S&B Foods: Exporting Japanese Curry to the World

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Japanese curry — mild, thick, comforting — is one of Japan’s most beloved everyday dishes, and increasingly a global one. The company doing the most to take it worldwide is S&B Foods, a Japanese spice maker now exporting not just products, but an entire cuisine.

Japan’s spice and curry house

S&B Foods (the name stands for “Sun & Bird”) is one of Japan’s leading makers of spices, curry, and wasabi. It pioneered domestic curry powder and its Golden Curry roux is a kitchen staple. Privately held, S&B has built a focused overseas push, with five international offices (US, UK, Canada, Singapore) that conduct local market research and adapt products to regional tastes.

Exporting a category, not just a product

S&B’s ambition is bigger than selling jars of curry roux: it is helping export Japanese curry as a cuisine. Its products now reach US mainstream retail giants like Walmart and Kroger, moving beyond specialty “Asian” aisles. The company is part of the Japanese Curry Industrial Association, which — designated by Japan’s agriculture ministry for overseas promotion — works with government to grow Japanese curry abroad. S&B openly recruits local distributors to expand in the US, Southeast Asia, Oceania, and Europe.

Why it matters for global partners and investors

• For distributors, S&B is actively seeking local partners — a direct opening to carry a growing Japanese-cuisine category.
• For the industry, exporting curry as a category (with government backing) is a model for scaling Japanese food culture globally.
• The growth to watch is mainstream-retail penetration and the global rise of Japanese curry as comfort food.

Frequently asked questions

What does S&B Foods make?
S&B Foods is a Japanese maker of spices, curry, and wasabi, known for pioneering Japanese curry powder and its Golden Curry roux. It also makes a wide range of seasonings and condiments.

Where can you buy S&B products overseas?
S&B products are increasingly available in mainstream Western retail, including US giants like Walmart and Kroger, as well as specialty stores, supported by its overseas offices.

How is S&B expanding globally?
Through overseas offices that localise products, partnerships with distributors, and a government-backed effort to promote Japanese curry as a category abroad.

Looking to distribute, or partner with, a Japanese food leader? Contact Japonity — we connect international businesses with Japan’s best companies, products, and technologies.