Kibun brought innovation to Japan's culinary traditions.

Traditional Japanese New Year foods called osechi started as offerings to agricultural deities at the New Year. During the course of a 1,000-year history from the Heian period up to today, osechi has continued to convey the beauty and heart of Japan's New Year's celebrations while reflecting diverse manners, customs, and food circumstances through the ages.

"Traditions develop by changing to suit the times." Based on that notion, Kibun has continually proposed ways to refine numerous traditional foods, including osechi, making them more familiar and modern and also more delicious. Just because a food is traditional does not mean that it is best to continue making it with the same flavor as in the old days and with the traditional processes.

The drive to change time-honored "traditional foods" into "foods eaten at the family dining table"-that is the innovation and daring to accept new challenges exemplified by the Kibun spirit.

Taste preferences change with the times. Family structures and lifestyles are trending towards nuclear families, with a falling birthrate and the aging of society, and with an increasing number of dual-income households. Consequently, we have constantly provided novel delicious tastes and convenience with flavorings and production methods that are just right for the times, packages and other methods of supply designed with quality considerations in mind, and suitableness for distribution channels such as supermarkets and convenience stores that make purchasing products easier and more accessible.

This journey toward innovation is not over yet; Kibun is determined to continue creating new food traditions that meet the needs of the times.