MaruuTashiro

MaruuTashiro, commonly known as Maruu (丸う), is a Japanese seafood processed-food brand based in Odawara, Kanagawa Prefecture. Its origins trace to 1870, when Tashiro Unosuke began making kamaboko in Odawara's Hamacho district. The brand's distinctive mark, a circle containing the character "u," is said to derive from the "u" in Unosuke's name. Over generations the family business became a leading Odawara kamaboko house, counted among the city's "three great kamaboko families," and won repeated honors at national kamaboko competitions, including awards from the Fisheries Agency and the Minister of Agriculture, Forestry and Fisheries. The modern company was incorporated in 1951 as Maruu Tashiro Shoten Co., Ltd., later renamed Maruu Tashiro Co., Ltd. in 1991. It manufactured kamaboko, hanpen, chikuwa and other surimi products, and in 1974 built a Shizuoka factory in Yaizu that became its main production base. At its peak in the fiscal year ending March 1992, sales reached about 2.563 billion yen. However, the company was hit by an embezzlement scandal in 2002, when an accounting executive was found to have misappropriated about 850 million yen over roughly two decades. Combined with borrowings, restructuring costs and declining tourism demand in the Hakone and Izu regions, the company fell into insolvency and filed for bankruptcy in 2020, with liabilities of about 2.424 billion yen. After the bankruptcy, a new company, Tashiro Shoten Co., Ltd., was established in October 2020 with investment from Tokugin Real Estate. In 2021 it acquired the "Maruu" trademark from the bankruptcy trustee and changed its name to Maruu Co., Ltd. Operations partially resumed in November 2021 and fully reopened in December 2021. However, the loss of its headquarters and parking facilities through court-ordered real estate auctions forced a temporary suspension in February 2023. In August 2023 Maruu entered a manufacturing and sales partnership with Gogyofuku Co., Ltd., a Kobe-based delicacy maker, and resumed online sales and wholesale in November 2023. On March 1, 2024, Gogyofuku acquired all shares of Maruu, making it a wholly owned subsidiary, with Gogyofuku president Yamanaka Susumu appointed president of Maruu. Today Maruu continues to sell its signature products: kamaboko made from premium ingredients with a firm, springy texture; hand-grilled datemaki with no starch or flour, known for its moist sweetness and pine-branch pattern; and two styles of squid shiokara, the traditional "namazukuri" and the milder "koji-zukuri." The brand positions itself around "the pursuit of chosen quality" that colors joyful dining scenes, and its products are sold through its online store and a network of retail partners.

