ZUZUZU
PHILOSOPHY

The sound of slurping soba
is the sound of Japan’s pride.

In the sound we call “zuzuzu” live the maker’s devotion and craft, the memory of the land, and the joy of those who savor it. We sound that note anew — as a culture of Japanese pride that resonates across the world.

Concept

The world slurps the real thing.

Slurp the Soba Culture

We take what is essential in tradition, cross it with creativity, and set a new standard for culture — one where authenticity and passion carry.

Mission

Through soba,
we create pride and longing for Japan.

We raise the standing of Japanese soba and build a culture where makers’ devotion is justly rewarded — carrying the work of farmers, artisans, and soba lovers into the future.

Vision

On the world’s greatest stage,
soba sets off a craze.

Slurping soba becomes the coolest gesture in the world. We create a place where Japan’s farmers, artisans, and soba devotees shine with the deepest pride.

Value

Stay fanatical
about soba, always.

Commit to words and
actions that raise
what soba is worth.

Never compromise
in the making.

The Story

Soba × Creativity.
Different cultures meet,
and new value is born.

The worth no one counted

Soba culture is a treasure of Japan, yet its worth has never been justly recognized. Even its “slurping sound” has long been seen, abroad, as something faintly embarrassing.

Gesture becomes rhythm

Tradition is lifted into a kind of creativity no one has seen before.

“Zuzuzu” resonates worldwide

The sound “zuzuzu” rings out across the world as a new icon of Japanese culture. Slurping becomes a point of pride. Culture becomes a craze.

Members

Co-Founder CEOShogo KuwaokaSobaya de Jyokigen
Co-Founder COOYutaka SatoGenica
Board DirectorMummy-DRHYMESTER
Board Director716MIDICRONICA

← Back to Home

ZUZUZUPHILOSOPHY