戦前期日本醤油市場における地域性と添加物の役割

―福岡県ジョーキュウ醤油の経営に着目して―

抄録

The purpose of this study is to identify the regional characteristics (differences in soy sauce taste) of the Fukuoka Prefecture soy sauce market and examine the impact of these characteristics on the management of brewers in the region. As a case study, I examined soy sauce brewers in Fukuoka Prefecture (mainly soy sauce brewers named Jokyu and Matsuki), where the influence of regional characteristics is said to have been strong, and clarified the differences in management between brewers who adapted to regional characteristics and those who did not.

First, it was found that regional differences in soy sauce can be explained by the differences in the soy sauce production rate (the amount of soy sauce pressed from a certain amount of Moromi, an unrefined soy sauce) and amounts of additives in it. It also became clear that soy sauces in the Kanto and Northern Kyushu markets are at the extremes of regional characteristics (differences in taste). These regionally unique soy sauces were sometimes regarded as qualitatively inferior considering the Kanto region, but for consumers in each region, the soy sauce distributed in their area had the "natural" taste and a favorable evaluation.

Second, it was observed that producing and selling soy sauce suited to these regional characteristics had an impact on business success. Matsuki, the company discussed as a case in this study, growth its business by selling sweetened soy sauce that suited regional characteristics. On the contrary, Jokyu’s—another case in the study—production of soy sauce of the Kanto standard (good quality) did not increase sales despite a high evaluation at product fairs and an aggressive advertising and promotion. Later, Jokyu began brewing soy sauce in accordance with the regional characteristics and grew its sales.