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Japan's small brands attracting the attention of the 2025 goods editorial department

goooods 編集部
1/7/25Publish
What kind of year do you want this year to be? A large collection of attractive items that will fulfill your wishes!
Happy New Year!
Thank you very much for using the goods during the old year.
 
In 2025, the Goods Editorial Department will continue to deliver a variety of useful information to attractive brands from all over the country that will create the future era, unique brands from all over the world, and buyers.
 
In this article, we will introduce 14 brands in Japan that our editorial department is paying attention to this year.
We have a lineup of small brands such as food, skin care products, daily necessities, interior goods, outdoor goods, etc., that are known only to those in the know who are particular about small-scale production and locally made.
 
I want to spend my time beautiful and healthy, I want to encounter delicious food, I want to be environmentally friendly, I want to live comfortably, and I want to play with nature. Here are some exciting items that will accompany such a new feeling.
Please use it to create a sales floor for the New Year and to approach customers.
 
Thank you for your continued support this year.
 
January 2025 Goods Editorial Department

candy

GOOD FOR LIFE / Organic plant-based sweets that everyone can eat deliciously

 
GOOD FOR LIFE is a brand that delivers organic plant-based sweets from Kanazawa, a castle town in Ishikawa Prefecture, with the catchphrase "Gentle on the body and the environment".
 
The popular "Thank You Ball Cookie" is a "crispy" snowball cookie made with organic spelt.Using salt from Noto in Ishikawa Prefecture, each piece is handmade using only plant-based materials. Since its release, it has been very popular with both adults and children.There are 7 flavors in totalYou can choose from.
 
The first-time limited trial set is a set of 7 types of popular baked goods. You can try snowball cookies, oatmeal cookies, and black sesame cookies, which are a bite of rice flour made with rice flour from Ishikawa Prefecture.

Seijibei Moriyama, the fifth generation / Okaki using rice flour from naturally cultivated rice

 
Seijibei Moriyama, the fifth generation, is a long-established rice farmer in Chiba. On a vast farmland that supports the abundant water of the Tone River on about 20 hectares, we grow naturally cultivated rice without using any pesticides or fertilizers, and manufacture and sell rice flour and okaki using brown rice. presentOnline wholesale trading is only for goodsWe are doing it in.
 
The okaki, which is made with brown rice cakes, has a light taste that is fried crispy in healthy rice oil.
No additives are used, and the soy sauce used is wheat-free organic tamari.Even those with wheat allergies or gluten intolerance can eat it with confidence.
 
Brown rice flour (500g), which is made by milling naturally cultivated Mizuhochikara brown rice by airflow wet grinding, is easy to use and suitable for making bread because of its fine particles.

Rakuno Farm Taketa / Gelato containing 56% of the king of strawberries "Amaou"

 
"Rakuno Farm Taketa" is a strawberry farm in Okawa City, Fukuoka Prefecture, which is surrounded by the Chikugo River. Taking advantage of the blessed nature, we use plenty of love as fertilizer to grow our proud amaou every year.
 
Takeshita Farm'sThe gelato content is 110cc. More than half of it is strawberry pulpAre.
With a strong desire to deliver products to customers that only producers can do,While retaining the smoothness of gelato, the amount that can be added to the pulp the mostWe got there.Content 56%It is a gelato that is orders of magnitude thicker than the content of fruit gelato that is generally distributed, which is said to be 3~5%.
 
It is sold as a cup at stores, and the 2L size for commercial use is arranged for a refreshing taste between meals at a restaurant, dessert after a meal, parfait, etc.
As a product with a strawberry flavor like fresh fruit, it is also popular as a gift in the summer.

Tea and Lifestyle / Sweets using tea proposed by a tea wholesaler

 
"Tea and Lifestyle" is a brand launched by the second-generation owner of a tea wholesaler in Shizuoka, the best tea house in Japan. Taking advantage of her qualifications as a Japan tea instructor and herbal green tea pairing tea artist, we propose a lifestyle with tea that suits the modern age from a woman's perspective.
 
There are two types of "Basque cheesecake" that will definitely be appreciated by sweets lovers: matcha and roasted tea.
Tea leaves are also used for the cookie dough, and you can enjoy the aroma of tea and the melt-in-your-mouth taste of cheese.
 
In addition, there are baked goods such as canele and cookies that are easy to choose as gifts.
Please make a suggestion with a convenient tea in a tea bag.

foodstuff

Delicious food grown on a farm where you can see the face of the producer / leisurely mountain

 
"Nonboriyama" is a tourist farm at the foot of Mt. Tara, which straddles two prefectures, Nagasaki and Saga. We grow blueberries, ginger, citrus, etc., and develop processed products throughout the season.
 
