New-concept onigiri to be launched overseas for the first time at "Bon Odori 2026," a major Japanese culture event near Kuala Lumpur celebrating its 50th anniversary

SEED Inc. (President and CEO: Hidehiro Nishijima, hereinafter "SEED") and CULTURE LINK MALAYSIA SDN. BHD. (President and COO: Ryo Noguchi, hereinafter "CULTURE LINK") will exhibit as "Gannendo," a Japanese food brand developed by CULTURE LINK, at the Japanese culture event "Bon Odori 2026" to be held on July 11 (Sat.) and 12 (Sun.), 2026, near Kuala Lumpur, Malaysia.

Key points of this release:

- Local test marketing to be conducted at a Japanese culture event with an estimated 75,000 attendees

- New-concept onigiri to be sold with ASEAN market expansion in mind

- Local consumer reactions and purchase data to be collected to verify market needs

Bon Odori, celebrating 50 years

Bon Odori is a Japanese culture event that has been held in Malaysia for 50 years, symbolizing cultural exchange between Japan and Malaysia. CULTURE LINK will use this milestone to conduct test marketing starting with "onigiri," one of the symbols of Japanese culture.

The products for this event were planned and developed by Dream Staff Inc. (President: Takamori Inaba, hereinafter "Dream Staff"), and designed by combining Dream Staff's expertise with CULTURE LINK's comprehensive marketing knowledge, including understanding of local consumers, food service operations, sales channels, and local promotions. Products will be developed to suit Malaysia's climate, food culture, and event environment, such as round onigiri made in a takoyaki style, rice burger-style onigiri that are easy to hold and eat, and Japanese drinks using matcha and yuzu.

Mt. Fuji Onigiri Spicy Beef Spicy Tuna Mayo Onigiri

Organic Matcha Latte Green Coffee

Challenges for Japanese companies expanding overseas

Against the backdrop of a maturing domestic market and a declining population, the number of Japanese companies considering overseas expansion is increasing. However, it is difficult to determine "whether they will truly be chosen locally" and "whether they will become products that sell continuously" when expanding overseas, and simply exhibiting at trade shows and business meetings does not provide a sufficient understanding of consumers' real reactions.

Especially in the food sector, not only taste but also appearance, price perception, speed of service, purchasing flow, ease of eating, and consideration for religion and food culture are key to successful business implementation locally.

CULTURE LINK has been involved in connecting Japanese food culture and ingredients to the Malaysian market through initiatives such as supporting the development of an export model with 14 Izu Wasabi-zuke cooperatives (a project adopted by the Ministry of Agriculture, Forestry and Fisheries), supporting the development of a "sustainable export model not dependent on exhibitions" with JAL Agriport, and supporting the development of halal ramen.

This participation in Bon Odori is not just about selling at an event. It is an initiative to verify local consumers' reactions of "wanting to eat," "wanting to buy," and "wanting to recommend" in an actual sales setting, which are difficult to grasp through trade shows and business meetings alone. We will confirm taste, appearance, speed of service, purchasing flow, how it spreads on social media, and consideration for religion and food culture, and use this to connect to future B2B expansion with restaurants, cafes, retailers, distributors, and commercial facilities.

Products scheduled for release

Product

Details

Takoyaki-style Onigiri

A stall-like menu combining round onigiri with chicken or beef, sauce, and katsuobushi

Rice Burger-style Onigiri

An onigiri in a shape that is easy to hold and eat, combined with ingredients and katsuobushi

Japanese Drinks

Japanese-style drinks using matcha, yuzu, honey, and carbonated water, suitable for Malaysia's climate

Event Overview

Item

Details

Event Name

Bon Odori 2026

Date

July 11 (Sat.) & 12 (Sun.), 2026

Time

Scheduled from 16:00 to 23:00

Venue

Sunway City Open Car Park, Malaysia

Exhibitor

CULTURE LINK MALAYSIA SDN. BHD. / Gannendo

Product Planning/Development

Dream Staff Inc.

Implementation Details

Provision of onigiri, Japanese drinks, etc. Test marketing for ASEAN expansion

CULTURE LINK Comment

"Bon Odori, which has been held in Malaysia for 50 years, is a special venue symbolizing the bridge between Japan and Malaysia. We emphasize transforming Japanese products into forms that can be eaten and chosen locally, leading to sustainable business, rather than simply bringing them overseas as they are. We view this initiative as a new opportunity to demonstrate the expansion of Japanese food in ASEAN, and based on local consumer reactions, we will connect with the food service, retail, distribution, and commercial facility sectors."

Company Overview

SEED Inc.

Representative: Hidehiro Nishijima Location: 1-7-25 Bunkyo-cho, Mishima-shi, Shizuoka Official Website: https://www.seedinc.co.jp/

CULTURE LINK MALAYSIA SDN. BHD.

President & COO: Ryo Noguchi Business Activities: Support for cultural, food, and business expansion connecting Japan and Malaysia, Japanese food business, local promotion, export support, support for food service/retail/distribution collaboration Operating Business: Gannendo

Related Links:

- Management and operation of "Gannendo," Malaysia's first 100% buckwheat soba noodle restaurant (https://gannendo.com/)

- ASEAN Expansion Support (https://culture-link.asia/)

- "Halal Window" handled by Halal National Qualification Consultants (https://culture-link.asia/halal/)

About Dream Staff Inc.

Dream Staff Inc. is a company that connects people and companies through recruitment and food service businesses, constantly challenges new things, and contributes to the development of local communities and companies. In this initiative, we will be responsible for the planning and development of products to transform "onigiri," a symbol of Japanese culture, into products that reach local consumers.

Official Website: https://dreamstaff.jp/

Inquiries regarding this project

For municipalities and companies considering "conducting needs surveys for overseas expansion" or "expanding sales channels to Southeast Asia,"

please contact us at the following.

CULTURE LINK MALAYSIA SDN.BHD.

Contact: Ryo Noguchi Email: noguchi@gannendo.com

Inquiries from the press regarding this release and interviews

SEED Inc.

Public Relations Office Okamura Email: kouhou@seedinc.co.jp

Phone: 055-988-0777 (Main)