Kadoya Seiyu announces brand renewal and new global identity

Kadoya Seiyu, a major Japanese sesame oil producer, has announced a comprehensive brand renewal to coincide with its 168th anniversary. Starting November 5, 2025, the company will transition to a unified English logo, ‘KADOYA’, while retaining its traditional ‘Yamakaku’ symbol. This move aims to transform the brand from a domestic leader into a global entity, supported by the new tagline, ‘Open the possibilities of sesame.’

The company currently holds approximately 45% of the Japanese sesame oil market and maintains a dominant 70% share of the Japanese sesame oil market in North America. To support international growth, Kadoya America Inc. was established in 2025.

As part of this evolution, Kadoya will launch ‘ISOLETTA’ on September 1, a new sesame oil designed for Western-style cuisine. Similar to olive oil, ISOLETTA is intended for use on salads, pasta, and carpaccio, utilizing the company’s roasting technology to achieve a mild, light flavor. The product launch will be accompanied by a new commercial campaign featuring actress An.