"Spiced ginger syrup" is a syrup made from ginger grown in the field with spices.
A slightly spicy ginger syrup made with only ginger moisture without adding waterIt has a gentle taste because it also contains Meyer lemon juice.
We harvest as much as we can process in one day and process it into ginger syrup on the same day, and each one is filled with love.
 
The jam, which is sold for a limited time in season, has many repeat customers and is bound to sell out.Tangerine jam will be on sale from March and will end as soon as it runs out.

Seeds Core / An ally brand on the dining table where you can surely find the seasoning you want

 
Seedscore is a brand of food manufacturers that has worked on thousands of dried foods and seasonings.
Taking advantage of the processing technology we have cultivated and consistent quality control from the selection of raw materials to the manufacturing process, we are developing a variety of items using herbs and spices.
 
"Yogurt sugar with glue," which is attracting a lot of attention from buyers, is a topping sugar added to yogurt.Mix it with yogurt and let it sit for 10 minutes.If you leave it in the refrigerator for a few hours, you can enjoy the plump and smooth taste of the dried fruit.
 
If you spread it on bread and eat it,It is recommended because rice bran, bread yeast, lactic acid bacteria in yogurt, oligosaccharides in beet sugar, and pectin in apples can be ingested at the same time.Are.
 
Samples are available for almost all products, so please try them.

Odashi no Uneno / Broth made with the same manufacturing method since Meiji 36

 
Odashi no Uneno is a rice and dry goods store that has been in operation for four generations in Shiga Prefecture. It has not changed since its founding, and only selected materials are used without adding unnecessary things, and craftsmen take the time and effort to manufacture it carefully.
 
Uneno's proud "Dashi no Pak Jin" was marketed as a packed soup stock about 40 years ago before anyone else.We are particular about being able to make soup stock without any tips from beginners to professionals.It is carefully made into powder through a three-step process using a unique manufacturing method. Finally, kelp powder and shiitake mushroom powder are blended with an original formula.
 
No additives, chemical seasonings, or salt are used.Yellow "dust"is easy to use for a variety of dishes,A long-selling product that has been loved for more than 40 yearsAre.

Hachimaru / A long-established soy sauce that has been around for more than 190 years in Shizuoka

 
Hachimaru, which manufactures soy sauce in Makinohara City, Shizuoka Prefecture, surrounded by the majestic Makinohara Plateau and Suruga Bay, was founded in 1828. Since its founding at the end of the Edo period, it has faced local customers from various angles, and as a result, it is an unusual company that manufactures soy sauce and tsuyu sauce and electronic components.
 
"Harureno Hino Soy Sauce"Using carefully selected ingredients and 45-year-old yeast that was miraculously discovered during the tornado disaster, this traditional handmade soy sauce is naturally fermented in wooden vats for more than a yearAre. We use Tamba black soybeans from Hyogo Prefecture, Hokkaido wheat "Yumechikara", natural sea salt from Okinawa Prefecture, and natural water pumped at the foot of Mt. Fuji.
 
Aiming for a soy sauce with natural sweetness, rich umami, and a soft salty taste,10 water preparations with a reduction of about 20% of the salt waterIt is a special soy sauce that uses a brewing method that is rare today and makes the flavor more pronounced.
It is a product that you should definitely taste not only on Halle Day, but also by adding a spoonful to your usual dishes.

skincare

Hechima Kokochi / Hechima's skin care grown in the underground water of the Tateyama mountain range

 
Hechima Kokochi is a brand of Imizu City, Toyama Prefecture. For 40 years, we have been growing seeds and hemlocks without using any pesticides in the land where the snowmelt water from the Tateyama mountain range in the Northern Alps becomes underground water and moistens the fields, and we have been manufacturing products in an integrated manner from manufacturing to sales.
 
The most popular "Hechima lotion" in the goods is100% skin-friendly water, which has been popular as "beautiful water" for a long time.We cut the stems of the hemlocks that have been carefully nurtured and extract them drop by drop.No preservatives, no colorants, no synthetic surfactants, no alcohol added.It is almost odorless and feels as refreshing as water.
 
In addition, "Domestic Hechima Horse Oil Cream" using 100% pure domestic high-purity horse oil and loofah seed oil, and items using dried hemp are repeatedly purchased by various buyers.
 
It is handled at the "Factory Ten Department Store" (Japan Bridge Store), which collects factory brands from all over the country, as well as roadside stations in Toyama Prefecture.

