Why Japanese Kanzuri Chile Paste Is So Expensive | So Expensive | Business Insider

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Kanzuri is a traditional fermented chile paste that is exclusively produced in Myoko in Japan's Niigata Prefecture by the Tojo family. Before the family started selling the condiment in 1966, it was only made in small batches for household use. Today, a six-year-aged 2.5-ounce bottle sells for almost $20.
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00:00 - Intro
01:13 - Kanzuri's Unique Taste
01:53 - Snow Bleaching The Peppers
04:16 - Making Kanzuri Paste
07:51 - The History and Evolution of Kanzuri
09:30 - Climate Change Threats To Production
12:20 - A Source Of Local Pride
12:51 - Credits
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#japan #soexpensive #businessinsider
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Why Less Snow Is Threatening Japan's Expensive Kanzuri Chile Paste | So Expensive | Business Insider

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21 май 2024

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Комментарии : 340

@satriaamiluhur622 Месяц назад

Ah yes japan, where everything is premium and requires 80 years to master

@kikinoella9355 20 дней назад

Haha 😂. Honestly

@jackhaus5238 19 дней назад

I think same mostly bs

@jackhaus5238 19 дней назад

Tabasco is better

@jasha9151 18 дней назад

Seriously. Everything 😂

@thebioray 18 дней назад

chili sauce not from japan : 😐 chili sauce from japan : 🤯😱

@distortilla 23 дня назад

I love this series because the answer is always, it's handmade and rare.

@RichardHannay Месяц назад

Im more impressed how this factory is so damn clean.

@sambeam2404 Месяц назад

Only cleaned for the camera crew

@notusneo Месяц назад

Bro this Japanese factory we are talking @@sambeam2404

@hkpfalldie Месяц назад

@@sambeam2404go to China and see their factory, they can’t do shit about the cleanliness no matter how many cameras are there

@kingjames4886 Месяц назад

it has to be pretty clean so the huge vats of paste don't get contaminated.

@bok.. Месяц назад

They are fermenting something is has to be clean

@DavidMunson 20 дней назад

For what it's worth, I can get that jar of kanzuri at my grocery for about ¥800, which at the current (worse than usual) exchange rate, is about USD $5. It's really good stuff. Just not sure the $18.90 price tag is fair to use as evidence when the domestic price is so much less. Regardless, if you have the chance to try some, please do. Delicious stuff.

@realgrilledsushi 18 дней назад

It has been explained in the video at @6:04

@krayfishj3910 25 дней назад

I have to say, the narrator's voice is really soothing

@Xtraspecialdeath 24 дня назад

I was just thinking the same thing. I want her to read me a bedtime story

@evolancer211 Месяц назад

Oh I think Paolo from Tokyo did a video here, great stuff

@JoshuaMelara Месяц назад

He did and he also made his own chili sauce also. 😊

@bok.. Месяц назад

Love that guy he's great

@BxBxProductions 26 дней назад

ye nice stuff

@user-us5gt1ug8h 22 дня назад

@@JoshuaMelarahe has his own brand a d sells it through his channel

@mynameismaomao 27 дней назад

hard to appreciate the process without ever tasting this product; and perhaps compare against a non- snow bleached version

@samsr2887 22 дня назад

it appears to be a fancier version of yuzukosho, which can be found in many asian markets worldwide

@ayandey137 Месяц назад

Somehow Japanese people find a way to make cheap stuff expensive and make expensive stuff cheaper (and better actually, for eg:watches)

@antonhelsgaun Месяц назад

They still make expensive watches, though

@neerbon9417 15 дней назад

Seiko NH35 supremacy

@milkdromeda1531 9 дней назад

Also a little history FYI, around 400 years ago during the Warring States period, chili peppers were introduced from Europe and brought into Kyoto and distributed to farmers. They were also carried by the warlord Kenshin Uesugi when he went to war. They’ve been snow bleaching the peppers since then. In Joetsu City, Niigata Prefecture, where Myoko City is located, people made miso and pickled chili peppers in each household, which they then put into hot pots and soups to help them get through the cold winter.

@bakerkawesa Месяц назад

I'm sure they can invent a machine to replicate the conditions if the snow fails.

@charcoalanderson8010 Месяц назад

If the snow fails do you think it might also effect the lives of the animals in the area and the livelihoods of the people who also live and work there? There's not a machine for that. The solution is to stop climate change so the snow, heat, and other weather remains where it's supposed to be.

