Not Selling Kombu, but Spreading “UMAMI” to the World
We supported the export of kombu (kelp) and kombu-processed products for a long-established company. Starting with exporting dashi kombu to restaurants, we found that even chefs didn’t fully understand its proper use and value at the time, so we developed educational activities while proposing a conceptual shift. Under the concept of “selling UMAMI,” we began planning and promoting new products, resulting in the development of distribution channels not only in New York but also in Europe and Asia. This activity attracted interest from Japanese department store buyers, leading to expanded domestic distribution as well. The business development in New York energized the company, including management and younger employees, who began offering new opinions and ideas, making it a project that brought about internal corporate change. Services: Research, concept planning, product planning, export packaging design, export channel development, promotion
