Japan food company rebrands ‘boring’ tofu, making it ‘manly’ to appeal to young customers
Ito begins by reshaping tofu into paddle boards, teardrops, stepping away from traditional moulds to give it a contemporary appeal
A Japanese food company has transformed tofu with a “manly” twist, attracting younger consumers and generating over 6 billion yen (US$38 million) in annual revenue.
Tofu, introduced to Japan from China during the Tang dynasty (618–907), boasts a rich historical lineage.
During the Edo Period (1601–1868), the shogunate implemented austerity measures to combat a financial crisis, directing the samurai class to adopt cotton attire and consume economical tofu for sustenance.
Since then, tofu has been synonymous with affordability, often viewed as a boring food item and a staple protein source in Japan.
From its integral role in traditional Buddhist cuisine to its presence in modern dishes like miso soup and agedashi tofu, tofu occupies a vital position in Japanese gastronomy.
In the early 21st century, many tofu producers in Japan faced bankruptcy risk due to intense price competition and product homogenisation.
Amid this upheaval, Shingo Ito, an accountant turned entrepreneur, took the helm of his father’s tofu business, aiming to revolutionise the product.