Founded in Genroku 12 (1699)
Freshness is everything for both the bonito flakes and the brand. A specialty store that values newness.
Ninben’s hit product is “Tsuyu no Moto,” known for its orange label.The 13th successor, Mr. Ihee Takatsu, smiles and says, “My family always kept a bottle at home, and I grew up with it. Since high school, I often shaved bonito flakes myself.”“Tsuyu no Moto used to have sweet and spicy versions, but now they are unified. Recently, the premium ‘Tsuyu no Moto Gold’ series has become very popular.”
While staying true to its core of bonito flakes, Ninben continues creating new products that reflect the times.At the “Ninben Nihonbashi Main Store” located in “COREDO Muromachi 1” (Tokyo, Nihonbashi), you’ll find more than 400 unique products lined up.The store also includes the “Nihonbashi Kezuriba,” where bonito flakes are shaved and sold on-site, and the standing bar “Nihonbashi Dashiba,” serving bonito broth with a “one soup, one rice” concept.
“Originally, this was supposed to be a temporary store before relocation.Since it was only ‘temporary,’ we wanted to make it experiential — a place where visitors could taste freshly shaved bonito and fresh broth.“It was an experiment,” recalls Mr. Takatsu about the 2010 opening, but once it opened, it became a huge success.As a result, this store became the official main store and remains so today.Incidentally, the “Katsuobushi Broth” at Nihonbashi Dashiba (100 yen per cup) exceeded 980,000 cups in total sales by 2021, showing its popularity.“Adopting new things is the secret that allowed Ninben to survive for 320 years.Thinking back, we adopted new payment styles like ‘cash, no discounts,’ and we were one of the first to handle ‘Honkare Katsuobushi,’ earning strong customer support.Tradition is important, but it is also vital that we ourselves feel excited as we adopt new ideas.”
Ninben is now expanding in overseas markets.“Compared to 2015, the export volume has doubled.Bonito flakes are truly a pride of Japan.We hope to pass this on to future generations and share the deliciousness of dashi with people all over the world.”
History
Founded in Genroku 12 (1699).Ihee Takatsu, born in Ise and apprenticed in Edo from age 12, began selling bonito flakes and dried fish on planks in Nihonbashi at age 20 — this was the origin of the business.Later, the business expanded by gaining many feudal lords as clients and adopting a “cash, no discounts” business model.In the late Edo period, when the technique of repeatedly adding mold to age bonito — “Honkare Katsuobushi” — emerged, Ninben actively adopted it and gained wide popularity.Despite hardships such as the Meiji Restoration, the Great Kanto Earthquake, and wars, the business recovered each time and still stands in its birthplace, Nihonbashi.
We want to deliver the happy taste and aroma of freshly shaved bonito.
Mr. Ihee Takatsu
13th successor of Ninben
Bonito flakes are delicate and easily oxidize when exposed to air, developing a fishy smell.But freshly shaved bonito has a very rich and pleasant aroma.For good dashi, aroma is just as important as flavor.これからも、味と香りの両方を満たす上質な鰹節を提供し続けます。
This Notable Item
Freshly shaved Honkare Katsuobushi
At the “Nihonbashi Kezuriba” inside the Ninben Nihonbashi Main Store, you can buy freshly shaved Honkare Katsuobushi, shaved almost daily.Please enjoy the fresh taste that is usually hard to experience.
Kaoru Aji Dashi
8 g × 22 bags, 1,728 yen – 1,944 yen
A full-flavored dashi pack in individual packages that brings out the real aroma and taste of dashi.The ingredients are gently dried to preserve aroma, and each package is filled with inert gas to prevent oxidation.You can prepare dashi, or open the packet and mix it with olive oil or vinegar for instant dressing, or even use it as seasoning for fried rice — many variations are possible.Available in three flavors: “Bonito,” “Bonito and Kelp,” and “With Grilled Flying Fish.”
Sauce for Eating Vegetables Deliciously
200 ml, 540 yen – 594 yen
A sauce that lets you enjoy four flavors — sesame, savory salt, onion, and yuzu — together with rich bonito umami.Perfect as a dressing for vegetables, and also excellent with meat or fish.It can also be used for mixing, dipping, and marinating — especially for chicken, which becomes tender and moist when marinated.Free of chemical seasonings, preservatives, and artificial colorings.
Spot Overview
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