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Sushi: Art and Tradition

 

This is the design and english component of the documentary project, a photobook laid out in Adobe InDesign. I had never used InDesign before this and I had a lot of fun learning it. Aspects of design such as typography and layout have always been interesting to me, and this has helped me learn more about those aspects of design.

So, without furthur ado... My Documentary Book.

Book

 

On initial examination one might ask "why sushi?"  Well, it is not only because of its great taste or its innate beauty, though those were certainly contributing factors, it is because sushi is at a cultural crossroads right now...

 

 

(Click photo to view full Design Book)

Forward
It’s important, heart.  Ryori o, oishii ryori o, kyakusan ni dashitai.  Kimochi ga daiji desu.  Sore wa ano tradition ano sushi demo, watashi no sushi demo ga chigai imasen.  Itsu demo kyakusan ni oishii osushi, oishii ryori o tabete moraitai to kimochi ga (Junichi Fujiya).
    [Heart is important. I want to serve delicious food to customers. Good heart.  It goes to traditional sushi also. I want my customer to eat always delicious sushi or food. That makes a difference.]
I like to create new dishes, try different things, doing the same thing day in and day out gets boring, not only to me but to our guests, so we like to do different things.  To try to elevate the level of cuisine that you see on a day to day basis (Royce Mori).
    On initial examination one might ask "why sushi?"  Well, it is not only because of its great taste or its innate beauty, though those were certainly contributing factors, it is because sushi is at a cultural crossroads right now, and what goes here can also be applied to many other dishes, and indeed cuisines around the world.  In addition, sushi is at the extremes of tradition and innovation, making it possibly the most interesting example of this phenomena.

Intro
    Today, sushi is nearly ubiquitous in the culinary vocabulary of America.  It is sold everywhere, and is available in myriad types and styles.  But what you may not realize when you visit one of the 9,000 plus Japanese restaurants in America is what exactly sushi is, and what that means to those who create it, the sushi chefs (JETRO).  Today, sushi is moving in two distinct directions.  This separation that ties it closely to Japan, while at the same time expands it to contain influences from a lever widening area.  But then, what exactly is sushi, how does this reflect those that make it for a living, and, finally, how do the traditionalists view the innovators and vice verse?  Overall, this could be simplified as "What defines sushi?"  It is this question that drove my investigation of this subject.  This book, will attempt to address that question by examining the components of sushi and its preparation.  
     To truly investigate this, it is best to start at the beginning.  More specifically, the Muromachi period of feudal Japan.  At this point, the Japanese had been eating the earliest known ancestor to modern sushi, narezushi, for about 400 years.  Narezushi bore little resemblance to the nigiri and maki we know today, it was basically fish fermented in decomposing rice, and was not eaten until the rice was fully decomposed.  During this time period, people began eating the fish when the rice was only slightly sour, and it became known as namanare.   Then, during the early Edo period (1603-1868), the sushi was assembled so rice and fish could be eaten as one unit, and it was called hayazushi.  Modern examples of this include chiribashi, and maki-zushi.  Finally, midway through the Edo period, nigiri-zushi was created (Tanabe). Since its creation, sushi has become a major Japanese culinary export, and has been enjoyed by people around the world.  When sushi came to the United States, it started to undergo the Americanization that inevitably occurs to any cultural import to this country.  But, unlike similar examples such as Chinese Food, sushi still remains largely as it was when it came over from Japan.  Now, this is not to say that there is not still innovation in sushi, just that it is still possible to find sushi in a traditional Japanese form.
     As to the organization of this book, first the question of "what is sushi?" will be taken up, which will try to explain what makes sushi, sushi.  Next, insights by creators of both traditional and avant-garde sushi will be examined, and finally take a look at the similarities between the two.  I encourage you to look at this book, and think about the culinary culture of America, and then well, get something to eat.  Thinking makes me hungry.

