183. Yuta Katsuyama: Folding Culture Into Every Rice Ball

Yuta Katsuyama, a Japanese design and business graduate from IIT, shares his journey of founding Onigiri Kororin, a Chicago-based brand bringing traditional Japanese rice balls to American convenience stores. What began as a personal craving during grad school—missing onigiri in Chicago’s 7-Elevens—evolved into a full-scale food venture after he discovered a gap in the market and validated demand through design projects and community feedback. With no initial funding, Yuta and co-founder Christina launched a pre-order model during the pandemic, using Instagram to target niche audiences and deliver onigiri from parking lots. After a viral feature in Chicago Reader Magazine, they pivoted to wholesale, securing placements in over 60 stores across Chicagoland, including Jumbu, Foxtrot, and Goddess & Grocers. The business grew through resilience, creative problem-solving, and a deep commitment to cultural education—teaching customers how to open and warm onigiri, which are shelf-stable but best enjoyed after microwaving. Yuta reflects on the challenges of scaling, the cultural contrasts between Japan’s rigid career paths and America’s entrepreneurial freedom, and the personal trade-offs of building a business. He remains focused on long-term mission over rapid growth, viewing the business as a living plant that needs patience and care. His vision extends to introducing fresh furikake seasonings and frozen onigiri, with plans to expand into new markets while maintaining balance and authenticity.