Long-Established Bread Maker Kimuraya Consolidates Brands: Ginza Kimuraya and Kimuraya Sohonten Unified as "Kimuraya Sohonten"

Kimuraya Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President: Mitsunori Kimura), the originator of anpan founded in 1869, and Kimuraya Sohonten Co., Ltd. (Headquarters: Koto-ku, Tokyo; President: Mitsunori Kimura) are pleased to announce the integration of their brands and unification of their store names under "Kimuraya Sohonten" starting Saturday, April 4, 2026, "Anpan Day."

Accordingly, "Ginza Kimuraya" in Ginza 4-chome will be renamed "Kimuraya Sohonten Ginza Honten," and the packaging of core products will be sequentially updated. As the company approaches its 160th anniversary in three years, Kimuraya aims to fuse the traditional techniques and values it has inherited and further develop Japan's unique "omotase culture."

Following the brand integration, a media tasting event will be held on Wednesday, May 13, where existing products including anpan, new packaging, and new products will be showcased. Those wishing to attend are requested to apply via the form below.

▼Application Form https://docs.google.com/forms/d/e/1FAIpQLSdhPDyIvzJuZx0ZSoDIaN7tOh2lxp3esow5qQ7xf5h9bZIO9w/viewform?usp=header

Background of Brand Integration: Prioritizing "Clarity" for Customers, First Integration in 17 Years

The Kimuraya Group has reorganized its structure in response to the demands of the times. In recent years, two brands coexisted: "Ginza Kimuraya," which operates a store in Ginza 4-chome, and "Kimuraya Sohonten," which handles direct sales and wholesale operations.

With the significant milestone of its 160th anniversary approaching in three years, we returned to the fundamental question: "What does Kimuraya mean to our customers?" Two years ago, Mitsunori Kimura assumed the position of 7th President of Ginza Kimuraya Co., Ltd., concurrently holding the representative position at Kimuraya Sohonten Co., Ltd. After repeated discussions aimed at truly enhancing customer value, we are confident that unifying the store name to "Kimuraya Sohonten" will enable clearer and more consistent service and value provision, thus leading to this integration.

Respective Roles in Conveying Kimuraya's Value

**The Core of Tradition: "Ginza Honten" (formerly Ginza Kimuraya brand)**

The store that will become "Kimuraya Sohonten Ginza Honten" from April 4 has maintained its goodwill in Ginza since the Meiji era, symbolizing the brand. It is the sole location managing "sakadane" (sake yeast starter), which is the lifeblood of anpan, and serves as the spiritual pillar supporting Kimuraya's bread making.

**Expanding Reach: "Direct Sales and Wholesale Division" (formerly Kimuraya Sohonten brand)**

The direct sales stores, as well as the wholesale divisions including supermarkets and convenience stores, are crucial touchpoints for delivering the traditional taste born from the "source" of Ginza Honten to as many people as possible, making it more accessible. These divisions play the important mission of connecting authentic flavors to households nationwide and maximizing customer engagement.

Changes Resulting from Brand Integration

1. **Unification of Store Names** Currently, "Ginza Kimuraya" in Ginza 4-chome will change its name to "Kimuraya Sohonten Ginza Honten" from April 4.

2. **Packaging Refresh** The brand logo and packaging will be sequentially refreshed, starting with key products. While inheriting tradition, the designs will be updated to be refined and appropriate for modern times.

3. **Joint Development of "Omotase" Products Planned** We plan to strengthen our gift lineup, focusing on "omotase" (bringing and sharing together), which is ideal not just as a souvenir but for enjoying with the recipient and sparking conversation. Leveraging the knowledge cultivated by both brands, we plan to jointly develop products that are traditional yet easy to carry and resonate with customers' feelings.

About Kimuraya's "Sakadane Anpan"

"Sakadane Anpan," developed in 1874 to create "bread suitable for Japanese people" and even presented to Emperor Meiji, uses the traditional "sakadane" fermentation starter made from rice, koji, and water. Skilled artisans continue to make it with time and effort using the same methods as in those days. This unique taste is our pride, which we must protect and pass on to the next generation.

### Difference from Yeast

Yeast and sakadane are both types of "fermenting agents," but they consume different nutrients for proliferation. Commercially available yeast generally uses molasses, a byproduct of sugar manufacturing, as its nutrient source. On the other hand, sakadane, a fermentation starter made from rice, koji, and water, uses rice as its nutrient source. Yeast cells are collected from clean air and water in nature and allowed to proliferate over days with the help of koji. While sakadane is less convenient than yeast, it is superior in terms of flavor and produces a taste long cherished by Japanese people.

Comment from President Mitsunori Kimura

We have redefined our purpose as "enriching Japanese bread culture even further." Building on our history as the originator of anpan, we want to pass on Japan's unique bread culture, including anpan, to the next generation. As family structures and values change, we will strengthen our outreach efforts to ensure that younger generations and people overseas can also enjoy Japanese culture, and we will broadly promote the appeal of Japanese bread culture as we approach our 160th anniversary in three years.

Company Overview

Kimuraya Co., Ltd. Location: 4-5-7 Ginza, Chuo-ku, Tokyo 104-0061 Representative: Mitsunori Kimura, President Business Activities: Manufacturing and sales of various breads, restaurant management

Kimuraya Sohonten Co., Ltd. Location: 1-6-18 Ariake, Koto-ku, Tokyo 135-0063 Representative: Mitsunori Kimura, President Business Activities: Manufacturing and sales of various breads, Japanese sweets, and Western sweets.