What is sushi?
    So what is sushi really?  Most likely the first thing one would think of would be either nigiri-zushi or maki-zushi, that is, either a oblong ball of rice with a piece of sashimi on top or a circular roll of rice and some sort of filling wrapped with nori seaweed.  But in reality there are many more types of sushi, some less common than others.  There is temaki-sushi, which involves a cone shaped roll of nori, chirashi, which is several different types of fish (most likely sashimi) served over a bowl of sushi rice, and finally there is hako-sushi, which is pressed in a box-like mold.  There are also variations on the more standard maki and nigiri, most common of which is uramaki, or "inside out" roll.  In this variation of standard maki-zushi, the rice is outermost, instead of the nori.
    As you can see, sushi is more of a cuisine than an easily defined range of dishes, yet one thing that most (there are definitely exceptions though, take gunkan style sushi for example) sushi dishes share is the use of sushi rice.  Sushi rice is short grained rice seasoned with vinegar along with a few other ingredients.
   One thing that distinguishes the good sushi from the mediocre is the quality of the ingredients used. As Royce Mori states it, "with sushi, what makes it good is using good product, good fish, good rice, and definitely a lot has to do with the sushi chef, ... their technique, if the sushi chef doesn't have good technique, no matter how good the product is you'll end up with a mediocre end result."  This is due to the fact that little cooking and/or sauces are employed in sushi preparation, so the initial quality and freshness of the component ingredients becomes absolutely essential to quality.
    
Tradition
    Traditional sushi is a realm of ritual and standardized practice, with years of training and hard work required to correctly make even the most basic of sushi.  I was able to interview Junichi Fujiya, a sushi chef at Fuki Sushi Restaurant.  Fujiya-san was originally from Japan, where he trained as a sushi chef.  In Japan, becoming a sushi chef is no simple matter; first you have to, well, I'll let him tell you:
Ato, saisho no sannen kan wa e osushi no kari desu ne.  Ano gohan sushimeshi o                       takukoto dake to jyu to yatte imasu.  Sorekara, dan dan, sutepu upu shite itte.  Ano, sakana o ryoshitari, katto shitari, e, makimono, rooru, gasu ne mo tskuttari su ryouri ni narimasu.  Daitai nagai junen jikan arimasu (Junichi Fujiya).
    [Well, the first three years, I was only allowed to cook sushi rice. Then, little by little, I advanced to the next steps.  I started cooking fish, cutting fish, rolling sushi, etc.  It took around 10 years altogether.]
    Fujiya-san has put a lot of effort into becoming a traditional Japanese sushi chef.  This decision was influenced mainly by his love of food, and love of cooking in general.  Prior to coming to the United States, he had no experience with American-style sushi, and was surprised with the many new varieties of American-style sushi. However, Fujiya-san sees these new types of sushi as American cuisine, not necessarily Japanese food.  "Sushi with the outside roll?  Like, uh, California roll?  That’s, uh, not traditional you know.  California rolls, dragon rolls, lemon rolls, that’s American sushi.  We don’t have Japanese sushi restaurant that has those sushi" (Junichi Fujiya).  In his words, traditional sushi is:
Toradishianaru no osushi to iyu no wa, ano, nigiri style.  Ano, fish on top.  Sashimi to ato wa.  Seaweed always outside.  That’s traditional.  And then also we have saikozushi.  You know the saikozushi?  Um, make like a flower.  Saikozushi to iu no wa mukashi kara arimashite sore was etto Nihon no omatsuri.  Omatsuri odonaku ni, so shite resutoran janakute (Junichi Fujiya).
    [Traditional Sushi is nigiri style, with the fish on top.  The seaweed is always on the outside.  That's traditional.  And then also we have saiko-zushi.  You know the saiko-zushi?  Um, make like a flower.  Saiko-zushi, like a flower, is for festivals in Japan and existed in Japan for a long time. It is not from a restaurant.]
Fujiya-san defines Japanese sushi through history and established practices.  He views sushi as an important cultural link, and reveres it as such.

