Yokohama-based food company Kiyoken launched a new line of dumplings called "Gyoza" in April 2026 [5] that resemble the company's signature shumai.
The product represents a strategic attempt by the established brand to differentiate its offerings and expand its reach to both domestic and international markets. By blending the characteristics of shumai and gyoza, the company aims to create a snack that is easier to eat while leveraging its existing brand identity.
Sold at the Kiyoken main store in Yokohama, the product is priced at 350 yen for a pack of six [2]. Demand has been high since the launch, with the store selling approximately 4,000 units per day [3]. The store manager said the items frequently sell out within 10 minutes of being stocked [4].
Leon Yun Men of the Public Relations and Sales Promotion Department said the company wanted to develop a version of gyoza unique to Kiyoken. He said they developed a bite-sized, easy-to-eat version that shares the same shape as their shumai.
Customers have noted the difficulty of securing the product due to the rapid sell-out times. One customer said they had previously been unable to buy the dumplings because they were always sold out, but finally managed to purchase them on Friday.
The product launch comes as Kiyoken manages a significant operation with annual sales of approximately 26.4 billion yen [1]. The company is using this innovative product design to test market appetite as it looks toward broader distribution strategies.
“The items frequently sell out within 10 minutes of being stocked.”
Kiyoken is leveraging its strong brand association with shumai to enter the gyoza market with a hybrid product. The immediate sell-out rate suggests that brand loyalty and novelty are driving short-term demand, providing a scalable model for the company's intended international expansion.
