoniopleitezfernan8154]

Exelente técnicas

[@merce414]

Wow, amazing!

[@tinapiliouras4103]

Ĥis an artiste

[@8526821]

An accomplished artist indeed. I truly admire his dedication to his craft. As for his father, shame on him for being so petty and having no brains.

[@bonitafelisitarosatalocita7866]

I like were much wagashi

[@fonar-pro]

можно сделать вывод, что у японцев много времени, но мало достойных вкусов для сладостей

[@findthatvin3817]

They look great but they all taste the same

[@artelisx]

You must’ve had the traditional wagashi. As mentioned in the video, Sanno-san says wagashi made for tea ceremony eventually all taste similar. That’s because they’re meant to be the background and not outshine the tea. But the modern wagashi that Sanno-san makes is not like that. His wagashi are not only more creative in looks, but in taste as well. Sanno-san would sometimes use unusual ingredients. He even demonstrated it in the video by including raspberry in the filling. Raspberry is not used in traditional wagashi because of its overpowering taste and smell. But Sanno-san says it surprisingly goes well with bean paste.

[@Consrignrant]

We would like to know what became of the disgusting father?