GK had the opportunity to talk with Mr. Toshiro Tanaka, President of Maruesu Co., Ltd., about about Japan’s seasonal approach to food culture, adapting to inbound demand, and how the company is evolving from seafood snacks to new categories like confectionery and dried fruits—all while steadily expanding overseas. Read an excerpt from the interview below.
Japan blends tradition and innovation in its food industry. What makes it uniquely competitive on the global stage?
Japan’s food culture has evolved over centuries, deeply influenced by its seasonal climate and natural surroundings. The diversity of ingredients across spring, summer, autumn, and winter is reflected not only in the food itself, but also in the seasonal tableware and presentation, giving Japanese cuisine a rich, sensory depth that sets it apart globally.
How has rising global interest in Japanese cuisine influenced your operations?
Inbound tourism has definitely boosted demand. With Japan’s population shrinking, we expect the preferences of foreign visitors to become more influential. When expanding abroad, localization is essential, especially in markets like Thailand, where we carefully adapt packaging and flavors to local tastes.
What new products are you developing?
Our flagship fried squid has been a consistent bestseller for over 20 years, but rising seafood prices are making it harder to sustain. Rather than passing that burden on to consumers, we’ve expanded into new categories like confectionery. Our ‘An-Butter Rusk’, a hard-baked biscuit, is gaining momentum, and we’re also experimenting with dried fruits like figs, yuzu, and mango, as well as soy jerky and dried lemon slices.
What are your future plans for international expansion?
Over the next 3–5 years, we’re focusing on diversifying our product range and growing existing overseas operations in Thailand, Malaysia, and the U.S. We’re also receiving fun requests like pizza-flavored snacks, which we’re capable of exploring with our current equipment. Instead of rushing into new regions, we plan to strengthen sales through agents, not by opening new offices. Long-term, markets like India, the EU, and the Middle East are of interest, but our priority remains consolidating our foundation in Japan and Thailand.
