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FUJICCO's Quest to Globalize True Japanese Food

Article - January 17, 2025

Explore FUJICCO's diverse range of products, from kombu and beans to yogurt, enhancing Japan’s traditional rice-centered meals.

By Sasha Lauture and Sean McBride


 

Japanese cuisine is renowned worldwide, yet there's more to it than just sushi, sashimi or tempura. While these iconic dishes are the most celebrated internationally, the core of Japanese meals lies in a more everyday, simple but nutritionally balanced diet—centered around rice, and accompanied by side dishes and condiments. One company at the heart of these staples is FUJICCO, a leading Japanese food manufacturer whose products reflect this essential part of Japanese cuisine. Specializing in kombu (kelp), bean, delicatessen, yogurt and dessert foods, FUJICCO is a household name in Japan and is now setting its sights on international expansion.

Founded in 1960, FUJICCO has grown to offer a diverse range of products, from traditional Japanese kombu and bean dishes to modern health foods like Caspian Sea yogurt. Among its various product lines, FUJICCO is best known for its kombu products, boasting a top domestic market share. Kombu, a sea vegetable essential to Japanese cuisine, is central to FUJICCO’s identity. “Japanese people eat a lot of rice, and our kombu products are to be eaten with rice,” explains Masakazu Fukui, president of FUJICCO. “If you look at the average Japanese person’s refrigerator, chances are you will find kombu products, so it is a popular side dish that goes really well with rice.”

FUJICCO is particularly valued for its use of traditional cooking methods, such as tsukudani, where kombu is simmered in soy sauce and sugar to create a richly flavored dish. “The process of tsukudani has been around for a long time,” explains Mr. Fukui. “It uses the principle of osmosis to preserve ingredients, and we hold a 57 percent share of the domestic market in the kombu tsukudani category.” The company’s flagship products come in a variety of flavors, such as sesame and shiso, to enhance the natural umami, or pleasant savory taste, of kombu.



In addition to kombu, FUJICCO’s bean products are another key pillar of its business. The ‘Omamesan’ series, a best-seller soon to celebrate its 50th anniversary, offers beans that are traditionally boiled and sweetened, providing both nutrition and flavor. FUJICCO has innovated within this category, offering low-sugar options and expanding beyond traditional soy and kidney beans. “We support a healthy and energetic life by providing nutritious foods where you can enjoy the natural flavor of beans,” says Mr. Fukui.

Looking ahead, FUJICCO has ambitious international goals, particularly in Southeast Asia, where it already operates in Indonesia through a joint venture. However, Mr. Fukui acknowledges the challenges of expanding a brand known for side dishes and condiments. “What we create isn’t the main dish,” he explains, “so in order for us to be truly successful globally, I think there is a prerequisite that Japanese food, in general, should be widely accepted by the global market.” To achieve this, FUJICCO is actively seeking new partnerships abroad. “Whenever we enter a new market, it is crucially important to find a great and reliable partner,” he notes.

By focusing on these traditional yet versatile side dishes, FUJICCO is aiming to make a global impact and showcase the full breadth of Japanese cuisine beyond the well-known examples of sushi and tempura.

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