Yafa Yafa / Eco-friendly products made from raw materials rooted in the Okinawa region

 
Yafa Yafa (formerly EC Friendly UV Balm) is developing a variety of botanical products that are likely to be useful during activities in the sea and mountains this year, including coral-friendly sunscreens ®.
 
"Coral-friendly sunscreen (white)" is a popular product with many repeat customers. 100% naturally derived ingredients that are free of chemicals that are harmful to corals.A sunscreen cream with excellent moisturizing power that achieves SPF 50+ UVA★★★★ despite being gentle and can be used by babiesAre. It does not have the smell peculiar to sunscreen, and the scent of lavender and eucalyptus is soothing.
 
In 2023, the packaging will be renewed with a steel design can. In additionThe long-awaited colored type "Beige" has also been released.It can be used as a substitute for foundation and is popular because it is easy to blend in with men's skin. Both do not require cleansing and can be washed off with soap and lukewarm water.

Daily necessities and lifestyle goods

SISIFLILLE / 100% organic cotton sanitary napkins

 
"PERIOD PADS," a representative item of "SISIFILLE," was born from the strong desire of female employees who felt that "it would be easier to spend a comfortable time if there was something that was comfortable to wear and could be used up like a cloth napkin."
 
For the top sheet that comes into direct contact with the skinMade from 100% organic cotton from Tanzania.It is a fair trade organic cotton that leads to local women's employment support, and has a natural softness that synthetic fibers do not have.
 
Made at a partner factory in Kagawa Prefecture,A shape that fits the body shape of Japan people, a "one-touch wrap method" that can peel off the release paper at onceWe are also particular about the ease of use unique to Japan products.
 
In terms of goods, they are repeatedly purchased by buyers at pharmacies, retail stores that handle wellness products, and salons.

POTPURRI / Warm and modern domestic pottery reminiscent of Scandinavia

 
"POTPURRI" is a brand that has kilns in Tokyo and Gifu prefectures, and mixes warm and modern designs reminiscent of Scandinavia with traditional Japan pottery techniques to create tableware and objects.
 
Cirkus is a series of exciting colorful patterns with circus-themed patterns.Starting from the desire to "make a vessel inspired by Kutani ware and using Japanese paints",From the development of paints, to the soil, to the design, to the glaze, all originalIt is completed by thoroughly mastering the soil that goes well with the paint.
 
There are various other series, and we currently handle more than 150 products in the goods section.
For those who are looking for a proposal for a new life from now until spring or a gift, please find the perfect item for the store.

APT15 (Apartment Fifteen) / Home fragrance made with carefully selected plant-based ingredients

 
"Apt15" is a brand that develops home fragrance products that incorporate aromatherapy with 100% plant-derived ingredients. At our studio in Ehime Prefecture, all processes from perfumery to packaging are done by hand.
There is a wide variety of scents in the original blend, and the number of sample orders is increasing rapidly.
 
"Hinoki sachet", which is attracting a lot of attention from buyers,Discarded cypress flakes blended with herbs and essential oils and aged for one month。 Since it comes in a cotton bag, it can be used in various ways, such as hanging on a hanger or hanging on the bedside. In particular, the scent lasts a long time when used in an enclosed area.
 
In addition, there are other items and scents that can be used according to your mood and scene, such as mist sprays and candles, so please try the scent you are interested in.

WOODSTOCK / Items that allow you to enjoy the outdoors smartly with minimal tools

 
Easy camping equipment that can be enjoyed by both amateurs and experts has also been attracting attention since last year.
 
"WOODSTOCK" is a brand that sells small and functional Sweden torches and other camping equipment.A single-use "wood grill" that allows you to enjoy smoked cooking while baking, and a "marshmallow roaster" dedicated to roasting marshmallows.We have a unique lineup of products, such as:
 
All products are produced one by one by craftsmen in a workshop in Zao Town, Miyagi Prefecture. Our main product, the Swedish Torch, aims to develop products with a low environmental impact, such as using thinned wood that has been thinned during mountain maintenance.
 
With an easy-ignition structure, even those who are not accustomed to lighting a fire can start a fire in less than 3 minutes.It is designed to be friendly to beginners, and it is also a nice point that it will not burn at the end and reduce the luggage on the way home.
 
The small "mini" type burns for about 1 hour and has sufficient thermal power. There is little smoke, and the scent of wood wafting during burning creates a pleasant bonfire time.
How did you like the "2025 Goods Editorial Department's Special Feature on Small Brands in Japan"?
In terms of goods, we also have a lot of sales support goods such as promotional POPs.Whether you've seen a brand you've seen before or a brand you're seeing for the first time, take this opportunity to try it out!

