KDB Exhibits at the 27th Festival do Japão in São Paulo, Brazil

September 8, 2026

Kikkoman do Brasil Indústria e Comércio de Alimentos e Bebidas Ltda. (KDB), our production base in Brazil, exhibited at the 27th Festival do Japão, held at the São Paulo Expo Exhibition & Convention Center in São Paulo, Brazil, for three days from July 10 to 12, 2026. The festival is one of the largest Japanese cultural events in Brazil and attracted approximately 168,000 visitors.

To introduce the appeal of Kikkoman brand soy sauces and seasonings, as well as Azuma brand sake, to a broader audience, KDB exhibited together with JFC Tradbras, a member of the Kikkoman Group. A wide range of products was displayed and sold at the booth, which also featured a seminar area where presentations on products and cooking were held throughout the festival. The event provided many visitors interested in Japanese culture with opportunities to learn about, taste, and enjoy soy sauce and sake.

KDB also collaborated with other exhibitors at the venue, including food pairing ideas featuring salmon and Kikkoman Soy Sauce and the sale of soy sauce-flavored ice cream, creating opportunities for visitors to encounter Kikkoman brand products throughout the festival grounds. In addition, seminars held at the booth introduced not only how to prepare classic Japanese dishes such as teriyaki, sukiyaki, and fried rice, but also cocktails featuring Azuma brand sake and soy sauce-flavored ice cream. These activities showcased a variety of culinary and beverage applications using KDB products. To make sake more approachable, KDB also developed original cocktails, Azuma Sora and Azuma Samba, which were sold at the booth counter.

Among the visitors were many repeat attendees who look forward to the festival every year and purchase KDB products regularly, as well as customers who purchased larger package sizes of their favorite products. The seminars also generated interest not only in the products themselves but in learning how to prepare dishes using KDB products and experiencing them firsthand.

In Brazil, soy sauces made partly from corn have historically been widely available. Against this backdrop, Kikkoman believes that helping consumers better understand the quality, flavor, and distinctive characteristics of traditionally brewed soy sauce made from soybeans and wheat remains important. Azuma brand sake also has a history of more than 90 years, and there remains significant potential to further communicate its quality and unique characteristics to consumers. With this in mind, KDB regards the Festival do Japão as an important opportunity to engage directly with consumers and promote the enjoyment of soy sauce and sake in a wide range of dining occasions beyond Japanese cuisine.

KDB will continue to promote the appeal of Kikkoman brand soy sauces and seasonings, as well as Azuma brand sake, through opportunities such as this festival, where Brazilian and Japanese cultures come together. By proposing applications that complement not only Japanese cuisine but also Brazilian food culture, KDB aims to provide more consumers with opportunities to appreciate and choose products based on the quality of soy sauce and sake.