May 1st is Honjikomi Day! Why it has been loved for 33 years
Fujipan celebrates the 33rd anniversary of its signature bread brand 'Honjikomi' by highlighting its unique chewy texture and environmental initiatives, while hosting an SNS campaign.
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- 📰 Published: April 28, 2026 at 20:37
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Fujipan Co., Ltd. (Nagoya City, Aichi Prefecture) established 'Honjikomi Day' in May 2021 to commemorate May 1, 1993, the launch date of its bread brand 'Honjikomi.' 'Honjikomi' celebrates its 33rd anniversary this year.
■ Development Story
In the 1990s, fluffy and soft textured bread was popular. During that time, the idea to 'make truly delicious white bread that isn't just a passing fad' led to the birth of 'Honjikomi.' After hearing about a popular local bakery where bread was flying off the shelves, the team discovered the potential for a 'chewy' (mocchiri) texture, which was new at the time. This resulted in 'chewy white bread' where the sweetness of wheat fills your mouth the more you chew. Honjikomi has continued its pursuit of timeless deliciousness for 33 years, and this dedication is supported by its fans.
■ Customer Voice
'The dough is firm and chewy, and you can really feel the texture. When toasted, the outside is crispy while the inside stays firm and chewy. I can feel the resistance when I tear it by hand. It was a shock when I first ate it, and since then, Honjikomi has been number one for me.' (Woman in her 40s)
'My children usually avoid the crust, but they ate Honjikomi all the way to the crust. I'm looking forward to more!' (Woman in her 40s)
'The bottom part of the crust is usually hard in white bread, but Honjikomi's isn't. It's soft all the way to the crust. When I ate it without toasting, I couldn't even tell where the crust was. Delicious!' (Woman in her 60s)
'To put it extremely, it was as delicious as bakery-bought bread. I've been buying it ever since and will continue to buy it.' (Woman in her 50s)
(Source: Inquiries received by the Customer Consultation Office)
■ Realizing a Sustainable Society through Food: Honjikomi's Sustainability
Environmental Consideration in Packaging
From July 2023, the weight of plastic packaging was reduced, resulting in an approximately 6.67% reduction in CO2 emissions. Furthermore, biomass ink and fasteners made from biomass raw materials are used.
Adoption of Sustainable Ingredients
We are working to improve Japan's self-sufficiency rate by using domestic materials and domestic wheat. Additionally, we use RSPO-certified palm oil (MB) produced with consideration for the environment, biodiversity, and producers' livelihoods.
■ SNS Campaign: Win a Whole Loaf of Honjikomi (equivalent to 3 loaves)!
This is Fujipan's first SNS campaign to delve into 'Honjikomi Aruaru' (common experiences with Honjikomi). Please post your own 'Honjikomi Aruaru.'
・Account: Fujipan Official X @neobata_fujipan
・Period: April 21 (Tue) – May 1 (Fri)
・Conditions: Follow & Quote Repost with your 'Honjikomi Aruaru' (Example: Checking the chewiness first thing in the morning)
・Prize: A whole loaf of Honjikomi (3-loaf size)
・Number of Winners: 10 people
■ Fujipan Co., Ltd. Company Profile
[Representative] Tomohiko Yasuda
[Established] July 3, 2006
[Capital] 400 million yen
[Business Description] Manufacture and sale of bread, Japanese and Western confectionery.
■ Development Story
In the 1990s, fluffy and soft textured bread was popular. During that time, the idea to 'make truly delicious white bread that isn't just a passing fad' led to the birth of 'Honjikomi.' After hearing about a popular local bakery where bread was flying off the shelves, the team discovered the potential for a 'chewy' (mocchiri) texture, which was new at the time. This resulted in 'chewy white bread' where the sweetness of wheat fills your mouth the more you chew. Honjikomi has continued its pursuit of timeless deliciousness for 33 years, and this dedication is supported by its fans.
■ Customer Voice
'The dough is firm and chewy, and you can really feel the texture. When toasted, the outside is crispy while the inside stays firm and chewy. I can feel the resistance when I tear it by hand. It was a shock when I first ate it, and since then, Honjikomi has been number one for me.' (Woman in her 40s)
'My children usually avoid the crust, but they ate Honjikomi all the way to the crust. I'm looking forward to more!' (Woman in her 40s)
'The bottom part of the crust is usually hard in white bread, but Honjikomi's isn't. It's soft all the way to the crust. When I ate it without toasting, I couldn't even tell where the crust was. Delicious!' (Woman in her 60s)
'To put it extremely, it was as delicious as bakery-bought bread. I've been buying it ever since and will continue to buy it.' (Woman in her 50s)
(Source: Inquiries received by the Customer Consultation Office)
■ Realizing a Sustainable Society through Food: Honjikomi's Sustainability
Environmental Consideration in Packaging
From July 2023, the weight of plastic packaging was reduced, resulting in an approximately 6.67% reduction in CO2 emissions. Furthermore, biomass ink and fasteners made from biomass raw materials are used.
Adoption of Sustainable Ingredients
We are working to improve Japan's self-sufficiency rate by using domestic materials and domestic wheat. Additionally, we use RSPO-certified palm oil (MB) produced with consideration for the environment, biodiversity, and producers' livelihoods.
■ SNS Campaign: Win a Whole Loaf of Honjikomi (equivalent to 3 loaves)!
This is Fujipan's first SNS campaign to delve into 'Honjikomi Aruaru' (common experiences with Honjikomi). Please post your own 'Honjikomi Aruaru.'
・Account: Fujipan Official X @neobata_fujipan
・Period: April 21 (Tue) – May 1 (Fri)
・Conditions: Follow & Quote Repost with your 'Honjikomi Aruaru' (Example: Checking the chewiness first thing in the morning)
・Prize: A whole loaf of Honjikomi (3-loaf size)
・Number of Winners: 10 people
■ Fujipan Co., Ltd. Company Profile
[Representative] Tomohiko Yasuda
[Established] July 3, 2006
[Capital] 400 million yen
[Business Description] Manufacture and sale of bread, Japanese and Western confectionery.