Maintaining the traditional methods and flavors passed down from the first generation, and building upon the world-renowned gold medal-winning sausages and ham, they have also produced a hot dog cafe and a garage converted from a barn.
We will showcase the charm of the countryside with a unique and playful approach.
Programming in LogicIt started as a sausage workshop and has now grown into a famous landmark in Aso.
Nestled amidst the abundant natural beauty of Aso, blessed with high-quality spring water, is Hibari Kobo, a shop specializing in handmade ham and sausages. Using lean meat from stress-free-raised pigs and "Akagyu," a traditional Japanese beef breed from Kumamoto Prefecture, they continue to produce processed meat products such as prosciutto, sausages, bacon, salami, and jerky using techniques passed down from the previous generation for over 40 years. Their products have received high praise, including a gold medal at SUFFA, considered one of the world's most prestigious meat competitions.
In the spring of 2010, they also opened "Hibari Cafe," where customers can easily enjoy these products in the form of hot dogs. Furthermore, it has become a popular base for showcasing the local charm from various angles, including an open garage where Aso fans who visit by car, touring, or cycling can gather, and a space that provides tourist information.
▲Hibari Kobo owner: Tomomi Ikeda (photographed at Hibari Garage)
Owner Ikeda enjoys touring as a hobby. He converted a barn on his property into the playful "Hibari Garage," which displays not only his personal motorcycles and equipment but also farming tools unique to a farmer. Many repeat customers visit not only to buy ham and sausages, but also to enjoy chatting about hobbies with owner Ikeda.
▲View from the terrace seating at Hibari Cafe. From April to May, the "inverted Aso caldera" is reflected in the water-filled rice paddies.
Surrounded by vast fields and unobstructed views of the Aso caldera, you can enjoy magnificent scenery that changes with the seasons from anywhere on the property.
The Kumamoto earthquake on April 14, 2016, caused significant damage to Hibari Kobo, as well as nearby Aso Shrine, shops in Ichinomiya Shopping Street, farmland, and private homes in the surrounding area. Furthermore, because the area around Hibari Kobo is prone to flooding, it has been repeatedly hit by natural disasters such as typhoons and torrential rains, forcing the workshop and shops to undergo repairs each time.
In response to the recurring threat of major disasters, owner Ikeda said, "It is because of this great nature that we can accomplish our work and our lives are prosperous. It is because nature is abundant that disasters become so great, so instead of being pessimistic about being affected by a disaster, we must not forget the many blessings we receive in our daily lives, and we must consider disasters as a part of life. We would never think of leaving this place just because there are disasters." These words expressed his spirit of fully embracing rural life and his gratitude towards nature.
About four years have passed since our previous interview, but we recently had the opportunity to interview owner Ikeda again and asked him about his awareness of creativity before and after the disaster, as well as his plans for the future.
Previous reportsthis way (direction close to the speaker or towards the speaker)。
Hibari GarageA free space that appeals to men's hearts
First up is the "Hibari Garage," which can be described as the true essence of the hobby of Tomomi Ikeda, the second-generation owner of "Hibari Kobo." Apparently, it was previously a barn that was used as a motorcycle garage, but now it has been converted into "visible storage" where the equipment room and storage room can be freely viewed, and motorcycles are also arranged to be displayed, with a variety of items lined up that will tickle the hearts of garage enthusiasts.
Initially, the idea was to create a space that would excite even men who reluctantly visited to accommodate women who wanted to go to a cafe. It was a free-spirited space where men could freely look around the barn, read books, and daydream about touring while looking at motorcycles. However, as the number of bikers visiting on tours and male customers interested in the garage gradually increased, they changed the way they presented the space to provide a more satisfying experience.
The owner's unique approach, which involves setting up a wild-looking garage next to a sophisticated cafe that appeals to women, has attracted a growing number of fans, and many people stop by just to chat with the owner.
interview (i.e. television, newspaper, etc.)Owner: Tomomi Ikeda
Q: A year has passed since the Kumamoto earthquake. I would like to express my deepest sympathies once again. It must have been a very difficult situation.
