Soy Sauce Conquers Europe's Kitchens

Interview with Hidekazu Yoshihashi, Managing Director of Kikkoman Trading Europe GmbH

Kikkoman Trading Europe GmbH Rice Noodle Bowl
Rice Noodle Bowl with Seafood: The fresh and light street food option, perfect for any season

European cuisine has increasingly incorporated international influences over the last few years, with Japanese cuisine gaining in popularity. Kikkoman Trading Europe GmbH, known for its naturally brewed soy sauce, has managed to establish soy sauce as a universal seasoning in European kitchens through targeted marketing strategies and innovative products. Wirtschaftsforum spoke with Managing Director Hidekazu Yoshihashi about the success factors and future visions of the company.

Wirtschaftsforum: Mr. Yoshihashi, Kikkoman is a well-known name in Europe. How has the company developed over the past two years?

Hidekazu Yoshihashi: Over the past two years, we have continuously expanded our service and opened up new markets in Eastern Europe, the Middle East, and Africa. Our tailored marketing strategies and digital campaigns, in particular, have led to increased visibility in Europe. We have focused intensely on the needs of each region and are proud that we have been able to establish larger packaging sizes of our products especially in Germany. This strategy shows that the market is ready to use soy sauce in a more varied range of recipes, not just in Asian cuisine.

Wirtschaftsforum: How have you adapted your marketing strategy to better meet the needs of consumers in Germany and Europe?

Hidekazu Yoshihashi: Our focus is on establishing soy sauce as a universal seasoning that can be integrated into both international and regional recipes. Consumers in Germany have responded well to this message, and we see that our larger bottle sizes, which we specifically introduced for the German market, are very popular. We have recognized that German consumers are willing to use soy sauce in their everyday cooking. This is a major success for us.

Hidekazu Yoshihashi, Managing Director of Kikkoman Trading Europe GmbH
Hidekazu Yoshihashi, Managing Director of Kikkoman Trading Europe GmbH

Wirtschaftsforum: Have consumer habits changed during the pandemic?

Hidekazu Yoshihashi: Definitely. During the pandemic, many people started cooking at home more, and interest in Asian recipes increased. These trends have persisted even after the reopening of the restaurant industry. Consumers have realized that it is not that complicated to prepare Asian dishes at home. With simple recipes and high-quality ingredients like our soy sauce, anyone can succeed. We have published many of these recipes on our website to inspire people.

Wirtschaftsforum: You mentioned larger bottle sizes. How does that fit into your overall strategy?

Hidekazu Yoshihashi: Introducing larger bottle sizes was a strategic move to support the growing consumption of soy sauce in Germany. Our campaign to position soy sauce as a multi-purpose seasoning has contributed to its use not only in Asian but also in European and international dishes. This has significantly boosted the sales of our products. We plan to continue this strategy in other European countries.

Kikkoman Trading Europe GmbH Diverse Selection of Kikkoman Products
Diverse selection of Kikkoman products – from the new ramen soup base to classic soy sauce, Kikkoman offers a wide range of flavors and packaging sizes for every cooking style

Wirtschaftsforum: What role do sustainability and digitalization play in your strategy?

Hidekazu Yoshihashi: These are central themes for us. We are working on further optimizing our processes to use resources more efficiently. Additionally, we want to reach even more consumers through digital campaigns and social media and excite them about our products. Our vision is to merge the culinary traditions of Asia with European cuisine while acting environmentally friendly.

Wirtschaftsforum: Teriyaki products are becoming increasingly popular in Europe. What strategy are you pursuing in this area to further drive growth?

Hidekazu Yoshihashi: Yes, that’s true – we especially see rising demand in Germany. We focus on continuously expanding this segment, both in retail and in the hospitality industry. In the coming months, we plan to introduce a new soup based on Ramen in Germany and other European countries, which is another step towards strengthening this product line.

Kikkoman Trading Europe GmbH Tofu and Eggplant Skewers with Teriyaki Marinade
Tofu and eggplant skewers with teriyaki marinade for full flavor
Kikkoman Trading Europe GmbH Beef Empanadas
Beef empanadas refined with soy sauce – a savory street food creation.
Kikkoman Trading Europe GmbH Pumpkin Meatball Burger
Pumpkin Meatball Burger: A delicious vegetarian street food innovation with Kikkoman sauce
Kikkoman Trading Europe GmbH Peka Stew
Peka stew with octopus: Traditional delicacy reinterpreted

Wirtschaftsforum: You mentioned the introduction of a ramen soup base. How will this new product be integrated into the market?

Hidekazu Yoshihashi: Yes, the ramen soup base is a new product that we have specifically developed for the European market. It offers consumers an easy way to prepare authentic ramen soups at home. This product will initially be introduced in selected countries, and we have already received positive feedback. The soup is offered in a convenient 250 ml bottle and complements our existing range of soy sauces and teriyaki sauces perfectly.

Wirtschaftsforum: What are the next steps for Kikkoman in Europe, and do you plan to expand into further markets?

Hidekazu Yoshihashi: Our focus is indeed on expanding our presence in new markets such as North Africa and the Middle East. At the same time, we want to further develop our core business with soy sauce in Europe and establish teriyaki sauces as a second product pillar. We are optimistic that through our continual innovation and tailored marketing strategies, we can further solidify our position as market leaders.

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