Kikkoman Exhibits at Japan Expo, Australia’s Largest Japan-Themed Trade Show

January 15, 2026

Kikkoman Australia Pty. Limited (hereinafter KAP), the Kikkoman Group sales company in Australia, participated in Japan Expo, held on October 25, 2025, at Sydney Town Hall. This trade show is Australia’s largest Japan-themed exhibition, showcasing Japanese products, food, tourism, and culture to an international audience. This year, more than 3,000 visitors attended.

To increase brand awareness in Australia, Kikkoman showcased and sold local specialty products such as the Makoto Range and Crunchy Soy Sauce with Crushed Almond, and offered tastings and sales of Beef Udon. Through these activities, we directly demonstrated the versatility and appeal of our seasonings, reinforcing brand loyalty and promoting new products.

Kikkoman Exhibition Space

Kikkoman’s exhibition space attracted visitors who shared positive feedback such as, “I always use Kikkoman soy sauce” and “I trust the quality, so I can buy with confidence.” The opportunity to sample new products on-site was also highly praised. Regarding the Beef Udon tasting, customer comments included: “It’s amazing to enjoy authentic flavor so easily” and “I didn’t expect this level of quality at an event.” Overall, the experience received high satisfaction.

Kikkoman sponsored a live performance by Hideo Dekura, a renowned Japanese culinary expert based in Australia. On stage, he brought to life the traditional art of Eiri Kondate, a refined practice from Japan’s fine dining tradition where chefs hand-painted menus adorned with delicate illustrations and brush-written descriptions for each dish.As a brand committed to the “international exchange of food culture,” supporting Mr. Dekura’s efforts to share the beauty of Japanese cuisine and culture was a valuable opportunity.

Following the event, a KAP representative commented: “Through this exhibition, we reaffirmed the strong support for the Kikkoman brand among visitors. It also helped raise awareness of new products and provided candid feedback that will guide future sales strategies. This was a valuable opportunity to deepen our understanding of the market.”
Building on this experience, KAP plans to further expand activities that promote Kikkoman’s commitment to the international exchange of food culture while strengthening initiatives such as tasting events and social media campaigns to increase awareness of both existing and new products.