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Japanese products at Hiller's.

local Japanese language newspapers,
and offers store tours to the wives of
transferred Japanese workers. "They're
very surprised to find all these things
available to maintain their style of
life," Hiller said.
The store devotes approximately
2,000 square feet to 2,500 Japanese
products, ranging from soup to soy.
Among some of the more unusual
items carried by the Commerce
Township store are a distilled barley
spirit called Shochu, frozen baby octo-
pus, dried seaweed flakes and special
bread from a Japanese bakery in
Chicago. The Ann Arbor store also
stocks an array of Japanese items.
Matsuda works with a half-dozen
distributors to acquire the wide variety
Japanese food director Satomi Matsuda with James Hiller.
of goods. She also spends much of her
time in-store, chatting with customers
to find out what they want and track-
current," Hiller said. "They are some of
ing food trends back in Japan, so she can
the most educated and discerning cus-
stock the latest items. "Black food is all
tomers in the world. And they have very
the rage right now. People want black rice high standards of quality. It's important
and black soy beans," she said.
to have their trust."
Hiller sells "tons of green teas and tofu
The effort seems to be paying off.
to Jews, Japanese and everyone else," he
Hiller said the chain sells as much
said. Other top cross-cultural sellers are
Japanese food as Jewish food, and more
panko (Japanese bread crumbs), wasabi
Japanese products than other local chains.
(Japanese horseradish), miso (soybean
Matsuda agreed that living in the U.S.
paste) and mirin (sweet rice wine) —
offers unique opportunities for Japanese
influenced by TV cooking shows and the
consumers to sample American products.
growth in Japanese restaurants.
"For many Japanese people, this is their
The stores' hands-on approach and
opportunity to experiment. [Japanese
attention to detail are very important for
automotive employees] only stay here
the continued success of the Japanese
three or four years and they can have
food section.
foods from home, but also try American
"Japanese customers tend to be very
foods, too.

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