Brand Tone

Authentic & Traditional, Quality-Conscious & Health-Oriented, Innovative, Informative & Direct, Proudly Regional (Hakata/Fukuoka)

Brand Values

• •Tradition & Heritage
• •Quality & Freshness
• •Health & Nutrition
• •Innovation & Modernization
• •Customer Satisfaction & Safety

Best Practices

• •Emphasize Heritage with a Modern Twist: Always weave in the brand's long history and traditional methods, but frame them as a foundation for current quality and innovation, not as being old-fashioned.
• •Highlight Ingredient Quality and Origin: Consistently mention the use of fresh, high-quality, and often local (Hakata/Fukuoka) ingredients. This reinforces authenticity and commitment to quality.
• •Focus on Health Benefits Naturally: Integrate the health aspects (protein, low-fat, gluten-free) as inherent qualities of the products, rather than overly clinical or aggressive health claims.
• •Maintain an Informative and Respectful Voice: Communicate product features, company news, and culinary suggestions in a clear, direct, and respectful manner that befits a long-standing company.
• •Use Authentic Japanese Culinary Terms (with explanation where needed for broader audiences): Terms like "surimi," "kamaboko," "eso," and "Hakata" add authenticity. Provide brief explanations if the target audience might be unfamiliar, to educate and include them.

Social Perception

Positive for Quality & Innovation, Respected for Tradition, Associated with Health, Limited International Awareness

Copy Examples

• •Headline (for BOKOMEN!): Taste Tradition, Reimagined. Hakata BOKOMEN! – Deliciously Healthy Fish Noodles, Ready in Minutes. Body: For over 120 years, Hakusui has crafted the finest fish paste products from the freshest local ingredients. Now, experience our heritage in a revolutionary new way with HAKATA BOKOMEN! Gluten-free, protein-packed, and bursting with authentic Fukuoka flavors. Your wholesome meal, effortlessly.
• •Social Media Post (Instagram - with an appealing product shot): From the bountiful Genkai Sea to your table. 🌊 Our commitment: fresh 'eso' fish, traditional stone mortar methods, and a passion for quality you can taste. Discover the Hakusui difference. #HakusuiFoods #JapaneseCuisine #QualityIngredients #HealthyEating #MadeInHakata
• •Product Description (for Surimi): Crafted with generations of expertise, Hakusui's premium surimi is the secret to exceptional Japanese dishes. Made from select 'eso' fish, our surimi delivers unparalleled freshness and a delicate, sweet flavor. Perfect for your homemade oden, tempura, or creative culinary delights.
• •About Us Snippet (Website): Hakusui: Honoring 120 Years of Culinary Tradition. We began with a simple mission: to bring the pure taste of the sea to your home. Today, we blend time-honored techniques with innovative spirit to create fish paste products that are both wholesome and delicious, carrying forward Fukuoka's rich food legacy.
• •Promotional Email Subject: Nourish Your Body, Delight Your Palate – Explore Hakusui's Healthy & Authentic Flavors! Body Teaser: Experience the true taste of Japanese craftsmanship. From our innovative BOKOMEN! fish noodles to our classic surimi, discover food that’s made with passion, quality, and your well-being in mind.