Kubara Honke Shares Authentic Dashi, Expanding Culinary Traditions Globally

By Daniel De Bomford, Bernard Thompson and Paul Mannion

The first thing that springs to mind in conversations about culture is often the great works of art, literary, musical and architectural. It’s also the intangible, a familiar spirit shared between people or the knowledge passed on from generation to generation. A culture’s food bridges the gap between tangible and intangible; it is something to be shared and passed on. As purveyors of Japanese seasonings, ingredients and condiments, Kubara Honke is entwined with washoku—Japanese cuisine—which was designated as an Intangible Cultural Heritage in 2013 by UNESCO.

Company President and CEO Tetsuji Kawabe says that the succession of local cuisine doesn’t necessarily have to rely on restaurants. “Ideally, traditional cuisine and culinary traditions should be passed down within households,” he explains. As a company that provides ingredients for home cooking, Kubara Honke plays a key role in this process by offering products that align with traditional flavors and cooking methods. “If our products are embraced and incorporated into daily cooking, we believe we can contribute to preserving Kyushu’s rich food culture for future generations,” Kawabe says. He describes one of the company’s proudest achievements is contributing to the nationwide popularity of flying fish dashi. The company made it the focus of its product development early on, and over the years, it grew in popularity beyond Japan’s southern island of Kyushu. “Our company played a key role in introducing and expanding the appreciation of flying fish dashi across Japan,” Kawabe proudly states.

Delivering Washoku to a Global Audience

Kawabe says that the Japanese food industry needs to do more to promote authentic washoku home cooking around the globe. With its rise in popularity in the wake of the UNESCO designation and the influx of tourists after the pandemic, people are seeking authentic experiences in their home countries. “Compared to many other global cuisines, Japanese food tends to be lighter and lower in calories, which likely contributes to its growing appeal among health-conscious consumers,” Kawabe remarks on washoku’s increased profile.

With the declining population, Kawabe says the company needs to expand into global markets. It has already made a concerted effort in the United States and has a presence in Hong Kong, Taiwan, Singapore, and Europe. The company already has a dedicated e-commerce site for the United States. “One of our potential strategies is leveraging our online recipe collection to attract Americans who are open to trying new seasonings and condiments in their everyday meals,” Kawabe suggests. To promote dashi in the United States, on October 15, 2024, Kubara Honke established National Dashi Day. It used the event to share information about the origins of dashi, the different types of dashi, and the importance of dashi in Japanese cuisine. It also hosts the annual Ago Matsuri (Flying Fish Festival) in Japan. The company believes that promoting dashi goes hand in hand with its business expansion and plans to continue National Dashi Day in 2025.

One of the challenges of exporting Japanese ingredients abroad is that a smaller percentage of people in these markets cook at home. Kawabe says that the company must be considerate of what products it offers and have a deep understanding of each market to find ways to incorporate its ingredients into everyday cooking. “Getting home cooks to adopt our products as part of their daily staples will be crucial, though it presents a high hurdle for us to overcome,” he says. The company is already rolling out its domestically popular “dashi soup” overseas, which can be prepared quickly and only requires hot water to serve. Looking ahead, Kubara Honke is considering new paths for growth. “While we are currently focused on seasonings, food ingredients, and condiments, we may explore expanding our product portfolio in the future,” Kawabe explains. He suggests potential avenues for ready-to-eat meals or other innovative products that align with evolving consumer needs. “Offering ready-meal options, making it easier for consumers unfamiliar with Japanese cooking to experience authentic flavors in a convenient way,” he says.

Innovative Strategies and Partnerships Strengthen International Position

Kawabe describes Kubara Honke’s sales approach as “unconventional,” having established e-commerce stores before physical ones. “We initially built our brand through e-commerce, and once our products gained nationwide popularity, we began opening stores in key locations to further strengthen our market presence,” Kawabe says. The company plans to enhance its brick-and-mortar stores to create a distinct atmosphere that appeals to customers as it strengthens its flagship locations. “At the same time, we will continue to expand our e-commerce presence, as we believe that physical stores and online sales should complement each other,” Kawabe explains.

Another critical facet of Kubara Honke’s strategy is its partnerships with foreign chefs in the United States. Currently, it is partnering with Chef Ivan Orkin of Ivan Ramen, who has been a believer in the Kubara Honke’s Kayanoya Dashi for a long time. In collaboration with Chef Ivan, the company created a recipe for Truffle Ramen with Kayanoya vegetable dashi and posted an instructional video with the chef online. “I have used Kayanoya dashi for a very long time at Ivan Ramen,” Chef Ivan says in his testimonial.

Between partnerships and International Dashi Day, Kubara Honke aims to communicate the value and uses of dashi with consumers. Japanese cuisine is perceived by the market as healthy, and dashi is a key reason for this in many dishes. “Dashi is a powerful alternative to salt due to its natural umami, allowing for reduced sodium intake without compromising flavor,” Kawabe says. The company has long recognized this inherent strength in promoting healthier eating habits. “Moving forward, we aim to better communicate dashi’s health advantages and educate consumers on how it can be used as a flavorful, low-sodium alternative in everyday cooking,” he says.

The company’s goal is to have its products integrated with everyday cooking around the globe. “We are actively exploring pathways to achieve this and remain open to ideas that can help introduce our seasonings, condiments, and dashi to a wider audience,” Kawabe says. He believes finding the right approach is key to expanding the company’s reach and ensuring its products become a natural choice in home kitchens. He hopes to secure this piece of culture’s future before passing it on to the next generation to nurture and grow. Sharing his dream for the future, he resolutely states, “In the future, we hope that Kayanoya will become synonymous with dashi all over the world.”

To hear more from President Tetsuji Kawabe of Kubara Honke Group, check out this interview with him.