- 14 Mar 2002
- 21,057
- 18,914
I love chikuwa, they're my favourite kind of oden!
Yamasa Chikuwa, a long-running producer of fish-paste foods in central Japan, has been preparing to move beyond its traditional base and reach customers in the Tokyo area and parts of Asia. Until now, most of its sales have been concentrated in four Tokai prefectures, including Aichi, where the company is headquartered. The firm believes its chikuwa — the skewered, tube-shaped fish paste associated with bamboo — could appeal to a broader audience as interest in healthier eating grows. It is also looking for ways to attract younger consumers, including offering sweets that combine chocolate with its fish paste products.
Chikuwa products (photo credit: Yamana Naoka
Yamasa Chikuwa, a long-running producer of fish-paste foods in central Japan, has been preparing to move beyond its traditional base and reach customers in the Tokyo area and parts of Asia. Until now, most of its sales have been concentrated in four Tokai prefectures, including Aichi, where the company is headquartered. The firm believes its chikuwa — the skewered, tube-shaped fish paste associated with bamboo — could appeal to a broader audience as interest in healthier eating grows. It is also looking for ways to attract younger consumers, including offering sweets that combine chocolate with its fish paste products.
Chikuwa products (photo credit: Yamana Naoka
Yamasa Chikuwa (ヤマサちくわ株式会社) traces its roots back to 1827, when the founder, Sato Zensaku, ran a fish wholesaler in Yoshida-juku (吉田宿, Yoshida post-town, today part of Toyohashi in Aichi Prefecture) and began producing chikuwa (竹輪) after encountering the product during a pilgrimage to Kotohira in Shikoku. Over time, the business shifted from wholesale fish to specialising in surimi (すり身, fish paste) products; by the late 19th century, it had become a dedicated manufacturer of nerimono (練り物). The company now stands as a long-established maker of chikuwa in Toyohashi and has become recognised as part of the local food culture.
The core product is chikuwa – a tube-shaped fish-paste cake shaped around a stick and grilled or baked that Yamasa produces from local ingredients, with complete control from fish processing through shaping, baking and packaging. The company emphasises craftsmanship: selecting fresh fish (such as eso (エソ／鱚) found around Mikawa Bay), using stone-mill kneading, adjusting for climate and seasonal conditions, and maintaining techniques passed down across generations. Today, Yamasa continues to operate its manufacturing base in Toyohashi and runs its own shops in the region. It also engages in community outreach, offering school visits and "chikuwa-making" classes to help sustain the local fish-eating culture. Although the brand remains firmly tied to the Tōkai region — Aichi and neighbouring prefectures — there is interest in and discussion of extending its reach beyond its traditional market. The company presents the authenticity of its flavour, its local sourcing, and its long heritage as central strengths.
The core product is chikuwa – a tube-shaped fish-paste cake shaped around a stick and grilled or baked that Yamasa produces from local ingredients, with complete control from fish processing through shaping, baking and packaging. The company emphasises craftsmanship: selecting fresh fish (such as eso (エソ／鱚) found around Mikawa Bay), using stone-mill kneading, adjusting for climate and seasonal conditions, and maintaining techniques passed down across generations. Today, Yamasa continues to operate its manufacturing base in Toyohashi and runs its own shops in the region. It also engages in community outreach, offering school visits and "chikuwa-making" classes to help sustain the local fish-eating culture. Although the brand remains firmly tied to the Tōkai region — Aichi and neighbouring prefectures — there is interest in and discussion of extending its reach beyond its traditional market. The company presents the authenticity of its flavour, its local sourcing, and its long heritage as central strengths.
Link:
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