In Partnership with Historic Soy Sauce Company, Deeper Japan Launches New Experiential Products in Asahikawa, Hokkaido

The newly released cultural products released in collaboration with Nihon Shoyu Kogyo Co., Ltd., a prestigious company in operation since Hokkaido’s modern development, offer historical approaches to culinary immersion.

With operation in an ever-expanding range of regions in Japan, Deeper Japan, a booking service operated by Deeper Travel that connects intellectually curious travelers with traditional cultural services within Japan, has partnered with Nihon Shoyu Kogyo Co., Ltd. to release new cultural products in Hokkaido, Japan’s northernmost island.

The latest launch, comprised of a soy sauce factory tour and immersive culinary experience, follows Deeper Japan’s established standard of creating high-value experiential content across various regions in Japan, from Hokkaido to Kyushu, Tokyo to Kyoto, and beyond. Through the development of these value-added experiences, inbound travelers are provided with greater incentive to explore less-visited areas, increasing their travel spending and expanding their stay to new regions of Japan.

One of the oldest companies in Hokkaido and known for its unbroken history of soy sauce production, Nihon Shoyu Kogyo Co., Ltd. has received the Minister of Agriculture, Forestry and Fisheries Award four times, showcasing its dedication to quality. Currently, the company operates its headquarters out of the original building established over a century in the past by Kamezo Suzuki, one of the first settlers of Asahikawa. Originally operated as a sake brewery starting the year after Asahikawa was officially established as a village, the company transitioned to producing soy sauce after 50 years, and has continued production unbroken for over 80 years since then.

Beyond merely soy sauce, the company also produces a variety of other seasonings, an indispensable part of not only Asahikawa’s culinary culture, but also the region’s history.

About the Product: Private Soy Sauce Factory Tour

The experiential product created by Deeper Japan in partnership with Nihon Shoyu Kogyo Co., Ltd. includes a private guided factory tour, where guests can view the historic building and soy sauce factory that’s been in operation since Asahikawa’s early establishment. Beyond the historical value, guests can observe crucial aspects of the soy sauce production process, an experience that culminates in a “kikimi” tasting. Similar to “kikizake,” a term used in sake tasting referencing the sampling process in which the flavor and condition of each brew are carefully considered, the kikimi tasting pays diligent attention to the refined notes inherent in soy sauce, elevating the culinary value of the experiential product.

During the course of the tour, guests will be able to directly observe the tools and building structures that have remained unchanged since the company’s establishment, wandering through traditional wooden brewing barrels and carefully preserved tanks, allowing them to encounter traces of Hokkaido’s history. A personal guide will provide additional information and context to enhance understanding of both Asahikawa’s history, as well as the soy sauce brewing techniques.

At the conclusion of the tour, guests will be guided by a culinary expert on how to evaluate the different, complex notes in soy sauce. Japanese Agricultural Standards specify 5 distinct types of soy sauce, and guests will compare the range of tastes, from dark soy sauce, white soy sauce, and tamari, among others, learning more about the variety of soy sauces available, differences in utilization based on region and cuisine, and the unique characteristics associated with each type.

The soy sauce produced at Nihon Shoyu Kogyo Co., Ltd.’s Asahikawa location is used not only in everyday homes and households, but also processed into a product used in a variety of other representative Hokkaido dishes, such as “Genghis Khan” grilled lamb, dressings, and sauces. Beyond soy sauce, the factory also develops sauces, marinades, dressings, and other products that utilize the rich agricultural and seafood products produced in Hokkaido.

By touring this Hokkaido soy sauce factory, with its roots in Hokkaido’s pioneering history, guests can not only immerse in Japan’s cultural history, but also explore deeper into the rich nuance and taste of soy sauce, one of the most fundamental seasonings used in Japanese cuisine.

Facing the Future:

Following the disruption caused to the inbound tourism industry by the COVID-19 pandemic, Japan’s travel industry has steadily recovered. Deeper Japan has expanded its team, updated internal systems, and strengthened recruitment efforts in response to increased travel demand. Further planned expansions include the development of domestic areas, such as Hokkaido, as well as the advancement of operations into overseas markets, with a primary focus on European and East Asian countries for the first round of growth.

Deeper Japan’s current business model implemented in Japan’s domestic market, which focuses on transcending differences in language and cultural values to provide enriching travel experiences, will be utilized as a standard to foster travel infrastructure in other locations. This development aims to provide enhanced experiential products to a wider range of intellectually curious travelers worldwide.

About Deeper Japan

Deeper Japan is a brand operated by Deeper Travel Co., Ltd that allows visitors to Japan to seamlessly book traditional cultural experiences that are otherwise difficult to access. By carefully selecting high-quality cultural and immersive natural experiences, and directly collaborating with skilled craftsmen and artists at the forefront, Deeper Japan promotes mutual understanding between different cultures through travel and actively preserves tradition and diversity.

Focus is primarily given to small groups of guests, providing an opportunity for deeper interaction between craftsmen and guests rather than large-scale, superficial experiences. Additionally, certified interpreter guides are employed to ensure interpretation in the guests' native languages whenever possible. Approximately 80 percent of Deeper Japan's clientele comprises independent travelers from Europe, the United States, and Australia.

Through partnerships with non-profit organizations, collaborations with NGOs, and alliances with local governments and tourist associations, Deeper Japan assists in supporting regional economic development and the conservation of cultural heritage.

In Partnership with Historic Soy Sauce Company, Deeper Japan Launches New Experiential Products in Asahikawa, Hokkaido

About the Product: Private Soy Sauce Factory Tour

Facing the Future:

About Deeper Japan

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