DEMACHI HISAYA

Soy sauce manufacturer Fundodai opened its store “Demachi Hisaya” in December 2022, in the popular Tokyo tourist area of Asakusa.

The Kumamoto Prefecture company was established in the 1600s as a sake brewer but in 1869 switched to brewing soy sauce. Fundodai is well-known in Kumamoto for its close ties with the community, and the company name is recognized throughout the island of Kyushu. The Demachi Hisaya store was launched to represent the manufacturer in Tokyo and introduce Kyushu’s unique soy sauce culture to even more people.

The store’s name, Demachi Hisaya, references the brand’s heritage, made up of Demachi, the area where Fundodai was founded, and Hisaya, the business’s original name. It was chosen to reflect the manufacturer’s commitment to its founding spirit and its determination to popularize traditional Kyushu soy sauce in new markets. The shop offers a range of high-quality Fundodai products, with an emphasis on traditional Kumamoto seasonings.

One product that has attracted particular attention is Fundodai’s clear soy sauce, which was launched in 2019. It is made from soybeans, wheat, and salt, and fermented for six months. Soy sauce is typically opaque, but Fundodai brewers use a special technique to make the sauce clear, while ensuring that it still retains its saltiness and umami. This soy sauce does not discolor food, allowing for a wide variety of uses in both Japanese and other world cuisines.

Fundodai sells a range of products based on its clear soy sauce. One is its popular soup stock and clear soy sauce blend with bonito flakes and kelp broth. Another is a yuzu, ponzu vinegar, and clear soy sauce blend with a refreshing yuzu flavor. Two more well-received Fundodai products are HEISEI, a sweet version of soy sauce, and Wasabi Oil, which is made from highly aromatic ingredients. Both are popular purchases by tourists from overseas.

All the products at Demachi Hisaya can be sampled before buying. The store provides recipes and other imaginative suggestions, which are particularly useful for tourists from overseas, who may be unfamiliar with how to use soy sauce and other Japanese ingredients. The seasonings sold at Demachi Hisaya are also popular souvenirs, with many tourists taking them home as gifts for family and friends.

Since its launch, Demachi Hisaya spread the word about traditional Kumamoto seasonings in Tokyo and around the world, acquiring many fans along the way. It’s an unmissable stop for any visitor to Asakusa.