Fukuya Showcases Finest Mentaiko to World

Japanese cuisine, or washoku, has become globally synonymous with health, exceptional taste, and culinary artistry. This is reflected in two key trends: first, the 36.8 million tourists who visited Japan last year, many seeking an authentic taste of Japanese food; and second, the rapid expansion of overseas Japanese restaurants, growing from 55,000 in 2013 to nearly 200,000 today. Mentaiko plays a key role in this, with its rich umami flavor enhancing both traditional and modern dishes. What do you believe is driving the continued rise in popularity of Japanese cuisine, and how does mentaiko contribute to this growth?

I’ve observed that mentaiko pairs well with a variety of foods, particularly those that contain oil and carbohydrates. For instance, it blends beautifully with milk, pasta sauce, and steamed rice, enhancing their flavors. Since oil and carbohydrates are key components of many popular dishes worldwide, this natural compatibility gives mentaiko a strong advantage in global cuisine.

However, one significant challenge we face is that mentaiko’s key ingredient—Alaskan pollock roe—is subject to fishing restrictions. As a result, even if demand for our products continues to grow, we cannot produce an unlimited volume of mentaiko. This will be an important challenge as we work to expand our market globally.

Can you walk us through Fukuya’s process for selecting, preparing, and marinating Alaskan pollock roe to ensure the highest quality?

The selection process for raw materials is crucial. At Fukuya, we set strict quality standards for Alaskan pollock roe, selecting only the top 20% to 30% from each catch. The highest-quality roe has a naturally mild aroma, which sets it apart. Many mentaiko manufacturers use alcohol or sake to mask the fishy smell of roe, but at Fukuya, we don’t rely on these additives. Instead, we focus on sourcing superior-quality roe that requires no such treatment.

That’s interesting, especially since you export to the UAE, where alcohol restrictions are strictly observed by Muslims. Was this a factor in your decision to avoid using alcohol, or is there another reason behind your choice?

Our decision isn’t driven by the goal of producing halal food specifically for the UAE or other Muslim countries. Rather, our traditional recipe simply does not include sake or alcohol. As a result, our product naturally aligns with Muslim dietary requirements, making it a Muslim-friendly food by default.

Japan is facing a demographic crisis, with the population currently at 125 million and projected to decline to 100 million by 2050—and just 65 million by the end of the century. While mentaiko is sourced from foreign waters and somewhat insulated from these trends, challenges remain, such as a shrinking domestic market, production bottlenecks, and increased competition for labor. What strategies are you implementing to navigate these demographic shifts, and do you see any opportunities emerging for your company?

We are fully aware of and concerned about Japan’s declining population. Many Japanese food-related companies are turning to international markets in response to this challenge. At Fukuya, we see two possible approaches to navigate this shift.

First, to sustain our current scale of operations, we need to expand into global markets and further develop our e-commerce presence, as many others in our industry are doing. However, if that strategy proves unsuccessful, our backup plan would be to downsize operations in line with market conditions. Maintaining our current scale while the domestic market shrinks would put the company at significant risk, so adjusting our size to match market realities is essential.

Another approach is digital transformation (DX), which could allow us to maintain production levels while reducing our reliance on labor. AI and robotics may play a crucial role in this effort, but implementing them comes with unique challenges. The materials we handle—such as fish roe—are delicate, and the high salt content could affect robotic components. Additionally, the fine particles from chili peppers used in our production process may interfere with robotic joints. If technological advancements can overcome these specific challenges, we may integrate AI and robotics into our production lines in the future.

In 2019, you pioneered the world’s first automated mentaiko weighing system. Is this where you’d want those technologies implemented?

Yes, that’s right.

You export internationally through local partners in Hong Kong, Taiwan, Singapore, and South Korea, as well as via e-commerce. Could you share the strategic importance of these key overseas markets and how they fit into your global expansion strategy?

As I mentioned, the raw materials for mentaiko are a finite resource, meaning we cannot endlessly increase our output. This makes market selection crucial when expanding internationally.

When choosing markets, we first assess whether the local food culture has an affinity with Japanese cuisine. This is important because once mentaiko is exported, its price typically increases to two or three times the domestic price. For that reason, we need to target markets where consumers have sufficient purchasing power to afford it. Naturally, this leads us to focus on capital areas in more developed countries, where demand and affordability align with our product.

Does this mean your focus is primarily on Asia? Additionally, could you share more about mentaiko’s versatility and how it adapts to different food cultures around the world?

Since mentaiko pairs well with oil and carbohydrates—staples in cuisines worldwide—we see significant opportunities for our products globally. However, entering the European market presents challenges due to stringent regulations. As a result, we cannot simply export our current offerings to Europe. Instead, if we aim to enter the EU market, we would need to establish a local production facility in a strategic location. This would allow us to manufacture products that comply with local regulations and then distribute them across the region.

