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SUZUMO Takes Japan's Delicious Rice Culture Global with Cutting-edge Tech
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Sushi, onigiri, and donburi are emblematic of Japanese cuisine everywhere they're found. At the heart of their culinary global reach is Suzumo Machinery Co, Ltd, the pioneer in rice processing machinery. Its innovations have helped deliver the "deliciousness and warmth" of Japanese rice to the world, fueling an international boom in Japanese food.
In April, SUZUMO ushered in a new era of leadership. Minako Suzuki, a member of the founding family and the company's former president, is now Chairman. At the same time, Vice President and Chief Operating Officer Toru Taniguchi is the new President. Determined to share the company's future vision and evolving missions, the two executives sat down for an exclusive interview with JAPAN Forward at SUZUMO's headquarters in Tokyo.
"Our rice processing machines deliver real value to customers by improving efficiency, reducing labor, and ensuring uniformity in the foods made by the machines," says Taniguchi.
The newly appointed president emphasizes that SUZUMO's strength lies in its commitment to "spreading the word about delicious food," a mission that has guided the company since its inception. "We're not just selling machines, we're carrying forward our founder's vision of delivering Japan's culinary culture to the world." President Toru Taniguchi (©Hidemitsu Kaito)
"Our goal is to create something that doesn't yet exist," Chairman Suzuki explains. She learned this lesson directly from her father, the company's founder.
"Inheriting the founder's philosophy, our corporate vision is 'Delivering "Deliciousness" and "Warmth" to the world' through our machines," she adds. SUZUMO Chairman Minako Suzuki. (©Hidemitsu Kaito）
Nevertheless, the journey toward realizing this vision has been far from easy. Over half a century ago, the founder made a bold decision to focus on machinery for processed rice products instead of confectionery equipment. That strategic shift laid the foundation for the company's success today.
"We entered the United States market in the 1980s and experienced the sushi boom firsthand," Taniguchi recounts. "At the time, sushi often looked appealing but lacked authentic taste. That's when we realized the importance of offering guidance on rice preparation and other fundamentals."
"Japanese food overseas can become even more delicious. And we provide value-added services to make that possible," he adds. "That is our strength."
SUZUMO is highly regarded for its comprehensive after-sales care, which starts even before machine installation and extends through years of use, including maintenance and repair services. SUZUMO's compact Sushi Machine efficiently shapes sushi, which can be automatically transferred to trays using the Sushi Transfer Unit.
In Japan, sushi restaurants, supermarkets, diners, hotels, takeout and delivery specialty stores, and food processing factories are all expanding their use of rice processing machines for various purposes. This widespread acceptance is helping to expand SUZUMO's business, with overseas demand growing especially rapidly.
According to a survey by the Ministry of Agriculture, Forestry and Fisheries, the number of Japanese restaurants overseas has surged to approximately 187,000 in 2023, compared to around 55,000 in 2013. It's a remarkable 3.4-fold increase in just ten years.
SUZUMO's products are now available in over 90 countries worldwide. In recent years, overseas sales have grown from around 20% to nearly 30% of total revenue. North America leads these with 44.5% of overseas sales, while Asia and Europe also continue to be strong markets. The Middle East is likewise emerging as a promising region. There, demand is driven by rising sushi demand in countries such as the United Arab Emirates, with its affluent consumers. At international exhibitions, live demonstrations of making sushi and rice balls draw significant interest from attendees. (Scene from the NRA Show in the United States.)
"With widespread access to information through social media, interest in Japanese cuisine is naturally spreading worldwide, beginning with overseas travelers," Taniguchi explains. "Pairing rice with various other ingredients is virtually limitless, and rice-based dishes will only continue to multiply."
He explains that the company is actively adapting its offerings to suit local tastes. "Dishes like chicken katsu curry and poke-don (Hawaiian-style tuna bowls) are becoming popular in Europe. As long as rice-based meals keep spreading, there will always be a role for us."
Even university cafeterias in the United States are now using SUZUMO's Rice-Serving Machine Fuwarica. "As Japanese food gains in popularity, different communities are developing their own local ways of preparing and enjoying Japanese cuisine," Suzuki adds.
It is no exaggeration to say that Japanese food is evolving beyond its traditional roots, giving rise to entirely new, rice-based culinary cultures.
"Adapting to local food cultures is essential," Suzuki emphasizes, suggesting that growth lies in embracing change itself. In America, sushi is widely available in supermarkets and other retail stores as well as restaurants. (The sushi section at a US supermarket.)
While the domestic sushi restaurant market is reaching maturity, SUZUMO is looking forward. The company is actively promoting the adoption of its Rice-Serving Machine Fuwarica across the full spectrum of establishments, including small restaurants.
Fuwarica features a proprietary "rice loosening function," which, as Suzuki explains, "adds just the right amount of air to freshly cooked rice to create a fluffy texture." It's a product born from the continuous pursuit of truly delicious rice. For SUZUMO, innovation in rice technology never stops. Rice-Serving Machine Fuwarica is equipped with intuitive touch controls and dispenses warm, fluffy rice in precise portions with excellent hygiene. It's now in use at airport lounges and other high-traffic locations. The ONIGIRI WOW! shop at Expo 2025 Osaka, Kansai. (Photo courtesy of Zojirushi Corporation via SUZUMO) SUZUMO's Fluffy Onigiri molding machine is helping Zojirushi to serve perfectly shaped rice balls at the Expo's ONIGIRI WOW! shop. (Photo courtesy of Zojirushi Corporation via SUZUMO)
At the ongoing Expo 2025 Osaka, Kansai, Zojirushi Corporation is hosting an onigiri specialty shop called "ONIGIRI WOW!" It offers visitors a chance to experience the fluffy texture of perfectly prepared rice. SUZUMO has provided the shop with its Fluffy Onigiri moulding machine, enabling guests to enjoy freshly made, delicious rice balls with ease.
"Our machines are being used at the Expo to prepare sushi and rice bowls," explains Taniguchi, who visited the venue. "It's a wonderful opportunity for people around the world to experience Japanese food culture, from sushi and onigiri to donburi.
"I'm thrilled to see the Expo helping to champion the appeal of Japanese cuisine," he adds.
To meet the growing demand for its latest products, the company is currently building a new factory in Saitama Prefecture.
"We plan to introduce more efficient production methods and expand our manufacturing capacity," Suzuki notes.
The facility is scheduled to begin operations in March 2026. Rendering of SUZUMO's new factory under construction in Tsurugashima City, Saitama Prefecture. (Courtesy of Suzumo Co, Ltd.)
SUZUMO is also prioritizing digital services and AI-driven solutions to enhance not only kitchen workflow, but also overall restaurant operations. Looking ahead, the company aims to accelerate the development of versatile, value-added services, including potential partnerships with outside firms.
"As a food lifestyle producer, we aim to enhance SUZUMO's social value and solidify our business foundation," Taniguchi says, bringing the interview to a close.
"Our goal is to achieve sustainable growth through management that balances profitability with a commitment to the SDGs and sound governance."
This article is published in cooperation with Suzumo Machinery Co Ltd .
Author: JAPAN Forward
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