FURIFURI BRAND

In Japan, there is only furikake on the dining table instead of salt.

Inspired by this tradition, we created 100% natural furikake made with organic seaweed from Brittany, France. It is a healthy and delicious umami-rich furikake that can replace salt.

Furifuri was born in 2020, at the height of the COVID-19 pandemic.

Natsuko, a French-Japanese dual national and food enthusiast, realized that most furikake sold on the market was full of additives. So, together with her friend Julie, a pharmacist, she created Furifuri, a clean label version of Japan's iconic seasoning, furikake.

FURIFURI is supported by two umami experts.

The experts are Keisuke Matsushima, a Japanese chef who has worked in Nice for over 20 years, and Caroline Zucla, a certified nutritionist and dietitian.

Key Achievements

October 2022 – Launched on Ulule → Over 5,000 units sold, Top 3 campaign
March 2023 – Entered La Grande Épicerie (Le Bon Marché) in Paris
January 2024 – Winner of the Pépite Award and Monoprix Jury Prize → Ranked 1st among 250 brands

Current Status

FURIFURI is available in over 600 delicatessens and Asian food stores, including Du Bruit dans la Cuisine, Printemps du Goût, and Nature & Découverte.

Expanding into the food service and B2B markets, it is loved by chefs and restaurants.
We are preparing to enter the global market by forming partnerships with countries around the world, including Belgium and Switzerland.

Natsuko - FURI Native

Natsuko, of French-Japanese descent, spent her childhood in Tokyo and built her career working with top chefs, including ten years with Alain Ducasse, opening restaurants in New York, Tokyo, Paris, and London. In 2016, she co-founded the wine bar 'Clarette' in central London with her partner Alexandra.

Natsuko is...

★ Positive, passionate, and has been obsessed with furikake since childhood.
★ Bright and cheerful, just like her name which means 'summer girl' in Japanese, and a fan of soboro bento and Nina Simone.

Julie - FURI Addict

Julie, a pharmacist and nutrition expert, has showcased her versatile talents while living in Asia for over 15 years. With a natural entrepreneurial spirit, she founded a promotional products company in Hong Kong and quickly grew it into a market leader. It was a new discovery for her when her friend and colleague Natsuko introduced her to furikake!

Julie is...

★ Someone who radiates positive energy and believes that when two people are together, they become three times smarter.
★ Curious and ambitious in the best way - 100% furikake addict.

Keisuke Matsushima · Umami Chef

Kei has always dreamed of becoming a chef. Since coming to France at the age of 20, he has devoted himself to exploring the country, its culinary culture, and its cooking traditions. Curious and creative, he enjoys reinterpreting traditional recipes in new ways while respecting their identity and history.

Fascinated by umami, the fifth taste that enhances the flavor of food, Kei has made it his core principle. "To live healthily, you need to pay attention to your diet, and umami is the key to that."

A lifelong furikake enthusiast, he naturally made umami the core of every product and developed fair and balanced recipes for FURIFURI.

Caroline Zukla · Nutritionist

Caroline said, "Just because food plays an important role in health doesn't mean it has to taste like medicine! In fact, it's quite the opposite. Healthy meals can be delicious, satisfying, and comforting. A balanced diet rich in essential nutrients can be a true source of joy!"

This very vision instantly captivated Caroline and led her to join the FURIFURI journey. Through natural recipes rich in umami and beneficial ingredients, FURIFURI proves that a healthy diet can be both tasty and enjoyable.

AROUND X

Hello, supporters.

We are a maker that selects and introduces items that have received positive responses overseas and can provide real satisfaction in the daily lives of Korean consumers. Around X has introduced many overseas products on Wadiz so far. By communicating with 59,000 supporters, we have achieved a cumulative funding of 6.2 billion KRW. We are grateful that our desire to introduce good products to our supporters has been well received.

For this FURIFURI project, we did not simply import a new food product, but carefully reviewed and prepared it to ensure it could be used naturally and deliciously at Korean tables.

Although the name FURIFURI may sound unfamiliar, once you try it, you will fully understand why it has gained attention overseas and why it is not just a simple topping but a seasoning you'll reach for every day.

This funding is the first project to officially introduce FURIFURI in Korea.

We considered how best to convey the value of a brand proven overseas to Korean consumers, and as a result, decided that introducing it through Wadiz, the platform where new brands are first discovered and experienced, would be the most appropriate.

Through this project, we hope that more people will experience the diverse flavors of FURIFURI and that a new dining culture will naturally be embraced in Korea.

Hurihuri is already a well-established brand overseas, but it may still be unfamiliar in Korea.

Therefore, we prepared this project not simply to sell products, but as a starting point to introduce Hurihuri to Korean dining tables for the first time. Through Hurihuri, we wanted to propose not just a "less salty table," but a "more delicious and enjoyable table."

The valuable funds you provide will be used as follows to ensure the stable progress of the project and a better user experience.

First, they will be used for costs related to importing and producing the products.

These funds will be spent as basic costs to prepare and deliver the products reliably according to the promised schedule. They will also be used for domestic logistics, packaging, inspection, and shipping operations.

As important as the quality of the product is the process of delivering it in a satisfactory condition when you actually receive it. We plan to allocate operational expenses necessary for a more stable and attentive delivery experience.

In addition, they will be used for customer support and to stabilize project operations.
Even after the funding, we will use these resources to establish a system for responding to inquiries, providing aftercare, and improving operations, in order to maintain trust with our supporters.