10 Year Matsuri
10 Year Matsuri on August 6, 2022 at Umami Mart
On a cloudy Saturday morning in August, all of our favorite collaborators converged to set up for our 10 Year Matsuri. This is a tradition, one decade strong, where Kayoko and I populate the back parking lot with food, drink, and entertainment. This year, Matsuri was extra special because we hadn't held one since 2019, due to the pandemic. So we wanted to be back and better than ever for our ten year!
Set up started promptly at 9am
Our tent set up crew cleaning the interiors
There are so many things that could go awry when executing an event like this. We usually start preparing about three months in advance, at which point we asked ourselves: What if there's another surge? What if there's smoke in the air? Are people ready for a big event like this?
DJ Wooly Mar at sound check
This year, we decided to bite the bullet despite all the unknowns. And we are so happy that we did. The event was a success because there were no hitches, but more importantly y'all showed up – and for that we thank you! Kayoko and I guess that throughout the day about 300 people came to celebrate our tenth birthday. The sun even showed up right on time around 12:30pm when we broke the kagamiwari (sake cask) full of our exclusive Extreme Junmai 90 brewed by Den Sake Brewery in West Oakland.
Celebrating ten years is reason enough to come out to party, but we know that the real reason most came out was for the Aburaya chicken sandwich (a huge sandwich at such a steal for just $11).
Adachi and his crew cranking out the chicken sandwiches
And the kakigori (shaved ice) from Kuramoto Ice based in LA, who imports their ice and machines from Japan, was definitely a great reason to visit our Matsuri.
Kakigori and fluffy as powdered snow.
One of the first partygoers to get kakigori
Kuramoto Ice served a yuzu and berry version. Which was your favorite?
Kayoko and I splurged and set up two tents this year in the parking lot. One for all ages and the other for 21+. The 21+ tent was hopping!
Antonio kept things safe and fun at the 21+ tent
Kevin Diedrich from Pacific Cocktail Haven in SF. We were so lucky to have him shaking shochu cocktails!
People could enjoy cocktails made by Pacific Cocktail Haven with Iichiko Saiten Shochu, or get fresh sake and beer from our tent. The Extreme Junmai 90 out of the cask was the most popular.
I poured Extreme Junmai 90 out of the sake cask
DJ Jody Stillwater spun the tunes for the first half of matsuri
Matsuri every year can go head to head with the Westminster Dog Show. Contestants of all shapes and sizes enjoy celebrating Japanese drinks and drinkware.
I love you
Best family photo!
Yoshi and Yuuki of Den Sake Brewery
By 1:30pm the crowd swelled with chicken sandwich and kakigori enthusiasts.
DJ Wooly Mar and Kayoko getting some air!
Meanwhile in the shop, things were bustling.
At 2pm, Emeryville Taiko performed their thunderous set. It's always a joy to bring the sounds of taiko to the community. I could even see people waiting for their cars to get washed across the street enjoying the spectacle.
At the end of the set, the troop invited the audience to participate. This activity is always adorable with the young and old banging on big taiko.
At 3pm, DJ Wooly mar took over the turntables.
Kayoko and I are so fortunate to have so many regulars who have stuck with us through this past decade. We've seen customers change careers, grow their families, or move away and come back a few years later.
And we continue to grow the family of regulars since moving to our new location.
Where will we all be in another ten years?! My bet is that we'll still be partying in this parking lot on a sunny summer day in August.
Kayoko and I could not do this without our enthusiastic staff and cast of volunteers who helped make this event fun and safe.