Innovation
    Even with sushi having such deep roots in tradition, many sushi chefs are innovating and reinventing sushi.  For example, the ubiquitous "California roll" obviously didn't originate in Japan.  This uramaki sushi blend of crab (or imitation crab), avocado, and cucumber was actually created around 1975 by a Los Angeles sushi chef (Isle).  This represented a major change from traditional sushi; not only did it introduce new ingredients, such as avocado, it also placed the sushi rice on the outside of the roll.
    To get a better idea of the reasons behind such innovation, I talked to Royce Mori of the Red Crane restaurant.  The Red Crane is not your typical sushi place, in fact it's not really even a solely Japanese restaurant; the Red Crane's cuisine is a mix of many types of Asian food, including sushi, an integral part of their menu.  Like Fujiya-san, Royce cooks because it is what he enjoys doing; but unlike Fujiya, Royce didn't originally set out to become a chef.  Royce actually started out on another career path:
I got a degree in public relations, and at the time I worked for Rodgers and Cowen, which is one of the largest publicity firms in the world.  And I was into music, so I was doing publicity for the Grammys and Soultrain awards and found out that I didn't like it, so I kind of thought about what I like to do and what made me happy in life and it was cooking.  And I thought I could make a living cooking and pleasing people, making people happy through food (Royce Mori).
    Royce then decided to go to school to become a chef, and eventually ended up opening his own restaurant, the aforementioned Red Crane.
    When creating unique dishes to serve, Royce starts with one ingredient. He chooses this ingredient based on what is in season, and it is this ingredient that will become the basis for the dish. Or, in his words, "I'll go and pick [the main ingredient] up, and that's where everything starts, with that one main ingredient."  He then chooses how to prepare that ingredient, drawing techniques from many varied cuisines.  Visual presentation is also important to Royce; as he puts it, "People eat with their eyes, before the food actually touches their palette.  Before the guest even puts the food in their mouth, they see it first.  So the visual aspects of what we do here is very important" (Royce Mori).
    To Royce, sushi is a medium for creation, both through vision and taste.  He tries to do everything a little bit differently, and makes sure to put his own unique stamp on each dish in his restaurant.

Commonalities
    Even with such differences between the philosophies and outlooks of the traditional and the innovative areas of sushi cuisine, there are still some important similarities between the two.  For example, both regard the quality of the product and the skill of the preparer as the main basis for determining quality.
    Even more remarkably is that each respects the other:
American sushi?  Dragon roll, rainbow roll, I never seen that kind sushi before I came here.  That taste is very good.  Dragon roll ya rainbow roll, American sushi wa looks so good and tastes also good.  Bikkuri shimashita. [I was amazed] - Junichi Fujiya
Are there any dishes on the menu that are purely traditional... there aren't, there aren't any dishes on our menu that are just straight classic Japanese, classic Chinese or Korean or Vietnamese dishes.  But those classic dishes are what inspire me to create the contemporary dishes that you do see on our menu. - Royce Mori
    Both sushi traditionalists and sushi innovators regard the other as having their own place, and respects them for what they do.  Fujiya sees new non-traditional types of sushi (such as the California roll) as delicious and a worthy part of the culinary landscape, even if not strictly "Japanese".  Royce views traditional foods and techniques as the essential basis for his own unique interpretations.  Both enjoy tradition and innovation equally, and it is this that provides sushi with its unique culture of respect.

Works Cited

Fujiya, Junichi. Personal interview. 3 Feb. 2010.

Isle, Ray. "Sushi in America | Food & Wine." Food & Wine Magazine | Recipes, Menus, Chefs, Wine, Cooking, Holidays, Entertaining. Web. 26 Mar. 2010. <http://www.foodandwine.com/articles/sushi-in-america>.

"Japanese Cuisine Becoming Mainstay for American Palates -." JETRO USA - Japan External Trade Organization. Web. 26 Mar. 2010. <http://www.jetro.org/content/514>.

Mori, Royce. Personal interview. 23 Feb. 2010.

Tanabe, Daisuke. "The History and Evolution of Sushi." From Chef Jobs to Restaurants Chef21 Blog Is the Recipe for Success for Chefs, Cooks and Culinary Students Alike. Web. 26 Mar. 2010. <http://chef21blog.com/the-history-and-evolution-of-sushi/>.