The history of Maruu begins in 1870, when Tashiro Unosuke, originally a fresh fish merchant, started making kamaboko for high-end cuisine in Odawara's Hamacho district. The brand name Maruu, written as a circle containing the character "u," is said to derive from the "u" in Unosuke's name. In 1877, Unosuke perfected a glossy, pure white Odawara kamaboko. After his death in 1900, his adopted son Einosuke became the second generation and developed "Kimaki" in 1921. In 1950, Einosuke passed the family headship to his eldest son Masakichi, the third generation, who won repeated awards at the National Kamaboko Competition, including the Fisheries Agency Director-General's Award and the Minister of Agriculture and Forestry Award, and received non-audited treatment. In 1951, the business was incorporated as Maruu Tashiro Shoten Co., Ltd. Under Masakichi, the company developed its own datemaki in 1970 in collaboration with a local long-established restaurant chef. After Masakichi's death in 1972, his eldest son Yusuke became the fourth generation. In 1974, a Shizuoka factory was built in Yaizu, Shizuoka Prefecture, and production shifted there. In 1991, Yusuke became chairman, his eldest son Yusei became the fifth generation, and the company changed its name to Maruu Tashiro Co., Ltd. The company won the Minister of Agriculture, Forestry and Fisheries Award at the National Kamaboko Competition in 1997 and the Prime Minister's Award at the Agriculture, Forestry and Fisheries Festival in 2010, and again the Minister of Agriculture, Forestry and Fisheries Award in 1997 and 2017. At its peak, Maruu Tashiro sold through direct stores, markets such as Tsukiji and Toyosu, supermarkets, department stores, highway service areas, and souvenir shops in the Hakone and Odawara areas. For the fiscal year ending March 1992, sales reached 2.563 billion yen. However, in 2002 it was discovered that an accounting executive had embezzled about 850 million yen over roughly 20 years. Combined with real estate-related borrowings, restructuring costs, changing consumer tastes, and declining tourism in the Hakone and Izu regions, the company fell into insolvency. It received support from the Kanagawa Prefectural Small and Medium Enterprise Revitalization Support Council from 2015 and formulated a long-term management plan through 2025, but its financial situation continued to deteriorate. In the fiscal year ending March 2020, sales were only 1.45298 billion yen with a final loss of 72.05 million yen, the fifth consecutive year of losses. The COVID-19 pandemic further reduced sales at direct stores and partner stores. On October 1, 2020, the company entrusted its affairs to lawyers; all direct stores closed by October 11, and on November 27 it filed for bankruptcy with the Yokohama District Court Odawara Branch, receiving a bankruptcy commencement decision on December 1. Liabilities totaled 2.424 billion yen. After the bankruptcy, a new company, Tashiro Shoten Co., Ltd., was established in October 2020 with investment from Tokugin Real Estate, a Tokyo-based real estate and investment firm. In 2021, Tashiro Shoten acquired the "Maruu" trademark from the bankruptcy trustee and changed its name to Maruu Co., Ltd. Tashiro Yusei, the last president of Maruu Tashiro, became production headquarters chief. Operations partially resumed on November 21, 2021, and fully reopened in early December. Meanwhile, the former headquarters building, main store parking lot building, and other properties owned by Maruu Tashiro were put up for court-ordered auction. The headquarters building sold for 172.2 million yen and the parking lot building for 28.011 million yen. The loss of the parking lot made operations difficult, and Maruu suspended business in February 2023. In August 2023, it formed a manufacturing and sales partnership with Gogyofuku Co., Ltd., a Kobe-based delicacy maker, and resumed online sales and wholesale in November 2023. On March 1, 2024, Gogyofuku acquired all shares of Maruu, making it a wholly owned subsidiary, with Gogyofuku president Yamanaka Susumu becoming president of Maruu.

• 2024

  Gogyofuku acquires all shares; Yamanaka Susumu becomes president.

• 2023

  Temporary suspension in February; partnership with Gogyofuku in August.

• 2021

  Tashiro Shoten acquires Maruu trademark, renames to Maruu Co., Ltd.; operations resume.

• 2020

  Maruu Tashiro files for bankruptcy; new company Tashiro Shoten established.

• 2010

  Wins Prime Minister's Award at Agriculture, Forestry and Fisheries Festival.

• 2002

  Embezzlement of about 850 million yen by accounting executive discovered.

• 1997

  Wins Minister of Agriculture, Forestry and Fisheries Award at National Kamaboko Competition.

• 1992

  Fiscal year sales reach 2.563 billion yen.

• 1991

  Yusuke becomes chairman, Yusei becomes fifth generation; renamed Maruu Tashiro Co., Ltd.

• 1974

  Builds Shizuoka factory in Yaizu; production shifts there.

• 1972

  Masakichi dies; son Yusuke becomes fourth generation.

• 1970

  Develops original datemaki with a local restaurant chef.

• 1951

  Incorporated as Maruu Tashiro Shoten Co., Ltd.

• 1950

  Einosuke passes headship to son Masakichi, third generation.

• 1921

  Second generation Einosuke develops "Kimaki".

• 1900

  Founder Unosuke dies; adopted son Einosuke becomes second generation.

• 1877

  Unosuke completes a glossy, pure white Odawara kamaboko.

• 1870

  Tashiro Unosuke begins making kamaboko in Odawara's Hamacho district.

Premium traditional Japanese fish cake and delicacy brand emphasizing quality ingredients and craftsmanship.

• Kamaboko

  Premium fish cake made from carefully selected ingredients, known for firm texture and springy bite.

• Hand-grilled datemaki

  Sweet rolled omelet with no starch or flour, moist and elegant; unique to Maruu.

• Squid shiokara (namazukuri)

  Traditional natural-tasting squid shiokara using the squid's own miso.

• Squid shiokara (koji-zukuri)

  Mild and rich squid shiokara made with koji.

1. 1株式会社丸う official websitemaruu.com
2. 2丸うについて – 株式会社丸うmaruu.com
3. 3MaruuTashiro – Wikidatawikidata.org
4. 4丸う – Wikipedia (Japanese)ja.wikipedia.org