Ajino Hyoshiro

Ajino Hyoshiro explains that its name comes from the trade name of a kappo restaurant, "Heishiro," run by an ancestor of the current leadership. The brand frames this as a commitment to carrying forward the satisfaction of serving food that genuinely delights people.

In 1988, the company introduced an "ago dashi pack." Although flying fish had a strong character and was not widely used nationwide at the time, Ajino Hyoshiro set out to make its rich umami accessible to any household. The brand describes a process of searching for the ideal fish, refining the grilling method, and testing combinations with other dashi ingredients until it reached the distinctive taste that became its long-selling signature.

That consistency is supported by concrete choices and steps. The brand highlights smaller flying fish caught off Hirado around the autumn equinox season, charcoal grilling each fish (starting from the belly side to reduce bitterness and prevent unwanted flavors), and sun-drying to concentrate umami. It also describes blending multiple dashi ingredients in a proprietary ratio and using a coarse grind to draw out deeper aroma and savory notes. The company notes that dashi ingredients are selected from domestic sources, while acknowledging that the specific prefectures may vary depending on catch conditions.

Practicality is part of the design. The pack can be simmered for soups, and also opened and used like a seasoning for dishes such as fried rice or takikomi rice — a use case the brand has actively promoted. Ajino Hyoshiro also shares an origin story of being founded by a working couple, tying the product's "fast but satisfying" concept to the realities of busy family life.

Today, Ajino Hyoshiro extends its dashi-centered philosophy across a wide assortment: liquid seasonings, noodles, curries, pantry items, beverages/sake, and gift sets. Its official history outlines key milestones such as the company's establishment in 1993, moves and expansions in Chikushino, the opening of directly operated shops, the launch of a Singapore branch, the creation of Hyoshiro Farm, the establishment of a U.S. local corporation (HYOSHIRO Inc.), and the launch of a new brand line (Hyoshiro Bros) — showing how the brand has broadened while keeping dashi at its core.

A flagship that began in 1988: Ago-iri Hyoshiro Dashi

Ajino Hyoshiro traces its origin to the creation of an "ago dashi pack" in 1988. At a time when flying fish was not a familiar ingredient everywhere in Japan, the brand pursued a way for any household to enjoy its deep, distinctive umami with ease. The company name itself is explained as being inherited from the trade name of a family-run kappo restaurant, "Heishiro," reflecting an intention to carry forward the joy of pleasing guests through taste.

A clear focus on "small grilled ago" and careful preparation

For its ago component, the brand describes selecting smaller fish caught off Hirado, Nagasaki around the autumn equinox period, aiming for stable flavor with less oxidation-related variability. Each fish is skewered and grilled over charcoal (from the belly side to reduce bitterness and off-notes), then sun-dried to concentrate umami — an approach that emphasizes consistency and clarity of taste.

Not only "simmer," but "open the pack" and season dishes

Ago-iri Hyoshiro Dashi is positioned as more than a stock base: you can also open the pack and use it for fried rice, mixed rice, and other dishes. With multiple dashi ingredients plus seasonings like salt and soy sauce, the pack is designed so that "one pack sets the flavor," helping everyday cooking land where you want it with minimal steps.

From dashi to sauces, noodles, curries — and Hyoshiro Farm products

The product lineup spans dashi (including reduced-salt and salt-free options), liquid seasonings such as tsuyu, kaeshi-style sauce, and yuzu ponzu, plus noodles, curries, and pantry items. Under Hyoshiro Farm, the brand also offers rice presented as grown without pesticides or chemical fertilizers during the cultivation period, along with rice flour mixes, roasted brown-rice coffee, and organic honey — expanding the "everyday table" concept beyond seasonings alone.