[Kimuraya Sohonten] Long-established Bread Shop "Kimuraya" of Anpan Integrates Brands. Kimuraya Sohonten and Ginza Kimuraya Unified under "Kimuraya Sohonten"

Kimuraya Sohonten Co., Ltd. (Headquarters: Koto-ku, Tokyo; President: Mitsunori Kimura), the originator of anpan founded in Meiji 2 (1869), and Ginza Kimuraya Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President: Mitsunori Kimura) are pleased to announce that they will integrate their brands and unify their store names to "Kimuraya Sohonten" starting Saturday, April 4, 2026, "Anpan Day."

▼Special Feature Page
https://www.kimuraya-sohonten.co.jp/renewal2026

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

On Wednesday, May 13, after the brand integration, a media tasting event will be held where you can experience existing products including anpan, new packaging, and new products. If you wish to attend, please apply using the form below.

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

## Background of Brand Integration: Unification after 17 Years, Prioritizing "Clarity" for Customers

The Kimuraya Group has reorganized its organization in response to the demands of the times, but in recent years, two brands, "Ginza Kimuraya" with a store in Ginza 4-chome and "Kimuraya Sohonten" covering direct sales and wholesale divisions, have coexisted.

Facing the major milestone of its 160th anniversary in three years, we returned to the origin: "What is Kimuraya to our customers?" Two years ago, Mitsunori Kimura became the 7th president of Ginza Kimuraya Co., Ltd., concurrently serving as the representative of Kimuraya Sohonten Co., Ltd. As a result of extensive discussions aimed at truly enhancing customer value, we are confident that unifying the store names to "Kimuraya Sohonten" will enable clearer and more consistent service and value provision, leading to this integration.

## Respective Roles Conveying Kimuraya's Value

### "Ginza Honten" as the Core of Tradition (formerly Ginza Kimuraya brand)

The store that will become "Kimuraya Sohonten Ginza Honten" from April 4 is a symbol of the brand that has protected its noren in Ginza since the Meiji era. It is the sole place managing "saka-dane" (sake yeast starter), which is the lifeblood of anpan, and plays the role of a spiritual pillar supporting Kimuraya's bread making.

### "Direct Sales and Wholesale Divisions" Expanding the Base (formerly Kimuraya Sohonten brand)

The direct stores, as well as the wholesale divisions including supermarkets and convenience stores, are important contact points for delivering the traditional taste produced from the "source" of Ginza Honten to more people and making it more accessible. These divisions have the important mission of connecting authentic taste to dining tables nationwide and maximizing contact with customers.

## Changes Due to Brand Integration

1. **Unification of Store Names**
"Ginza Kimuraya," currently located in Ginza 4-chome, will change its name to **"Kimuraya Sohonten Ginza Honten"** from April 4.
2. **Packaging Renewal**
The brand logo and packaging will be sequentially renewed, starting with core products. While inheriting tradition, the design will be updated to a sophisticated style suitable for modern times.
3. **Planned Joint Development of "Omotase" Products**
We will enhance our gift lineup optimized for "omotase" (bringing and sharing with others, enjoying conversation), which is not merely a "souvenir" but something to be enjoyed with the recipient and to spark conversation.

Leveraging the knowledge cultivated by both brands, we plan to jointly develop products that are traditional yet easy to carry, and that resonate with customers' feelings.

## About Kimuraya's "Saka-dane Anpan"

"Saka-dane Anpan," developed in Meiji 7 to create "bread suitable for Japanese people" and presented to Emperor Meiji, is still made with care by skilled craftsmen using the traditional "saka-dane" yeast starter made from rice, koji, and water, employing the same method as back then. This unique taste is our pride that we must protect and pass on to the next generation.

### Difference from Yeast

Both yeast and saka-dane are types of "yeast," but they consume different nutrients for proliferation. Commercially available yeast generally uses molasses, a byproduct of sugar manufacturing, as a nutrient. On the other hand, saka-dane, a yeast starter made from rice, koji, and water, uses rice as a nutrient and is proliferated over many days with the help of koji by collecting yeast cells from a clean natural environment with fresh air and water. While saka-dane is less convenient than yeast, it excels in flavor and produces a taste long loved by Japanese people.

## Comment from President and CEO Mitsunori Kimura

Our company has redefined its purpose as "to enrich Japan's bread culture." Building on the history of being the originator of anpan, we aim 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 to younger generations and international audiences so they can enjoy it as part of Japanese culture, and widely convey the appeal of Japan's bread culture towards our 160th anniversary in three years.

## Company Overview

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

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