Why Shimamasu Honpo, a Salt Manufacturer, is Seriously Entering the Unusual World of 'IP (Intellectual Property) Business'

Why would a salt manufacturer focus on 'IP (Intellectual Property)'?

[Background] The Value of Shimamasu Beyond Just Salt Shimamasu Honpo operates under the mission: 'With pride as the pioneer that revived the Okinawan salt industry, we continue to challenge ourselves to convey all the value held by the Okinawan sea through rich creativity and to create new excitement.' 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 manufacturing process.

In recent years, as empathy for the 'Shimamasu Honpo' brand has grown, we have received increasing feedback from many people, particularly the younger generation and tourists, describing our unchanging red, white, and blue tricolor logo as 'retro and cute.'

[Image: The familiar Shimamasu brand logo. This logo has been loved by the people of Okinawa for over 50 years without changing its basic design since the company's founding.]

Furthermore, at 'Gala Aoi Umi,' a tourist facility operated by Shimamasu Honpo, miscellaneous goods and apparel featuring the Shimamasu logo have been well-received, allowing us to realize that our brand value extends far beyond salt itself.

[Turning Point] The 'Realization' Taught by a Brand Crisis While the Shimamasu logo is familiar and highly visible, we have experienced instances in the past where our brand rights were threatened by external parties. This event was not only a challenge for Shimamasu Honpo but also served as a catalyst for us to recognize the fact that our brand value has grown to the point where 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 convinced that by collaborating with companies in other industries through our own brand, we can promote the appeal of Okinawa nationwide and globally, and thus we have decided to enter the IP business in earnest.

[Determination] As Always, and More Than Ever We will protect and nurture the 'value' of Okinawa with the same passion we use to make delicious salt. Through multifaceted development via the IP business, we will connect the Shimamasu brand to the next generation and contribute to creating a foundation where the entire Okinawan industry can grow with peace of mind.

Business Content Two Pillars of the IP Business Developed by Shimamasu Honpo As a first step, Shimamasu Honpo will launch its business under the following two frameworks:

1. Collaborative Food Business Combining Our Core 'Salt' Product Okinawa is home to many attractive food manufacturers. We aim to improve the value of Okinawa as a whole by co-creating appealing food content that combines not only our own brand but also the brands of other manufacturers. [Reference: Previously collaborated food products (ice cream, snacks)]

2. New Value Creation Through Cross-Industry Collaboration Going beyond the scope of 'food,' we will promote licensing agreements with various industries such as apparel, miscellaneous goods, and tourism to open up new possibilities for the Okinawa brand. [Reference: Previously collaborated apparel and goods (T-shirts, pouches, towels, cushions)]

Company Overview Company Name: Aoi Umi Co., Ltd. (Communication Name: Shimamasu Honpo) Location: 4-5-4 Nishizaki-cho, Itoman City, Okinawa Prefecture Founded: February 2, 1974 Representative Director: Motoei Matayoshi Business Content: Salt manufacturing, processing, and sales; operation of the tourist facility 'Gala Aoi Umi,' etc. Corporate Website: https://www.aoiumi.co.jp/

Regarding Media Inquiries and Licensing Partners Companies interested in media coverage or partnerships regarding this IP business are welcome to contact us at the address below.

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