FUJICCO, a prominent Japanese food manufacturer, is broadening its global presence with a commitment to traditional Japanese cuisine. While sushi, sashimi, and tempura dominate the global perception of Japanese food, FUJICCO highlights the importance of simpler, everyday meals built around rice and accompanied by a variety of side dishes and condiments.
Founded in 1960, FUJICCO has become a household name in Japan, specializing in kombu (kelp), bean products, delicatessen, yogurt, and desserts. The company’s kombu products, which are integral to Japanese cuisine, have earned FUJICCO a top market share domestically. The company’s commitment to using traditional methods, like tsukudani, a process where kombu is simmered in soy sauce and sugar, has made its products a staple in Japanese households. Tsukudani, a method that preserves ingredients through osmosis, has been used for centuries, and FUJICCO controls 57 percent of the domestic market in this category.
Masakazu Fukui, president of FUJICCO, explains that kombu is often served as a side dish with rice, an essential food in Japanese diets. “If you look at the average Japanese person’s refrigerator, chances are you will find kombu products,” he says. The company’s kombu offerings come in a variety of flavors, including sesame and shiso, to complement the umami taste that is central to Japanese cuisine.
In addition to its kombu products, FUJICCO’s bean products also play a crucial role in its success. The ‘Omamesan’ series, celebrating nearly 50 years of popularity, features beans that are traditionally boiled and sweetened for a nutritious and flavorful experience. FUJICCO has modernized this category by introducing low-sugar options and expanding beyond traditional beans like soy and kidney beans. Fukui emphasizes, “We support a healthy and energetic life by providing nutritious foods where you can enjoy the natural flavor of beans.”
Looking to the future, FUJICCO is focused on international expansion, particularly in Southeast Asia. The company already has a presence in Indonesia through a joint venture. However, Fukui acknowledges the challenges of marketing side dishes and condiments globally. “What we create isn’t the main dish,” he explains. “In order for us to be truly successful globally, Japanese food in general needs to be widely accepted.” To overcome these challenges, FUJICCO is actively seeking new partnerships in international markets, emphasizing the importance of strong local partnerships when entering new regions.
Through its emphasis on traditional, versatile side dishes, FUJICCO aims to showcase the richness of Japanese cuisine beyond its internationally famous dishes, positioning itself to make a lasting impact on the global food scene.
You Might Be Interested In:
