Kikkoman Factory Prestudy

The Soy Sauce business

The History of Kikkoman Soy Sauce’s Overseas Expansion
With eight overseas production plants, Kikkoman Soy Sauce is currently used in
more than 100 countries around the world.
Believing that soy sauce could become a seasoning loved worldwide, it was the
confidence and pride in our company’s soy sauce that propelled Kikkoman’s
overseas expansion.
When introducing Kikkoman Soy Sauce overseas, rather than as an authentic
Japanese seasoning, we have encouraged the use of soy sauce with local
ingredients and in local cuisine. In order to have soy sauce widely used, we believed
it was important to promote the fact that it goes well with any ingredient and in any
cuisine, and to fuse soy sauce with the local food culture.
In 1957, we established a sales and marketing company in San Francisco to
earnestly enter the U.S. market. Fifty years have passed since then, and now soy
sauce is a staple seasoning in almost half of U.S. households, and “Kikkoman” is
synonymous with soy sauce.

Soy Sauce’s Appetizing Aroma

Soy sauce’s popularity thereafter spread rapidly, driven by a strategy of stressing

how well it complements meat dishes. First, we carried out in-store sampling of
grilled meat seasoned with Kikkoman Soy Sauce in supermarkets. At the same time,
we developed recipes and used newspapers, magazines and other media to
promote the use of soy sauces in daily cooking.
As a result of proactive promotion employing the catchphrase “Delicious on Meat”,
Kikkoman Soy Sauce became known as a seasoning that goes well with meat
dishes. To make the coupling of meat with soy sauce even easier “teriyaki sauce”
was developed. A sauce that continues to be highly popular since sales began in
1961, the word “teriyaki” has been added to Merriam-Webster and other
dictionaries.

The Brand Slogan born in America: ALL-PURPOSE SEASONING

In 1956, a newspaper advertisement in the San Francisco Chronicle included the

introduction “Kikkoman, All-Purpose Seasoning”. Thereafter we included this phrase
on all Kikkoman Soy Sauce labels. Soy sauce is a seasoning that goes well with all
kinds of ingredients and cuisines. Born in America over half a century ago, this
famous brand slogan was symbolic of the global Kikkoman that we have become
today.
Producing Locally

Steady and proactive marketing activities resulted in the gradual penetration of soy
sauce into American food culture. With increased consumption, the supply system
also grew from exporting products from Japan to exporting product by shipping
container from Japan and bottling locally, and then finally to producing locally.
We established our first overseas production plant in Walworth, Wisconsin, the
American Midwest. In 1973, we shipped our first “Made in the U.S.A.” soy sauce,
sixteen years after we established our sales and marketing company in the U.S.
Our Japanese employees also interact with the local community and strive to be
good citizens. We produce soy sauce using technology from Japan and the strength
of the local community. Kikkoman’s goal of becoming a “truly global seasoning”
means permanence cultivated on the foundation of this localization of management.
In 1998, Kikkoman opened a second production plant in the U.S., this time in
California, and the shipment volume of our soy sauce continues to grow. While
fusing with the local food culture we create new value to contribute to the lives of
people worldwide. The dream that Kikkoman had more than half a century ago has
become a reality in North America.

The Second Largest Growth Market: Europe

After the U.S., Europe is showing the second highest market growth. Kikkoman’s
advancement into the European market began in 1973, with its opening of a
teppanyaki restaurant, DAITOKAI, in Dusseldorf, Germany. Meat, seafood and
vegetables were cooked and seasoned with Kikkoman Soy Sauce in front of the
guests for the purpose of showing how well soy sauce goes with meat and local
ingredients, and enjoying soy sauce with the five senses. Here, the in-store
demonstration model that led to success in the U.S., was adapted in the form of a
restaurant.
Thereafter as well, together with introducing Japanese cuisine, we have been
proposing uses of and recipes using soy sauce in each country and continuing to
expand on new possibilities for soy sauce.
Europe has a long history, and diverse food cultures coexist in each country and
region. Local communities feel a strong attachment to and preference for their own
food culture and are cautious about accepting new tastes from overseas. However,
with recent increased health-consciousness and interest in Japanese food, many top
European chefs have started to use soy sauce, and its presence in this market is
increasing.
In 1997, we completed the first production plant in Europe. Located in the
Netherlands, it is a base for production and distribution to all of Europe. In recent
years shipping volumes to Eastern Europe and the Middle East have also increased,
and we strongly believe that Kikkoman Soy Sauce is becoming recognized as a
global seasoning.
Hidden Growth Potential: Asia

After Europe, growth of the Asian market is anticipated.