@bakerkawesa Месяц назад

@@charcoalanderson8010 I fully agree. That said, we're running late on climate change. We should have taken serious measures to stop it many years ago.

@30763076 Месяц назад

@@bakerkawesa There was a paper released back in like 1904 of scientists warning about climate change seeing the effect Coal alone had. We sadly are ruled by idiots with money and dying by them.

@Ass_of_Amalek Месяц назад

those chilis have six months of pickling time during which they can be transported to a snowy location. they're just trying to keep it local to preserve official authenticity. the conditions would however not be suitable for artificial imitation, as the leeching of salt may depend somewhat on having the daily temperature cycle, and the titular bleaching is done by UV light, which would be energy-intensive to recreate, and the creation of which (probably by mercury vapor lamps) would inadvertently also produce heat that would need to be compensated by more cooling. combining the salt-leeching function of distilled water with freezing temperatures and strong sunlight exposure really makes for some interesting unique food processing conditions.

@mightheal Месяц назад

@@charcoalanderson8010 All they need to do is build a freezer warehouse that they can fill with artificial snow to perform the bleaching process. The advantage of doing this instead of doing it outside means they can bleach all year long instead of just the winter months.

@Dodgybackjack 21 день назад

I loved the mispronunciation of snow!! Really made me smile

@draken1991 4 дня назад

Snaw

@aaronp6292 20 дней назад

I ordered a bottle which arrived today, and I'm excited to try it.

@jamie4871 Месяц назад

... Paolo from tokyo ...

@svr2560 Месяц назад

It's crazy that was the first thought I had when I read the title.

@arnolddumm Месяц назад

I had the same thought.

@akinigiri 11 дней назад

Kanzuri is amazing!

@milkdromeda1531 14 дней назад

A little more clarification for those wondering about the process of Yuki Sarashi, or snow bleaching: The chili peppers are salted 🧂beforehand and are exposed for 3 - 4 days in the snow ❄️, AND in the SUN ☀️. The salt slowly breaks down the pepper, the peppers are then covered in snow and exposed in the sun, the sun slowly melts the snow, the snow acts as a delicate absorbent, only absorbing a little at a time, and helps naturally remove (or I guess you could say, slowly washes away) the raw bitterness and harshness of the peppers and makes the flavor more pleasant. The fibers also become softer, making them easier to process. This is why this natural process is very vital to making the final product taste better. All in all, this process takes away all the stuff you don’t want, while leaving all the things you do want intact - naturally! EDIT: If you live in a cold snowy place, this is sometimes just more economical than buying and operating freezers.

@ep3302 Месяц назад

I bet if you had a hundred people try this blindly with multiple samples without snow and one with this snow, everybody would just be wild guessing which one hung out in the snow.

@jthomp72 8 дней назад

Paolo from Tokyo has already got a hot sauce from this stuff and it’s amazing. Get it.

@Alesster101 23 дня назад

I’m not sold on this snow bleaching step. It’s just frozen water that makes the peppers soggy afterwards.

@jackdawminuet 14 дней назад

I don’t think it melts, they only work during winter in that province which looks pretty cold. They’ve been doing it so long, it’s probably safe to assume sogginess has little to no negative impact.

@Dawn_Raider 14 дней назад

Me neither, it sounds like something that worked in the past and he is just afraid to change it because “that’s how his father and grandfather made it.”

@SaschaEderer 12 дней назад

"A little more clarification for those wondering about the process of Yuki Sarashi, or snow bleaching: The chili peppers are salted beforehand and are exposed for 3 - 4 days in the snow , AND in the SUN . The salt slowly breaks down the pepper, the peppers are then covered in snow and exposed in the sun, the sun slowly melts the snow, the snow acts as a delicate absorbent, only absorbing a little at a time, and helps naturally remove (or I guess you could say, slowly washes away) the raw bitterness and harshness of the peppers and makes the flavor more pleasant. The fibers also become softer, making them easier to process. This is why this natural process is very vital to making the final product taste better. All in all, this process takes away all the stuff you don’t want, while leaving all the things you do want intact - naturally!"

