Global soy sauce brand Kikkoman looks to tantalise tastebuds in lifestyle licensing

The popular soy sauce brand, Kikkoman is looking to tantalise tastebuds across the apparel, accessories, kitchenware, and food gifting markets, thanks to a new partnership between the brand’s master global agent Tact Communications and WildBrain CPLG. Under the deal, WildBrain CPLG will build the Kikkoman name as a lifestyle brand.

The partnership has been facilitated by ZenWorks, the Tokyo-based firm now acting as on-board consultant.

Victoria Whellans, group brands director at WildBrain CPLG Lifestyle, said: “Soy sauce is a staple condiment in households and restaurants across Europe, with Kikkoman’s iconic brand being instantly recognisable and celebrated for its quality. We look forward to working closely with Kikkoman Corporation and Tact Communications to assemble an engaging lifestyle consumer products programme which captures the rich heritage of Kikkoman.”

Shunsuke Tamura, president of Tact Communications, commented: “We are pleased to partner with WildBrain CPLG Lifestyle and look forward to building a strong licensing programme for Kikkoman in Europe with them.”

As a global soy sauce brand, Kikkoman has been supporting the development of Japanese food culture since the 1600s. Since its establishment in 1917, Kikkoman has held a management policy to blend its deep-seated traditions with a sense of innovation that is both responsive and perceptive.

Kikkoman’s motto is to promote the international exchange of food culture. Whether introducing Japanese food culture to the world, or bringing Japan in contact with the food cultures of other countries, Kikkoman is committed to the ongoing fulfillment of this goal.

Kikkoman Soy Sauce is shipped to over 100 countries from its seven overseas factories, located in the US, Asia and Europe. Kikkoman also distributes Asian foods through its global wholesale network, serving up Japanese and other Asian foods worldwide to enrich eating styles and satisfy any taste.