Kikkoman’s leaders share the secret sauce for winning fans across Asia from Singapore

Kikkoman’s corporate slogan is the aptly worded “seasoning your life”. Indeed, the Japanese food giant is a globally known brand that makes a range of products from sauces and food seasonings to wine and nutritional supplements.

The company first set up in Singapore in 1983. From a soy sauce production plant, it has since added additional functions such as product innovation, sales and trading. The Japanese food giant now operates six specialised entities in Singapore, from production to cutting-edge R&D, making its Singapore operations core to the company’s global strategy.

Osamu Mogi, representative director and senior executive corporate officer, and Asahi Matsuyama, director and executive corporate officer, share insights into Kikkoman’s 40-year journey in Singapore.

Q. Looking back, what are some significant milestones or turning points for Kikkoman’s Singapore hub?

A: I think what sets Kikkoman’s Singapore hub apart is that it has consistently embraced new technologies, establishing a unique value within our global group.

For example, the Singapore hub was the first entity within the group to develop and produce differentiated and unique products like gluten-free and halal soy sauces.

At Kikkoman, we often share the knowledge of sales, marketing, and product development cultivated in Japan. The Singapore team then localises this knowledge to create products for various ASEAN countries, ensuring that what’s created meets the needs of our customers in each region.

We've developed a wide range of over 300 products here, from teriyaki sauce to hot pot broth and sukiyaki sauce, tailored to local tastes. Compared to Japanese consumers, for instance, those in Southeast Asia generally prefer a sweeter, richer umami flavor and dislike strong aromas. We meet these preferences by maintaining a balance of flavour and aroma in our soy sauce.

Q: What sort of partnerships has Kikkoman’s Singapore hub embarked on? What are some of its outcomes?

A: The Harumaru Chickpea Noodle Kit is the result of a prototype we developed that was brought to market through collaboration in Singapore.

By working with local manufacturers and marketing partners, we conducted test marketing that deepened our understanding of customer behaviour and preferences. Singapore’s diverse population provided an ideal environment for hypothesis testing as we explored market opportunities in the alternative protein sector. We then apply these insights into future product improvements and strategic planning.

We also collaborated with the Agency for Science, Technology and Research (A*STAR) in food processing and biotech.

Initially, the collaboration centered on the screening of enzymes and other useful substances. In recent years, we've expanded our research areas to include the development of alternative proteins and life-cycle assessment of Kikkoman’s manufacturing processes.

In one of the collaborations, Kikkoman combines Japan’s traditional fermentation and brewing expertise with A*STAR’s technology to optimise fermentation processes. Kikkoman remains committed to exploring future opportunities to apply this fermentation technology to its products.

Q: What role do you expect Kikkoman’s Singapore hub to play moving forward? What is your strategy for new business areas?

Osamu Mogi: With all our group companies for manufacturing, sales, product development, and research located here, our Singapore location can serve as a "regional innovation hub”. Especially for new business areas, it is crucial to establish a system that can accurately grasp local market needs and quickly develop and test prototypes.

We are also focusing on new business development that creates new value through collaboration with local partners in Singapore, a country with diverse talent. We will continue to aim for a strong presence in ASEAN, integrating our business with the unique food cultures of each region.

Asahi Matsuyama: Looking forward, we want to incorporate artificial intelligence and advanced biotechnology into our R&D to enhance the quality of our research and create new value.

These initiatives are also a valuable learning opportunity for our researchers as well, playing a significant role in talent development.

Singapore – A reliable base for innovation and access to the region

World-class research institutes, government support through the Research, Innovation and Enterprise plan, and a pool of skilled talent – these are the essential ingredients that form the base of Singapore’s robust R&D and innovation ecosystem.

Singapore also has a vibrant and growing community of over 4,500 startups, 500 venture capital firms, and 220 incubators and accelerators. Co-innovation platforms connect research institutes, universities, startups, and corporates to accelerate commercial outcomes, and companies can also tap on four innovation partnership models to scale and de-risk new solutions.

As businesses navigate Asia’s diverse markets, Singapore offers a stable and trusted base for testing, commercializing, and scaling solutions globally.