Carp breeder fish for online buyers

Ojia, Japan >> Yuki Kawakami is not your usual carp breeder. Only 30 years old, she works as the fourth generation of the famous Torazo Urakawa Koi farm in Ojia, Niigata Prefecture.

Sixteen years after the farm survived a deadly earthquake in the region, she is using social media – and her English language skills – to promote sales abroad and help her family’s business stay afloat amid the challenges of the Coronavirus.

As if she survived the earthquake, Kawakami is confident the farm will survive the epidemic. “We will also defeat this coronavirus,” she said.

In mid-October, Kawakami used her smartphone to photograph the carp to send it to a potential buyer in the US, “Send more pictures,” the customer responded quickly.

In a normal year, this would be the busy season, with customers from all over Japan and beyond visiting to make purchases. But without an outside buyer in sight, sales on the farm are down 40%.

“We have to somehow get past this,” she said holding her phone.

Just before 6 pm on October 23, 2004, when she was in middle school, a powerful earthquake devastated the area around the farm. The earthquake killed 68 people and forced residents of the area to evacuate. In Ojia, many carp as well as fighting ox have been killed, a heavy blow in an area where bullfighting is a local tradition. The shaking caused cracks in about 30 ponds and caused other damage to Kawakami Farm. Her father, Tsuyoshi, saved many carp and secured them in ponds.

Repairs were completed the following fall. Watching her father’s determination to run his business again made a deep impression on Kawakami, an impression that she took advantage of years later, after graduating from high school, studying in the US and working away from the farm.

“Don’t let the curtain come on the Torazo brand,” said a buyer. And that’s when she realized her family’s business standing.

“Raising carp is a recognized business all over the world,” Kawakami said.

She returned to her hometown in April 2018 and is learning to drive a farm.

Today, the epidemic has completely altered farm fortunes, preventing foreign buyers, who account for the majority of sales, from traveling to Japan.

But Kawakami understands the power of social media to connect with people all over the world. To spark further interest in carp, she uploads fish videos with messages in English. Since then, she has received inquiries from all over the world. On some occasions, it sold more than 10 fish in less than two hours.

There are still challenges that social media cannot solve. Some of the more expensive farm carp can cost close to $ 10,000, and potential customers require to see the fish in person before purchasing. This makes it difficult to predict when the business may return to normal

Meanwhile, Kawakami keeps trying.

“We are in a difficult situation,” she said, “but I want to use this as an opportunity to increase the number of carp lovers and re-create life in my hometown.”

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