@neinei5718 9 дней назад

The ozone generated when snow melts sterilizes, deodorizes, bleaches, and decomposes the components of chili peppers. Since ancient times, deep snow regions in Japan have used this action to bleach cloth and process preserved foods such as Freeze-dried tofu and "KANTEN" agar. As you can find out, agar and cloths lose their color remarkably when they are bleached by snow.

@johnweeks3105 4 дня назад

I guess you're not their target audience.

@changrenyong7616 Месяц назад

I bet if they make a batch without going through this "snow bleaching" process, they won't be able to taste the difference. This snow bleaching step appears to be a way to make the product more exclusive - that is, more costly to the consumers - without adding any benefit to the product.

@wamken619 29 дней назад

Yeah, I'm a sucker of old traditions in crafts, but when it makes sense today. Instead of finding the right snowy field, why don't they just pack the chillies with grounded/shaved ice into containers and then throw them into industry-sized freezers? If times and climate are changing, why can't their business?

@changrenyong7616 29 дней назад

@@wamken619 But putting peppers in commercial freezer filled with shaved ice does not help sell their story. They might even say that the gentle winter sun from January through March, and the northeasterly wind blowing at 6 MPH also helps accentuate the taste of Kanzuri.

@wamken619 29 дней назад

@changrenyong7616 lmao, they totally would say those reasons just to maintain their expensive prices and scarcity. Also, is it just me or does "snow-bleaching" sound like a euphemism mild freezer burn?

@Artichoke4Head 27 дней назад

Thank you! you saved me lots of typing 😛. Also, they could cover the ground with plastic (maybe stainless steel for more umami 😂 ) so the bloody chili wouldn't get contaminated!!!)

@WeebWeeabo69 26 дней назад

Like every other japanese tech

@Jomaro7 Месяц назад

saw this first from Paolo From Tokyo channel

@melodyparra2960 Месяц назад

What does the snow actually do to the peppers and taste other than freeze them

@nnkk7742 Месяц назад

Video said it leached off some of the pickle brine.

@Yohanes_Wijaya Месяц назад

I thought this was a Paolo fromTokyo video 😂

@evolancer211 Месяц назад

Haha I should have read this before commenting the same

@yuo_rii 29 дней назад

Well, he made his own hot sauce blend with that company.

@WelfareChrist Месяц назад

The soundtrack to this video is very reminiscent of Miyazaki films, which feels like we’re heading in the right direction.

@surft Месяц назад

You can create artificial snow nowadays and mirror the exact conditions. They are probably just doing this to justifiy the price. It 's also a small market.

@PWCDN 24 дня назад

exactly. I think they're doing it to justify the story of the product, which dictates the price and the excessive labor somehow makes it more luxurious. Story selling for a product annoys me because the product should speak for itself, I shouldn't have to know its "snow aged". If you didn't know the story, doubt anyone would pay 2x or 3x more for chili paste. And if you're romanticised by the story, you'll convince yourself it tastes better. Usually if you have an exceptional product, you wouldn't tell people how its made. When they let you know, they're selling the story.

@huntakilla1234 Месяц назад

Thing:😒🥱 Japanese thing: 🤑🤩😱

@bok.. Месяц назад

Loool

@CharChar2121 Месяц назад

Maybe I'm missing something, but snow is just water, and they could out it in a freezer with artificial snow.

@Imago27292 Месяц назад

I think you're missing the point. This is the traditional way of making this condiment.

@patrick-bu3eq Месяц назад

the point is not take make it as fast and cheaply or efficient as possible... How you keep things expensive and special... Basically how they keep occupations worthwhile.

@Kenny-yl9pc Месяц назад

think economically and culinary/culturally... The costs for maintaining and running a huge freezer that can accommodate vast amounts of pepper is extremely costly especially when compared to natural snow.... plus the snow from the region will most likely impact the taste and not to speak of the cultural aspects of doing it for centuries the exact same way... I am sorry but your suggestion is ridiculous and ignorant...

@antonhelsgaun Месяц назад

@@Kenny-yl9pc someone really let you cook. It's not rediculous or ignorant to suggest using a freezer to make/store snow. And driving into the mountains and renting a ski slope also isn't cheap

@mightheal Месяц назад

@@Kenny-yl9pc The advantage though is that they can continue bleaching all year instead of just during the winter time so they would make up the costs by producing more.

@schizo8923 2 дня назад

Can you imagine getting hit by a snowball after they leave the ski resort? "Aaaaagh! My Eyeeees!!!"

