Shima Ma-su Honpo, a Salt Manufacturer, Seriously Enters the Unprecedented 'IP (Intellectual Property) Business': Reasons Why

## Why is a salt manufacturer entering the "IP (Intellectual Property)" business?

### [Background] The value of Shima Ma-su is not just salt

Shima Ma-su Honpo has set its mission to "continue to challenge to convey all the value of Okinawa's sea with rich creativity and create new emotions, with pride as a pioneer who revived Okinawa's salt manufacturing industry." For over half a century, we have been committed to salt production and the development of food culture through an additive-free and chemical-free salt manufacturing process.

In recent years, as sympathy for "Shima Ma-su Honpo" has grown, we have increasingly received comments such as "retro and cute" from young generations and tourists regarding our unchanging red, white, and blue tricolor logo design.

The familiar Shima Ma-su brand logo
Without changing its basic design since its establishment,
This logo has been loved by Okinawan residents for over 50 years.

Furthermore, at "Gala Aoi Umi," a tourist facility operated by Shima Ma-su Honpo, miscellaneous goods and apparel items featuring the Shima Ma-su logo have been well-received, and we feel the expansion of our brand value beyond salt itself.

### [Turning Point] The "realization" taught by a brand crisis

The highly visible and familiar Shima Ma-su logo has faced threats to its brand rights from external parties in the past. This incident was a challenge for Shima Ma-su Honpo, but at the same time, it served as an opportunity to recognize the fact that "the brand value has grown to the extent that others desire to acquire its rights."

Our mission is to "convey the value of Okinawa to the world." This is not necessarily limited to the "manufacturing" of salt. We are confident that by collaborating with companies in other industries through our own brand, we can disseminate the charm of Okinawa nationwide and worldwide, and thus decided to fully enter the IP business.

### [Determination] Unchanged, yet more than ever

We will protect and nurture the "value" of Okinawa with the same passion we put into making delicious salt.

Through diversified development via IP business, we will connect the Shima Ma-su brand to the next generation and contribute to creating a foundation where the entire Okinawan industry can grow with peace of mind.

## Business Overview

### The two pillars of Shima Ma-su Honpo's IP business

As the first phase, Shima Ma-su Honpo will start its business with the following two frameworks.

### 1. Collaborative food business combining our core business "salt"

Okinawa has many attractive food manufacturers. By combining not only our own brand but also the brands of other manufacturers to co-create appealing food content, we aim to enhance the overall value of Okinawa.

Reference: Past collaborative food products (ice cream, sweets)

### 2. Creation of new value through cross-industry collaboration

Beyond the realm of "food," we will promote licensing agreements with various industries such as apparel, miscellaneous goods, and tourism, opening up new possibilities for the Okinawan brand.

Reference: Past collaborative apparel and miscellaneous goods (T-shirts, pouches, towels, cushions)

## Company Profile

Company Name: Aoi Umi Co., Ltd. (Communication Name: Shima Ma-su Honpo)
Location: 4-5-4 Nishizaki-cho, Itoman City, Okinawa
Founded: February 2, 1974
Representative Director: Motoe Matayoshi
Business Activities: Manufacturing, processing, and sales of edible salt, operation of the tourist facility "Gala Aoi Umi," etc.
Corporate Website: https://www.aoiumi.co.jp/

## Inquiries for Media and License Partners

Companies interested in media coverage or partnership regarding this IP business are welcome to contact us at the following:

Contact Person: Kento Ozaki
Mail: aoiumi-marketing@aoiumi.co.jp