How Nagai Nori Brings Japanese Nori Worldwide

By Daniel de Bomford

Every region of Japan has its own character, and each city offers its own specialties and flavors. That distinctiveness comes from the ingredients themselves and the traditions that shape how they are grown, harvested and prepared. In Aichi Prefecture, seaweed has long been at the center of that story. The region’s rivers, rich in minerals, create conditions that give local nori its depth of flavor. It is here that Nagai Nori built its reputation, transforming a regional specialty into products that have earned recognition both at home and abroad.

Founded in 1947, Nagai Nori was instrumental in shaping nori manufacturing in Aichi Prefecture. President Kazuhiko Hisada states that the region is renowned for its three rivers, which carry essential minerals vital for nori production. Twenty years ago, Japan was producing over 10 billion sheets of nori annually, and the competition was intense. “We focused on ensuring a stable supply and maintaining high quality. By prioritizing taste and consistency, we were able to build trust with many reliable customers—and with strong customer relationships comes strong profitability,” he explains.

The company produces a variety of nori-based products, from the staple roasted sheets to seasoned pieces and toppings. It’s Korean-inspired Jaban Nori won the Monde Selection award six consecutive years. The flavor has been adapted to suit Japanese taste, which Hisada attributes to its widespread acceptance in Japan. Furthermore, its Korean roots make it popular in Korea. “There are similar products on the market, but I think our carefully fine-tuned flavor appeals to the broadest possible audience,” he states.

Nagai Nori has expanded into adjacent food segments, such as health foods and shiitake mushrooms. As a type of dry food, the company is already familiar with the production process, and Hisada says that it “felt like a natural progression.” The company is also developing new products made with nori, which is a key part of its strategy.

Consumption of Japanese cuisine, washoku, has quickly grown in the past decade, and total exports are comparable to Japan’s traditional strong export sectors. With sights set abroad, the company is eyeing the United States market, as well as Southeast Asia. However, Hisada anticipates a challenge. In Southeast Asia, especially, Chinese and Korean nori suppliers and products are already well entrenched. “That’s why it’s important to promote the distinctive taste of our products and highlight their superior flavor.”

That adaptability gives the company confidence as it looks abroad. The company's role has evolved from being a mere supplier to being a tastemaker, introducing people from around the world to the wonders of nori. By doing so, Nagai Nori hopes to turn a local specialty into a familiar presence on tables worldwide.