"We've experienced damage from floods and typhoons almost every year, like having the roof of our cafe blown off or roads becoming unusable due to flooding, but we've never felt so scared. The shaking was so strong that we couldn't even stand, and the thought of what might happen next crossed our minds. When we woke up the next morning, our house, workshop, and cafe were all in ruins, and to be honest, we were at a loss... Even now, I get scared every time I feel an earthquake, but miraculously, we survived, and our house and facilities didn't suffer such extensive damage that they collapsed. So, my family and staff all worked together to restore the area, striving to create a place where people who come to buy our sausages and ham, and Aso fans who support us, can always return."
Q: In order to continue working, did you ever consider moving away from Aso to another location?
"Not at all. This is the only place we have to live. Our ham and sausages, made with ingredients nurtured by the bounty of Aso's nature, have become recognized worldwide, and by recognizing the value of rural life, more and more people are making the effort to visit this place. This great nature nourishes us. However, because of this great nature, unexpected disasters can also occur. Even if we suffer one or two disasters, that's just how it is, so we believe we must continue to coexist with disasters. Living in the countryside means living in harmony with nature, so that's what we believe."
Q: What were some of the biggest conscious changes you noticed before and after the Kumamoto earthquake?
"Well... Up until the Kumamoto earthquake, even though we had suffered terrible damage from floods and typhoons, we told ourselves that this is what it means to coexist with nature, and somehow we managed to overcome it each time, so I thought I was fully aware of the terrifying power of nature... However, a terrifying earthquake like that, which felt like it was destroying the earth, overturned everything I thought I had understood up until then... I learned firsthand the true terror of nature, and not only my house and land, but my way of thinking was completely destroyed... However, I can only say that it was because of that experience that my understanding of Aso's nature deepened more than ever before, and by overcoming and accepting the disaster, my affection for this land has strangely grown even stronger."
Q: I saw on social media that you were running a morning service called "GOOD MORNING GARAGE HOT DOG" during Golden Week this year (April 29th to May 7th, 2017). That's an interesting idea.
"People who go out of their way to go on touring or driving trips choose their locations and times carefully to avoid traffic jams and congestion, seeking a smooth and exhilarating journey. I'm one of them. As a touring enthusiast, I'm proud that you've gone to the trouble of choosing Aso to come here. So, to be of some help, I opened up the grounds to match the pattern of people starting their day early in the morning, and prepared equipment so that you could enjoy a hot dog breakfast set in the garden or garage. Actually, this plan was scheduled to be held during last year's Golden Week if it hadn't been for the Kumamoto earthquake... However, we had no choice but to do everything we could to help with the recovery from the disaster, and we were so busy that we even forgot we had such a plan. As time passed, tourists gradually started to return to support Kumamoto. When I thought about what I could do to reciprocate that feeling, I suddenly remembered this plan. I think it's a luxury in a way to be able to enjoy a leisurely meal while gazing at the Aso caldera in the early morning."
Q: How did you feel about the response to the project?
"Many of our visitors, who come for sightseeing, touring, or driving, are from outside the prefecture, so we thought that advertising in local newspapers and the like wouldn't reach them. We only advertised through SNS via acquaintances. We figured that if visitors had a good experience, they would spread the word, and that the best way to do that was to be unpretentious and open about our experiences. At first, we were certainly worried, wondering, 'Will people actually come?' But word of mouth spread day by day, and visitors spread the word themselves, resulting in a surprisingly large number of visitors. In particular, a customer from Taiwan was delighted, saying, 'This is exactly the Aso trip I've always wanted to experience!' While trendy, urban cafes are appealing, that's something you can experience in the city. I realized that even if it's down-to-earth, if you enjoy developing things that can only be done in this place, people will be interested."
▲A group of female cyclists from Kochi Prefecture stopped by after hearing that this shop was a recommended local spot.
Q: By the way, I imagine many customers visit because they want to chat with Mr. Ikeda, who created this unique garage, about their hobbies, right?
