Okinawa-based SAN-A CO.,LTD. announced a new brand strategy, including the appointment of a store-message ambassador and the establishment of the Okinawa-born private-label brand “Joutou Kitchen.” Joutou Kitchen will launch on 24 September 2026 with a range of 7 new products.
As part of its new brand strategy, SAN-A CO.,LTD. announced initiatives to strengthen its store messaging and establish the new Okinawa-born private-label brand “Joutou Kitchen.” Nakama Yukie (仲間由紀恵) will serve as ambassador for the store-message campaign.
The new brand name “Joutou Kitchen” combines “joutou,” meaning good or excellent, with “kitchen.” The brand aims to provide “just right” quality that customers can purchase with confidence for everyday use, along with added flavour from extra preparation. Products approved through internal evaluation panels will be launched sequentially.
The launch is scheduled for 24 September 2026. Products will be sold at all SAN-A Food Hall stores, with 7 products in total. The announced lineup includes Sakura Hime chicken cutlets, umami-salted fried chicken made with domestic chicken breast, Okinawa champon, dashi-flavoured katsudon, deep-fried eggplant simmered in broth, original hamburg steaks and cheese-stuffed hamburg steaks.
The company name is SAN-A CO.,LTD. It operated 70 retail stores and 8 food-service outlets as of the end of February 2025.