Bringing Japanese Umami
to the American Table
How do you introduce a 120-year-old Japanese brand to a new generation of American home cooks? For Kayanoya, it meant more than just translation—it meant transformation. We helped evolve the brand’s presence in the U.S. through a robust content strategy rooted in authenticity, heritage, and modern versatility. From strategic planning and video storytelling to performance optimization, our goal was clear: to make Japanese umami feel at home in American kitchens.
Agency: TOP Agency
Role: Brand Manager & Creative Director
THE APPROACH
Kayanoya's story is one of craftsmanship and care—meticulously sourced ingredients, time-honored fermentation techniques, and an unwavering commitment to flavor. But to resonate with U.S. audiences, we needed to reframe the brand from a specialty item to a trusted staple. We built a foundational messaging strategy around four dimensions: Culture & Heritage, Premium Quality, Joy, and Transformation.
These pillars guided how we structured content, prioritized seasonal moments, and shaped narratives that bridged culinary tradition with everyday utility. Our strategy laid the groundwork for both digital campaigns and real-world experiences, ensuring consistency and cultural relevance at every touchpoint.
THE WORK
We translated this strategy into creative that balanced clarity, warmth, and performance. From short-form recipe videos to seasonal campaigns and branded landing pages, every asset reflected Kayanoya’s heritage while making its products feel premium and practical in modern American kitchens. Messaging centered on real-life applications—positioning dashi and miso not as niche ingredients, but as everyday tools for flavor-forward cooking.
To extend the brand’s reach and resonance, we also developed experiential concepts designed to spark trial and emotional connection. From dashi tastings to chef-led influencer dinners, these activations helped deepen trust and familiarity—supporting Kayanoya’s evolution from admired to embraced.
What does UMAMI mean to you?
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What does UMAMI mean to you? 〰️
THE RESULT
Within six months, we saw a 238% increase in website traffic and a 1.5x lift in sales. Paid media performance surged, with ROAS jumping from $0.65 to $3.08, while the AOV increased from $64 to $85. Our content efforts also drove steady growth in social engagement and email signups, proving that storytelling, when done with clarity and care, can drive both brand equity and revenue.
Beyond the numbers, we helped reframe Kayanoya’s presence in the U.S.—not as a niche import, but as a premium kitchen staple for people who care deeply about flavor, culture, and what they feed their families.
