Achan Appointed as #Takamaratan Official Ambassador | SaMeshi Ambassador (Public Relations Officer) @maratan_tokyo, Originator of Japanese-Style Mapo Tofu

We are pleased to announce that Achan has been appointed as the official ambassador (public relations officer) for Takamaratan, entering into a partnership agreement.

Takamaratan / Ouchi de Ma-Ra-Tan Co., Ltd.

Takamaratan / Ouchi de Ma-Ra-Tan Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; Co-Representative: Yu Saito), a group company of Nexter Inc. (Headquarters: Shinjuku-ku, Tokyo; CEO: Yuki Hosoda), which operates SNS marketing services, conducts comprehensive food distribution and sales operations centered on the brand "Takamaratan." The company operates Ouchi de Ma-Ra-Tan (https://maratan.tokyo), a D2C frozen ma-ra-tan brand delivered directly to consumers (B2C), as well as B2B operations supplying retail stores, spas, and accommodation facilities. Starting from Takamaratan Shin-Okubo Main Store—the originator of Japanese-style ma-ra-tan—the company is building a unique store model that oversees the entire food supply chain, from upstream to downstream, by expanding company-operated stores (COS) in collaboration with local resources under the theme of local production for local consumption, as well as through franchise (FC) expansion.

Vision (Future Vision | Flagship)

"Establish Japanese-style ma-ra-tan as a new cultural icon of the Reiwa era and a new pillar of Japanese food culture."

Mission (Purpose | Why We Exist)

"We aim to establish ma-ra-tan as part of Japanese culinary culture and elevate our Japanese-style ma-ra-tan to become the definitive representative of 'Japanese ma-ra-tan.'"

--- To engrave ma-ra-tan as a beloved food culture across generations, like soba, udon, ramen, and sushi, continually bringing surprise and health to people's lives. ---

Values (Core Principles | Code of Conduct)

One of the six principles serves as the brand message:

1. Delicious & Beauty Komachi

【For Customers】

"Delicious and beautiful." Based on traditional Chinese medicinal cuisine (yakuzen), our food is gentle on the body yet delicious—offering a bowl that can be enjoyed daily.

2. Next Innovation

【For Taste】

Respecting authentic spices and medicinal cuisine culture, we incorporate unique Japanese innovations and contemporary elements to continuously evolve.

3. Cultural Legacy

【For Culture】

We approach our mission with the awareness and responsibility that Japanese-style ma-ra-tan will become the "new cultural icon of the Reiwa era."

4. Sustainability

【For Society】

We actively promote food waste reduction, utilize regional ingredients, and seriously contribute to society.

5. Cool Japan

【For the World】

We will never stop walking until "Japanese-style ma-ra-tan" is globally recognized as a quintessential taste of Japan.

6. Community & Experience

【For Life】

We create experiences that enrich baths, dining tables, and local communities—starting with "SaMeshi" (sauna meals).

◻︎ About "Ouchi de Ma-Ra-Tan," Takamaratan's D2C Brand

Ouchi de Ma-Ra-Tan (https://maratan.tokyo/) is a frozen food D2C brand offering an authentic, one-of-a-kind Japanese-style ma-ra-tan, a local specialty of Shinjuku. It brings the signature flavor of the original "Takamaratan Shin-Okubo Main Store," located in Shin-Okubo, Shinjuku-ku, Tokyo, right into your home. https://tabelog.com/tokyo/A1304/A130404/13183459/

The "Ouchi de Ma-Ra-Tan" spicy broth, expertly crafted to suit Japanese palates, is easy to prepare quickly and has gained popularity across Japan, especially in Tokyo, as a delicious, healthy, and beauty-enhancing food.

◻︎ The Appeal of Takamaratan: Medicine and Food as One

Medicine and Food as One: Takamaratan

・What Is "Medicine and Food as One"?

"Ma-Ra-Tan" (spicy soup) originated in China and is considered a representative dish of "medicine and food as one" due to its abundant use of medicinal spices. This philosophy holds that food and medicine share the same roots, and daily meals play a crucial role in maintaining health and preventing illness.

