Ajinomoto's frozen 'Gyoza' has been the top-selling single frozen food product in Japan for 22 consecutive years, selling over 100 million packs annually and generating over 20 billion yen. But what's the secret behind its enduring success and constant evolution? According to Daiki Saito, a 31-year-old researcher with an in-house 'Professional Panel' qualification, the product is always 'unfinished' as long as customers continue to provide feedback.
The Unceasing Quest for Perfection
In 2021, Ajinomoto Gyoza made headlines during the Tokyo Olympics when athletes from the US, Portugal, and Taiwan lauded it on social media, calling it 'the best gyoza in the world.' This praise underscored its global appeal, yet inside Ajinomoto, the pursuit of perfection never stops. 'Our greatest strength is our customers' voices,' says Saito. 'By thoroughly listening to their needs, new challenges constantly emerge. The Gyoza is a product that has been improved by addressing each of these issues without fail.'
Overcoming Cooking Challenges: The 'No Oil, No Water' Breakthrough
The initial challenge for Gyoza was its cooking difficulty. Customers struggled with oil and water measurements, leading to burnt or stuck dumplings. The turning point came in 1997 with the launch of 'Gyoza that can be cooked without oil.' An employee's simple idea re-applying oil to the bottom of the dumpling skin evolutionized the product, leading to its No. 1 sales position in 2003. This was followed by an even greater innovation in 2013: 'Gyoza that can be cooked without oil or water.' This groundbreaking development, which took two years to perfect, removed the last barriers to easy gyoza preparation, attracting a wave of new users.
The 'Customer-First' Development Philosophy
Saito emphasizes that the development team's motto is 'the answer is in the kitchen.' They conduct interviews and home visits to understand how customers actually cook, not just how they should. 'It's no good to say, if you cook it this way, it will taste delicious as we intended. We need to wholeheartedly empathize with the people who are actually cooking it,' Saito explains. This customer-centric approach led to the realization that many home cooks were eyeballing water measurements, not using measuring cups. This insight directly fueled the 'no water' innovation.
The 'Permanent Improvement' Mindset
The team constantly reviews ingredients and methods, from the texture of the skin to the type of salt used, and even the origin of the meat and vegetables. They meticulously analyze every detail, down to changing the skin's thickness by fractions of a millimeter, to enhance flavor, aroma, and aftertaste. This 'permanent improvement' philosophy is supported by a unique internal structure where marketing and development teams work hand-in-hand, ensuring rapid communication and collaboration. Saito, with his 'Professional Panel' qualification, can numerically quantify tastes and textures, allowing the team to precisely design flavors, even down to the timing of umami notes.
The 'Frozen Gyoza Frying Pan Challenge'
This relentless dedication faced an unexpected test in 2023 when a single SNS post complained, 'Even though anyone should be able to cook it well, my Gyoza stuck to the frying pan.' Ajinomoto's SNS team responded immediately, asking, 'Could you please show us your frying pan?' This led to the now-famous 'Frozen Gyoza Frying Pan Challenge,' showcasing Ajinomoto's commitment to customer satisfaction and continuous improvement, even in the face of unexpected issues.
