KING'S HAWAIIAN Unveils Ambitious Plans for Japan After Successful Launch
KING'S HAWAIIAN, the renowned sweet roll brand from the United States, is making waves in Japan following an impressive debut. From October 23 to November 3, 2025, the brand hosted a significant pop-up event, aptly named "KING'S ORANGE ISLAND," at OMOTESANDO CROSSING PARK in Tokyo. This 12-day event attracted over 24,000 visitors, far exceeding expectations. It not only showcased the brand’s products but also allowed guests to immerse themselves in the essence of Hawaiian culture.
The roots of KING'S HAWAIIAN can be traced back to its founder, Robert R. Taiira, a Japanese-American who returned to Japan post-World War II. Witnessing the joy of children relishing bakery desserts in Japan ignited his passion to create a business that spreads happiness through food. This drive ultimately led to the establishment of KING'S HAWAIIAN. Furthermore, his vision to introduce sweet rolls to Japan was a long-cherished goal that finally materialized decades later.
Mark Taiira, the current CEO and Robert's descendant, shared insights about the brand's journey and future. He emphasized that although there were several requests for entry into the Japanese market over the years, he consciously decided to wait until the brand was adequately established internationally before making this move. It wasn’t until around 2015 that the company successfully built a stable supply chain and prepared for global endeavors.
This year's entry into Japan marks a significant milestone for KING'S HAWAIIAN, which coincides with its 75th anniversary. The brand is not rushing into the market but following a long-term strategy that prioritizes establishing the brand's identity in Japan. Through events like "ALOHA TOKYO 2025" and "Hawaii Fair 2025" in Osaka, KING'S HAWAIIAN has been able to interact with potential customers directly, fostering a deeper connection with Japanese consumers.
As the brand continues to expand, its goal is not only to sell products but to establish KING'S HAWAIIAN as an integral part of Japanese life by offering enjoyable experiences tied to communal moments with family and friends.
The Taiira family expressed their joy in bringing the Aloha spirit to Japan, emphasizing their humble beginnings in 1950 with the opening of Roberts Bakery in Hilo, Hawaii. They are thrilled to connect with their Japanese roots and look forward to introducing the warmth of their legacy to the Japanese people.
At the pop-up, visitors were treated to the unique experience of KING'S ORANGE ISLAND, designed to evoke a sense of being whisked away to a tropical paradise. The choice of OMOTESANDO as the location was intentional, as its ambiance closely aligns with the warmth and charm KING'S HAWAIIAN embodies. The event was notably the first time that a food brand hosted an event at OMOTESANDO CROSSING PARK.
Moreover, the brand introduced its popular sliders—replicating the successful concept from the U.S.—which are sweet rolls filled with a variety of delicious ingredients. This highlights the versatility of KING'S HAWAIIAN products, with over 600 recipes available online showcasing the creative potential of sweet rolls.
As KING'S HAWAIIAN embarks on this exciting journey in Japan, it remains committed to its foundational ideology of creating "Bread that Connects People," embodying the Aloha spirit in every bite. The brand’s future looks promising as it continues to adapt and thrive in a new market while staying true to its roots.
To find out more about KING'S HAWAIIAN and its sweet offerings, visit their official Japanese website or check out their social media platforms for updates.
The roots of KING'S HAWAIIAN can be traced back to its founder, Robert R. Taiira, a Japanese-American who returned to Japan post-World War II. Witnessing the joy of children relishing bakery desserts in Japan ignited his passion to create a business that spreads happiness through food. This drive ultimately led to the establishment of KING'S HAWAIIAN. Furthermore, his vision to introduce sweet rolls to Japan was a long-cherished goal that finally materialized decades later.
Mark Taiira, the current CEO and Robert's descendant, shared insights about the brand's journey and future. He emphasized that although there were several requests for entry into the Japanese market over the years, he consciously decided to wait until the brand was adequately established internationally before making this move. It wasn’t until around 2015 that the company successfully built a stable supply chain and prepared for global endeavors.
This year's entry into Japan marks a significant milestone for KING'S HAWAIIAN, which coincides with its 75th anniversary. The brand is not rushing into the market but following a long-term strategy that prioritizes establishing the brand's identity in Japan. Through events like "ALOHA TOKYO 2025" and "Hawaii Fair 2025" in Osaka, KING'S HAWAIIAN has been able to interact with potential customers directly, fostering a deeper connection with Japanese consumers.
As the brand continues to expand, its goal is not only to sell products but to establish KING'S HAWAIIAN as an integral part of Japanese life by offering enjoyable experiences tied to communal moments with family and friends.
The Taiira family expressed their joy in bringing the Aloha spirit to Japan, emphasizing their humble beginnings in 1950 with the opening of Roberts Bakery in Hilo, Hawaii. They are thrilled to connect with their Japanese roots and look forward to introducing the warmth of their legacy to the Japanese people.
At the pop-up, visitors were treated to the unique experience of KING'S ORANGE ISLAND, designed to evoke a sense of being whisked away to a tropical paradise. The choice of OMOTESANDO as the location was intentional, as its ambiance closely aligns with the warmth and charm KING'S HAWAIIAN embodies. The event was notably the first time that a food brand hosted an event at OMOTESANDO CROSSING PARK.
Moreover, the brand introduced its popular sliders—replicating the successful concept from the U.S.—which are sweet rolls filled with a variety of delicious ingredients. This highlights the versatility of KING'S HAWAIIAN products, with over 600 recipes available online showcasing the creative potential of sweet rolls.
As KING'S HAWAIIAN embarks on this exciting journey in Japan, it remains committed to its foundational ideology of creating "Bread that Connects People," embodying the Aloha spirit in every bite. The brand’s future looks promising as it continues to adapt and thrive in a new market while staying true to its roots.
To find out more about KING'S HAWAIIAN and its sweet offerings, visit their official Japanese website or check out their social media platforms for updates.
Topics Consumer Products & Retail）
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