Japanese food manufacturers are significantly increasing their investments in the United States, driven by rising demand for Japanese cuisine among American consumers and growing numbers of U.S. visitors to Japan who seek to continue enjoying favorite Japanese products after returning home. This trend is occurring as Japan’s domestic food market faces contraction due to the country’s declining population, prompting companies to pursue growth opportunities overseas.
According to officials from the Japan External Trade Organization, a "virtuous cycle" has developed in which U.S. travelers to Japan develop a taste for local foods and subsequently drive demand for those products in the United States. The U.S. population’s continued growth is seen as a further incentive for Japanese firms to expand their footprint in the American market.
Data from the U.S. Commerce Department indicate that Japanese direct investment in the U.S. food manufacturing sector reached $8.19 billion by the end of 2025, roughly two and a half times the amount recorded a decade earlier. Additionally, the number of U.S. visitors to Japan climbed 22.9% in 2025 compared to the previous year, totaling approximately 3.11 million.
Kikkoman, a leading Japanese soy sauce producer with a presence in the U.S. since 1973, has capitalized on this momentum by adapting its offerings to American tastes. Yuzaburo Mogi, Kikkoman’s Honorary CEO and Chairman, highlighted the company’s efforts to pair soy sauce with American dishes and to develop recipes that appeal to local consumers. For the fiscal year ending March 2026, Kikkoman reported consolidated sales of 745.5 billion yen, with overseas operations accounting for 78% of sales and 90% of business profits. The company plans to start shipping from its third U.S. facility in Jefferson, Wisconsin, in October, anticipating a 40% increase in production capacity in the country by around 2036.
Other Japanese food firms are also expanding in the U.S. market. Hokuto, a leading mushroom producer, is preparing to launch its second U.S. plant by fiscal 2028, citing rising mushroom consumption amid the popularity of Japanese cuisine and health-conscious eating habits. A Hokuto spokesperson noted that their products command premium prices, with packs selling for $4 to $6 due to their quality reputation.
Japanese confectionery brands are similarly increasing their investment and presence in the United States. Morinaga is set to open its second U.S. manufacturing site in October, with an investment of approximately 70 billion yen, aiming to bolster production of its Hi-Chew candy line. Meanwhile, Meiji intends to add a production line in York, Pennsylvania, for its Hello Panda biscuit snacks, targeting a doubling of U.S. sales from fiscal 2024 levels by around fiscal 2030.
These moves collectively underscore the efforts by Japanese food companies to capture a growing share of the U.S. market by leveraging cultural trends, product innovation, and local manufacturing capabilities.