Creating a Path to Dreams in Japan
“SMORGASBURG” is an open-air food market held every weekend throughout the year in Brooklyn, New York. It started in 2011, originated in Williamsburg, Brooklyn next to the East River then gradually expanded to became North America’s largest food market with approximately 100 vendors. Beyond Brooklyn, it now operates in Los Angeles, Florida, and occasionally at international locations. Because only vendors who pass strict screening can participate, it has become a hub for high-level, creative cuisine that attracts 20,000-30,000 people every weekend and draws attention as a “system that attracts people from around the world through food.”
As it had become a dream stage for entrepreneurs wanting to open shops and food producers looking to sell their products—where they could test customer reactions and cultivate relationships with investors—we believed “Japan needs such a system” and contacted the New York headquarters. After three years of negotiations and communication, we successfully brought Smorgasburg outside America for the first time. The first event was held at “OSAKA FOOD LAB” in Nakatsu, Osaka. Later, we also hosted it at “Saitama Shintoshin,” a site planned for one of Saitama’s largest residential developments, receiving tremendous response.
After hosting twice in Japan, we again negotiated with the New York headquarters’ management to “give winners the right to open a pop-up shop in New York,” which was approved, paving the way for dreams. We continue to draw out chefs’ potential and connect them with the world. Furthermore, by collaborating with urban development companies, we contribute to city branding. As the Japanese representative for Smorgasburg—a mechanism that attracts people to cities through food and creates encounters between producers and consumers—we continue to explore possibilities for hosting the event in Japan.
Note: System development, urban development × food, event planning and management, promotion, international brand invitation
