Revolution of soy sauce stores – Change in the way sisters sell their products – Kawamukai Sisters(川向姉妹)

This article introduces how the twin sisters decided to take over the family business and how they utilize their individual strengths to preserve and nurture the soy sauce shop.

Fukuoka Soy Sauce Shop faces the critical issue of passing on traditional techniques. With dwindling interest in traditional industries among younger generations, the continuous transfer of knowledge and skills related to soy sauce production is becoming a significant challenge. Moreover, the possibility that old-fashioned production methods and products may not align with modern consumers’ preferences and needs poses a problem, necessitating adaptation to health trends and new food movements. Traditional sales methods alone are insufficient to reach new markets and customer segments, making online marketing and social media communication increasingly vital.

Prompted by their grandfather’s death, the sisters were motivated not just to preserve tradition but also to innovate and grow it into a sustainable business suited for modern times. The sister with a science background is optimizing the manufacturing process scientifically, while the sister with a humanities background modernizes sales and marketing efforts. Furthermore, by continuing the soy sauce production as a traditional industry in their local Iga City, they aim to contribute to regional culture, revitalize the local economy, and feel a sense of responsibility and mission to pass on and enhance the value of the family business for future generations.

The advantage of having the science-oriented sister in charge of soy sauce production and quality control lies in her expertise directly contributing to the improvement of product quality. In the soy sauce manufacturing process, there’s a complex fermentation process involved. She meticulously monitors this process, analyzing critical data such as temperature, humidity, and the degree of fermentation. Her analytical thinking ensures the consistent quality of the soy sauce and the preservation of its traditional flavor.

Moreover, in quality control and new product development, making decisions based on scientific evidence is crucial. By applying her scientific knowledge to optimize the manufacturing process, she ensures the consistency of product quality. These efforts maintain the stable quality of the products, thereby gaining consumer trust.

Additionally, the development of new soy sauce products or the improvement of existing ones requires experimentation and testing. Leveraging her background in science, the sister systematically carries out these processes, significantly contributing to product development and quality enhancement. Through these endeavors, Fukuoka Soy Sauce Shop has managed to preserve tradition while continuously offering products that meet the demands of modern times.

The younger sister, who handles sales and marketing, brings significant strength in building human relationships to her role. First, she demonstrates exceptional communication skills in building relationships with consumers and business partners. By accurately conveying the features and value of the products and responding to customer needs, she enhances customer satisfaction and builds trust.

Moreover, her sensitivity to market trends and consumer behavior allows her to develop strategic sales plans based on this information. Her understanding of the market and strategic thinking enable the implementation of effective promotional activities tailored to the target market, leading to an increase in product sales.

Additionally, the younger sister consistently provides creative ideas for marketing and promotional activities. By devising new methods of sales promotion and unique marketing strategies, she differentiates the products in the market and attracts new customer segments.

The changes the sisters brought to Fukuoka Soy Sauce Shop’s management have significantly transformed the company’s future, going beyond just evolving how products are sold. Their active engagement in new promotional activities, such as using social media for communication and offering tastings, has revolutionized traditional sales methods. By embracing online marketing and direct engagement with consumers, they’ve broadened their reach across a diverse customer base. This shift has not only changed the way products are sold but also brought innovative changes to the brand image. Especially among younger consumers, Fukuoka Soy Sauce Shop has transformed into a brand that appears youthful and adapted to the modern age, becoming an attractive entity.

Furthermore, their new sales strategies and product development efforts incorporate elements that modern consumers particularly value, such as environmental consideration and sustainable resource use, thereby enhancing the long-term sustainability of the company. This approach strengthens the company’s ability to adapt to future market changes, solidifying a foundation to support its continuance and growth.