Fifty years ago Kikkoman Corporation predicted that the soy sauce market in Japan would decline. In response, the company decided early on to expand to the overseas market during a time when no other Japanese company in the food industry would dare try. Just as predicted the soy sauce market continued to shrink in Japan. However, Kikkoman was able to support itself by its sales activities outside of Japan, which make up more than half because of Kikkoman’s early entrance in the overseas market.

Unlike now where Japanese food is widely known outside of Japan, fifty years ago the average American was far from interested in foreign flavors. However, by staying true to the motto, “when in Rome, do as the Romans do” Kikkoman was gradually able to introduce soy sauce into the All-American kitchen. Instead of introducing Kikkoman soy sauce as how it is use in Japan, the black and white Kikkoman commercials of the time tried to grab the interest of these average Americans by introducing soy sauce as a type of barbeque sauce. Kikkoman’s teriyaki sauce was also introduced into the market as a barbeque sauce and became a big hit. Since then, although more people are using soy sauce in Asian dishes, its use has expanded to be used as flavoring for non-Asian foods such as sandwiches and frozen foods.

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Everywhere you look in Japan there are iPod users. You can say even more so for cell phones. With the spread in use of both items,
it only makes sense that a company like IMJ would develop an iPod remote controller that alerts iPod using cell phone users when they are receiving a phone call or email via their iPod.

The remote control uses Bluetooth technology to temporarily stop the user’s iPod, and alert the user with a ring tone. After the phone call it will automatically restart from where the iPod was stopped. It is possible to make adjustments such as the volume of the alert tone.

Though there are many iPod accessories that are available, like this BluRing, there is still more room for more ideas especially in the Japanese market.

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