@CHEVYCAMARO4GEN День назад

Snow helps the cells in the pepper break down and better to ferment if you don’t im sure it would take more time to get the quality of fermentation

@RosencrantzJr Месяц назад

Paolo from Tokyo viewer right here!

@Ass_of_Amalek Месяц назад

well, if the stuff is good, it would be very easy to imitate elsewhere. particularly because the growing location and the snow-bleaching location don't need to be close to each other at all, as the chili peppers have half a year of pickling time during which they could be transported. it's not like the whole world is running out of winter time snow-pack entirely yet.

@jianasalas4110 11 дней назад

@paolofromtokyo loving how you do your sauce!

@mrlee9213 Месяц назад

I feel like I need to get into the snow beaching biznis

@mintmint-8764 Месяц назад

Oh no, Paolo's hot chili sauce is in danger ! 😢

@anonymousanon5390 Месяц назад

@thehangmansdaughter1120 Месяц назад

I have tried this chilli paste and it's amazing! I don't normally go in for spicy food, but this stuff has so much savory flavour going on it was worth the heat.

@kth6 19 дней назад

Japanese chillis are spicy?

@sotecluxan4221 19 дней назад

Vids are full of details, best channel!!!

@jackiec860 29 дней назад

go, Paolo! Paolo from Tokyo spreading awareness for the region and boosting sales!!! Woooooooo

@sonshinethomas7986 Месяц назад

If its cold enough can they use a snow machine?

@OGWimoTapia 22 дня назад

This video is gonna make this paste even more expensive and imposible to get

@Magnificent86 22 дня назад

Yup! Lemme go get a bottle real quick!

@ssff2544 20 дней назад

Props to the narrator’s correct native pronunciation of Japanese ❤

@ww-pw6di 11 дней назад

They should build a factory in Finland. We had like 6 months of knee deep snow.

@mileswebb3684 13 дней назад

I see Japanese craftsmanship, I click

@ronaldstivengonzalezlopez1124 28 дней назад

Buenas actividades

@lqfr8813 28 дней назад

if you cant stand red chilli peppers spiciness, you can try green chilli peppers, they are young red chilli peppers that already harvested for lower level of sting spicy bite allowing us to taste the chilli mildly. in my country many cuisine using this because its less spicy and more manageable on how spicy a cooking must be

@peterlindner3283 Месяц назад

Couldn't they make "snow" like sno-cones and place them in a temperature controlled refrigerator?

@antonhelsgaun Месяц назад

Yes

@cjsutton05 Месяц назад

"Traditional methods". Japanese culture is generally not so easy to discard traditions, compared to western culture.

@mojhivlog Месяц назад

How is the snow affecting the taste of chili peppers? It’s just frozen water and dirt. They don’t even ferment it in snow. And after fermentation for a few years, I don’t think you can taste any snow

@charcoalanderson8010 Месяц назад

From the Ministry of Agriculture, Forestry. and Fisheries: "Chili peppers that have been exposed to the snow lose their bitterness and have more umami flavor.." Do you also ask how could weather conditions possibly effect things like wine. It's just air, water, earth, and sun!!! (FYI: it affects the grapes final color, acidity, and sweetness.)

@kimjong-un5074 Месяц назад

What is that question?!

@antonhelsgaun Месяц назад

@@kimjong-un5074it's the most interesting part of the process, and one they don't answer in the video

@mightheal Месяц назад

@@antonhelsgaun They did say you obviously didn't watch it. Besides the temperature affecting flavour the snow washes off some of the salt on the peppers.

@antonhelsgaun Месяц назад

@@mightheal which is an incredibly vague answer. That's like asking why you bake potatoes and the answer being "the temperature affects the potatoes"

@TEAMMAURICE Месяц назад

The Japanese always find a way to make simple things complicated and more expensive

@80sidd 25 дней назад

They had a lot of time to waste in the past…now it’s called traditional 😅

@jkjy6471 21 день назад

yea i was fkn wondering what makes it so exp, and it takes years to make the product, i think the snow bleaching doesnt even dent the taste, its just extra bs

@jkjy6471 21 день назад

yuzu milds the flavor so much notwithstanding the rice and the fermentation process that takes so long lmao the chef was like oh its different, fck sake of course its different

@KittyNinjas Месяц назад

No worries! Bring those chilli's to Alberta, Canada. Tons of snow here! And lands are cheap. Open factory here with bots! Labour cost is offset by logistics cost. Made in Canada awaits ya!