Brands featured in this article

GOOD FOR LIFE
"Gentle on the body and the environment" Organic plant-based (plant-derived) snacks that everyone can eat deliciously
Seijibei Moriyama, the fifth generation
We are developing rice flour made from naturally cultivated rice grown without using any pesticides or fertilizers on the vast farmland that supports the abundant water of the Tone River, as well as gluten-free and vegan oysters
Rakuno Farm Taketa
Amaou, the king of strawberries, is a farmer specializing in direct sales. 100% in-house production. Ripe strawberries picked and harvested in the morning are frozen and stored within 24 hours. Processed products use this as a raw material. This material quality is the biggest differentiator.
Tea and life
The concept is "to bring excitement to your daily life". We propose a little polite life with tea.
Leisurely Mountain
We sell processed products using blueberries, ginger, and citrus fruits grown without using pesticides or chemical fertilizers at farms in Saga and Nagasaki, as well as items that allow you to enjoy your daily life.
Seeds Core
It is a company that manufactures and sells original foods based on the concept of "enriching people's lives through regular meals".
Odashi no Uneno
Odashi no Uneno was founded in Meiji 36 (1903). Using only carefully selected materials without adding anything extra, the craftsmen carefully manufacture them using the traditional manufacturing method, taking a lot of time and effort.
Hachimaru
In Makinohara City, Shizuoka Prefecture, we manufacture and sell soy sauce for more than 190 years. It is loved by the local people and is carefully manufactured with a commitment to the same taste even now.
Hechima Kokochi
Hechima carefully cultivated with the clean air of Toyama and the subterranean water of the Tateyama mountain range. We provide a consistent producer's commitment from production to finished products.
Yafa Yafa
We are a manufacturer that makes environmentally friendly products such as coral-friendly sunscreen ®️ from the procurement of raw materials rooted in the Okinawa region.
SISIFILLE
「SOFTEN THE WORLD. / Softens the world", and we make things using only organic cotton procured from all over the world.
POTPURRI
With kilns in Tokyo and Gifu prefectures, POTPURRI creates tableware and objects that blend warm, modern designs reminiscent of Scandinavia with traditional Japan pottery techniques.
Apt15
"Enriching your mind in your daily life" Based on the concept of Natural Home Fragrance Brands Used
WOODSTOCK
Based on the concept of "minimalist camping", it is an outdoor goods brand that sells Sweden torches using domestic hardwood.

Brands related to this article

Mizuho Shigure
Founded in the 50th year of the Showa era, with the motto of "handmade sincere taste shigure", we cook ingredients one kiln at a time over an open flame with a secret homemade tamari that is the deciding factor in the taste. Please use it by all means.
MY HONEY
MYHONEY is a store specializing in natural and unheated raw honey. Raw honey, which contains 190 kinds of enzymes and nutrients, is not only delicious, but also colors beauty, health, and lifestyle.
KYONO ODASHI
Founded in 1970, a shaved flakes shop in Kyoto. We purchase raw materials with a discerning eye and balance the taste according to the production area and season.
Forest Soap
From Chigasaki City, Kanagawa Prefecture, we deliver items handmade by craftsmen that make "washing" fun.
Know Enough
Vegan sweets from Hokkaido Bibai."Food" that makes people better.
kidsMyRAMEN
Allergy-friendly, authentic ★ instant noodles for children! Unprecedented dual-wielding [non-chemical & vegan] Happiness around the dinner table with ♡ the whole family with Kids My Ramen
Shimadaya Sohonke
Pioneered and founded in 1694, Imperial Imperial Farm A farm pioneered by Shimada Tadaemon, the lord of the Kawagoe domain. There is an increasing demand for purchasing a history that has continued since the Edo period. * Product updates sequentially
annon
Powdered tea that tastes the whole tea leaves the most. We offer easy-to-carry stick-type powdered tea in packages with motifs of traditional Japan culture such as tea ceremony and dry mountain water.
Wildcat Bottling Research Institute
It is said that wildcats make bottled foods that make people healthy, such as pickles made from organic vegetables, every night. Anyone is welcome to enter.
Yarn Snack Shows
Naked flavor. It doesn't add anything, it has a natural taste. - Freshly picked fruit & vegetable jam  To your loved ones and to your precious self
Menmacho
Enjoy the neglected bamboo forest problem, And aiming to solve the problem deliciously, A new hero that connects the bamboo forest and the dining table, Menmacho is born!
Monoel -naturi-
From Kyoto's traditional fermented food culture "Sukizuke", you can provide reliable wellness care for Japan.
ISEKADO
"Making the world of beer interesting". We will deliver the best taste to all our customers.

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