Nurturing the Future with the Power of Vinegar

For 11 consecutive years, we’ve seen Japanese food-related exports increase. If we look at up to 2023, they reached JPY 1.45 trillion. This has been consolidated overseas by the growing popularity of Japanese restaurants, which grew from 55,000 in 2013 to more than 200,000 today. How do you account for this substantial rise in Japanese food exports? Why is now the time for washoku (Japanese cuisine) to shine internationally?

In 2013, Japanese cuisine was designated as a UNESCO World Heritage Culture, and starting with this point, Japanese food began to expand around the world, especially particularly prominent Japanese food such as sushi. In the past, many foreigners were not familiar with raw fish or nori seaweed. However, over the past five years, the situation has started to change. Foreign people are now more familiar with sushi, and this has resulted in an increase in conveyor belt sushi restaurants. Producing and selling vinegar is one of our businesses. With the spread of sushi, our business is expanding, too.

Japan is facing considerable challenges as a result of the demographic shift characterized by the aging and declining population. In addition to these issues, the 2024 problem will potentially cause a shortage of 240,000 by 2027. Food and beverage industries are now grappling with logistical and market pressure, driving Japanese companies to seek growth in international markets. How is your company addressing these challenges, and which international markets do you believe hold the greatest growth potential for your vinegar products?

Regarding the 2024 problem, Japan is now facing a workforce shortage, so we are promoting automation by introducing machines in our factories. Regarding logistics, we are working to make them more efficient. Regarding the global market, food culture of each country has a large impact on our business. Therefore, the most potential lies in countries that have an interest in healthy conscious. Our potential is expanding around the world in locations such as Europe, Australia, the United States, China and other Asian countries.

Japanese people have some of the longest lifespans in the world, and I think the key lies in Japanese peoples’ consciousness of healthy and fermented food. Vinegar is a fermented food used in sushi, and we believe that if sushi expands in a country’s consciousness, the people there will become more concerned with healthy food, synergizing the effects of healthy Japanese food. Countries where healthy food is popular, are going to present the greatest growth opportunity for our business. Vinegar is good for lowering blood sugar levels and improving blood flow, making vinegar also key in reducing body fat.

In the West, vinegar is largely seen as a cooking ingredient or a health supplement, particularly apple cider vinegar, which is consumed in small, diluted amounts for wellness purposes. In Japan, however, vinegar-based drinks are part of everyday life and are known for their health benefits. Tamanoi’s black vinegar products, made through traditional fermentation processes, are popular in both cooking and as health supplements. What health benefits come from consuming your vinegar products, and what strategies are you using or considering in order to shift Western perceptions of vinegar?

In Japan, it took a very long time to change people’s perception that vinegar is a seasoning and that, instead, vinegar can be a part of a beverage. People find, that if they take vinegar every day, it would have positive effects on their health. In foreign countries, we need to expand the efficiency of using vinegar through media and PR. There, they don’t know about drinking vinegar as a beverage yet. We are now searching for opportunities to change perceptions.

One of your interesting products ‘Sushinoko’, the world’s first  powdered sushi vinegar, which can easily make delicious vinegar rice by simply sprinkling it and mixing it with. Due to the powdered form, it can be freely adjusted to one’s tastes. What are the manufacturing strengths that allow you to make innovative products like ‘Sushinoko’?

The technology of producing powdered vinegar is not very simple. Thankfully, we have maintained the number one share of the powdered vinegar market. I consider that as our technological advantage. Powdered vinegar is very light and easy to carry, meaning it is very good for inbound tourists as a souvenirs. In addition to being used for sushi, it can also used for potato chips. If you sprinkle it on potato chips, the flavor will taste like salt and vinegar. Using this approach, we can appeal to people who don’t eat rice. We want to spread the attraction of vinegar at the upcoming Osaka Expo.

Tamanoi ‘Sushinoko’

Can you talk about the success of this product abroad?

At first, we promoted ‘Sushinoko’ to Japanese people living in foreign countries. However, over the past few years, we have begun to promote ‘Sushinoko’ to local companies in foreign countries releasing its overseas version.

The ‘Sushinoko’ brand recently collaborated with different anime properties. Can you tell us more about your collaborations and the results you have seen? 

 ‘Sushinoko’ was launched over 60 years ago, and the main users of the brand are getting older now. In the past, there was a culture of preparing sushi at home. However, many of the younger generation don’t make sushi rice at home because of the opening of so many conveyer belt sushi restaurants. We need to approach this younger generation. We focused on  collaborating with various anime characters that are very popular among young people.

In addition to ‘Sushinoko’, you offer a diverse product range, including vinegar for general seasoning and health-oriented vinegar-based drinks. Your commercial lines cater to hotels, restaurants, and cafes, along with a premier vinegar line strengthening your presence in high-end markets. Which of your product segments do you believe has the greatest growth potential? Are there any new product categories you are considering expanding into?

Regarding existing products, we are pushing red vinegar. They are made from sake lees, and in the Japanese market, the product is experiencing growth. The thought is now that we can expand this product further in global markets.

Also, we think products that are good for people could be good for animals. We are now testing vinegar in collaboration with some cow and horse farmers. We’ve got the results of more milk from cows after having vinegar added grass. Moreover, we expect a good result that vinegar help racehorses recover from fatigue.

Your company has an extensive partnership network that includes collaborations with universities to do joint research projects. You are also active in sports sponsorships, including football, Japanese baseball, and Japanese rugby. Which of your recent partnerships are you most excited by, and are you looking for any new partnerships or collaborations, particularly in international markets?

Selecting just one is very difficult. We focused on sports since we consider sports to be an integral part of social contribution. Through sports sponsorships, we can communicate that vinegar is good for fatigue recovery. Therefore, if people take vinegar after playing sports, they will have a quicker recovery.

As mentioned earlier, you are interested in expanding internationally. Which international markets do you think offer the highest growth potential?

In Europe, we are developing a factory that can produce our products locally. We are also searching for a similar factory in China. We are also considering local production in other countries.

Considering local production, there are regulations in each countries and region. If we try to export products from Japan, we may face some problems; therefore, we need to consider carefully.

Imagine that we come back in three years and have this interview all over again. What goals or dreams do you hope to achieve by the time we come back for that new interview?

Our company is located in Sakai City, and historically, Sakai was a port city. In 1590, Sakai had the largest population in Japan. However, it is no longer a trading city. Our motto is “From Sakai to the world.” We want to promote our products, such as sushi vinegar and vinegar drinks, with the theme of health and happiness. This is why our company strives to create products that promote good health.

For more information, visit their website at: https://www.tamanoi.co.jp/