Mastering the Art of the Slurp

Mr. Fujii, I’d like to start by discussing the food industry you mentioned earlier. Over the past 11 years, Japan’s food exports have steadily increased, surpassing 1.45 trillion yen in 2023. This growth highlights the role of Japan’s “hidden champions” in the food manufacturing sector. However, international competition is intensifying, particularly from emerging markets like China and India. Looking ahead to the next 12 months, what is your outlook for Japanese food manufacturers in the face of this global competition?

Our company specializes in compact noodle-making machines designed not for large-scale industrial use but for small restaurants and specialty shops—places like Marugame Seimen or local udon and ramen restaurants. Our strength lies in producing machines that create high-quality noodles, not mass-produced ones.

We not only manufacture and sell noodle-making machines but also operate our own noodle production facility on the fourth floor of our factory. This dual focus allows us to refine both the technology and the end product, ensuring exceptional quality. I encourage you to take some noodles home and taste them yourself!

Japan faces significant demographic challenges: a declining population and a shrinking domestic market. Some forecasts even suggest the population could be halved by the end of this century. This naturally leads to a smaller workforce and more intense competition. How do you see this situation—both as a challenge and as an opportunity?

I’m 77 years old now and have passed the leadership baton. But I’ve also started a new company and even published a book this month. I firmly believe that Japan can grow stronger if we energize and empower our senior citizens.

Rather than viewing the aging population as a burden, I see it as a source of strength. If we can create opportunities for older people to stay active and contribute, Japan will thrive. My mission moving forward is to inspire and activate our senior population, turning a social challenge into a powerful opportunity.

That’s a powerful message. Speaking of noodles, Japan’s ramen has achieved global recognition, far beyond China, despite ramen’s historical roots in Chinese cuisine. Why do you think Japanese ramen has succeeded worldwide while Chinese noodles have not?

There are two key reasons. First, Japan invented the noodle-making machine about 150 years ago, during the Meiji era. Machines made it possible to produce consistently high-quality noodles, which was essential for expansion. For example, Hakata-style tonkotsu ramen has a firm texture that cannot be replicated by hand—it requires machinery.

Second, when ramen arrived in Japan, it underwent significant innovation, influenced by Japan’s soba noodle culture. In soba cuisine, there’s a technique called “kaeshi,” where soy sauce and mirin are aged and blended to enhance flavor, much like the sauce for unagi (grilled eel). This umami-rich base became the “motodare” used in ramen. This unique Japanese innovation transformed ramen into the global phenomenon it is today.

Headquarters building

That’s fascinating. As Japan’s food exports grow—reaching 1.45 trillion yen in 2023—what do you see as the most promising international markets for Japanese food and food machinery?

We see growth potential worldwide. In Southeast Asia, for example, Marugame Seimen has opened over 100 stores in Indonesia. Taiwan is also a thriving market. Looking ahead, North America presents tremendous opportunity for expansion as well.

In terms of global expansion, I understand that Yamato has formed partnerships in the U.S. with companies like Colin in New York and Econ in California, and with Pure Range Enterprises in Canada. How do you select international partners and distributors?

Many opportunities come down to timing and relationships. We were fortunate to connect with Korin and Pure Range at the right moments. Ideally, we look for partners who can handle not only sales but also maintenance and after-sales support. This ensures long-term success in each market.

Returning to the topic of ramen’s global appeal, why do you think people around the world are choosing Japanese ramen over Chinese varieties?

It comes back to innovation and technology. The invention of noodle-making machines allowed for consistent, scalable quality. Moreover, the Japanese approach to refining flavors—drawing on soba traditions—created a unique taste profile that has global appeal. People are drawn to the balance and depth of Japanese ramen, and that’s why we see millions of visitors coming to Japan just to experience authentic ramen.

The global ramen market was valued at $57.92 billion in 2023 and is projected to grow to $94.1 billion. What makes your noodle-making machines stand out from the competition?

I founded Yamato Manufacturing 50 years ago, after working as an engineer at Kawasaki Heavy Industries where I designed aircraft and ships, including work on the F-4 Phantom fighter jet. From the beginning, I set the goal for Yamato to be number one in noodle-making machines.

To achieve that, I knew we had to focus on one thing: the taste and texture of the noodles. We established a dedicated research lab, invested in testing equipment, and created what became the Yamato Noodle School. We built our business around delivering the highest quality noodles, and that remains our core strength.

All-in-one machine combining mixing, pressing and cutting functions, equipped with an automatic flour duster and dough conveyor.   At the time of its release, it was the first noodle machine for commercial small-mid scale production with a touch screen display for information and control.

That’s truly inspiring. Beyond machines and noodles, what is Yamato’s strongest area of business today, and where do you see future growth?

Looking ahead, every industry—including food—will integrate AI and new technologies. The noodle industry has significant growth potential because as societies age, people naturally gravitate toward softer, easy-to-eat foods like noodles.

For example, when I visit supermarkets in Germany or France today, I see a noticeable shift: noodle sections have grown larger than bread sections. Noodles are easier to eat and require less chewing, making them appealing to aging populations. This demographic shift presents enormous opportunity.

Thank you. Lastly, could you share your vision for Yamato over the next five years? How do you see the company’s position in the global market?

Moving forward, we see three key areas in the food business:

1. Fast food
2. Cafés (such as Starbucks-style establishments, which are even beginning to serve noodles)
3. Fine dining

We believe only businesses in these three segments will thrive long-term. Furthermore, the demand for convenient, one-hand foods will grow. Our vision is to evolve beyond being just a machine manufacturer—we aim to become a company that leads the future of food itself.

If you had to describe Yamato in one simple sentence for our international readers, what would it be?

We are a company that creates the future of noodles—offering not just machines, but comprehensive solutions that bring quality, innovation, and joy to people’s dining experiences.

Thank you both for your time and for sharing your vision and passion. Yamato truly represents the spirit of Japanese innovation and craftsmanship.

For more information, visit their website at: https://www.yamatonoodle.com/