@adityavikram83 22 дня назад

How does it compare to Tabasco sauce taste wise?

@ayushkumar-bg1xf Месяц назад

Chili comes from new world so this recipe is quite new in old world countries like Japan , as this is new recipe price has something to do with market placement ( propaganda) it’s similar to price of Mercedes or bmw which is super unreliable still cost decent amount

@user-ow2yr4nu4z Месяц назад

Thats what i was thinking this snow bleaching most likely dose not to do anything at all. I worked for Koreans and thry could be a little crazy and act like something they just made up was some ancient Chinese medicen lol.

@sixthousandblankets 22 дня назад

Didn't somebody already invented a refrigerator.

@Orangejuiceee15 9 дней назад

Id prefer a price hike up for the process, rather than just for the name of a brand there are a lot of companies who hike up their price just because theyre a well known brand😵

@cameronhermann9400 17 дней назад

I hope the snow doesn’t become a bigger problem for them in the future

@Bullminator Месяц назад

Lol...just use the snow machine people use for skiing. Jp should have those.

@kirkcheng7178 Месяц назад

Didn't know you could also spell chili as chile

@NativeAsElizabethWarren Месяц назад

You can’t. One is a plant and one is a country in South America.

@alexissandoval1284 Месяц назад

@@NativeAsElizabethWarren Wrong. Chile is a common spelling of the peppers in Spanish countries. "Chili" is simply the most used spelling to English populations and thus leads to people thinking it is the only correct way, when Chile is just as relevant in reality.

@tuzicomet Месяц назад

@@NativeAsElizabethWarrenthe same word can be used for both. The chile spelling is used in spanish areas, specifically for the pepper. Not very common, especially in places like america but still considered valid.

@OOOOO0KKKKKKKK Месяц назад

@@NativeAsElizabethWarren maybe in english you can't but in spanish you spell chili as chile

@brianguerr01 29 дней назад

Paolo from tokyo viewer here !!

@danbarron8072 23 дня назад

Never eat yellow kazuri. 🌶️ 👀

@zukacs Месяц назад

They should use the 20$ salt that you showed in the other video, imagine the flavor then 😂

@anonymousanon5390 Месяц назад

LMAO

@happytimes10191 23 дня назад

Why not try first using artificial ice/snow to see if it can be viable?

@Dawn_Raider 14 дней назад

Hokkaido be like: I heard y’all need snow?

@joannhoppel8460 27 дней назад

So many more things will suffer extinction. However, we humans are quite resilient and intelligent.

@viktorbergstrom4700 12 дней назад

where do we buy it?

@alphaTrader.oo1 19 дней назад

No wonder the snow taste spicy

@dangerdave616 Месяц назад

Just put them in them in the freezer, grind ice to a fine powder, whatever, don't be so dramatic.

@Surin_o2 Месяц назад

Without drama no money

@joreanumbok Месяц назад

Guys if you don't agree with the price you can use applied economic, low supplies and high demand

@Zgf72 27 дней назад

I love Japan.

@alexanderfaiz7681 19 дней назад

basically everything in Japan is premium.

@Aman-gk1cb 24 дня назад

Sambel korek campur keringat juga unik rasanya, tidak semua orang di dunia tau rasanya

@netdog713 26 дней назад

Try making it in the US or Canada maybe?

@lawrencengu9505 25 дней назад

The price is set by the will of the seller. The amount of product and Market demand "may" also influence the Price.

@jamm8284 Месяц назад

That one wearing snow boots while the other is in normal shoes to compact the snow... Work smarter, not harder 👌🤣 They have that, probably, £10000+ snowmobile. Buy the poor person some snow boots or skies or something 😂

@AimForgotten 27 дней назад

I wonder if you could theoretically just make your own snow using like ice shaver like snow couldn’t you replicate it in doors that way?

@mirst5069 20 часов назад

There probably have to invest in snoe machines or indoor greenhouse to simulate snow

@user-wt2ci3mq4k Месяц назад

外国メディアは日本のメディアよりも日本の文化や産業について有益な情報を発信しているような気がする。

@itsdav5574 Месяц назад

it sounds reasonable that it would only be so expensive when exported....lol

@bloodlove93 Месяц назад

like everything, in places like Thailand you can get fresh lobster for a few usd, lots of tropical regions you can get massive bags of various fresh fruit for several usd ,yes in America those would cost a hundred plus per bag.

