Yototan, the Brand Pork That Achieved Full All-Investment on 'Reiwa no Tora,' Debuts at MyRoom Kirara, Tokyo's Charcoal-Grilled Specialty Restaurant in Hiroo

Suneight Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; CEO: Koichi Takeuchi; hereinafter 'Suneight'), the production company behind the YouTube series 'Reiwa no Tora CHANNEL,' announces that 'En'oka Yototan,' a branded pork product from En'oka City, Miyazaki Prefecture, supported by the company through its partner吉玉畜産 Co., Ltd., will begin being served as part of the course menu at 'MyRoom Kirara,' a charcoal-grilled specialty restaurant located in Hiroo, Tokyo.

A Brand Pork Achieving Full All-Investment on 'Reiwa no Tora'

'Why are you continuously running at a loss?' The story of 'En'oka Yototan'—pork born from family love and aiming for nationwide expansion [Yusaku Yoshidama] [766th Applicant] Reiwa no Tora [FULL]

'En'oka Yototan' is raised by吉玉畜産 Co., Ltd., a company with over 60 years of history in En'oka City, Miyazaki Prefecture. The third-generation president, Yusaku Yoshidama, launched this branded pork, which made a rare achievement in 2025 by appearing on the popular YouTube program 'Reiwa no Tora' and securing full investment from all 'Tigers' (investors)—a feat known as 'Complete All-Achievement.'

The turning point of this success was a single tasting dish. Amid a tense atmosphere, the skeptical Tigers took a bite—only to have their expressions instantly turn into smiles. 'This is delicious!'—this moment, where flavor alone transformed the mood of the room, generated significant public attention.

Following this, Koichi Takeuchi of Suneight, who decided to invest in 'En'oka Yototan' as a Tiger on the show, has continued to support the brand’s journey. Initially leading rebranding efforts, Suneight now actively supports market expansion.

What is 'En'oka Yototan'?—Pork Raised Slowly Without Medication, Using Beneficial Microbes

'En'oka Yototan' is a branded pork raised using EM (Effective Microorganisms) bacteria—beneficial microbes—applied to feed and bedding to improve the pigs’ gut health and the farm’s overall microbial environment.

Its greatest feature is the complete absence of antimicrobial feed additives used for growth promotion. Raised without medication, the pigs require approximately two months longer than conventional pigs, making mass production impossible.

Raised slowly with abundant care in the fresh air and water of En'oka’s mountainous region, the pork is characterized by its lack of odor, sweetness, and tender texture. It embodies吉玉畜産’s philosophy of prioritizing 'safety and security' and authentic deliciousness over production efficiency.

Highlight Dish: 'Pork Shabu'—Experiencing Yototan’s True Flavor at a Charcoal-Grilled Specialty Restaurant

Founded in 1973 and evolving into a robata-style restaurant in 1994, 'MyRoom Kirara' has refined its charcoal-grilling techniques over decades. A beloved establishment, it features irori (sunken hearths) at each table, where 'Charcoal Masters' grill dishes right before guests.

MyRoom Kirara's 'Yototan Pork Belly Shabu-Shabu Hot Pot'

The highlight dish featuring 'En'oka Yototan' on Kirara’s course menu is pork shabu. Lightly seared, it brings out Yototan’s unique sweetness, tenderness, and refined fat flavor directly. This offers a distinct experience from smoky charcoal-grilled dishes, allowing diners to fully appreciate the inherent quality of the ingredient.

Available at Only Four Locations in Tokyo

Currently, 'En'oka Yototan' from En'oka, Miyazaki, can be enjoyed at only four restaurants in Tokyo:

MyRoom Kirara / Hiroo, Shibuya-ku, Tokyo — A charcoal-grilled restaurant established in 1973. Now launching the 'Yototan Pork Belly Shabu-Shabu Hot Pot Course.'

Lézarder / Tsukuda, Chuo-ku, Tokyo — A French restaurant in the Tsukishima area, led by Chef Hiroshi Nagata, originally from Kobayashi City, Miyazaki Prefecture. Features Yototan in meat dishes within the 'Lézarder Course' (pâté de campagne, pork toro terrine, house-made sausages).

Fukubuku Yakiniku / Hakozakicho, Nihonbashi, Chuo-ku, Tokyo — A charcoal-grilled yakiniku restaurant in Nihonbashi Hakozakicho.

Paris Cole Kabukicho / Kabukicho, Shinjuku-ku, Tokyo — A restaurant located in Shinjuku’s Kabukicho district.

This farm-direct premium pork can be enjoyed through the distinct culinary techniques of each renowned establishment—charcoal grilling, French cuisine, and yakiniku.

MyRoom Kirara Offering Overview

Location:

MyRoom Kirara (Kirara)

Course Name & Price:

Yototan Pork Belly Shabu-Shabu Hot Pot Course

10,300 JPY

Address:

3F, 5-17-4 Hiroo, Shibuya-ku, Tokyo

Access:

5-minute walk from Hiroo Station on the Tokyo Metro Hibiya Line

Business Hours:

[Mon–Sat] 18:00–23:00

Last Entry (Final Course Order): 20:30

Reservations:

Available

Maximum Reservation Capacity: 25 seats

*Menu offerings and availability may change depending on supply conditions.

Company Profiles

＜吉玉畜産 Co., Ltd.＞

Headquarters: Yumotomachi, En'oka City, Miyazaki Prefecture

Representative: President Yusaku Yoshidama

Business: Integrated livestock operation handling breeding, rearing, distribution, processing, and sales of pigs. Markets the branded pork 'En'oka Yototan,' raised without antibiotics using EM bacteria.

Official Website: https://yotton.net/

EC Site: https://yotton410.base.shop/

＜MyRoom Kirara＞

Headquarters: 3F, 5-17-4 Hiroo, Shibuya-ku, Tokyo

A charcoal-grilled restaurant established in 1973. Offers charcoal-grilled dishes cooked on tableside irori in a sophisticated, adult-oriented space—Hiroo’s hidden gem.

Official Website: https://www.kirara-sumibi.com/

＜Lézarder＞

Headquarters: 2F, Tresor Cache 2-14-8 Tsukuda, Chuo-ku, Tokyo

A French restaurant in the Tsukishima area. Chef-owner Hiroshi Nagata, originally from Kobayashi City, Miyazaki, focuses on ingredients from southern Kyushu.

Official Website: https://lezarder2024.com/

＜Fukubuku Yakiniku＞

Headquarters: B1F, Wing Hakozaki Building, 6-9 Hakozakicho, Nihonbashi, Chuo-ku, Tokyo

Official Website: https://www.fukubuku.jp/

＜Paris Cole Kabukicho＞

Headquarters: B1F, Kenroku Dai-Go Building, 2-25-11 Kabukicho, Shinjuku-ku, Tokyo

Tabelog: https://tabelog.com/tokyo/A1304/A130401/13194128/

＜Suneight Co., Ltd.＞

Headquarters: 13F, Zenith Minami-Shinjuku, 5-14-7 Sendagaya, Shibuya-ku, Tokyo

Representative: CEO Koichi Takeuchi

Business: YouTube marketing support and CEO branding services

Official Website: https://suneight.co.jp/

Inquiries Regarding This Announcement

Suneight Co., Ltd. Public Relations: Okuno

TEL: 03-6709-9300 / EMAIL: [email protected]