In 1983, we established Kikkoman (S) Pte Ltd in Singapore to export to Southeast
Asia and Oceania. The following year our Singapore Plant began operation and
Kikkoman’s technology made it possible to brew soy sauce in a much hotter and
more humid place than Japan. At each production base worldwide, we produce soy
sauce that meets Kikkoman’s strict quality standards, a fact we are proud of and
believe to be our mission.
In 1990, President Kikkoman Inc. was established in Taiwan through merger with
Taiwan’s largest food company, Uni-President Enterprises Corporation. In 2000, we
established Kunshan President Kikkoman Biotechnology Co., Ltd. with the same
company outside of Kunshan, Jiangsu Province near Shanghai and began shipping
products from 2002.
.In 2008, to begin full-scale entry into the Beijing and Tianjin markets, Kikkoman
entered into a joint venture with Shijiazhuang Zhenji Brewing Group Co., Ltd., the
largest soy sauce and vinegar manufacturer in Northern China, to establish
President Kikkoman Zhenji Foods Co., Ltd. in Shijiazhuang, Hebei Province. In 2009,
Uni-President Enterprises Corporation also joined the venture and we began
shipping products. Thereafter in 2014, we established the sales office Kikkoman
Shanghai Trading Co., Ltd. in Shanghai to strengthen our sales activities. In Asia as
well, Kikkoman’s Soy Sauce is trusted and chosen as a very high quality seasoning.

Anticipated Future Development: South America

Kikkoman has been importing our soy sauce and other products produced in the
U.S. and Singapore for sale in South American. Especially in Brazil, the largest
economy in South America, the taste of locally produced Brazilian-style soy sauce
was mainstream, making the barrier to market entry high, and we struggled to
increase our presence for a long time. However, to move forward with development
of seasonings suited to local preferences, we began outsourced production and
sales of Kikkoman Brand soy sauce related products from 2018. Then in March of
2020, we established the wholly-owned subsidiary “Kikkoman Brasil”, and earnestly
entered the Brazilian market. We began shipping Kikkoman Soy Sauce produced at
our Brazil production plant from November of 2021, and anticipate further
development of our South American business through penetration of the Kikkoman
Brand in this market.

Becoming a Truly Global Seasoning

Beginning with a full-scale entry into the U.S. market in the 1950s, Kikkoman’s
globalization earnestly expanded thereafter into Europe in the 1970s, Asia in the
1980s and more recently into South America.
When considering the reasons why Kikkoman Soy Sauce is used by so many people
worldwide, we must not forget the features of “Honjozo” (traditionally-brewed) soy
sauce itself. This type of soy sauce imparts its characteristic aroma and flavor to all
ingredients making them more delicious. This refined yet deep flavor is unique to
“Honjozo” soy sauce.
While respecting the lifestyles and food cultures of people in all regions throughout
the world, Kikkoman will continue to convey the many appealing characteristics of
traditionally-brewed soy sauce.
In order to make soy sauce a truly global seasoning and to fill the world with
delicious smiles, Kikkoman will continue to expand globally.

Asian Food Wholesale Business

Bringing Japanese Food to the World's Tables：

The popularity of tasty, healthy Japanese food has boomed in recent years, thanks
in no small part to Kikkoman’s oriental food wholesale business. Established to
complement the soy sauce business, it has acted to promote Japanese food and
Japanese culture.
Recognizing the synergies to be gained from advertising the allure of soy sauce and
popularizing Japanese dietary culture, Kikkoman entered the oriental (especially
Japanese) food wholesale business by acquiring a management stake in Japan Foods
Corp. (now JFC International, Inc.) in the U.S. in 1969.
JFC International handles a wide variety of food products, including everything from
fishery and agricultural products such as rice to processed foods, alcoholic
beverages, ice cream and frozen foods (as well as soy sauce, of course), helping to
further boost the spread of Japanese food.
The JFC Group has expanded into all regions of the world. With Japanese food now
widely enjoyed for its healthiness as well as its tastiness, we remain committed to
deliver safe, high-quality products to consumers and businesses around the world.

The History
1917
Guiding principles drawn up in 1925
Noda Shoyu Co. Ltd. (forerunner to Kikkoman) established in Noda through merger of

1931
Takasago Factory today
Kansai plant (now the Takasago Factory) completed near Osaka, Japan

1939 Goyogura after its initial opening

 Goyogura as it stands today
Goyogura is built in Noda to preserve traditional techniques and continue production

1940 "Kikkoman" adapted as single brand name nationwide

1949
Poster declaring re-start of soy sauce exports
Export of soy sauce, which ceased due to war, resumed

1957
Inside a supermarket in 1960's

Kikkoman advertisement from 1960's

Kikkoman International Inc. established in San Francisco for sales and marketing

1962
Current logo design introduced in 1964
Katsunuma Yoshu Co., Ltd.（now Manns Wine Co., Ltd.） established in Japan

1968
Partnered with Leslie Salt Company in the U.S. to start local bottling of soy sauce and

1969 Kikkoman invests in Japan Food Corporation, a trading company and predecessor to JF

1970
Opened underwater restaurant and other exhibits at World Expo in Osaka
1972
Kikkoman Foods, Inc. our first U.S. plant, established in Walworth, Wisconsin

