Unbreakable Love – The Revolution of Tacos 3 Hermanos | El amor inquebrantable La revolución de Tacos 3 hermanos

Unbreakable Love – The Revolution of Tacos 3 Hermanos
El amor inquebrantable La revolución de Tacos 3 hermanos

[Author] Yamato Furuya (Tacos Tres Hermanos)
Release Date: January 15, 2025
Format: Shinsho Paperback (108mm × 173mm) / Softcover / 192 pages
ISBN: 978-4-911273-03-6　C0095
Price: ¥2,000 (plus tax)
Book Design: Ikki Shigezane

A Spark from Mexico – The Taco Revolution That’s Changing Japan

Why are tacos in Japan so different from the real thing?
Even before it made waves in Japan, Tacos Tres Hermanos became a sensation in Mexico for offering tacos that locals claimed were “just like the real ones back home.”
With over 80,000 Instagram followers—70% of them from overseas—the Harajuku shop has become a new pilgrimage site for taco lovers and tourists from around the world.

Spanish fills the air inside the restaurant, where tacos are not only served but presented as a cultural experience, true to the roots of street food. Every day brings long lines before opening and repeated sellouts. The passionate, outspoken, and deeply sincere personality of founder Yamato Furuya continues to attract a growing number of devoted fans.

With a philosophy of "giving back to the people of Mexico," the brand insists on using authentic Mexican ingredients and employing local Mexican staff—bringing tacos not through America, but directly from Mexico with love.

Breaking Free from America – Ending Japan’s Postwar Era with Tacos from the Streets of Mexico

[Author Profile]

Yamato Furuya (a.k.a. Yamita)
Born in 1974 in Fujikawaguchiko, Yamanashi Prefecture, Yamato Furuya comes from a family of caretakers of the Shinto Asama Shrine and the historic Yoshi-no-Ike Onsen. After working as a musician and in advertising film production, he moved to Mexico in 2015.
In 2021, he launched Tacos Tres Hermanos, a taco shop born from the streets. Starting with food trucks in Yokosuka, Fussa, and Yokota, the brand quickly gained popularity. The Yamanakako store opened in 2022, followed by the flagship Harajuku location in 2024.
The shop gained recognition first in Mexico as a place serving “the real thing”, and is now known in Japan as the one and only authentic calle-style taco shop.

Because tacos are love.
– Porque los tacos son amor