Marutomo’s Dutch promotion lifted selected dashi-product sales fivefold
International business story | In FY2025, a Dutch buyer’s promotion increased sales of selected dashi products, not company-wide revenue.
Editorial desk
This is a review of FY2025 promotion, not a new 2026 deal. JETRO’s 7 October 2026 case says Marutomo’s selected product sales through a Dutch JAPAN MALL promotion reached five times the previous year. That is not fivefold company-wide or European revenue.
Founded in 1918 in Iyo, Ehime, Marutomo makes bonito flakes, dashi powders and noodle sauces. Facing a mature domestic market and population decline, it seeks overseas growth and wider understanding of dashi and umami, including proposals for foodservice and manufacturers.
The Dutch promotion was not its first overseas activity. A Shanghai subsidiary established in 2010 serves restaurants, manufacturers and retailers, including through e-commerce. North American activity centres on foodservice dashi for Japanese restaurants, alongside Southeast Asian exports.
The case describes limited understanding of dashi compared with soy sauce and miso, and few direct opportunities to reach overseas consumers. Marutomo combined business meetings, Japan Street, JAPAN MALL and exhibitions, using local online retailers’ networks and promotion.
The FY2025 Dutch buyer was Amazing Oriental. Listed products included kombu dashi sticks, bonito dashi powder and ramen soup; the first two drove the reported growth. Founded in the Netherlands in 1986, the Asian-food chain operates local stores and uses social media and newsletters for online promotion.
Work remains. Marutomo intends to raise overseas sales and offer restaurant chains and manufacturers not only products but dashi-based recipe and menu development to build continuing relationships. It identifies awareness of dashi, bonito sourcing, overseas talent and global sales and logistics networks as management challenges.
Sources
Some images in this article are generated illustrations.