Why Hidehiko Ishizuka Decided to Launch His YouTube Channel

Why I Started Showcasing “Maiu” Restaurants on YouTube

Hello, everyone. I’m Hidehiko Ishizuka. The other day, I was walking outside in the heat, got tired, sat down on a bench, and nearly burned my backside—it was that hot!

This time, I’d like to talk about YouTube. Actually, I’ve been running a YouTube channel called “Ishi Channel” for four years now. I started it at the suggestion of my manager, back when COVID-19 was spreading, and TV location shoots at restaurants were difficult to do.

Even restaurants with great food and warmhearted staff suddenly found their businesses struggling. They tried to cope with acrylic partitions, sanitizers, and thermometers, but the lively atmosphere never quite returned.

Some places began offering takeout, but many old-fashioned restaurants held to the belief that food should be eaten piping hot and refused to do it. As a result, some had to close down. For me—someone who’s always been supported by restaurants in my work—that was a very painful time.

So, I decided to use YouTube as a way to introduce these “maiū” (delicious) restaurants. Of course, I couldn’t just go in and do my usual loud, cheerful reports. Instead, I would order the food as takeout and then chat with the staff remotely.

Everyone really put in so much effort. They carefully packed meals so they wouldn’t lose shape during transport, and even came up with dishes that still tasted maiū even after cooling down. At the time, I thought to myself, “So, this is the kind of era we’ve come to.”

I still believe the best way to enjoy a restaurant is to go there and eat on-site, but takeout has its perks, too. You can enjoy the flavors of famous establishments at home or try the food from popular spots without waiting in long lines. It’s like a dream attraction—a system where the calories come walking to your house, sparing your knees the trouble!

Things That Changed After I Started YouTube

But no matter how wonderful a restaurant may be, if I don’t grow my subscriber base, I can’t really spread the word about its charm.

Up until then, my work had always been about getting on the location bus, visiting a restaurant, and focusing only on how best to convey the quality of the place and its food. Now, I also have to think about what kind of restaurants and what kind of dishes will capture the interest of people watching on YouTube.

As a result, I began reaching out to chain restaurants—places I hadn’t really featured much on TV shows. Stores that exist in every town, restaurants everyone knows by name, and spots that are affordable and easy to visit seemed more likely to connect with a wider audience. And honestly, the staff at every chain restaurant I’ve filmed at have all been so kind, making every shoot a lot of fun.

Now, to wrap things up, let me share a few of my favorite channels besides my own “Ishi Channel.” I often watch channels about good fortune or horoscopes. When the outlook for Aquarius blood type O (that’s me!) isn’t so great, I’ll go searching for a channel that tells me, “No, your luck is good today!”

Another one I’ve gotten hooked on recently is a channel called “Takahashi [Solitary Wandering Journey].” A man named Takahashi strolls around different towns, stays at inns, and eats meals—but from start to finish, he eats in total silence. I can’t help but watch until the end, even while thinking, “So then what was the point of all my reports until now?”

Everyone, please check out my YouTube channel “Ishi Channel.” And now that the acrylic partitions are gone, I hope you’ll go out and enjoy dining at restaurants again

From the September 5, 2025, issue of “FRIDAY”