Japan Bio Science Laboratory Co., Ltd. (JBSL-Japan), which recently celebrated its 50th anniversary, announced the appointment of Junichiro Azuma to the role of president, a position he will undertake in October 2025. Azuma had held the position of vice president with JBSL-Japan.

Previously, Azuma was affiliated with Tohnosho Co., Ltd., a traditional Japanese pickle manufacturer, founded 55 years ago by JBSL-Japan’s current president Kenichiro Azuma. Later, he was transferred to Hosoda Brothers, a Japanese food wholesaler in the U.S., where he learned practical food marketing and sales. Upon returning to Japan, he worked at branches of Tohnosho under the philosophy of “enrich your table and make your body healthy” and gained experience in selling food products that contribute to people’s health.

Azuma, who has pursued safety, security, deliciousness, and health with his commitment to excellence, became president of Tohnosho in 2009, with the wish to improve the health of each of its customers through its products and craftsmanship.

Health E-Insights (HEI): Congratulations on your appointment as company president. Who has been the biggest influence in your life?

Azuma: All the people I have met through my work. I have had many successes and many failures, but I have learned from all of them, and I believe they have shaped who I am today. Also, as a manager, I have learned a lot from my predecessor. His style of learning practically through actual experience is also a model for me.

HEI: JBSL-Japan, recently celebrating its 50th anniversary, has been researching, developing, and manufacturing functional health foods since the company’s inception. The company’s vision is “Harmony of Human Beings and Mother Nature.” What is most important to you and JBSL, mission, core values, or vision?

Azuma: I think we are sustained by all the workings of nature, so we commit to produce raw materials derived from natural ingredients. We also pursue food safety and quality under our quality policy of the pursuit of safety and security from the view of consumers. It is our mission that we harness the power of wonderful blessings of nature and the latest technology to develop products that help people live healthier, richer, and more comfortable lives. We strive to develop unique products that meet the needs of the present age, and by advancing research and development we hope to contribute to society by creating one-of-a-kind products.

HEI: What key elements of your business do you want the U.S. nutraceutical industry to be aware of about JBSL Japan?

Azuma: JBSL-Japan is the pioneer in the research of nattokinase. In 1998, we were the first company in the world to isolate and market NSK-SD, a unique enzyme that is fermented using our patented strain of Bacillus subtilis natto. JBSL-Japan has also patented the removal of vitamin K2 from nattokinase. NSK-SD nattokinase is non-GMO, vegetarian, and non-irradiated and has the highest proven potency of any vitamin K2-free nattokinase on the market.

It is the only EFSA-approved and Health Canada-approved nattokinase and is self-affirmed GRAS. Furthermore, it is recognized by the JHFA (Japan Health and Nutrition Food Authorization) and the JNKA (Japan Nattokinase Association) as authentic nattokinase.

HEI: What is JBSL’s competitive advantage?

Azuma: It is NSK-SD, which is the only nattokinase that has its own published safety, efficacy, and identity data. We have established a simple identity IBOX method for nattokinase that can distinguish real nattokinase from other enzymes. With this method, we can easily differentiate true nattokinase from other pseudo-nattokinase enzymes.

The Fibrin Degradation Unit Assay is the first and only assay developed to test the potency of nattokinase. JBSL-Japan developed this assay, and it determines potency through measuring the enzyme’s ability to degrade fibrin.

The safety and efficacy of nattokinase supplementation for cardiovascular health has long been confirmed and documented. In an extensive list of clinical and experimental studies, nattokinase has shown its efficacy in degrading blood clots, reducing high blood pressure, improving blood circulation, improving the clumping of platelets, red blood cells, and more.

HEI: You are probably always looking to improve areas of the company. What might that be?

Azuma: Since our foundation, we have been developing and manufacturing natural functional health foods under the corporate philosophy “Harmony of Human Beings and Mother Nature.” Our quality control is based on global standards, and as a result of our persistent efforts, we have expanded our sales area to more than 40 countries.

To preserve such good points about our company and make us even better, we are renewing our corporate theme to “Through Science, Creating a Healthier World.” While our commitment to high-quality, natural ingredients and our belief in consumer-centered safety and reliability remains unchanged, we will more proactively use our business to contribute to health globally.

HEI: What are your plans for growth over the next few years?

Azuma: We will more actively be promoting functional ingredients manufactured in Japan to overseas markets. For a start, by utilizing cultivation technologies we have developed over the past 50 years, we are planning to start a domestic algae cultivation business. Establishing a new Kyushu Cultivation Plant in Oita Prefecture, we are preparing to launch astaxanthin as our next flagship ingredient following the global success of the fermented soybean extract NSK-SD.

HEI: What is one characteristic you believe every business leader should have and why?

Azuma: Foresight is required for business leaders to survive through the changing day-to-day world. It is necessary to always keep our eyes open, anticipate the future, and look for new business. For us, focusing on the ever-increasing needs for beauty, developing the pure domestic astaxanthin is important in pursuit of safety and security.

Business leaders must also set forth a vision and realize it. If we have a clear goal of what we need to accomplish, we will always be able to make the right decisions and the company will be better for it. That is why we renewed our corporate theme “Through Science, Creating a Healthier World.” In my new role, I would like to grow together with our executives and employees through the sales of functional materials without being bound by conventional frameworks and norms

HEI: While cutting-edge science and technology have been the forefront of your company, branding your ingredients has also been a key business strategy not often seen within the Japanese health food and raw materials market. Please share your thoughts.

Azuma: The NSK-SD brand identity is invaluable because it helps JBSL-Japan separate its product in a crowded market, build customer loyalty, and ultimately drive our business success. It’s true, not many Japanese-based companies are known to brand their ingredients. Our brand development puts us in a unique position. The brand communicates its essence, values, and personality to the world. The brand identity influences everything from first impressions to long-term customer relationships. 

Recently, JBSL-USA, our U.S. distributor, created the tagline The Science of Nattokinase, which helps separate NSK-SD more from the competition and other similar ingredients by highlighting our science, its unique qualities and characteristics, and creating a distinctive identity and value proposition that resonates with our target audience. 

HEI: What do you envision as the future of dietary supplements in Japan and globally, especially in the U.S. market?

Azuma: The future of the dietary supplement market looks promising in Japan with growth driven by increasing health awareness, an aging population, and evolving consumer preferences. In Japan, the market is projected to reach USD $2.31 billion by 2033, fueled by mental wellness trends, gut health awareness, and the rising popularity of beauty-related supplements. 

The U.S. market is also expected to experience significant growth, with projections exceeding USD $70 billion by 2031. Overall, the future of the dietary supplement market is bright, with opportunities for growth and innovation in both Japan and the U.S. However, companies will need to adapt to evolving consumer preferences, address regulatory challenges, and embrace sustainability and personalization to remain competitive in this dynamic and growing market.