Located in the southeast of Aichi Prefecture, Toyokawa City is a charming city where nature, history, and culture coexist in harmony. It can be reached in 50 minutes by taking the Meitetsu line from Nagoya Station. To the north of the city towers Mt. Hongu, the highest peak in the Mikawa region, while the calm Mikawa Bay stretches out to the south. Toyokawa City is blessed with abundant natural bounty, and its warm climate makes it a pleasant place to live. Yusuke Ariyoshi, owner of "Early Good," runs a mobile hamburger shop based in Toyokawa. Based in the laid-back, peaceful city of Toyokawa, he offers visitors delicious, moving experiences, and a fun place to enjoy.

Hangargar Shop was started with the idea of "creating a place where friends can gather"

In his twenties, Ariyoshi loved vintage clothing and worked as an apparel salesperson. Eventually, more and more people started coming to see him, wanting to talk. However, clothing stores always posed the hurdle of having to buy something, and the unit price was high, so it was hard to say it was a place where people could gather casually. So he thought, "Rather than a tool like clothing, it would be better to have something that people could drop in to on a more everyday basis," and he felt that being able to talk with customers over something delicious would be the happiest thing. "I want to create a place where people who come to see me can naturally connect with each other." Ariyoshi realized that this desire was the most important thing in his life.

So, he consulted with the president of the hamburger shop K's Pit, who he knew at the time, and was put in charge of the food truck department. After about five years of training, he finally launched his own mobile hamburger shop, "Early Good."

A symbol of this is the yellow Dodge Ram van used at K's Pit. Ariyoshi inherited this car, and it has now become the trademark of "Early Good."

COVID-19 has given us the impetus to launch a mobile sales business rooted in the local community

Ariyoshi originally set up booths at many large event venues, mainly in Nagoya. However, due to the COVID-19 pandemic, events that attracted large crowds were canceled one after another. "I want to have fun, but I can't" - in this feeling of being trapped, he began to wonder, "What is something fun I can do?"

So Ariyoshi changed his perspective and decided to create a place where people could have fun even without large events. Based in his hometown of Toyokawa City, he began planning and hosting small events one after another. Inspired by his efforts, his colleagues also began planning their own events, and he says he has increasingly been told that they have been encouraged by his work. This initiative, started by "Early Good," has created connections between people even amid the adversity of the COVID-19 pandemic, and has gradually expanded the number of places where people can find fun.

Ariyoshi's independent projects are not limited to Toyokawa City. He has also taken on projects that go beyond the scope of hamburgers, such as "Nanaka Danshi" in Tahara City on the Atsumi Peninsula, "Taguchi Road" in Shitara Town in Aichi Prefecture, and even the film production "Youth Forest." Even now, he continues to create places where people gather around hamburgers all over Aichi Prefecture, creating moments when people say, "Today was delicious again," or "Today was fun again."

I am moved by events that arise through chance and the natural flow of events.

For example, when he sets up a stall in a park, elderly people playing with their grandchildren will pick up a hamburger, something they normally wouldn't eat, because "my grandchild wanted it." Then, after they've finished eating, they come back and tell him "it was really delicious." These casual moments bring him the greatest joy.

Also, if a friend says, "Let's go for a drink together" at his favorite bar, he'll lightly create an atmosphere by saying, "Well, why don't we set up a stall while we're there?" On the day, it's not too busy, but not too boring either, and in just the right flow, people gather and the circle of friends expands. The proceeds are used to pay for the drinks that day, and the next day, you can tour the area with the people you met there. With the clear blue sky and the cool breeze brushing against your cheeks, Ariyoshi says happily, "Moments like this can only happen by coincidence."

Of course, it's a blessing to have so many people eat at big events. But there are also customers you can only meet on rainy days. Ariyoshi believes that cherishing the present moment, surrendering to the flow of each moment, and continuing to savor the seasonal flavors will eventually connect you to the future. The appeal of Early Good is its delicious hamburgers and fun atmosphere. Today, too, they continue to create a place where people gather and smiles are born through their hamburgers.

---

Early Good

Instagram: https://www.instagram.com/earlygoodcamp/

*For details on business hours and holidays, please check the link above.