Collection: Furi Furi

Furi Furi brings the Japanese tradition of furikake into a modern French and European setting. Founded by Natsuko and Julie, the brand creates 100% natural furikake made in France, using organic seaweed sourced from Brittany and carefully selected ingredients. Designed as a flavourful alternative to salt, Furi Furi makes it easy to add depth, umami and precious minerals to everyday dishes.

The story begins with Natsuko, who grew up between French and Japanese cultures and spent her childhood in Tokyo, where furikake was a familiar part of everyday food. After working for ten years with Alain Ducasse and helping open restaurants in New York, Tokyo, Paris and London, she brought extensive experience in gastronomy together with a personal connection to Japanese food culture.

In 2020, Natsuko noticed that many commercially available furikake blends contained additives. Together with her friend Julie, a pharmacist by training with expertise in nutrition and more than 15 years of experience in Asia, she set out to create a simpler alternative: a furikake made entirely from 100% natural ingredients and produced in France.

At the heart of Furi Furi is organic seaweed sourced directly from Brittany, valued for its naturally savoury character and nutritional richness. Drawing on Japanese culinary tradition and French craftsmanship, Furi Furi creates seasonings that bring flavour, texture and umami to everyday cooking without relying on artificial additives.

To develop the range, Natsuko and Julie work with specialists in umami and nutrition, including Japanese chef Keisuke Matsushima, who has been based in Nice for more than 20 years, and nutritionist-dietitian Caroline Joucla. Their culinary and nutritional expertise supports Furi Furi's ingredient-focused approach to seasoning.

Furi Furi launched publicly through a crowdfunding campaign in October 2022, with more than 5,000 products sold, followed by its debut at La Grande Épicerie de Paris in 2023. In 2024, the brand received the Pépite Award and the Monoprix Jury Prize and has since expanded across delicatessens, specialist food shops and selected retailers in France and elsewhere in Europe.

Rooted in Japanese food culture and made in France, Furi Furi offers a simple way to bring more character to vegetables, rice, eggs, salads, noodles and many other dishes. A few sprinkles add savoury depth, delicate texture and the distinctive umami of seaweed, turning furikake into an easy everyday alternative to conventional seasoning.