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.
Geo. Prince Takeshita Co., Ltd. specializes in manufacturing and sales of fixtures, furniture-use and glass-use hardware, and construction materials.