Sanriku Oysters Delivered Directly from Wholesalers at 100 Yen Each (Excl. Tax)

The popular Tokyo oyster izakaya 'Kaki no Okite' is making its Kansai debut, opening in Umeda Higashi-dori on June 1. This is not about price destruction, but about supply chain reform—a project connecting the Sanriku sea to Umeda. The price of 100 yen per raw oyster is not the result of discounting; it is the result of eliminating unnecessary intermediaries between the fishermen in Sanriku and the restaurant. The distribution system built over 20 years makes this price possible. Born from the renowned Sendai restaurant 'Umi no Okite,' Kaki no Okite reached 10 million yen in monthly sales within just six months of opening in Kanda, Tokyo. With a 40% repeat customer rate, reservations are difficult to secure after 6 PM on weekdays. On June 1, 2026, Kaki no Okite will arrive in Umeda, Osaka. Why can they offer oysters for 100 yen when they usually cost 300-500 yen? The answer lies in two procurement strategies: first, direct contracts with oyster wholesalers to cut intermediate margins; second, purchasing non-standard sized oysters that are perfectly fresh and tasty, allowing for cost reduction without sacrificing quality. The brand's roots lie with Keiichi Soma, who has been offering 100-yen oysters for over 21 years. He currently operates 'Umi no Okite' in Sendai and manages his own oyster factory. Sourcing is limited to famous Sanriku areas such as Ofunato, Miyako, and Ishinomaki. ASH Co., Ltd., the operator, manages successful brands like 'Unagi no Nakasho' in Osaka. Ryohei Kondo, head of the food and beverage division, states, 'We want to deliver an experience where people can enjoy authentic Sanriku oysters more casually.' The June opening coincides with the peak season just before spawning, when oysters are at their plumpest and creamiest.