With this in mind, we are developing a model approach. Before expanding internationally, we plan to establish a small, highly automated plant in Fukuoka the near future. This facility will focus only on processing the kernels rather than the whole fish roe. It will also serve as a testing ground to explore labor-efficient production methods. If successful, we will replicate this model in other key markets around the world.

Where would be the first place you do that outside of Japan?

It could be in Taiwan, with a second place being in Australia or the EU.

When this succeeds, will you be seeking partners to help build your capabilities overseas, and if so, what kinds of partners?

Yes, we are looking for a distributor.

We noticed that you offer an impressive range of 320 products, including recent additions like mentaiko potato chips and Men Cheese, a mentaiko-infused cheese snack. Which of your products would you personally recommend to our readers?

One recommendation is our canned mentaiko in oil. Since it can be stored at room temperature and maintains a stable quality, it is well-suited for global distribution and highly transportation-friendly. Additionally, I would recommend our mentaiko-flavored sauce and powder, both of which work well as versatile seasonings.

Mentaiko is often associated with classic washoku dishes or as a complement to rice. However, changing consumer habits are driving demand for more convenient, ready-to-use formats. One of your innovative products, the Tubu Tube, redefines mentaiko consumption with its easy-to-use squeeze packaging, making it effortless to incorporate into a variety of dishes. How has this product influenced consumer perception of mentaiko, particularly among younger generations and in international markets?

We’re not yet sure how well the Tubu Tube will be received in Western markets, as we haven’t introduced it there. However, we’ve seen strong interest from visitors across Asia. Many travelers purchase the Tubu Tube as a souvenir when they visit Japan, which suggests that it is being well received in those regions.

We noticed that the Tubu Tube comes in a variety of interesting flavors. Which one would you personally recommend?

We offer five different flavors, but I would recommend the butter mentaiko flavor—it pairs especially well with toast.

Other options include variations with different levels of spiciness, as well as a soup stock-infused version. Our newest addition is the tororo flavor, which features Japanese taro—a type of yam or potato. When grated, tororo develops a sticky texture and is then blended with fish oil for a unique and flavorful experience.

Mentaiko traditionally requires refrigeration, but you’ve overcome this challenge with your canned mentaiko in oil, eliminating the need for a cold chain. From my understanding, its shelf life ranges from one to three years. However, recent research in the U.S. shows that 63% of Americans avoid processed foods, often due to concerns about taste replication. How do you ensure that your canned version retains the signature kick and umami flavor of fresh mentaiko?

The answer is quite simple—we use the same high-quality mentaiko that can be enjoyed raw and preserve it in a can. Most other manufacturers heat-treat their mentaiko, which naturally reduces its quality. Regardless of whether high- or low-grade raw materials are used, the outcome is the same once heat is applied.

In our case, we marinate the raw mentaiko in oil and then pressurize it in cans. This process allows us to maintain its original flavor and texture, making it very similar to the mentaiko you would typically cook with at home.

Until recently, you avoided wholesale due to Japan’s underdeveloped cold chain logistics. However, this changed in 2015 with the launch of your Fukunoya brand, allowing you to expand into wholesale distribution for supermarkets, department stores, restaurants, and food service providers. How has this shift to wholesale impacted Fukuya’s brand identity?

Over the past ten years, while growth has been moderate, wholesale sales have grown to account for 6% of our total business. Our goal is to increase this share to 15%–20% by 2030.

Founded in 2013, the Hakata Food and Culture Museum was established to showcase and educate visitors about Hakata’s rich culinary heritage, with a focus on mentaiko and traditional local delicacies. How has the museum contributed to raising awareness, and what successes have you achieved so far?

The idea for the museum came from a sense of dissatisfaction among locals, who felt that Hakata didn’t have as many cultural destinations as other cities. That inspired us to create a place that would highlight Hakata’s rich food heritage, leading to the museum’s opening.

Since then, it has been well received by the public, particularly schools. Every year, we welcome many school trips—especially elementary students—who visit to learn about Hakata’s food culture and culinary traditions.

One of the museum’s greatest successes is its impact on education. Traditional food culture and culinary arts have now been included in the supplementary social studies textbook used in schools. While our company name isn’t mentioned—since it’s an official school resource—we are proud to have played a role in educating the next generation about Hakata’s culinary heritage.

If we were to interview you again on the last day of your presidency, what personal goals would you hope to have achieved, and what legacy would you like to leave behind?

If I could point to one major achievement by that time, it would be changing the public’s perception of mentaiko quality. Traditionally, people associate the highest quality mentaiko with the intact roe sack, followed by Tubu Tube with kernels, and consider heated mentaiko as the lowest tier. However, I believe I have challenged that perception by introducing canned mentaiko in oil.

My goal has been to shift the conversation from a rigid ranking of quality to an appreciation of how mentaiko is enjoyed in different ways. The best mentaiko isn’t just about form—it’s about the experience. If I can successfully change the way people think about mentaiko, that will be my greatest achievement.

For more information, please visit their website at: https://fukuya.co.jp/

To read more about Fukuya, check out this article about them