232. SUKI SOY SAUCE: THE Philippine Brand of the World-Renowned KIKKOMAN, 1963-64

SUKI SOY SAUCE, Teaser Ad, 1963

When SUKI SOY SAUCE was launched in the Philippines in 1963,  it was made clear that it was the local  brand of the world-renowned “Kikkoman”. Kikkoman’s history goes as far back to the 17th century, when the forefathers of the Mogi family concocted the dark brown seasoning sauce from soy, wheat, water and salt in the Japanese town of Noda. Kikkoman Soy sauce won honors at Expo Vienna in 1873 and Expo Amsterdam in 1881 for its quality and taste.

SUKI SOY SAUCE LAUNCH AD, 1963

 In 1917 the Japanese Mogi and Takanashi families founded Noda Shoyu Co. Ltd. The company name was changed to Kikkoman Shoyu Co. Ltd. in 1964 and to Kikkoman Corporation in 1980.

In 1963, a Philippine subsidiary-- The Philippine Shoyu Company, a division of the Acoje Mining Co, Liloan, Cebu—began producing SUKI SOY SAUCE, using the same Kikkoman formula that took more than 300 years to perfect---choice, imported soy beans, wheat grains and pure salt. No spices are used, no artificial flavoring.

SUKI SOY SAUCE, Sutaining Ad, 1963

SUKI SOY SAUCE was launched in 1963, with great fanfare using tri-media advertising, and Japanese imagery like cherry blossoms and kimono-clad Japanese ladies. The bottles, whih came in 4 sizes, were distributed by Consolidated Food Corp.

The product caught the fancy of Filipinos who were familiar with the distinctive soy sauce flavor of Kikkoman, but its price—higher than ordinary soy sauce brands—proved to be a factor in its market longevity. By the start of the new 70s decade, SUKI SOY SAUCE was gone. In 1970, Acoje Mining Co. attempted to produce a purely local soy sauce with the brand name “Lotus”, but the product never got off the ground due to brand name infringement issues.

SUKI SOY SAUCE, Sustaining Ad, 1964

Today, Kikkoman is the world soy sauce market leader and it is distributed by Kikkoman Philippines, established in 2011.