Today we’d like to introduce you to Naoki Yoshida.
Hi naoki, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
My name is Naoki Yoshida, I was born and raised in Houston, and being Japanese American has shaped a lot of who I am today.
Growing up, I always felt caught between two cultures. I was American, but I also knew there was this whole other side of me that I wanted to understand better.
Food became a big part of that connection. I grew up in the restaurant industry and eventually became a chef, spending over 20 years in the business. That gave me an opportunity to share Japanese culture through food, but as I got older, I started realizing how much more of Japan I wanted people to experience.
That eventually pushed me beyond restaurants and into creating Tokyo X. Today, a lot of what I do is focused to bringing people together and creating opportunities to experience Japanese culture in ways I wish I had access to growing up in Houston.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely hasn’t been a smooth road. From the outside, people sometimes think I’m lucky or that things have come easily for me, but they don’t see the hours behind it. For most of my life, working 60-plus hours a week was normal. I missed birthdays, holidays, and time with people I cared about, and there were plenty of nights where I asked myself, “Is this really worth it?”
Growing up Japanese American in Houston also came with its own struggles. I was told I wasn’t “Japanese enough” by some in the Japanese community, while others would ask me, “What are you?” For a long time, I felt like I had to prove where I belonged.
When I opened Shun in 2019, I made a lot of mistakes and came close to going bankrupt. Nobody really tells you that when you own a business, you’re not just doing the thing you love. Some days I was the chef, manager, marketer, repairman, accountant, and problem solver all at the same time. You learn very quickly that if something goes wrong, ultimately it falls on you to figure it out.
I also trusted the wrong people and listened to so much outside advice that I almost forgot it was my business. Eventually, I learned to trust myself and my wife, and by 2021, the restaurant had gone on to receive both local and national recognition.
The newest chapter in my life is Tokyo X, and that has been another huge learning experience. I started with no background in events, made mistakes, lost money, and questioned whether I should keep going. I’ve been fortunate to have some amazing opportunities, but very little has come easily.
People see the finished event, the guests, the crowds, and the success, but they may never see the thousands of hours and personal sacrifices it takes behind the scenes to make something like Tokyo X happen. I think that’s been the story of most of my life to be putting in the work even when nobody is watching.
Thanks – so what else should our readers know about Tokyo X?
Tokyo X is really about bringing a piece of Japan to Houston. A lot of people hear “Japanese culture” and immediately think of anime, sushi, ramen, kimono, or tea ceremony. Those are all important parts of Japan, but there is so much more to the culture that people here rarely get the opportunity to experience.
That’s what I wanted Tokyo X to be different about. We bring modern and traditional Japan together under one roof from food, music, anime, fashion, cars, art, gaming, craftsmanship, performances, and traditional culture. You might come because you love anime, but leave discovering Japanese music, trying a regional food you’ve never heard of, seeing traditional art, or becoming interested in a completely different side of Japan.
What I’m most proud of is that Tokyo X has grown into something much bigger than what I originally imagined. We’re bringing Japanese artists, performers, businesses, cultural groups, and international guests to Houston while also giving local businesses and creators a platform to share what they do.
I don’t want Tokyo X to just be another convention or festival. I want it to be a bridge. Whether you’re Japanese American trying to reconnect with your roots, someone who has loved Japanese culture your entire life, or someone experiencing it for the first time, I want you to find something at Tokyo X that creates a connection.
How can people work with you, collaborate with you or support you?
The easiest way is to simply send me an email. Whether you’re a business, artist, performer, creator, cultural organization, or just have an idea you think would be a good fit for Tokyo X, I’m always open to hearing it. Some of our best collaborations have started with a simple conversation.
Pricing:
- GA – Saturday = $35
- GA – Sunday = $25
- VIP – 2 Day = $125
- VIP – Saturday = $100
- VIP – Sunday = $85
Contact Info:
- Website: https://www.tokyonightfest.com/
- Instagram: https://www.instagram.com/tokyox.usa/
- Facebook: https://www.facebook.com/tokyonightfestival/
- Other: https://www.eventbrite.com/e/tokyo-x-2026-tickets-1978497737994?aff=oddtdtcreator&keep_tld=true
