2026 Brand Message

From the Owner: In the inbound era, pickles = TSUKEMONO

Tsukemono,
Reimagined.

In 2026, Tsujishibazuke Honpo reintroduces tsukemono as "a new food culture." Layers of umami, aroma, and texture reveal another expression of vegetables, distinct from both salads and cooked dishes.

Nostalgic yet new An undiscovered fermented food A food culture for the future
A vivid TSUKEMONO visual composed with colorful fermented vegetables

TSUKEMONO

"Reintroducing tsukemono as a new food culture."

01

Beyond nostalgia, toward something new.

A meal with rice, miso soup, and tsukemono on the table

For people in Japan, tsukemono can feel both familiar and newly meaningful. For global audiences, it can be an intriguing, less-known fermented vegetable. Tsujishibazuke Honpo presents this idea once again: tsukemono is new.

This is not only about preserving tradition. It is also a declaration to reinterpret tsukemono as part of the food culture of the future.

02

Opening TSUKEMONO through two perspectives.

For Japan

Familiar, yet new.

Tsukemono has drifted slightly away from many everyday dining tables. Looking at it again through a fresh lens means rediscovering long-held values with present-day sensibilities.

For Global

An undiscovered, compelling fermented vegetable.

As interest in fermented foods continues to grow worldwide, Japanese tsukemono is being received as a new and surprising experience that is still not widely known.

03

Wisdom shaped by salt and time.

Packaging process for tsukemono products

Over a long history, people in Japan entrusted vegetables to salt and time, drawing on the power of microorganisms to develop the wisdom of making vegetables delicious and enjoyable over longer periods.

Its crystallized form is

Tsukemono
TSUKEMONO

04

Reframing what faded from the table as food culture.

Shibazuke and white pickles plated on a black tray

In recent years, tsukemono appears less often on home tables in Japan. At the same time, global interest in fermented foods continues to rise.

That is exactly why now is the moment to revisit tsukemono as a new food culture. Tsujishibazuke Honpo continues to open this question toward the future.

A plated dish featuring tsukemono