Kikkoman do Brasil Indústria e Comércio de Alimentos e Bebidas Ltda. (KDB) Exhibits at the 25th Festival do Japão
- Showcasing the appeal of the Kikkoman Brand and Products to Consumers in Brazil –

October 4, 2024

Aiming at further local penetration of the Kikkoman Brand, Kikkoman do Brasil Indústria e Comércio de Alimentos e Bebidas Ltda. (KDB), our production base in Brazil, set up a booth at the “Festival do Japão”, one of the world’s largest events promoting Japanese culture held in São Paulo, over the 3-days between July 12th to 14th, 2024.

This year marks the 25th anniversary of this Japan Festival sponsored by the Federation of Associations of Japanese Prefectures in Brazil (commonly known as Kenren). The festival received many visitors, including Nikkei Brazilians (Brazilians of Japanese descent) and other local residents, totaling about 184,000 over the 3 days. In the venue lined with rows of booths by the Associations of Japanese Prefectures groups and Japanese companies, traditional performances by Nikkei performing art groups, as well as anime and manga events for young people were held, creating a chance for enjoyment of Japanese culture by all ages with family and friends.

KDB exhibited a 95㎡ (1,023 sq. ft.) booth, displaying a full line up of products, from honjozo (traditionally brewed) soy sauce produced at the Campinas Plant to a variety of seasonings produced for the South American market and even the Azuma brand Japanese sake, handled by KDB in that market, for sampling and sale. In addition, as the booth this year was operated in collaboration with JFC Tradbras, our group company in charge of Asian food wholesale distribution in Brazil, imported food products were also on display and available for sale, making possible a wide array of showcased items through inter-group synergy. For sampling, a 10-item menu based on local preferences, including butter soy sauce sauteed eringi (king oyster) mushrooms and tofu steak, was prepared, with a total of about 6,500 tastings being offered over 3 days. Furthermore, cooking demonstrations in collaboration with top influencers were carried out, and the booth was a flurry of activity from event start to finish.

Following the event, the KDB organizer commented as follows:
“I think this was a great opportunity to have more people connect with the Kikkoman brand and our products. In Brazil, where many Nikkei Brazilians live, soy sauce made from soybeans and corn and containing colorants and sweeteners is deeply rooted into the local food culture. However, during this Japan festival I observed many booth visitors who tried Kikkoman Soy Sauce, made from only the four ingredients of soybeans, wheat, salt and water, and produced by “honjozo”, the traditional brewing method stipulated by Japanese law that utilizes the natural power of microorganisms, and smiled while commenting on its deliciousness. Seeing this, I reaffirmed my belief that, for sure, one day our soy sauce will become the standard in Brazil. We are leaning towards participating again next year as well!”

KDB will continue to convey the appeal of Kikkoman Group products to consumers through event participation and marketing initiatives, and propose a new delicious to Brazil, and all regions throughout South America.