This concept is embodied in ma-ra-tan, whose spices warm the body, aid digestion, and are widely loved as a balanced, health-promoting meal.

・Gluten-Free Cellophane Noodles

Ma-ra-tan uses cellophane noodles made from starch, making it a popular gluten-free option. It is suitable for health-conscious individuals and those sensitive to gluten.

・Healthy Soup

Additionally, "Ouchi de Ma-Ra-Tan" is highly nutritious and easy to prepare. Not only can you enjoy authentic flavors at home, but you can also boost its nutritional value by adding leftover ingredients from your fridge. Ideal for dieting and health management, it has become widely popular. "Ouchi de Ma-Ra-Tan" is an excellent choice for easily maintaining a health-conscious diet even during busy days.

・Commitment to Domestic Ingredients

The soup ingredients feature domestically sourced free-range chicken, yuzu from Tokushima Prefecture, flying fish (katsuo) from Kagoshima Prefecture (grilled for dashi), and Hatcho miso from Aichi Prefecture. The included cellophane noodles are original, unbleached noodles manufactured in Nara Prefecture.

For more information, please visit our official website and social media channels.

Official Website: https://maratan.tokyo/

Official Instagram: https://www.instagram.com/maratan_tokyo/

Official X: https://x.com/maratan_tokyo

◻︎ Background and Overview of Ambassador Appointment

Ma-Ra-Tan Gaining Global Attention

Recently, ma-ra-tan has gained attention in Japan, particularly among health-conscious consumers, due to the increasing number of specialty stores and social media exposure. Takamaratan's design—low-calorie, low-carb, and gluten-free—embodies the brand's commitment to balancing health and taste, with its signature numbing Sichuan peppercorn and spicy chili flavors earning strong support.

Rather than allowing this trend to remain a fleeting fad, Takamaratan aims to establish ma-ra-tan as a staple of everyday dining. With this vision, we have entered into a partnership by appointing an official ambassador.

Moving forward, we will continue to focus on new product development and quality improvement, working with Achan to share information with customers nationwide.

◻︎ Message from Achan

I'm Achan, known for my travel and sauna adventures through "Achan's Outing Diary."

While I love discovering local cuisines during my travels, in daily life, I prefer foods that are both delicious and gentle on the body. That's how I discovered "Ouchi de Ma-Ra-Tan."

It's perfect not only as "SaMeshi" after a sauna but also for relaxing evenings at home. I love that it's deeply satisfying yet enjoyable without guilt. The aromatic spices and rich, complex flavors are addictive—once you try it, you'll want to have it again.

As ambassador, I'm excited to share the deliciousness and charm of Takamaratan with sauna lovers, travelers, and many others!

Achan's Outing Diary

Official Instagram @_achan_sauna_

https://www.instagram.com/_achan_sauna_/

◻︎ Compliance with Stealth Marketing Prevention Guidelines

Takamaratan

Strict Adherence to Stealth Marketing Prevention Guidelines

As of October 1, 2023, regulations under the Act Against Unjustifiable Premiums and Misleading Representations have been strengthened to prevent stealth marketing—where businesses indirectly influence third parties to make advertising claims.

In our collaborations with creators, we strictly adhere to the Consumer Affairs Agency's guidelines on preventing stealth marketing, including signing NDAs (Non-Disclosure Agreements), ensuring transparent and trustworthy service offerings for businesses.

Regulation of Representations That Obscure Business Involvement

(Cabinet Office Notice No. 19, March 28, 2023) Under Article 5, Paragraph 3 of the Act Against Unjustifiable Premiums and Misleading Representations (Law No. 134 of 1962), the following representations are designated as those “which make it difficult for general consumers to recognize them as business-related statements,” effective October 1, 2023:

"Representations that make it difficult for general consumers to recognize them as business-related statements"

Business-related representations regarding transactions of goods or services supplied by the business, which general consumers would find difficult to identify as such.

