Umino Hiroyuki of Umino Seaweed Shop paired up with foreign advertising agency I&S BBDO to create laser-cut, designer seaweed with intricate and detailed patterns. Hiroyuki has a strong family history in creating seaweed (his grandfather founded Umino Seaweed Shop), which is what inspired the idea for the Design Nori– it was a response to the decline in seaweed consumption in Japan.
While Umino Seaweed Shop sells all sorts of seaweed, Design Nori is made using seaweed sourced from the Sanriku area of Miyagu. It’s thicker, so it won’t crumble under the laser-cutting, has a nice luster, and doesn’t stick to other ingredients.
More information about Design Nori is available on their Facebook (in Japanese).