TOJI Begins Full-Scale Entry into US Market, Launches Permanent Sales at Lifestyle Store "The Gardener" in California

TOJI Inc. (Headquarters: Setagaya-ku, Tokyo; Representative Director: Natsuki Matsuda) has launched product sales at "The Gardener," a lifestyle store in the San Francisco Bay Area, California, marking the first step in its full-scale expansion into the US market.

Following the establishment of its first overseas base at the "Japan Innovation Campus (JIC)" in Silicon Valley, an initiative by the Ministry of Economy, Trade and Industry, TOJI held a pop-up event in San Francisco this past March. Based on the positive reception from US consumers interested in clean beauty and sustainability towards its wellness experiences using Japanese fermented ingredients, and confirmation of growing interest in Japanese fermentation culture itself, the company has now secured a permanent sales spot at the lifestyle store "The Gardener" in California, USA.

Inside The Gardener store.

"The Gardener," founded in 1984 by Alta Tingle, is a representative lifestyle store in Berkeley, California, celebrating its 40th anniversary this year. With the concept "If you want to be happy for your whole life long, become a gardener," it curates carefully selected products that enrich daily life. The store is also known for its deep respect for Japanese craftsmanship, stocking items such as Japanese handmade tools, Sori Yanagi tableware, and vintage Japanese chests of drawers. The strong resonance between The Gardener's customer base, who appreciate Japanese craftsmanship and natural materials, and TOJI's worldview has led to the commencement of its first permanent sales in the US.

<Sales Overview>

Sales Store: The Gardener

Location: 1836 Fourth St, Berkeley, CA 94710

Business Hours: Sun-Fri 11:00 – 17:30 / Sat 11:00 – 18:00

Products Handled: Sake Kasu Bath Powder Mori -MORI-

Website: https://thegardener.com/

Instagram: @the_gardener_store

Exterior photo of The Gardener.

"Japanese Wellness" Accepted by US Consumers

At the pop-up store in March, the story behind "sake kasu" (sake lees), a byproduct of sake brewing, the scent of "Mori -MORI-" blended with 100% naturally derived essential oils such as cypress and yuzu, and the package design embodying Japanese aesthetics received high praise from many visitors. This full-scale sales launch is an important milestone in the US market and a new step in delivering Japanese wellness to local lifestyles.

The "Sake Kasu Bath Powder Mori -MORI-" now available at The Gardener is a bath powder made from sake lees, natural salt, and naturally derived essential oils. By powderizing it slowly at low temperatures, it becomes non-alcoholic. As both the ingredients and fragrances are additive-free, it can be used with peace of mind by those concerned about skin irritation and by children. It is 100% naturally derived and aligns with the local lifestyle that emphasizes sustainability.

"Authenticity" as the Core: Spreading Japanese Wellness to the World

Since its inception, TOJI has held a vision of disseminating Japanese traditions and culture globally, developing wellness products based on "sake kasu," a fermented ingredient born from traditional Japanese sake brewing. This permanent sales launch follows its selection for JIC (January) and the pop-up store in San Francisco (March), serving as a significant milestone in its US market development.

Moving forward, TOJI will leverage its base at JIC to accelerate local partner development and pursue product development and global expansion in the wellness domain, not limited to sake kasu bath products. With "Authenticity" as its core, the company aims for further growth as a global brand disseminating Japanese traditional culture to the world.

About TOJI (https://toji-japan.com/)

TOJI is a wellness brand that delivers the wisdom of beauty and health passed down through generations in Japan in a new form, enabling true beauty and a rich life. Since starting operations in 2024, the company has focused on sake kasu, researching its abundant beauty and health benefits to develop products. While harmonizing sake kasu with carefully selected ingredients, the process of lovingly creating products values the connections with all people and regions involved. Furthermore, through collaboration with local inns and sake breweries, TOJI engages in business to enhance regional appeal and provide global marketing support.

TOJI Official Online Store: https://toji-japan.com/collections/frontpage

List of Retail Stores: https://toji-japan.com/pages/stores

Contact for Inquiries Regarding This Matter: info@toji-japan.com

*We sincerely look forward to new encounters with media outlets interested in TOJI, and with sake breweries and producers who resonate with our initiatives.