KADOYA Unveils Brand Renewal on its 168th Anniversary to Embrace the Future

KADOYA’s Brand Renewal: A Leap into the Future

KADOYA, a renowned sesame oil brand based in Shinagawa, Tokyo, has marked its 168th anniversary by announcing a transformative brand renewal tailored for the modern world. This renewal, set to officially launch on November 5, 2026, aligns with the brand’s commitment to continuously evolve while honoring its deep-rooted traditions. The renewal signifies not just a mere aesthetic change but a profound commitment to enhancing the potential of sesame, both domestically and internationally.

The company's new English logo, “KADOYA”, is part of this revitalization process. Retaining its cherished “Yamakaku” symbol, the rebranding ensures a seamless connection between KADOYA’s heritage and its future aspirations. The domestic tagline, “Open Sesame, Open the Future,” conveys the potential of sesame and the company's mission to harness this potential for the benefit of global consumers.

Since its inception in 1858, KADOYA has dedicated itself to sesame, providing quality products that resonate with the Japanese palate. Holding approximately 45% market share in Japan's sesame oil sector, KADOYA has recently achieved extraordinary financial milestones, surpassing 40 billion yen in sales for the first time in the fiscal year ending March 2026, and reporting a significant operational profit increase of over 20% year-on-year.

KADOYA's international reach has also expanded, with about 30% of its sales coming from overseas markets, particularly North America, where it commands a remarkable 70% share among Japanese sesame oil brands. However, the company remains focused on growth, actively responding to changing consumer needs and market dynamics.

Planning for the future, KADOYA has established a comprehensive Purpose Vision Value (PVV) framework, focused on fan-based management that deepens relationships with all stakeholders—from consumers to employees. This strategic guide will facilitate KADOYA's ambitious mid-term management goals set for fiscal year 2028. To catalyze growth, KADOYA plans substantial investments totaling 22 billion yen directed toward new product development, market exploration, and strengthening its corporate structure.

CEO’s Vision on Renewal

In a statement, KADOYA's President, Junichi Kitagawa, articulated the brand's vision, emphasizing their commitment to transforming KADOYA from a beloved sesame oil provider into a global company that opens up the innate deliciousness and health benefits of sesame to the world. He noted, “There remains vast potential for sesame yet to be unveiled. We are committed to blending our tradition and craftsmanship with innovative technologies and ideas to enrich daily life worldwide.”

As part of its brand identity evolution, KADOYA has defined a new color scheme comprising “KADOYA RED”, “KADOYA WHITE”, and “KADOYA BLACK”. This palette encapsulates the brand's values and communicates its message with elegance and clarity.

New Corporate Video

As an essential part of this branding initiative, KADOYA has produced a new corporate video highlighting its dedication to sesame oil and its 168-year journey. The video illustrates KADOYA's aspirations to enrich lives globally while focusing on the value inherent in each sesame seed. The corporate video will be released alongside the brand renewal announcement.

What Lies Ahead

KADOYA’s roadmap indicates a dedicated approach to nurturing its brand. Plans include the official brand launch on the globally recognized “Sesame Day”, marked by updates to their website and digital platforms to reflect their new identity. KADOYA invites everyone to share in the excitement as they embark on this new chapter, revolutionizing sesame oil and redefining the culinary landscape in the process.

In conclusion, KADOYA stands poised to take sesame's global potential further than ever before, illustrating a unique blend of tradition and modern technology. As they continue to advocate for healthier and richer lifestyles through their products, KADOYA positions itself not just as a leading sesame oil producer but as a beacon for incorporating the benefits of sesame into everyday life worldwide.