The Umami Kick for Every Dish
Interview with Hidekazu Yoshihashi, Managing Director of Kikkoman Trading Europe GmbH
There's hardly a savory recipe that can't be enhanced with a dash of soy sauce for a delicious umami kick. The soy sauce cult brand Kikkoman proves that the Japanese seasoning is not only versatile in Asian cuisine, but also in traditional European dishes. In an interview with Wirtschaftsforum, Hidekazu Yoshihashi, Managing Director of Kikkoman Trading Europe GmbH, discusses marketing strategies, new products, and of course, the legendary designer bottle.
Wirtschaftsforum: Mr. Yoshihashi, you are responsible for the distribution of Kikkoman products in Europe, Africa, and the Middle East. How important is the German market to you?
Hidekazu Yoshihashi: Germany is an extremely important market for us and is certainly the largest European market in terms of sales. We are currently growing by 10% annually in Europe and are market leaders in the key European markets. However, there is still further potential in these markets that we can tap into, and that is exactly the focus of our marketing efforts.
Wirtschaftsforum: Kikkoman is already well-known. What strategies do you use to further increase brand awareness and market penetration?
Hidekazu Yoshihashi: Our goal is to achieve perfect coverage across all communication channels, especially in our key markets. This means that in our biggest markets we might target television spots once or twice a year and support these with product placements. Timing is incredibly important to maximize visibility as long as possible and to inspire customers at the right moment.
Wirtschaftsforum: What marketing strategy are you pursuing to increase sales in the European market?
Hidekazu Yoshihashi: Our approach is twofold. On one hand, Kikkoman soy sauce is seen as an indispensable ingredient in authentic Asian cuisine. On the other hand, it is a versatile seasoning that can also enhance traditional European and modern fusion dishes. We have a test kitchen here in Düsseldorf where our culinary team is constantly working to develop recipe inspirations for end consumers. This approach proved especially effective during the pandemic. During the lockdowns, we saw a significant increase in sales as people stuck at home spent their time cooking. Many people who would otherwise have eaten in Asian restaurants were inspired by our website to recreate these dishes at home.
Wirtschaftsforum: What is special about Kikkoman Soy Sauce?
Hidekazu Yoshihashi: Our soy sauce is a traditional product brewed from just four ingredients: soybeans, salt, wheat, and water. It is subject to strict quality controls to ensure a consistent taste experience worldwide.
Wirtschaftsforum: How has the product range been adapted for the European market?
Hidekazu Yoshihashi: In addition to our traditional, naturally brewed soy sauce, which is produced in the Netherlands for the European market, we also offer a reduced-salt and a gluten-free version. We have also developed a range of marinades and sauces based on soy that are adapted to European eating culture. Teriyaki Sauce with roasted garlic and Teriyaki Sauce with roasted sesame are ideal for marinating grilled meat, fish, and vegetables. These sauces were launched on the German market about five years ago and have been selling very well since then.
Wirtschaftsforum: Who do you see as the target audience for Kikkoman?
Hidekazu Yoshihashi: Our customer base consists of food retailers, catering and food industry. The most important target group for our marketing are the end consumers.
Wirtschaftsforum: What is the story behind the distinctly iconic Kikkoman designer bottle?
Hidekazu Yoshihashi: Our 150ml dispenser with its unique bottle shape was designed by the well-known and award-winning designer and former monk Kenji Ekuan, who later also designed the world-famous Bullet Train. After three years of development work, the bottle with its sleek, teardrop-shaped design and clever functionality was unveiled to great applause in 1961. Today, it can be seen in the Museum of Modern Art in New York. For the Kikkoman brand, the bottle has been an absolute stroke of luck and we honor its cult status every year with a special edition for collectors. All recipes can be found on our website: www.kikkoman.de