"What is Yomoda?"
"Carefree", "easy going" - Yomoda has many colourful meanings and though it's probably starting to sound like something your mother would say, Yomoda is aword for friends. Taken from Ehime prefecture's Matsuyama dialect, this is a word best reserved for anyone who considers themselves a 'bit of a joker' and likes to see the funny side of things.
To put it simply, Yomoda is akk about people having a laugh, letting go of their inhibitions, letting their hair down and really getting to know each other - and that is a nuance that you won't find anywhere else in Japan.
Let's face it, if you get too wound up it puts a strain on everything.
Take daring to name my O-Edo Nippombashi restaurant Yomoda for example; to some using such a rural word would seem pretty frivolous or hasty in uptight modern Tokyo, but that warm, carefree sense of fun is exactly the kind of feeling that Yomoda stands for.
If you live with the good humour of Yomoda you might well find tha you get to know even the most closed off of people.
That is the kind of atmosphere I want to recreate in Yomoda Soba.
I sincerely hope that everyone will come together to enjoy Yomoda and if you feel like it's time to kick back and unwind, I look forward to seeing you soon.
（a native Ehime, the land of Yomoda）