Meet Ai Fujimoto

We recently connected with Ai Fujimoto and have shared our conversation below.

Ai, we’re so excited for our community to get to know you and learn from your journey and the wisdom you’ve acquired over time. Let’s kick things off with a discussion on self-confidence and self-esteem. How did you develop yours?
Introducing Japanese fermented foods to the US market was indeed a bold move. Having grown up in Japan, where daily consumption of miso soup is common, I was uncertain about how these traditions would be received in the U.S. I anticipated skepticism, like ‘Fermented soybeans? Is that actually tasty, or just spoiled? I’ve never eaten anything like that.’

However, I was committed to making this traditional Japanese superfood more mainstream in the American market, as part of my life’s mission. So, I took the plunge!

While I wasn’t born into a miso-making family, and initially worked as a Japanese-English translator for engineers, my interest in Japan’s brewing world grew deep. I devoured books and watched countless YouTube videos on the topic. But I didn’t stop there. I returned to Japan to train in miso breweries over 100 years old, joining their manufacturing teams to enrich my knowledge and experience. This hands-on training empowered me to confidently share my passion and insights about miso in America.

Fortunately, I got the opportunity to set up a stall at the Hollywood Farmers Market. On our first day, our Miso Ball Gift Box – a product allowing anyone to easily make miso soup by adding hot water to a mixture of paste, broth, and ingredients – sold out. Its visually appealing design was key in attracting customers. This success gave me initial confidence that there was a market in the US for health-conscious, innovative products.

I also faced language barriers. At times, I was overly concerned about not being able to answer customers’ questions in perfect English, or making grammatical errors. Due to cultural differences, my Japanese background made me somewhat reserved, leading to doubts about my suitability for the U.S. market. During these times, I focused on the substance of my message rather than personal perceptions. Focusing too much on acceptance could be counterproductive. By centering on the quality of miso, many of my anxieties dissipated.

By not over-focusing on my ego and attentively listening to our customers’ needs, I maintained the flexibility to develop products that, while traditionally Japanese, were adapted for the American market. This approach led to customers expressing their gratitude, saying, ‘Thank you for creating something truly good.’ Their appreciation, in turn, boosted my confidence and self-esteem, creating a synergistic effect that has allowed my business, Omiso®, to flourish.

I believe the key to nurturing confidence and self-esteem lies in continuously creating and recognizing even the smallest positive events and experiences. These instances, no matter how minor, collectively strengthen a sense of self-worth and confidence in one’s path.

Thanks, so before we move on maybe you can share a bit more about yourself?
I am a fermentation enthusiast. Born and raised in Japan, I moved to LA in 2011. Working as a translator and traveling abroad, I realized that the ancient art of Japanese fermentation was largely unknown outside my home country. This realization ignited my passion and led to the inception of Omiso®. Committed to introducing authentic products, I began fermenting soy sauce and miso in my Downtown LA apartment. I specialize in crafting country-style miso pastes and handcraft an assortment of miso-based condiments. Additionally, I create signature vegan miso soup balls, which I sell at local farmers markets, including the Hollywood Farmers Market and Mar Vista Farmers Market. You can read about Omiso® in the LA Times and watch stories featuring us in an AMEX Business Class documentary.

In 2024, we have more exciting news for Omiso®︎: we will start providing video content regularly, offering a wealth of useful information about Japanese fermentation.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
True passion is essential for achieving your goals. It’s important to genuinely love what you do. Even if you encounter challenges, adopting a ‘fake it till you make it’ attitude can help you persist and eventually succeed. Additionally, learning to treat yourself with kindness, as you would a child, is vital. This means recognizing and appreciating the small joys in daily life, which contributes significantly to overall happiness and motivation.

What was the most impactful thing your parents did for you?
My parents’ unwavering trust in me was the most impactful thing they did for me. They never imposed limits on what I could or could not achieve. Whenever I faced a new challenge, I always knew they were there to support me wholeheartedly.

Contact Info:

Image Credits
Omiso®︎ LLC

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