Japan food company rebrands ‘boring’ tofu, making it ‘manly’ to appeal to young customers

2026-03-24 - 06:23

A Japanese food company has transformed tofu with a “manly” twist, attracting younger consumers and generating over 6 billion yen (US$38 million) in annual revenue. Tofu, introduced to Japan from China during the Tang dynasty (618–907), boasts a rich historical lineage. During the Edo Period (1601–1868), the shogunate implemented austerity measures to combat a financial crisis, directing the samurai class to adopt cotton attire and consume economical tofu for sustenance. Since then, tofu has...