Japanese roots, global ambitions

And now, on to Japan’s FoodTech adventures!

In March, our very own Polina Oba and Ugo Bataillard had the chance to attend a unique showcase of Japan’s rising food and food tech talent. This special pitch event was part of the newly launched J-StarX Food Frontiers USA accelerator, a program designed to help promising Japanese startups prepare for entry into the US market.

This event was organized by the Japan External Trade Organization (JETRO) in collaboration with KitchenTown, a leading food startup incubator and full-service innovation center in San Francisco. Over a compact series of presentations, each startup pitched its story, its product, and its ambition to go global. A shared theme across the J-StarX companies is their deep connection to Japanese ingredients and techniques.

We’re taking you through some of the most interesting startups in Japan at the moment – and why we think they’re worth watching!

Kinish

This food tech startup is using molecular farming to grow milk proteins inside rice grains. This essentially creates a new kind of dairy alternative, closer to dairy milk but without the cow. The company has engineered dwarf rice plants to produce casein, the key protein responsible for milk’s creamy texture. The smaller stature of the rice plant means that these can be cultivated through vertical farming, a method that requires less land and water, and allows for faster, scalable production.

The company’s first product is a plant-based ice cream – The Rice Cream – that promises a smoother, more satisfying texture than typical alternatives. It was even apparently featured at the Oscars pre-part; I didn’t realize the Oscars were still a thing, but it’s quite a platform nonetheless for a US entry!

Beni Bites

Beni Bites’ main ingredient is the humble sweet potato, but there’s nothing humble about the company’s energy bars. It’s ultra clean, minimally processed, proudly Japanese – the hero of the product is the Beniharuka sweet potatoes grown in the volcanic soil of Kagoshima, aged for 90 days, slow-roasted at low temperatures using volcanic rock that intensifies their natural sweetness and locks in their nutrients. Through this process, you end up with a naturally sweet, chewy, nutritious bar. This is a really smart, simple take on functional snacking.

Shima & Co. 

Shima & Co. has developed a new method called SEED Technology to convert bulk supplement powders into hard materials that can dissolve easily in water. This has been positioned as a new delivery method for consuming protein and other macro nutrients. It is mess free, portable, precision dosage, high solubility, and space saving. 

The tablets can be eaten directly or dissolved in water. Each serving provides up to 15g of vegan protein and comes in Okinawa-inspired flavors like Super Berry and Shikuwasa Pineapple.

The Ethical Spirits

The Ethical Spirits Co. is a craft distillery focused on sustainability through upcycling. The company creates gin by repurposing discarded food and drink ingredients, like sake lees, cacao husks, and citrus peels. These ingredients are usually sourced through partnerships with other businesses.

What makes their model stand out is the emphasis on co-branded collaborations, allowing partner companies to turn their own food waste into custom gins. This approach not only reduces waste but also creates unique, story-driven products tailored to each collaborator.

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Ninzia

Ninzia Inc. is a food tech company specializing in texture engineering through the innovative use of konjac. Their proprietary Ninzia paste is a next-generation konjac material that remains in paste form without fully solidifying, offering unique properties such as heat coagulation similar to protein and an exceptionally strong, irreversible gel structure that withstands retort processing. ​This technology allows for the creation of healthier food alternatives by replacing traditional binders like starch syrup with a sugar-free, calorie-free konjac-based binder. 

At the event, they showcased a new product: tofu waffles made with their konjac binder. These frozen, microwave-ready waffles are 80% lower in fat compared to conventional versions and completely egg- and dairy-free.

Hakko Holdings

Hakko Holdings specializes in fermented, plant-based products. They use fermentation techniques to make clean-label, nutrient-dense foods. Their flagship product is called Tempest, and it is a sheet-shaped protein made from Japanese soybeans and germinated brown rice. They use a proprietary technology which lets them ferment the beans with the skin on, which creates a nutrient-dense, additive-free food that’s high in protein, fiber, isoflavones, and antioxidants. Because of their fermentation process, Tempest is said to have a mild taste and odor, making it suitable for a wide range of dishes.

Ovgo Baker

Ovgo Baker is a vegan bakery offering American-style cookies and muffins made entirely from plant-based ingredients. “Ovgo” stands for “organic, vegan, gluten-free as options”, a nod to their commitment to offer inclusive treats catering to diverse dietary needs. Their products are crafted using organic and locally sourced ingredients whenever possible, aiming to reduce environmental impact and promote sustainability. ​In fact, in 2022, Ovgo became the first food establishment in Japan to get a B Corp Certification.

Ovgo Baker has a rather interesting marketing strategy that centers on creative collaborations. Rather than acting as a typical OEM, the brand co-develops custom vegan cookie recipes with partners across fashion, beauty, and music. They’ve worked with over 50 global brands (including Sandbio, Lush, Hamilton, Miu Miu, and various musicians), blending food with culture to reach new audiences.

GoodTe

GoodTe has developed  low FODMAP rice crackers designed specifically for people with digestive issues such as inflammatory bowel disease and irritable bowel syndrome. Their focus is on creating snacks that are gentle on the gut without compromising on flavor or crunch. The founder, with a background in nutritional science, is deeply engaged with Japan’s digestive health community.

Their main product made from rice – Airy Crackers – features a light, crisp texture enabled by proprietary technology. This is a contrast to traditional Japanese rice crackers, which are often dense and hard. That texture might appeal locally, but GoodTe’s softer, gentler version is a better fit for sensitive stomachs and for international markets looking for a more approachable crunch.

Oryzea

Oryzea uses traditional Japanese fermentation techniques to make healthy rice-based products. Their signature offering is a rice-based koji sweetener, made by fermenting rice starch with rice koji. It’s a natural alternative to refined sugar, rich in minerals and nutrients, containing over 60 times more minerals than white sugar. The company has also developed a sugar-free granola that uses the sweetener along with oats, rice malt, and rice oil. 

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