Kikkoman Sales USA, the U.S marketing and sales arm of the global Kikkoman brand, has launched“Unleash Legendary,” a multi-year campaign introducing a refreshed vision for its teriyaki portfolio, to connect nearly 400 years of Japanese craftsmanship with a new generation of home cooks.
As part of the campaign, Kikkoman is unveiling updated packaging and a reformulated teriyaki lineup designed for how today’s consumers cook, experiment, and layer flavor across occasions, from weeknight stir-fries to weekend grilling.
The animated spots, developed by Japanese illustrator Agustin Nakamura and creative studio Club Camping, feature a voiceover by Christopher Sabat, the voice behind Dragon Ball’s Vegeta and Piccolo. The campaign reflects the brand’s strategy to unite heritage with cultural storytelling and reach younger audiences.
“Gen Z treats sauces as essential tools for creativity in the kitchen,” said Tak Hirota, Chief Marketing Officer of Kikkoman Sales USA.
“With our enhanced teriyaki lineup and the ‘Unleash Legendary’ campaign, we’re showing how Kikkoman’s heritage craftsmanship can help home cooks transform everyday meals into something delicious and unforgettable.”
Founded in Japan and present in more than 100 countries, Kikkoman Corporation has been producing traditionally brewed soy sauce since the 17th century.
