From a factory in Nikko, about a 100km from Tokyo, buttery, airy, melt in your mouth shortbread makes its way to 150 stores in Japan and to outlets in countries as diverse as Bahrain, Hong Kong and the US. As of last month, India joined that list with the opening of the first Yoku Moku store in the country, in the city’s Fort district.
The Japanese confectionery has been introduced into the country by Liberty Luxuries a subsidiary of the Liberty group, which has interests in edible oils, refined oils, edible fats and brands like Sunday Chakki Fresh Atta. Ali Kader, the CEO of Liberty Luxuries tells us about how he discovered the brand, which has had a sizeable presence in the Middle East for some time now, “When I got engaged, someone sent my fiancé a box, and she finished it within an hour. That’s when I realised that this is something special.” The business has been in the planning stages for Kader since he was a student at Atlanta’s Emory University, and it’s been over two years since he sent the first email to Yoku Moku’s team in Japan. Since then, Kader has made multiple trips to the country, and the launch last month was attended by the Japanese Consul General, Ryoji Noda.
We asked to Jun Nakatsuka, the Director of Sales at Yoku Moku, about what makes the brand’s biscuits so unique, “Butter, we use only Japanese butter which is [churned] in the northern part of Japan. It’s made of fresh milk, and the cows have no stress, as there is greenery all around,” was his emphatic response. The focus on using high-quality ingredients from local cows is what has gained the brand a following in every market that the biscuits have been introduced in.
In India, the company has started with a standalone store in the city’s historic Horniman Circle, and has plans to expand to Delhi next. When it comes to finding the right location for the first store, Kader says, “We obviously looked at all the prime suspects, including the big malls. We wanted to kind of have that old, heritage charm that we found near Horniman Circle.” He continues, “What we want is for the two minutes when you enter the store, to feel like you’re in Japan. So right from the wrapping to the person greeting you in the store, everything is geared towards that.”
For those wondering how much a box of the cookies start at, 10 cigares (rolled butter cookies with a hint of vanilla) are available for Rs 1,000 with prices climbing to Rs 4,600 for a 51 cookie selection, that includes a range of cookies like chocolate, macadamia nut and slivered almonds.
Yoku Moku, Fort; 6666 1366