Yutaka Tsutsumi, President and Representative Director, Kibun Foods Co., Ltd.

"Gratitude, immediate action"—a brand committed to quality and delivering joy.

Hiroshi Tsutsumi, President and Representative Director, Kibun Foods Co., Ltd.

■ Profile
Born in 1956 in Shizuoka Prefecture. Graduated from Keio University, Faculty of Economics. In April 1980, joined Kibun Co., Ltd. (now Kibun Foods Co., Ltd.). After working in sales and product planning, he served as Director and General Manager of the General Affairs Division, Managing Director and Head of the Marketing Department, and Director and Senior Managing Executive Officer and Head of the Secretariat, before becoming President and Representative Director in December 2017.

Kibun Foods is a leading manufacturer of processed seafood products. Its brand has been supported by a commitment to quality and business development that adapts to the times. We spoke with President Tsutsumi of the company, who has continued to develop under the principles passed down since its founding, about his journey, the philosophy that has supported the company, his thoughts on the brand, and his outlook for the future.

My time as a university student was a period that gave me opportunities to connect with society. During my six years of middle and high school in Aichi Prefecture, I was what you might call a "going-home club" member, so I had few opportunities to do things with others and spent most of my time reading books. At that time, I was not good at interacting with people, so I wanted to change that situation and decided to take a year off to study for university entrance exams and go to a university in Tokyo. Once I became a university student, I spent almost every day with my mahjong friends. Rather than mahjong itself being the purpose, I remember enjoying the time I spent with them as a way to connect with the outside world, which I had hardly had before. I also worked part-time at a department store, and I feel that through these experiences, I gradually became more involved in society.

■A career built on diverse experiences

Having been a member of a department store research club at university and having worked part-time handling food products such as mid-year and year-end gifts, I felt a connection to food-related companies. At the department store, I learned the importance of carefully and reliably completing the tasks at hand, and that sales methods differ depending on the characteristics of the product. These skills remain important to me today and are relevant to my future career. Later, through a connection with my seminar professor, I was introduced to Kibun Foods and joined the company. After joining the company, I started working in my hometown of Nagoya. At that time, the company was divided by region, so I was promoted to section chief relatively quickly. There, I was involved in various tasks such as marketing, product development, and advertising for about 10 years, and I was also in charge of training new employees. Looking back, I think that this environment allowed me to work in a way that I envisioned. After that, based on my performance in Nagoya, I was transferred to a joint venture company in Okinawa. This was before Okinawa's return to Japan, and I acted as a liaison between the local area and mainland Japan. For five years, I played a bridging role, consulting with upper management, making proposals, obtaining approval, and then communicating those proposals to the field. Among all those experiences, the one that stands out most in my memory is the incident involving the promotion of Kibun's hanpen (fish cake). The manufacturing method for hanpen in Okinawa and in Tokyo were different, but this wasn't mentioned on the packaging. I was severely criticized and reprimanded for this by the former chairman, and I was sent back to Tokyo.
Looking back, I feel like my life has been full of ups and downs, but each time, I believe I have approached the work in front of me with care and determination.

■ From admiration to carrying on tradition

Our current company culture carries on the spirit of our founding nearly 90 years ago. Our founder was born into a farming family, but when he saw a salesman in a suit from Tokyo visiting a local food wholesaler, he thought, "I want to wear a suit and do a cool business in Tokyo," and he left for Tokyo alone. In 1938, he became independent and opened Yamagataya Rice Shop, which marked the beginning of our company. There were two fundamental ideas at the time of founding: a cool style and a food business. After running a rice shop and a fruit shop, he saved up capital and in 1947 began manufacturing processed fish products in Tsukiji. He would travel to Urayasu and Kujukuri on his prized motorcycle to procure fish, and then sell the freshly made products at the Tsukiji Outer Market. At the time, it was unusual, but to show cleanliness and high quality, employees wore white shirts, navy ties, and navy suits while serving customers in the market. We have valued the concept of "brand" since then. The fact that we brand our products with a mark serves as a symbol of quality and reliability, reflecting our commitment to valuing our brand.
Also related to the brand, the founder himself loved sumo so much that he even had a sumo ring name in amateur sumo. Shortly after the war, when resources were scarce, the founder heard that the yobidashi (sumo announcers), who are the unsung heroes of the sumo world, were in dire straits, so he donated kimonos to support them. In return, the yobidashi, as a token of their gratitude, wore kimonos with the "Kibun" logo dyed onto them. When sumo began to be televised, the Kibun logo on the yobidashi's kimonos was broadcast to living rooms all over the country, which became one of the catalysts for increasing the company's recognition and growing as a brand. Furthermore, because we also sold high-quality products befitting our brand, we were asked to prepare wedding favors for the current Emperor Emeritus's marriage.

■ A growth strategy that leverages a commitment to quality and brand power.

The company has actively engaged in advertising and marketing activities, starting with the marketing major of its second-generation chairman at university. Furthermore, as the market shifted from department stores to supermarkets and convenience stores, the company expanded sales by utilizing its own logistics network and conducting direct transactions. In this way, the company has conducted business while cherishing the brand value of its company and products, and has continued to create a chain reaction of gaining brand recognition through sound business practices. In addition, the company has maintained its commitment to quality since its founding, providing customers with freshly made, delicious, safe, and reliable products, and continues to do so to this day. Moreover, in 2021, the company was listed on the First Section of the Tokyo Stock Exchange (now the TSE Prime Market). There were two reasons for going public. First, by going public, the company gains social recognition and gives the impression to all stakeholders that it is a trustworthy company. Second, the company wanted to transform from a private company run by the founding family into a long-lasting public company.
We want to continue providing products and opportunities for people to enjoy them, products that are useful and bring joy to many. We also aim for people all over the world to enjoy our products, not just in Japan.

■Message to university students

I want you to cherish gratitude for what you receive. What you receive can take many forms: material possessions, smiles, services, thoughtfulness, opportunities, and more. It's important to sincerely say thank you for all of these things.tellAnd I want you to give your all in the "now." The "now" is the culmination of the past and the starting point for the future. It is by cherishing the "now" that we can create a wonderful future. Everyone's time is equal, and we cannot exert our energy on anything other than what is in front of us right now. So, in a society with many different people, I want you to remember to be grateful for what you have been given and to do your best in everything you can.

Student Newspaper Online, February 30, 2026, Interview with Sakura Yamashita, 4rd year student at Tsuda University

Seisei Ishii (2nd year, Musashino Art University) / Aoi Morikawa (2nd year, Hosei University) / Kanna Tsuchiya (2nd year, Jissen Women's University) / Sakura Yamashita (4th year, Tsuda University) / Risa Ukita (3rd year, Tokyo Women's University)