"We have a workshop in the countryside like this, and we're constantly creating playful and unique experiences, which attracts a lot of interested visitors. We're very grateful for that. I want to have meaningful conversations with those visitors, so I try to get out as much as possible instead of staying cooped up in the workshop. Also, in order to expand the workshop and this area in the future, we are training successors and artisans/staff who can protect our techniques. They are working very hard and enthusiastically, so I'm really looking forward to what the future holds."
Q: I saw a sign that said "Nishigawara Tourism Association." What kind of tourism association is it?
"This is also a playful idea of mine... This area isn't the famous temple town of Aso, nor is it Uchimaki Onsen; it's a district called 'Nishigawara,' which is outside the area introduced by the local tourism association. But so many tourists come to visit. So we thought, why not start our own association and start disseminating information ourselves! So, I'm working diligently with a staff member who is also from Nishigawara (laughs). If you start from 'zero,' there are countless opportunities to create value (laughs)."
Q: Do you have any plans for the future?
"To allow guests to fully enjoy the beautiful scenery and nature of Aso while having a satisfying meal, we are installing a wooden deck in the garden and preparing to offer hearty steaks and grilled dishes. We want our guests to fully experience this nature."
Hibari WorkshopGold Medal Winner at SUFFA, the World's Most Prestigious Competition
Hibari Kobo began making ham seriously about 40 years ago when the previous owner made ham as a food processing assistant at the former Aso Agricultural High School.
The ham and sausages, the result of extensive research in pursuit of "deliciousness," gradually became popular in the local area through the former Aso Agricultural High School. As they were used as side dishes in lunches during farm work, word of mouth spread, and eventually they became established as a specialty product of Aso.
The second-generation owner, Tomomi Ikeda, wanted to make the ham and sausages he had grown up with by hand, so he quit his office job to learn how to make them. He has continued to make the products by hand, without changing the taste that has been loved by the local community for so long, even in today's increasingly automated world.
▲The workshop counter. Apparently, the sign was designed by Mr. Ikeda. In addition to selling spices and other items that match the products, they also sell original design stickers and T-shirts that the owner created as a playful touch. By the way, the workshop's logo and the noren (curtain) at the entrance were also designed by owner Mr. Ikeda!
Hibori Kobo's ham and sausages, with their original blend of spices and smoky aromas, add a touch of elegance to everyday meals. With the aim of having this traditional flavor, passed down from the founder, properly recognized, Hibori Kobo entered its first entry into SUFFA, Germany's most prestigious meat competition, in 2005. At that competition, their signature "Wiener Sausage" and "Bacon" received perfect scores and the "Gold Award," while their "Loin Ham" and "Pressed Ham Vintage" won "Bronze Awards"!
They realized that believing in and preserving the original taste and manufacturing methods resulted in a quality that was recognized worldwide, and this motivated them to put even more effort into improving quality.
Incidentally, SUFFA is considered one of the most stringent competitions in the world, as it involves over 200 judges evaluating products on 200 criteria including taste, texture, aroma, and appearance, and a gold medal cannot be awarded unless all criteria are met perfectly.
merchandise
■ (Front) Bacon Flavored 760-1,300 yen / (Back left) Sliced 640 yen
■ (Front) Pressed Ham Homura 860 yen / 1950 yen / Sliced 650 yen
■ (Back left) Akaushi Beef Jerky - Fragrant Flavor - 500 yen
■ (Back center) Paprika Sausage Denen 430 yen
■ (Back center) Frankfurt Countryside 860 yen
■ (Back right) Spicy Chorizo Sausage 540 yen
*Available for purchase by phone, fax, or internet. For details, please see below.Homepagefor more information.
Hotdog & Drink Hibari CafeA cafe specializing in hot dogs with a panoramic view of Aso.
Opened in the spring of 2010, "hotdog&drink Hibari Cafe" was created with the aim of providing a space where visitors who have gone out of their way to come to "Hibari Kobo," a place away from the main tourist area, can relax and unwind while enjoying the vast natural scenery and rural landscape. The cafe offers a wide variety of hot dog menus, mainly using the sausages and bacon from "Hibari Kobo" mentioned above.
