Tokio Aoki, President and CEO of Marukome Co., Ltd.

Believing in the potential of fermentation, we take on the challenge of developing a "world first" product

President and CEO of Marukome Co., Ltd.　Tokio Aoki(Tokio Aoki)

■ Profile

Born in Nagasaki Prefecture in 1957. Graduated from Keio University in 1979. After working at a food wholesaler, he joined Marukome in 1984. In 1998, he became Representative Director and President.

Marukome Co., Ltd. develops a variety of fermented foods, with a focus on miso. They have produced numerous hit products to date and are still exploring new possibilities in fermentation. We spoke with President and CEO Tokio Aoki about the secrets to their unconventional product development and their outlook for the future.

◾️From a music-loving student to a CEO: What I learned in a changing environment

　I've loved music since I was a university student, and I formed a band with my club and toured various universities to perform. Every time we performed, I was happy to see the people around me enjoying themselves. Because I love making those around me happy, I still try to think about how to create fun moments at work.

　However, after graduating from university, my circumstances changed dramatically. This was because I married a woman from the founding family of Marukome. At the time, it was customary for the eldest son to take over at Marukome for generations. However, both of my children were girls. So, after my eldest daughter left home and I married the second daughter, I was asked to take over the company. After hearing the offer and deciding to take over at Marukome, I resolved to listen to everything the chairman had to say and put all my effort into it.

　First, the chairman told me, "Distribution is going to change dramatically in the future, so study hard before joining a company." So I joined a food distribution company called Meijiya and worked at their branch office in Mitaka. At the time, we were in an era where we could sell whatever we made, so I worked without sleep. The only blissful time I had to rest was the 20 seconds we spent riding the hydraulic elevator in the warehouse (laughs). My five years there were extremely difficult, but I also learned something. That was, I learned to understand the feelings of people who were suffering. Even at work, you can tell who is suffering and who is working hard just by looking at their faces. It was here that I developed a determination to work. Not everything at work goes smoothly. Difficult experiences are invaluable experiences that money can't buy, and I still treasure them to this day.

◾️Continue to take on new challenges in line with the times

　Since its founding in 1854, Marukome has been developing products centered around miso. After I became president, we all came up with a management philosophy: "Contributing to the healthy lives of consumers through traditional Japanese fermentation techniques." From there, we embarked on our second stage, focusing on the possibilities of fermentation and taking on the challenge of achieving this mission.

　At that time, we noticed that miso is made from soybeans and koji (malted rice). We decided to create a product that would bring out the best in the ingredients and delight our customers. This led to the development of raw salt koji. Until then, miso and soy sauce had been produced primarily by men. However, at the time, most of the cooking was done by women, so we decided to make it natural for women to plan products, and development was led by women. The koji was the catalyst for our product development, and it became a huge hit alongside the salt koji boom. We believe that our strength lies in our ability to utilize the miso know-how we have cultivated over the years. Miso is now a cutting-edge food. Because it is soy-based, it is vegan-friendly and gluten-free. It is a wonderful food that continues to be loved throughout the ages, even in today's world where more and more people are becoming health-conscious.

　Another new challenge we are taking on is making koji amazake. In order to survive, we need an overwhelming product appeal. So we used koji to develop koji amazake that contains no alcohol or sugar. Since koji amazake was a new category, we had to negotiate directly with stores before we were finally able to sell it.

　We are also developing soy meat, and are working to provide it in school lunches. Although it costs money, we are researching every day to ensure that people can enjoy the natural flavor of soy meat without adding any additives. As a company that has been in business for 170 years, we are always taking on new challenges to meet customer needs and social trends.

◾️Bringing surprise and excitement to the world

　In the future, we would like to bring world-first products to the world. For example, the possibilities of koji are limitless. Recently, we have seen the creation of koji syrup, made from koji, and other dreamy ideas are becoming products. These products are traditional Japanese products, and I think they have the appeal to challenge the global market. We would like to continue to create and deliver products that are not bound by stereotypes to our customers.

　In order for customers to have fun, it's important that you have fun first. I want to work with people who can make the most of their individuality and come up with ideas freely. People who have energy for anything have bright faces and are full of hope. That passion is important.

　Unlike something that has already been established, proposing a new category that has never existed before requires trial and error. It is difficult, but it is also rewarding. I would like to continue to create new categories in line with global trends and continue to surprise and impress our customers.

◾️Message

I hope that all university students will find something they love and try lots of different things. I know it may take some time for some people to find something they love and can be passionate about. But don't give up and keep looking. Find something you love and pour your passion into it. The possibilities that "love" can create are endless. I look forward to seeing the great energy you will generate.

Student Newspaper Online February 6, 2024 Interview by Ogata Narina, 3rd year student at Rikkyo University

Rikkyo University third-year student Narina Ogata / Kokugakuin University first-year student Shion Teranishi / Musashino University fourth-year student Ryusei Nishiyama