Guidelines established by the Consumer Affairs Agency

◻︎ Takamaratan's Popularity in the Sauna and Wellness Industry as "SaMeshi"

Registered Trademarks: "SaMeshi AmbassadorTM", "SaMeshi AmbassadorTM", Sauna-Specific Ma-Ra-Tan "SaMeshi Ma-Ra-Tan"

Our brand offers ma-ra-tan rooted in the concept of "medicine and food as one" as "SaMeshi" (sauna meals) before and after sauna sessions, proposing a new health-conscious food culture. The combination of traditional Chinese medicinal soup (ma-ra-tan) and sauna has high affinity in Eastern medicine, aiming to enhance health and improve quality of life (QOL). Our "SaMeshi Ma-Ra-Tan" is designed to efficiently replenish minerals (magnesium, potassium, sodium) lost through sweating. Specifically, it uses "aosa" seaweed, rich in magnesium and potassium, and "raw cellophane noodles" made from sweet potato and potato starch, successfully balancing taste and health benefits. This product enhances inner well-being through the power of spices, transforming sauna time into a more attractive and healthier experience. Through this initiative, we aim to create a new value where "SaMeshi ≒ healthy and wholesome," contributing to overall societal health promotion.

◻︎ Providing Strong Marketing Support to Partner Facilities Nationwide

Ito Miyu Channel https://youtu.be/ButlOU3Jaq8?si=rLVY5oNYtlWAwEol

We can offer free promotional outreach to partner facilities via "Ouchi de Ma-Ra-Tan | Takamaratan Ambassador | SaMeshi AmbassadorTM."

Ouchi de Ma-Ra-Tan has over 200 ambassadors, with a combined follower count exceeding 20 million. For hot spring and spa facilities carrying our products, we will facilitate promotional outreach by these ambassadors.

◻︎ Nationwide Hot Spring and Sauna Facilities Now Offering "SaMeshi Ma-Ra-Tan (Sauna-Specific Ma-Ra-Tan)" with Great Popularity

What Is "SaMeshi Ma-Ra-Tan (Sauna-Specific Ma-Ra-Tan)"?

Enhancing inner balance from within.

Replenishing minerals lost during sauna sweating

・Product Name

SaMeshi Ma-Ra-Tan (Sauna-Specific Ma-Ra-Tan)

・Features

A delicious ma-ra-tan designed to replenish magnesium, potassium, and sodium lost during sauna sweating. It uses "aosa" seaweed rich in magnesium and potassium, and "raw cellophane noodles" made from sweet potato and potato starch. Ideal for post-sauna mineral replenishment. Also features an original blend of over 30 spices.

・Brand

Takamaratan / Ouchi de Ma-Ra-Tan

https://maratan.tokyo/

・Flavor

The dual broth of delicate domestic chicken stock and domestic grilled flying fish (katsuo) dashi is exquisite. The original thick, chewy raw cellophane noodles offer an unprecedented texture and taste.

◻︎ For Hot Spring Facility Operators

・Delivery Method

We deliver the soup and noodles in frozen form.

・Preparation Method

Easy preparation for anyone.

Simply bring the frozen soup to a boil in a small pot, add ingredients and noodles, and simmer for 3 minutes.

・Toppings Can Include Nearly Expired Ingredients

You can use a wide variety of ingredients, including vegetables and meat.

Downloadable Detailed Materials (PDF file)

d29866-287-65435b94e747b08976f0cda883d3f41d.pdf

◻︎ Advancing "Delicious and Beautiful" into the Future Through Sustainability and Well-Being

Takamaratan / Ouchi de Ma-Ra-Tan Co., Ltd. Well-being

Evolving beyond SDGs, we envision a "circular food culture" where food, regions, and human energy continuously flow—this is the future Takamaratan envisions.

Takamaratan is advancing beyond the previous focus on "food waste reduction (SDG 12.3)"—simply minimizing waste—toward creating new value by circulating energy among food, regions, and people.

Our ma-ra-tan business operates across three dimensions:

"Home"—a consumer-focused concept

"Wholesale"—supplying saunas and restaurants

"Stores"—expanding local ma-ra-tan offerings nationwide

By finely chopping leftover vegetables and meat from home refrigerators and adding them to our signature medicinal soup, surplus ingredients at homes and restaurants are revitalized as medicinal soup.