@aspiring... Месяц назад

What is snow bleaching?

@somelad346 27 дней назад

A gimmick to sell the paste at a higher price lol

@rudrafel 20 дней назад

Oh the exact company who made hot sauce for paolo from tokyo channel

@DeathMetalDerf 25 дней назад

I don't mean to be pedantic, and I'm not trying to be mean or anything like that, but couldn't you just get yourself a device that creates "snow" by shaving down big blocks of ice, or designing a freezer system that does the exact same thing? I mean, I live in the Northeastern US where we get LOTS of snow during winter, but sometimes it just doesn't snow very much at all, and skiing/snowboarding places have to make their own snow! So I know it's actually possible...

@MrChemStuff 13 дней назад

Do aipac next

@holgerx541 26 дней назад

Why is it called bleaching? Isn't it just regular deep freezing?

@PWCDN 24 дня назад

they literally can just toss it in shaved ice (like bingsu consistency) and leave it in a freezer. They're just making a story to sell chili paste. If it was that much better, they wouldn't share the trade secret of "snow bleaching"

@Rookiez87x 15 дней назад

I just want to know - who was the first ever guy to try this nonsense and decide that it was actually superior in every way to a conventional chili paste?

@oyi21 8 дней назад

So what is it? 4 or 5 ?

@thegoodlookinorange1986 27 дней назад

Is it just me or any other snowboarders out there thinking this would be a spicy situation to hit? 😊

@SarahSmith-zj2ek 21 день назад

Feel a bit silly asking, but why not just get a slurpie machine? and put the peppers in a bucket of it?

@y0kozuna 21 день назад

Every chily sauce in southeast asia would probably beat this in term of taste

@duchess000eja 16 часов назад

Chile is a country while chilli is the proper term for what we are talking about. So you’re welcome for the constant mistakes from the title to the subtitling of this piece.

@SikanderG 29 дней назад

How does snow bleaching affect the taste? It seems false but I'm not sure.

@PWCDN 24 дня назад

a lot of it is selling the story more than anything. if it actual made a difference, he'd buy a snowmaker and mass produce this stuff in a temp controlled warehouse. Some people like to "add a twist" to their product to differentiate from the rest, imo this is that example. Quite honestly I'm not sold. It's like that black onsen egg, if you want to believe it tastes better, you'll convince yourself but 95% of the population says it tastes like a normal boiled egg.

@pauljerome01 18 дней назад

Lol the price is because of the middle man thats great

@kanders7391 29 дней назад

If they don’t use real snow they can’t charge that much, but they could approximate the coldness & wetness of snow artificially, yes. They just couldn’t have the excuse to over charge for their chili paste.

@travis5481 20 дней назад

We have seen that companies don't need an excuse to charge what they do. If this was made the same way in the US it would cost even more.

@mateuszcielas3362 Месяц назад

anybody can really tell if thats really change flavor or not?

@ethanstewart9970 Месяц назад

watch the vid

@mateuszcielas3362 Месяц назад

@@ethanstewart9970 i ask people in comments who tried it not who was paid to say so

@Suryatalks311 Месяц назад

Is it chili 🌶️ paste or Chile (country)paste

@alexissandoval1284 Месяц назад

Chile is a common spelling in Spanish populations, Chili is simply the most common spelling by English speakers and has dominated the way of thinking that it is the only correct way.

@rsac43 Месяц назад

@alexissandoval1284 what???? What language do you think this video is in... Chili is the only correct way to spell it in english

@swedesam 7 дней назад

So, a freezer with UV light won't work.

@kwaanggy Месяц назад

The video is having super high pitch voice

@VicariousReality7 29 дней назад

Snow doesnt bleach things.... why are you saying that....

@misaelortiz5681 24 дня назад

I bet if they paid the farmers more money for the produce their would be more than 4 to 5 farmers producing 🤷

@somelad346 27 дней назад

After watching the whole video i still see no benefit or reason as to why the “snow bleaching” process is essential, aside from tradition. But it just seems like an unnecessary step to keep the price high and sell a story.