For nearly a century, one Japanese product has been enriching food flavors.

A ubiquitous presence in kitchens and on tables in Japan since it was first introduced in the mid-17th century, Kikkoman's name is now inextricably linked to quality soy sauce and the uniquely Japanese savory taste concept of "umami".

What it brings to food may be hard to put into words, but its effects are undoubtedly enriching.

With time, Kikkoman's products moved beyond national borders and are now essential ingredients across the world from Tokyo to Beijing, by way of cities including Paris, Sao Paulo and New York.

"Our overseas business started in the US," explained Mitsuo Someya, president and CEO of Kikkoman.

"It grew from there. People around the globe recognize Kikkoman as a high quality product. That's where our success comes from."

Today, overseas business accounts for about 70 percent of Kikkoman's total operating income.

Outside Japan, it has set up seven factories, including two in the Chinese mainland, and now Kikkoman products can be found in over 100 countries.

A key component of its success outside Japan can be credited to the company's constant adaption to local markets without betraying a tradition of quality production through fermentation and the continued use of only soybeans, wheat, and salt with no chemicals and additives, along with processes that date back to as early as the mid-17th century.

Someya, who has been part of the Kikkoman family for almost 50 years, agreed: "We believe that tradition and maintaining our identity has been important in our success, but so has the ability to blend and re-create our products to suit local palates. Our strong sense of custom coupled with relentless innovation is what will continue to propel Kikkoman forward."

In China, this philosophy has been specially implemented. "We see China not only as a country for cost-efficient labor and raw materials but as a crucial market in which we can grow," Someya said.

"China is one of the largest markets worldwide for our products. We can contribute to Chinese society by providing healthy and tasty food concepts adapted to local needs."

Kikkoman's soy sauce is naturally brewed using the same three ingredients since the mid-17th century. That is a key selling point.

"We have been working with Chinese stores to place our products in a no-additive corner to separate us from other brands," he explained.

"This has yielded excellent results, with one store enjoying an increase in its sales by 50 percent thanks to the addition of a no-additive corner."

In fact, Kikkoman's role in China goes far beyond production and sales.

The promotion of healthy eating is a cornerstone of its global focus. Kikkoman has collaborated with Shanghai University in holding open discussions about the responsibility of companies to society and the importance of food ingredients in a healthy lifestyle.

www.kikkoman.com/index.shtml

World Eye Report provided the story.

(China Daily 02/07/2013 page7)