Dive Brief:
- Kikkoman is targeting Gen Z home cooks with a multiyear, anime-inspired campaign centered around its teriyaki portfolio, according to a press release.
- Created with agency BSSP, “Unleash Legendary” taps into the popularity of Japanese animation among Gen Z consumers with a hero spot developed by illustrator Agustin Nakamura and creative studio Club Camping. The effort also includes two 15-second videos.
- The campaign will run across multiple channels, including YouTube, paid social, connected TV, programmatic display and influencer partnerships. Updated packaging and an overhauled teriyaki lineup accompany the push.
Dive Insight:
Kikkoman is leveraging Gen Z’s appreciation for Japanese culture in a multiyear effort designed to integrate the brand’s teriyaki portfolio into more aspects of home cooking, from sauces to marinades to glazes. Fifty-four percent of consumers aged 13 to 28 say they like or love anime, according to Crunchyroll data. This is 12 points higher than millennials (42%). Targeting Gen Z is also supported by research cited in press materials showing these consumers are more likely to have purchased Japanese or Asian food than previous generations.
Amid rising costs and high rates of unemployment, Gen Z consumers are also eating out less. This has implored many brands, including olive oil brand Graza and Philadelphia Cream Cheese, to target home cooks. As younger generations become more comfortable in the kitchen, Kikkoman is hoping to become a go-to source for easy meal prep.
"Gen Z treats sauces as essential tools for creativity in the kitchen," said Tak Hirota, CMO of Kikkoman Sales USA, in a statement.
A 30-second spot shows a meal among friends turning into something “legendary” after a bottle of Kikkoman Teriyaki BBQ sauce is opened. The voiceover is performed by Christopher Sabat, the voice of characters Vegeta and Piccolo on the popular anime series “Dragon Ball Z.” The two 15-second accompanying spots follow the same basic premise while showing off different uses for the sauce, such as a glaze or dip.
Kikkoman isn’t the only brand to leverage Gen Z’s love of anime. Automotive brands have been quick to embrace the art form, such as Acura’s multiseason anime “Type S: Chiaki’s Journey” and McDonald’s repeated forays into the space.
Kikkoman saw revenue for the period between April 1, 2025 to Dec. 31, 2025 amount to ¥552.809 billion yen (approximately $3.5 billion at time of writing), according to an investor report. Other products in the portfolio include Kikkoman Marinade & Sauce and Marinade & Stir Fry and Kikkoman Teriyaki BBQ & Glaze.
