VOL.6 Engagement with the Setoda Community | Shiomachi Brothers
Located on Ikuchi Island in Onomichi City, Soil Setoda is a multifaceted facility offering both a café and accommodation, situated just a stone’s throw away from Setoda Port. It serves as a gathering place for locals, travelers, and cyclists alike, fostering conversations and interactions that epitomize the community spirit of the island. I had the opportunity to speak with the key figures behind its operation, the Shiomachi Brothers.
Located approximately 40 minutes by car from Onomichi city, I heard about an area that continues its community revitalization efforts even during the COVID-19 pandemic, so I decided to visit “Setoda.” Setoda is situated in the middle of the famous tourist attraction, the “Shimanami Kaido,” on Ikuchi Island in Onomichi City. The town of Setoda, around Setoda Port, is currently experiencing a sudden surge in activity.
Another significant topic covered in a separate article is the opening of “Azumi” in March 2021 (https://azumi.co/setoda/). “Azumi” is a facility with the power to attract people from all over the world. While this was a significant event, it also tends to create gaps or barriers with the local community. It’s probably not a facility that local residents would use. So, we thought it would be better to create more opportunities for interaction with the local community. That’s why we started workshops,” explained the duo known as the “Shio Bro,” who oversee the operation of “Soil Setoda,” launched by Shio Machi Planning Co., Ltd., this spring.
They are former Tokyo residents who work in a community centered around hotels and lodging facilities. They moved to Setoda as a result of this project. Collaborating with Onomichi City and the Setouchi DMO, their mission is to envision and create the future of the Setoda area.
The real answers lie with the people of the town.
In the workshops, we were able to capture the real voices of the local people. “We want a place to have breakfast,” “We want a good coffee shop.” No matter how excellent the concept may be, if it is not needed by the people in the town, it will eventually decline. It would be meaningless. Through the workshops, we identified what is truly needed in Setoda. That’s what “Soil” is all about. A place that could become the living room of the town.
“Actually, most of the regular customers who come now were people we didn’t meet in the workshops. They started coming because it’s a really good shop. At first, those who knew the background of Soil were using it, but word of mouth from those people reached those who really needed it. Everyone was more interested in ‘new things’ than we thought, and they were delighted.”
The presence of “ordinary” daily things like a cup of coffee becomes part of life. The low barrier and the always-friendly atmosphere created by the staff are the keys to its success. Nevertheless, the sight of people of all ages coming and going at Soil, mixing with travelers like us, marks it as the living room of the town, just as the concept intended. It’s where information exchange and introductions begin. This scene is not so common in Tokyo.
However, this isn’t a miracle; it’s something carefully designed. Scenes can be crafted through design.
How you want things to be
Another significant factor behind Soil’s acceptance by the people of Setoda is the presence of “Shio Bra” themselves.
“We came to Setoda together, lived in the same house, and wanted to create a catchy way for people to remember us.” (Younger brother)
Their activities mainly revolved around promoting Soil until its establishment.
“At first, we just introduced ourselves as the island’s idol unit (laughs) and tried to build up excitement among our family members. For about three or four months, we focused heavily on social media. We performed on festival stages, distributed stickers, and even put them up in convenience stores (laughs). Local kids even know where we live now.” (Elder brother)
Soil is the town’s living room, a café, and an inn… Rather than lengthy explanations, it seems easier for the islanders to understand when we simply say, “We’re the Shio Brothers, come meet us.” The concept isn’t something to explain but something to experience. That’s why it was crucial to encourage people to visit at least once.
“We always greet people, call them by name, and make sure they call us by name too (laughs). If you open up to them, they’ll introduce you to various things. They’ll say, ‘Let me introduce you.’ We went out and met people in Onomichi, and even as far as Mihara. Initially, we hoped to be mediators between Azumi and the locals, but before we knew it, people were asking us about Azumi. I think things worked out well in the end.”
This might not be limited to just relocating; it could be applicable to entering any unfamiliar community. When stepping into unknown territories, such insights could be valuable. Regardless of the community, relationships always pose significant challenges.
Soil should be the town’s living room, so everything should be equal and impartial to everyone. It seems like every action and word revolves around this principle.
“We consciously avoid affiliating with cliques or factions. Relationships can be really tricky, especially in small communities where everyone knows each other. So, we made an effort to establish relationships one-on-one with anyone, without getting involved in any cliques.” (Younger Brother)
“Not jumping on rumors or gossip is actually very important, I think. We’re newcomers, and we have to gradually earn trust. But that doesn’t mean nodding along to everything. If you just keep saying ‘Yeah, right?’ to everything, it could easily be misunderstood as your own opinion, and things could get complicated. That doesn’t make anyone happy.” (Elder Brother)
Certainly, many people have experienced this. They want to be accepted as newcomers, so they tend to nod along. However, the way we nod or respond in conversations can be crucial in relationships with others.
Recognizing diversity is crucial in any community, whether it’s in Onomichi or Tokyo. Shio Brothers express their desire to always create an atmosphere of tolerance, saying, “Well, there are different opinions, right?” Their “This is how we want to be, so this is how we act” resonates deeply with us, as we often find ourselves influenced by the atmosphere of the moment.”
Something our bodies truly feel
The two who moved from Tokyo. We asked about the practical gaps between Tokyo life and their current lifestyle.
“The climate is often praised as being good here, but you might not realize it until you’re actually here… It’s incredibly comfortable, beyond what words can describe.”
Tokyo was always thought to be great because you could meet everyone whenever you wanted, but during the pandemic, that wasn’t possible, and the fun and excitement were greatly reduced. This past year, the “true charm of Tokyo” was almost non-existent, which might have been unique in its own way.
“Having grown up in Tokyo, I do have friends there, and there is a community that accepts me. Returning would be stimulating in its own way, but perhaps it’s something you can experience through periodic visits. There might not be such a pressing need to live in Tokyo.”
Their goal is to further evolve Soil Setoda and attract more people to Setoda. They also aim to create more “Soil” locations beyond Setoda.
Rather than just talking about community, they embody it. Their actions speak louder than words. In the realm of work as well, their ability to persuade and engage others is demonstrated through their embodiment. That’s what attracts people from various backgrounds to Soil, and it’s evident once you visit.
Interview cooperation: Soil Setoda / Shiomachi Planning
Interview & Article: Mio Inagaki (Harumari TOKYO Editorial Team)
Soil Setoda
254-2 Setoda-cho, Onomichi-shi, Hiroshima
Official Website: https://soilis.co/locations/setoda/
Official Instagram: https://www.instagram.com/soil.setoda/
Shiomachi Brothers
Official Instagram: https://www.instagram.com/shiomachi_brothers/
Official Twitter: https://twitter.com/shiomachi_Bro
