What does it mean to be a “Cultural Trading Company”?
We’ve described Simply Native as a kind of cultural trading company sharing Japanese lifestyle goods. But that identity didn’t come from a grand plan—it developed naturally over time. Looking back on where we started, we’d like to reflect on how our role is evolving.
From Roof Tiles to Tableware
Simply Native handles a wide range of products, from interior decor to food, but it all began with a single roof tile. In 2016, we discovered Sekishu tiles—traditional clay tiles from the Iwami region in Shimane. Fired at over 1200°C, they’re incredibly durable and resistant to frost and sea salt—perfect for the harsh coastal winters.
Among the local producers, Kametani Pottery stood out. They use natural clay from their own hillside and finish each piece with a traditional glaze, then fire it at an incredibly high temperature of 1350°C—that's said to be the highest temperatures in the world. These tiles are so heat-resistant they can go directly over flame. That led to a new idea: could they be used as heatproof cookware in BBQ-loving Australia? That’s when Coelacanth Shokudou, a company in Hyogo that supports local knife-making and craft branding, reached out to us with the idea.
Kametani Pottery, makers of Sekishu tiles
Together with Coelacanth Shokudou, product designer FUDO DESIGN, and Kametani Pottery, we formed a team to explore overseas markets. I packed a bag full of Kametani’s heatproof dishware—made from the same clay as their tiles—and visited restaurants all over Sydney. The response was great. Many chefs wanted to use them as tableware, and we ended up landing contracts for tiles at two restaurants, and cookware at three more.
Kametani’s tiles are made from local clay he collects himself and fired by hand, so each one has a unique look. Chefs and architects loved that. They’re drawn to originality and authenticity, so instead of uniform perfection, they saw beauty in the natural differences.
Even more fascinating for them was Kametani-san himself. Despite a busy schedule, he’s always out in nature—harvesting bamboo shoots in spring or seaweed in summer. His lifestyle blends seamlessly with his craft. When we told his story, people wanted to hear more. That interest in the background—the “why” behind the product—left a lasting impression.
Japanese, but with a Twist
As we expanded into restaurant supply, we noticed a common theme. Many Australian restaurant owners wanted to do something “inspired by Japan,” but didn’t know what that really meant. They had the drive but not the direction.
So, our role evolved. Instead of just selling products, we started offering full support—concept building, branding, menu development—essentially curating an entire experience. One example is Rekōdo, a Japanese restaurant produced by renowned Australian chef Matt Moran. We helped with everything from the concept and menu to interior materials, tableware, and ingredients. Likewise, many new restaurant owners today share a common demand—they want to create something Japanese, but with a fresh, original twist. Meeting that demand is what’s expected of us.
Inside Rekōdo
Choosing the Right Matcha for the Right Crowd
Matcha continues to trend over 10 years on, but people now expect something new. When Moon & Back, a Sydney café, asked us to help with a matcha latte, we taste-tested over 10 types together. We chose a casual-grade matcha that matched both their price point and clientele. It’s been a hit ever since. Also, for Maybe Sammy, a world-famous bar, we proposed a unique cocktail: the “Matchatini,” made with premium-grade matcha. They loved it, and we now supply them with high-end matcha specifically for that drink.
Not all matcha is the same—different grades, flavors, and textures. We consider everything: bitterness, umami, customer preferences—even what appeals to different cultural palates. That kind of tailored service is still rare in Australia, and we’re happy to be filling that gap.
Matcha drink from Maybe Sammy
A Need for Cultural Sensitivity
One of our biggest goals is bringing Japanese products to places that have no existing ties to Japan. Many of our clients don’t have a single Japanese staff member. That’s actually what makes it so rewarding.
Even the three stores mentioned here don’t have Japanese staff. Which is why we’re often asked to act as a “sense check”—to make sure things don’t turn into a cliché version of Japan. Australia has a large Asian population, and the Japanese food scene is competitive. The bar for authenticity keeps rising, and more and more, it takes someone with a deep understanding of Japanese culture to deliver the "real Japan".
Clay used to make Sekishu Tiles
Edit & text : Ikeo Yu
Translation : Soah Yun