We’re proud to share that Nikumaki Honpo, one of the small businesses within the Goodwill Projects market community, has been featured on the SBS Food channel — recognising the inspiring story behind a unique dish and the entrepreneur who has introduced this delicious dish to thousands of Australians.
A Leap of Faith to Bring a New Dish to Australia
When Gold Coast resident Shoji Umemura left his stable corporate job in 2006 to start a food truck selling Nikumaki onigiri — a local specialty from Japan’s Miyazaki Prefecture — many people around him thought he might be making a seriously risky decision.
At the time, Nikumaki onigiri was virtually unknown in Australia, and this was long before food trucks became part of the Australian food culture. Shoji was 34 years old, his wife was pregnant with their first child, and by his own admission he had “close to zero experience in the kitchen.”
But he believed in the idea.
The Story Behind Nikumaki Onigiri
Nikumaki onigiri is a rice ball wrapped in thin slices of pork, grilled and glazed with a sweet and savoury soy-based sauce. The dish is believed to have originated in 1994 as a makanai (staff meal) at an izakaya in Miyazaki, created so staff could grab a quick bite between busy shifts.
“It’s a very innovative dish,” Shoji says. “Pork is rich in vitamin B12 — with more than ten times the amount found in beef — and it’s also a great source of protein.”
A Gold Coast Lifestyle That Sparked a Business
A passionate surfer, Shoji moved to the Gold Coast in 1995 and built his life around the ocean. When his company later asked him to relocate to Sydney, giving up the Gold Coast lifestyle wasn’t an option. Instead, he took a leap of faith and started a small food truck business that would go on to introduce Nikumaki onigiri to Australian audiences.
Stories like Shoji’s highlight the courage and creativity behind small businesses — and why supporting local operators matters.
Supporting Small Business Through Market Platforms
Stories like Shoji’s highlight the courage and creativity behind small businesses — and why supporting local operators matters.
Goodwill Projects exists to provide genuine platforms where small businesses can grow, test new ideas and connect directly with their communities. We’re proud to support passionate operators like Nikumaki Honpo and to see their work recognised nationally.
