Fundodai’s Clear Soy Sauce Gains Global Traction With 1.6 Million Bottles Sold

A transparent soy sauce developed by Fundodai Co. has emerged as an unlikely global success, with more than 1.6 million bottles sold domestically and internationally since its launch in 2019, according to a report by Mainichi Shimbun.

Fundodai introduced the product to mark its 150th anniversary, aiming to create a condiment that allows dishes to retain their natural colors while minimizing staining. (Photo::株式会社フンドーダイ Facebook)

Marketed as “clear soy sauce,” the product delivers the full flavor and aroma of traditional soy sauce despite its water-like appearance. It was developed at the company’s headquarters in Kumamoto City’s Kita Ward.

Founded in 1869, Fundodai introduced the product to mark its 150th anniversary, aiming to create a condiment that allows dishes to retain their natural colors while minimizing staining—particularly appealing for younger consumers.

The production process involves removing the color from traditionally brewed dark soy sauce during the final stage before blending and finishing.

The product has exceeded expectations, benefiting from the global rise of Japanese cuisine. Chefs abroad have adopted it for both aesthetic and culinary purposes.

Priced at around ¥500 (approximately $3) for a 100-milliliter bottle, it has also gained popularity as a tourist souvenir and novelty item.

Fundodai has since expanded the line to include variations such as yuzu ponzu, dashi, and truffle-infused clear soy sauce. Its latest innovation, a foam-dispensing version, delivers soy sauce as a soft white foam via a spray bottle, targeting food service applications and presentation-driven dining experiences.