Kikkoman’s storytelling initiative to promote soy sauce among India restaurants

The Kikkoman Manga will be available in English, Hindi, Telugu, Tamil, Bengali and Marathi

Kikkoman is leveraging one of Japan’s most beloved cultural exports – Manga – to convey the unique features of Kikkoman Soy Sauce to the owners of India’s more than 1.5 million restaurants. Apart from owners, chefs, line/junior chefs, cooks, and culinary school students will be encouraged, in classic manga-style, to switch to Kikkoman to give their dishes more robust flavour, marking a creative and engaging approach to marketing in India by this global Japanese company.

Chef Manjit Gill, President, Indian Federation of Culinary Associations and Kikkoman India Industry Advisor, said, “I strongly believe that Kikkoman’s message will resonate with many chefs in India. There are said to be more than 200,000 chefs in the organized sector alone.”

Currently, Kikkoman India is directly engaging with top chain restaurants and large-format restaurants, gradually increasing its brand recognition and adoption. However, awareness of Kikkoman among owners and chefs of smaller restaurants, as well as line/junior chefs, and cooks in restaurants, remains relatively low.

The Kikkoman Manga project’s primary aim is to introduce the Kikkoman brand to chefs who are unfamiliar with it, to encourage chefs to consider trying Kikkoman and to convey that Kikkoman Soy Sauce can also be used in Chinese cuisine.

Kikkoman hopes the use of this compelling form of storytelling will accelerate the move to Kikkoman Soy Sauce becoming a vital ingredient in enhancing taste.

The Kikkoman Manga will be available in English, Hindi, Telugu, Tamil, Bengali and Marathi.