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KINJIRUSHI FOR THE WORLD

KINJIRUSHI
FOR THE WORLD

Spreading WASABI Across the World
With the registration of Washoku (Japanese cuisine) as a
UNESCO Intangible Cultural Heritage in 2013,
the global reach of Japanese food, including wasabi, is expected to expand further.

WASABI Spreading to Over 70 Countries Worldwide

With the globalization of food and increasing health consciousness, wasabi is now enjoyed worldwide. At KINJIRUSHI, we trade with over 70 countries and are dedicated to promoting the value of wasabi globally.

From "わさび" to WASABI

The Prevalence of Low-Quality Wasabi Abroad

In the late 1970s, when Japan's average life expectancy became the highest among major nations, global interest in Japanese cuisine surged. This led to a sushi boom in major U.S. cities in the early 1980s. The number of sushi restaurants grew rapidly, but many offered low-quality sushi. Likewise, wasabi was often poor in quality, with many products being merely spicy without the authentic characteristics of real wasabi. There was a need to introduce the true taste of wasabi to the world. To provide high-quality wasabi throughout the U.S., KINJIRUSHI took the lead in overseas expansion by establishing a sales office in Los Angeles in 1984 (present-day K.W.I.). Initially, the perception of wasabi among foreigners was that it's "good enough if it's green and spicy." To correct this, we focused on educating people about wasabi's true nature—its Japanese origins, its unique spice, and its health benefits. We also promoted the proper way to enjoy it, placing it directly on the sushi topping rather than mixing it into soy sauce.

1984

Established a representative office
in Los Angeles
1994

Established an Overseas Business Division
in Japan
2014

Established KINJIRUSHI WASABI INTERNATIONAL
CO., LTD. in the U.S.
2019

Established KINJIRUSHI WASABI EUROPE
GmbH in Germany

Bringing the Deliciousness of WASABI to the World

In 1994, we established the Overseas Business Division (now the International Division) and began exporting wasabi products to Asia and Oceania. In response to the Japanese food boom in Europe, we actively participated in exhibitions starting in 2001, officially launching full-scale exports. In 2014, we established KINJIRUSHI WASABI INTERNATIONAL CO., LTD. in the U.S., and in 2019, we founded KINJIRUSHI WASABI EUROPE GmbH in Germany. Through these steady expansions, we now trade with over 70 countries worldwide.
The KINJIRUSHI Group is committed to sharing the authentic taste of WASABI worldwide so that it can be enjoyed at dining tables across the globe.