Kikkoman Launches "Unleash Legendary" Campaign and Reimagines Teriyaki Portfolio for a New Generation of Home Cooks

Refreshed product lineup and anime-inspired creative bring nearly 400 years of craftsmanship into modern kitchens

SAN FRANCISCO, April 6, 2026 /PRNewswire/ -- Kikkoman Sales USA Inc., the U.S marketing and sales arm of the global Kikkoman brand and the world's leading soy sauce brand, today announced the launch of "Unleash Legendary," a multi-year campaign introducing a refreshed vision for its teriyaki portfolio – connecting nearly 400 years of Japanese craftsmanship with a new generation of home cooks.

As part of the campaign, Kikkoman is unveiling updated packaging and a reformulated teriyaki lineup designed for how today's consumers cook, experiment, and layer flavor across occasions – from weeknight stir-fries to weekend grilling.

As the first company to bring bottled teriyaki sauce to the U.S. in 1961, teriyaki has been central to Kikkoman's story. Furthermore, Gen Z loves new and bold flavors, like teriyaki, and are more likely than other generations to have purchased Japanese and other Asian foods.* Building on this momentum, the refreshed portfolio is engaging a new generation of home cooks, reinforcing its leadership in authentic Japanese sauces and delivering versatile formats and bold flavors that make it easier than ever to create meals worth remembering.

"Gen Z treats sauces as essential tools for creativity in the kitchen," said Tak Hirota, Chief Marketing Officer of Kikkoman Sales USA, Inc. "With our enhanced teriyaki lineup and the 'Unleash Legendary' campaign, we're showing how Kikkoman's heritage craftsmanship can help home cooks transform everyday meals into something delicious and unforgettable."

A Modern Teriyaki Portfolio Built for Today's Cooking Occasions

Rooted in centuries of brewing expertise and adapted for modern kitchens, the enhanced teriyaki collection includes three distinct product formats designed to deliver legendary flavor across multiple uses.

• Kikkoman Teriyaki BBQ Sauce: From deep marinades to glossy glazes, Kikkoman Teriyaki BBQ does the heavy lifting – delivering authentic umami, thicker texture and richer color that makes every dish look as good as it tastes. Available in Original, Garlic & Green Onion, Korean BBQ, Gochujang Spicy Miso, and Triple Ginger.
• Kikkoman Marinade & Sauce and Marinade & Stir Fry: Engineered for the high heat of the stir-fry pan, Kikkoman's Marinade & Sauce and Marinade & Stir Fry deliver a harmonious balance of umami and sweetness with a quick, even glaze that won't burn. Product varieties include The Original, Gluten-Free Less Sodium, and Roasted Garlic.
• Kikkoman Teriyaki BBQ & Glaze: Made for the grill, oven, or broiler, Kikkoman Teriyaki BBQ & Glaze delivers a thick, glaze-forward finish with deep color and glossy shine – perfect for brushing, basting, and finishing any dish in style. Flavors include Original and Honey & Pineapple.

Campaign Brings Legendary Flavor to Life Through Anime-Inspired Storytelling

To introduce the refreshed lineup, Kikkoman partnered with independent creative agency BSSP to develop a campaign inspired by the cultural influence of Japanese animation and Gen Z's enthusiasm for global experiences.

The hero animated spot, developed by Japanese illustrator, Agustin Nakamura, and creative studio, Club Camping, follows a young cook whose meal transforms into a legendary shared moment with friends after opening a bottle of Kikkoman Teriyaki BBQ sauce. The spot features voiceover by Christopher Sabat, the voice behind Dragon Ball's Vegeta and Piccolo. The campaign reflects the brand's broader strategy to unite authentic heritage with modern cultural storytelling and meet younger audiences where they discover inspiration today.

The new campaign, now live, features a :15 with Doug's Dip, a :15 with Taylor's Teriyaki and the full 0:30 animated spot to run across Connected TV, YouTube, paid social, programmatic display, and influencer partnerships.

Kikkoman Teriyaki products are available starting at $3.13 MSRP at retailers nationwide and online. For more information on Kikkoman Teriyaki, please visit https://kikkomanusa.com/homecooks/teriyaki-unleash-legendary/.

*Mintel, Emerging International Cuisine Tracker – October 2025

ABOUT KIKKOMAN SALES USA, INC.

Kikkoman Sales USA, Inc. is the U.S. marketing and sales arm of Kikkoman Corporation, the global leader in traditionally brewed soy sauce. Headquartered in San Francisco, the company has helped introduce generations of American consumers to the versatility of traditionally brewed soy sauce and Japanese-inspired seasonings since entering the U.S. market in 1957. Today, Kikkoman Sales USA, Inc. offers a broad portfolio of sauces and seasonings—including soy sauce, teriyaki, stir-fry sauces, marinades, sesame oil and specialty products—serving home cooks, professional chefs and food manufacturers across North America. Guided by nearly 400 years of Japanese craftsmanship, the company's mission is to expand the role of authentic fermented seasonings in everyday cooking and bring new flavor experiences to the table in ways that are convenient, contemporary and delicious.

Founded in Japan and enjoyed in more than 100 countries worldwide, Kikkoman Corporation has been producing traditionally brewed soy sauce since the 17th century and continues to advance its vision of becoming a truly global seasoning brand by blending heritage techniques with modern innovation.

SOURCE Kikkoman Sales USA Inc.