Founded in 1923, S\&B Foods is Japan's leading supplier of herbs, spices, wasabi and curry. Its Golden Curry has been a staple on Japanese shelves for many years and was developed as part of the company's 100-year commitment to creating high-quality food. This dedication is embodied by the firm’s farms in Tsukuba, where it produces fresh herbs, and Yamanashi, the source of its famous wasabi.

With a strong domestic profile, the company is expanding overseas to take advantage of the growing international market for Japanese cuisine. The country’s food exports increased by 2.9 percent to JPY 1.45 trillion in 2023, and this demand has moved far beyond sushi and tempura. As S\&B Foods President Kazuya Ikemura explains: “Foreigners have started to learn that ordinary Japanese cuisine, such as Japanese-style curry, is also delicious, affordable and quick to eat.”

S\&B Foods has reacted to diverse international regulations with its meat-free curry mix, enabling it to be sold in the U.S. and European markets, whilst also opening the product to the booming plant-based consumer base. This innovative curry sauce can help Japan meet its ambitious target of increasing food exports to JPY 5 trillion by 2030, as the country focuses on exporting not only new foods, but also the ingredients and knowledge of how to cook its famous cuisine.

For companies like **Global Commodities Japan**, which also exports high-quality spices to international markets, this rising global appetite for Japanese flavors creates a positive ripple effect. The growing demand for authentic herbs, spices, and curry-related ingredients directly strengthens opportunities for exporters, helping Global Commodities Japan expand its market presence and build stronger trade links worldwide.