The bright and calming interior, decorated in white and brown, is surrounded by large glass windows, allowing sunlight and green hues to pour in. A unique feature is that the glass windows themselves, directly in front of the counter seats at the very back, reflect the landscape like a large painting of the countryside with Mount Aso in the background. The interior changes along with the changing scenery of the four seasons.
menu
▲Hibari Dog 490 yen (100 yen discount with set drink)
This luxurious hot dog features a sausage that has won a gold medal in the world, topped with homemade meat sauce made with Higo Akaushi beef and additive-free ketchup "Aso Monogatari."
▲Bacon Dog 420 yen
Similarly, this hearty hot dog features bacon that has won a gold medal worldwide, along with fresh vegetables. The aroma of the bacon fills the entire shop, making it incredibly fragrant.
▲Basil Dog 420 yen
A hot dog featuring non-smoked basil sausage and fresh vegetables. The fresh aroma of basil and the savory flavor of the meat spread in your mouth, leaving a clean and refreshing aftertaste.
▲Handmade jam from Aso Organic Farm
This additive-free jam is made by a strawberry farm in Aso that has been operating for over 20 years. It uses only 25-30% of the amount of sugar commonly used, carefully bringing out the natural sweetness of the strawberries, so it doesn't leave a sticky aftertaste and is safe for children's snacks.
interview (i.e. television, newspaper, etc.)Cafe owner Shiho Ikeda
Q: I understand that not only your workshop but also your cafe suffered significant damage from the Kumamoto earthquake.
"The Kumamoto earthquake caused trains to stop, roads to be cut off, and our lives themselves had to change. Immediately after the earthquake, we were just focused on rebuilding our own lives, but many people came to this place seeking out our community and showed us such kindness. To reciprocate their kindness, we are gradually restoring things to how they were before. I love the nature of Aso, so I want to do my best to do what I can and nurture this cafe to share its beauty with others."
Q: Is the cafe's concept the same as before?
"Yes! The cafe's concept hasn't changed since you interviewed us before. The menu consists solely of hot dogs made with ham, sausages, and bacon handmade at 'Hibari Kobo.' Because it's such a simple menu item as a hot dog, we take care to create recipes that allow each ingredient to be the 'star,' and we also use safe and secure ingredients for our drinks, which are made with care by producers. I personally love the time when the aroma of smoked sausages and bacon fills the air while I'm cooking, so I hope that the scent and taste will make the memories of those who visit us even a little bit more memorable."
epilogueAfter the interview
It had been about four years since I last interviewed them, so I spoke with them again. In the past four years, roads have been cut off by floods, roofs have been blown off by strong winds, gardens have collapsed, and then there was the damage from last year's Kumamoto earthquake... However, seeing how they have rebuilt and evolved each time despite being hit by numerous natural disasters, Mr. Ikeda's words, "Thanks to the Kumamoto earthquake, the meaning of living in harmony with nature has deepened, and my affection for this place has grown," resonate with me many times over.
Since the second generation took over, the owner has playfully organized various events, projects, and expressions with the hope that people will visit with a longing for the countryside. However, going forward, we look forward to seeing how Hibari Kobo will develop with a different awareness and perspective than before, focusing not only on longing but also on the spirit and enjoyment of living in harmony with nature.
Access5 minutes by car from Aso Ichinomiya Shopping Street
From Aso Ichinomiya Shopping Street, head towards Prefectural Road 110. As you continue through the rural landscape, you'll come across an original bus stop-style signpost. The signpost clearly indicates your current location in red.
Hibari Workshop Hot Dog & Drink Hibari Cafe
Address: 640-1 Nakadori, Ichinomiya-machi, Aso City, Kumamoto Prefecture
Phone: 0967-22-1894
FAX: 0967-23-1058
Opening hours: 9:00 AM - 6:00 PM / Hibari Cafe 11:00 AM - 5:00 PM
Closed days: (Workshop) Irregular / (Cafe) Tuesdays and other irregular days.
MAP
640-1 Nakadori, Ichinomiya-machi, Aso City, Kumamoto Prefecture 869-2613
Interview and editorial staff
Model, Report, Editing: Nozomi Nakamoto
Photography and production: VOKE Ltd.