I am aware that most foreigners dislike seaweed. According to what I’ve heard, its color makes them frightened. That’s the reason the California roll has seaweed inside, not outside. Right? However, every time I eat seaweed in various forms, I deeply feel what delicious food is. Above all potato chips with Norishio(salt and green seaweed powder) taste great. Although there are so many kinds of flavors of potato chips in the world, including in Japan, I believe this is one of the most delicious food. There is magic in the combination.

My best Norishio is… My best Norishio chips brand is “Hula”, which is the top picture of this page. This potato chips brand has high quality although it is relatively little known. I believe the potato itself and cooking oil might be good. When you find it…it is not easy to find, though…please try it. Some supermarkets sell it, but not all.

** Hula’s is the first Japanese potato chip.** Hula’s brand is the originator of Japanese potato chips. Mr. Hamada, who is the founder of Hula’s came back to Japan from Hawaii after WWⅡ. He was shocked at seeing how terrible the Japanese food situation was at that time. He decided to develop Japanese potato chips by using the knowledge learned from the Hawaiian people. Around the late 1940s, he founded the Hula’s brand and started to produce original potato chips. Although this was initially made for the Japanese people he was able to get a business deal with the U.S. Army first. Because no Japanese was attracted to it at the beginning, Mr. Hamada persevered in his sales efforts. He went around a lot of beer halls and persuaded people how well chips go with beer. Gradually, by word of mouth, they started to understand its worth. Now finally, potato chips are one of the most popular snacks in Japan. Here is Hula’s website.

The Japanese red circle is the term for ”Norishio”.

Besides, recently Japanese potato chips are now proceeding. Many brands have developed high-grade products. They pick brand potatoes, unique seasonings, elaborate cooking methods, etc. Small quantities are another trend. Because potato chips are not good for health. People tend to avoid large sizes for this very reason they love to eat them. Small quantities and high grades are desirable.

You can buy several kinds of chips in a little tiny pack.

Where are Japanese potato chips going? Norishio is a very traditional flavor. When it comes to recent popular flavors, I think authentic flavor such as salt, butter, and lemon, are some of the trends. Aiming for the high quality, so-called “gourmet”. Japanese potato chips are going “gourmet”!

Upper left side corner: “salt of Okhotsk sea and rock salt” flavor Lower left corner: honey & butter flavor Upper right corner: Lemon Lower right corner: truffle and rock salt flavor

For example, look at the picture below. This is the back label of some potato chips. The name of the flavor is “God Norishio”. It means “superlative Norishio”. The picture is that a Japanese restaurant chef is sprinkling salt on potato chips as if creating luxurious course cuisine. It’s not a joke. They are serious. The description says here that “these potato chips are made of 3kinds of seaweed. You can taste the great flavor of Nori and the richness of potatoes. They are mixed together, creating a gorgeous taste. Nori and sale are blended with secret proportion. Moreover, it is added slightly red pepper and sesame oil. This is the very divine taste”.

The potato itself is also making a difference. The thickness, the way of frying, the method of cutting…each of them has its own style. It would be interesting if you compare them.

P.S.

Recently, I like to eat potato chips using dishes and chopsticks one piece at a time. You can take your time to taste and avoid overeating.