In our stores, local producers' ingredients are served as locally sourced dishes, rediscovering and highlighting regional charm through ma-ra-tan.

We practice "Design for Regeneration," transforming "mottainai" (wastefulness) into "arigatai" (gratitude) through food.

At the core of this philosophy is the regenerative mindset—shifting from "protecting the Earth" to "healing together."

By integrating the wisdom of medicinal cuisine, local terroir, and human activities, we restore harmony among nature, the body, and culture, elevating the act of eating into well-being.

Takamaratan is a circulation device that channels energy among nature, people, and regions through a single bowl of soup. Local ingredients and human emotions dissolve into the broth, giving rise to new connections and cultures. Through this bowl, we aim to expand a cycle where producers, consumers, and communities thrive.

Beyond this lies: Circular Terroir—utilizing regional resources Nature Positive Brand—branding that benefits the planet Regenerative Hospitality—connecting human and regional renewal

Takamaratan / Ouchi de Ma-Ra-Tan Co., Ltd. aims for a society where "eating becomes an act that heals the Earth, communities, and people." Through sustainable local production and consumption and the power of well-being, we carry forward "Delicious and Beautiful" into the future—that is our mission.

◻︎ Joining the Shinjuku Ward Eco-Business Network

Takamaratan / Ouchi de Ma-Ra-Tan Co., Ltd. Shinjuku Ward Eco-Business Network

Takamaratan / Ouchi de Ma-Ra-Tan Co., Ltd. has officially joined the Shinjuku Ward Eco-Business Network. Through this, we will collaborate with the local community to reduce food waste, preserve the environment, and promote sustainable food culture.

About the Shinjuku Ward Eco-Business Network

【Overview】

The Shinjuku Ward Eco-Business Network is a collaborative initiative between the ward and businesses to address environmental conservation, serving as a platform for information exchange between the ward and businesses, as well as among businesses. The administrative office is managed by the Ward's Environmental Policy Division, with planning and operations coordinated by both ward officials and business representatives. Currently, around 80 businesses are registered, participating in case presentations, information exchanges, and environmental conservation site visits.

【Purpose】

To contribute to environmental conservation in Shinjuku Ward and globally by conducting research and promoting knowledge and information related to environmental protection.

【Activities】

1. Case presentations and information exchange on environmental conservation initiatives 2. Research, promotion, and public awareness on environmental conservation 3. Mutual exchange among members

◻︎ Inquiries Regarding This Announcement

Ouchi de Ma-Ra-Tan Co., Ltd. Hirofumi Nihei Email: hirofumi@nexter.tokyo

◻︎ About Nexter Brandu Holdings

Nexter Brandu Holdings / Nexter Inc.

Nexter Brandu Holdings is a pure holding company overseeing diverse businesses centered on social media, including Nexter Inc. (in its 14th year, specializing in SNS marketing), along with group companies offering system consulting, rural innovation (support for sixth-sector industries), 20-year expertise in creative production for public institutions and financial organizations, web/app development support, UGC, co-creation IP, vertical short drama production studios, D2C/P2C brand operations, and a 10-year Japanese-style ma-ra-tan business.

Operating Company: Takamaratan / Ouchi de Ma-Ra-Tan Co., Ltd.

Responsible Division: Japanese-Style Ma-Ra-Tan B2C | B2B | COS | FC Business

Representatives: Co-Representative Directors Yuki Hosoda and Yu Saito; Directors Hirofumi Nihei and Takahiro Miyata

Holding Company: Nexter Brandu Holdings Inc.

English Name: Nexter Inc. | Nexter bran-do Holdings

Headquarters: LaTour Shinjuku Garden 29F, Sumitomo Real Estate Shinjuku Garden Tower, 3-8-3, Ohyama, Shinjuku-ku, Tokyo

Representative: CEO and President Yuki Hosoda

Staff: 42 (including group companies, contractors, and part-time workers)

Capital: ¥124,284,842 (group total, including capital reserves)

Official Website: https://nexter.tokyo/

Official X: @nexter_tokyo https://twitter.com/nexter_tokyo

Official Instagram: @nexter_tokyo https://www.instagram.com/nexter_tokyo/