#Japan #Tokyo #TIB SHOP #Tokyo Innovation Base #TOJI

TOJI Launches Wellness Products at Tokyo's TIB SHOP

TOJI, a wellness brand committed to sustainability and the utilization of traditional Japanese ingredients, has made an important announcement. Beginning on February 3, 2026, TOJI will showcase its innovative products at the Tokyo Innovation Base's TIB SHOP, located in the bustling Marunouchi district of Tokyo. This initiative is part of a larger strategy to enhance consumer engagement and test new products in a real-world environment.

The company, headquartered in Setagaya, Tokyo, operates under the leadership of CEO Natsuki Matsuda and aims to craft wellness products that incorporate upcycled sake kasu, a byproduct of sake production renowned for its numerous health benefits. With this approach, TOJI seeks to establish a sustainable value chain by working closely with local sake breweries and producers. Their mission is to deliver the wisdom of Japanese fermentation culture to a global audience through their product offerings.

TOJI was selected to participate in the 20th TIB PITCH held in December 2025. This esteemed event brought together numerous startups vying for the opportunity to present their innovative ideas. TOJI impressed the judges with its unique SHOP course, which focuses on experiential product offerings. The acceptance into the TIB SHOP reflects the brand's commitment to sustainable practices and its vision for long-term growth.

During its stint at TIB SHOP, TOJI will not only continue to offer its acclaimed sake kasu bath powder but will also test a novel product—a sweet sake made from sake kasu. These efforts will form the basis for product development and market feedback that can drive future innovation. This two-month venture is designed to gather valuable insights into consumer interactions with the product, which will help TOJI refine its offerings and expand its market reach.

In creating a platform for interaction with urban consumers, TOJI aims to visualize product acceptance and usage scenarios. These data will inform the next stages of product development and potential new sales channels. The company sees this TIB SHOP initiative as a pivotal step towards scaling its brand, aiming to position itself as a global pioneer in the fermentation wellness segment.

TIB SHOP Overview

The TIB SHOP is a key component of the Tokyo Innovation Base, a governmental initiative designed to support startups and their advocates. It serves as an interactive space where these companies can perform real-world marketing experiments and engage with consumers directly. The TIB operates under the guidance of the Culture Convenience Club (CCC), which provides integrated support in areas such as customer feedback, data analysis, and networking opportunities to help startups transition to their next growth phase.

The location is conveniently situated in Marunouchi, accessible from the Yūrakuchō Station or Ginza Ichome Station, allowing easy foot traffic from both locals and tourists alike.

As an extension of its mission, TOJI not only focuses on product excellence but also builds partnerships with local inns and breweries, contributing to enhancing regional appeal and promoting traditional wisdom. The brand's ultimate goal is to showcase the incredible benefits of sake kasu, reinforcing its dedication to health and wellness in an environmentally responsible manner.

For more information, visit the official website here.

Contact Information: For media inquiries or collaboration proposals, please reach out at [email protected]. TOJI looks forward to fostering new relationships with media and other stakeholders who share its passion for wellness and sustainability.