Corporate Information-Communication

Communication

Spreading smiles through food to families and society at large. Kibun communicates the Kibun Spirit to the world.

Since the early years of its founding Kibun has placed importance on communication with customers, including using delivery bicycles and telephone poles as advertising media.
Through food Kibun has a close connection to people's lives. But, Kibun not only delivers delicious tastes to dining tables, it also actively undertakes social and cultural activities. Kibun's communication efforts give shape to our feelings of gratitude to customers.

A Kibun signboard hanging on a telephone pole on Showa Street and a Kibun delivery bicycle in the foreground

Praying that it will warm hearts, we intend to keep Washoku (traditional Japanese cuisine) culture going into the next generation.

Kibun has long been a patron of sumo, Japan's national sport. This patronage began when the founder of Kibun gave outfits with the Kibun name emblazoned on the back to sumo ushers, who call the names of wrestlers, as a means of providing support to sumo when there were no supplies during the postwar period. Nowadays many companies do this, but Kibun was the forerunner.

A set of “Oshogatsu Iroha Karuta” produced by Kibun. We created these cards out of a desire to pass on to the next generation the traditional culture that have been established by our ancestors, such as important New Year’s events.

Kibun became an official member of the Institute of Japanese Culture National Congress, which serves to further protect and pass on Japanese food culture. A variety of activities increase awareness of Japan's food culture, with a focus on New Year's foods.

Providing multifaceted information that is beneficial to customers' lives, including good health and fun.

Additionally, Kibun attempts to nurture a wide base of loyal customers by sending out multifaceted information that benefits people's lives. Some of the many ways in which we do this include TV commercials, recipe cards and activities such as website, SNS, and events, etc., that offer original menu suggestions for enjoying seasonable foods.

The Sugar-Free Noodles

Counter featuring dishes made with Sugar-Free Noodles at an event attended by influencers

Exhibit at trade shows

Oden

Leaflets and a website that convey the health benefits of oden

An oden and kanzake (warmed sake) event at Ryogoku Station in Tokyo

Learning from a Professional How to Cook Crab-Flavored Seafood, Recognized around the World as a Healthy Food

In cooperation with the Egami Cooking School, we held a cooking class using Kibun products to convey the value of fish paste-based products and how they can be used in cooking.

In the past, the theme of the class was crab-flavored seafood, something that is attracting attention around the world as a healthy food, including in Europe and the US, hanpen, which is made from white fish, and tsumire, which is made from red fish, and in May 2024, the theme was satsuma-age, a highly versatile dish from three different countries.

The vice president of the cooking school showed the cooking procedures and gave tips on recipes.

crab-flavored seafood cake salé, turning crab-flavored seafood into a French-style savory cake, and fish sauce flavored Thai-style spicy stir-fried tsumire, fish biryani with satsuma-age, an Indian twist on the dish etc, were introduced. Participants commented that they were surprised to learn that fish paste-based products could be eaten in this way.

Explanation of cooking methods from a professional

Crab-flavored seafood cake salé (French-style savory cake)

Fish biryani with satsuma-age

Egami Cooking School website

For the future of food, we will continue to send out messages.

Kibun has conducted the following programs to pass on to children the history of fish paste-based products as a traditional food that should be a source of pride in Japan, a country known for its fish-eating culture.

Kibun Foods had an exhibit at KidZania, where kids can roleplay jobs and gain social experience. At KidZania, the children learned that fish paste-based products are made from fish, then experienced for themselves hanpen making and cooking.

Children cooking with hanpen

Students holding chikuwa after it has been molded (three students are in the back row)

In addition, a Practical Food Education Training class was held at Ryukoku University. These classes are part of Children's’ Food and Nutrition, an elective subject in the childcare workers training course offered by the university’s Department of Childhood Care and Education. We held classes on topics such as the history and production of fish paste-based products, and our artisans demonstrated how to prepare handcrafted kamaboko (loafs of surimi fishpaste steamed until firm on small wooden boards).

Through the Kibun Scholarship Foundation, we will develop human resources who will lead the future, and develop and inherit Japanese food culture.

Through the activities of Kibun Scholarship Foundation, we aim to develop human resources who will lead the future of the food, agriculture, livestock and fisheries industries. Furthermore, we will contribute to the development and succession of Japanese food culture and the promotion of local communities.