Osaka, Japan’s third-largest city with a population of over 2.7 million, is home to a unique shop and café called Ruja+285Blue. This special place was created by a Japanese couple with a heartfelt affection for Estonia. Their journey into importing Estonian products began unexpectedly – and blossomed into a true love story.
“At first, we were selling fashion items from Sweden and Finland,” recalls Hiroyoshi and Hitomi Iwano. “But in 2018, a friend of ours who works in a music agency organised a concert in Japan to celebrate the 100th anniversary of the Republic of Estonia. We started helping by introducing Estonian design – and from that moment on, we fell in love with Estonia,” say the Iwanos.
This love led them to visit Estonia repeatedly, exploring local design and culinary culture. A natural next step followed – in April last year, they opened a shop and café in Osaka to bring Estonian creativity, products, and flavours to the Japanese people.
Eye-catching design resonates with Japanese clients
Upon entering Ruja+285Blue, the first thing that stands out is its Scandinavian-style interior – simple and clean. The shelves feature carefully selected Estonian fashion brands such as Reet Aus, Kelpman Textile, Emma Leppermann, Anneli Tammik, Lentsius Design, and Maria Rästa Design.
Among Japanese customers, Reet Aus’s creations are the most popular, Hiroyoshi Iwano highlights.
“The brand’s concept is understandable and clear. The designs are eye-catching, the quality is good, and the clothes are easy to wear. This resonates with Japanese clients,” he explains.
Shop and café Ruja+285Blue in Osaka. Photo: private collection
Estonian flavours in Osaka
In the same space as the shop, the Iwanos also run a café, where coffee from Tartu`s Karlova Kohv has become a firm favourite. Their filter coffee and lattes, prepared on-site, are exceptionally well received. “Japanese customers are curious about Nordic-style roasted coffee,” says Hitomi Iwano.
Japanese visitors also appreciate Honest Nectar‘s raw organic honey, noting its pure ingredients and attractive packaging, which has drawn considerable attention.
Other Estonian products sold in Osaka include chocolates by Roosiku and Kalev, beer from Pühaste, cider from Jaanihanso, and teas from Põhjala Teetalu. A dedicated food agent in Japan helps import this variety of Estonian goods.
Cuisine that suits the Japanese palate
Estonian recipes inspire the café’s lunch menu, including homemade bread, simple dishes that honour the taste of ingredients, and homemade cakes and baked goods.
“Estonian cuisine is simple and values the natural flavour of ingredients. We believe it matches the Japanese palate perfectly,” says Hitomi Iwano.
In addition to running their café and shop, the Estonian-loving couple regularly participate in pop-up sales at renowned Japanese department stores, introducing Estonian design and flavours to an even wider audience.
Ruja+285Blue shop and cafe interior. Photo: private collection
New ideas for the future
At the recent Foodex trade fair, the Iwanos discovered several new Estonian products they plan to bring to the Japanese market. “Among them are kama, canned sprats, various cheeses, berry juices, as well as Revala’s ice cream powder and Põhjala Brewery’s speciality craft beers – including their birch-whisk-infused lager, inspired by Estonian nature and sauna culture,” lists Hiroyoshi Iwano.
This Japanese couple is a lively example of how cross-cultural appreciation and openness to new tastes can evolve into a lifelong passion. Estonian design and culinary culture have found a place on the streets of Osaka – and in the hearts of many Japanese people.
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