1973
Kikkoman enters restaurant business in Europe by opening Daitokai restaurant in Du

1974 Kikkoman enters restaurant business in Japan by opening Colza restaurant in Tokyo

1979 Kikkoman Trading Europe GmbH is established in Dusseldorf, Germany

1980 Kikkoman Shoyu renamed Kikkoman Corporation

Kikkoman Australia Pty Limited established in Sydney, Australia

1983
Kikkoman (S) Pte Ltd established in Singapore

1987
Chitose Plant completed in Hokkaido, Japan

1990 Kikkoman acquired perpetual marketing rights to Del Monte brand in Asia-Pacific reg

Joint-venture company, President Kikkoman Inc., is established to produce soy sauce

Kikkoman Trading (S) Pte Ltd is established in Singapore

1992 Kikkoman Australia Pty Limited begins marketing operations in Sydney

1996
Kikkoman Foods Europe B.V. established in the Netherlands

1998 JFC International (Europe) GmbH established in Dusseldorf

Kikkoman Foods, Inc. establishes its second U.S. plant

200 Kikkoman Trading Asia Pte Ltd established in Singapore

1

200
2
Grand opening of Kunshan President Kikkoman Biotechnology Co., Ltd. (K-PKI) in Kunshan

200
6
Grand opening of Siam Del Monte Company Limited’s factory in Trat, Thailand

200 Commemoration of Kikkoman’s 50th anniversary in the U.S.

7

200
8
Kikkoman introduces new corporate brand logo and slogan

Grand opening of Del Monte Foods (Xiamen) Co., Ltd. (DMX)

200
9
Grand opening of President Kikkoman Zhenji Foods Co., Ltd. (PKZ) in Shijiazhuang, Hebei
 Kikkoman Food Products Company, Kikkoman Beverage Company and Kikkoman Busines
company structure by dividing the company

201
0

Set up booth in Japan Industry Pavilion and opened Japanese restaurant "MURASAKI" at E

201 New hospital building of Kikkoman General Hospital completed

2

201 Kikkoman Shanghai Trading Co., Ltd, established in Shanghai, China

4

Kikkoman General Hospital celebrates its 100th anniversary

201 Become a Tokyo 2020 Official Partner in the category of "Sauces (including Soy Sauces),
6

201 Commemorative event held for 100th anniversary of Kikkoman’s establishment

7

201 Kikkoman launches "Global Vision 2030" as the new vision of the future for the Kikkoman
8

201 Kikkoman R&D Center

9
Completion of Kikkoman R&D Center

The Soysauce itself

Kikkoman Soy Sauce is produced from carefully selected ingredients. Its fine aroma
is composed of over 300 different components, while its well-balanced mix of the
five basic flavors satisfies the palate.
Kikkoman users around the world know that this seasoning enhances not only Asian
cuisines, but Western dishes as well. This is proven by the fact that Kikkoman Soy
Sauce is requested in more than 100 countries throughout the world.
These are what makes Kikkoman Soy Sauce so special.

Its Unique Clear, Reddish-Brown

The superb color unique to soy sauce is the result of the Maillard Reaction, which
begins two or three months after brewing starts. In this reaction, glucose and other
sugars combine with amino acids to produce a brown pigment called melanoidin,
which gives soy sauce its beautiful color.
Soy sauce turns darker due to oxidization when it comes in contact with air. Storage
at low temperatures in a dark location prevents color deterioration, and so we
recommend that you store Kikkoman Soy Sauce in the refrigerator after opening.

Its Harmonious Combination of the Five Basic Flavors

In Japan, soy sauce has been cherished for centuries as an indispensable part of
Japanese cuisine.
Why is Kikkoman Soy Sauce the seasoning of choice around the world today?
The harmonious combination and subtle balance of the five basic flavors of sweet,
sour, salty, bitter and umami (savory) are what give Kikkoman Soy Sauce its
delicious taste.
Specifically, Kikkoman Soy Sauce is particularly rich in umami components
produced during the fermentation process. These umami components are composed
of about 20 different amino acids generated as the enzyme of Koji mold breaks
down proteins contained in soybeans and wheat.
1. Sweet: Amino acids , Sugars
2. Salty: Salt
3. Sour: Organic acids
4. Bitter: Amino acids , Peptides
5. Umami (savory):Amino acids

The Complex Aroma of Kikkoman Soy Sauce

During the fermentation process that occurs over several months, more than 300
different aroma components are generated within Kikkoman Soy Sauce, including
those of flowers, fruits, whiskey, and coffee. Each of these aroma components
occurs in such minute amounts that they cannot be individually identified, however,
these blend together to create the distinctive aroma unique to Kikkoman Soy Sauce.
During cooking, the aroma of heated Kikkoman Soy Sauce stimulates the appetite.
This aroma is one of the many reasons why Kikkoman soy sauce is the seasoning of
choice around the world.