How We Supported the Transformation of a Leading Japanese Seafood Company
- Ein Shi
- Apr 27
- 2 min read
Documenting the “Redefinition” of Japan’s Leading Seafood Company
Since its merger in 2007, Maruha Nichiro has been a pillar of the Japanese food industry. On March 1, 2026, this historic giant took a bold step into the next century under a new name: “Umios.” This was more than just a name change; it was a declaration of intent,an evolution into a “Solutions Company” where Earth (One) and the Sea (Umi) come together to solve the social challenges of our time.
In this historic rebranding, Eiwa Media provided comprehensive support through video production. Our goal was not to create “surface-level advertisements” that merely decorate the exterior. Instead, we aimed to unlock the “inner potential” that Umios itself had yet to realize, sharing the heart of their mission with the world as a single, cohesive story.
At the core of this project was an episodic documentary series. We moved beyond the traditional frameworks of advertising, beginning instead with deep, meaningful dialogue with our client. In a massive organization with many departments, voices can often become fragmented; our task was to unify those voices into a single, shared conviction. To achieve this, we needed more than a PR video, we needed an authentic story that every employee could feel truly proud of.
During the production process, we conducted extensive fieldwork across Japan. From the breathtaking waters of Amami Oshima to the academic insights at the University of Tokyo, we went directly to the source to listen to the voices that define the company. We focused particularly on uncovering "hidden narratives",the deep-rooted connections with fishing cooperatives and local networks that the client had not yet recognized as core brand assets.
On set, we made sure our interviewees could speak naturally, eventually forgetting the camera was even there. They shared their passion for the sea, their anxieties about the future, and their genuine hopes in their own words. The resulting footage moved beyond simple information; it established a brand value rooted in “philosophy” that resonates deeply with the viewer.
The completed documentary series is now the centerpiece of their new landing page, symbolizing the dawn of the Umios era. Beyond the films, we curated everything from photography to commemorative videos for official ceremonies, building a consistent brand ecosystem.
Accompanying Umios on this grand journey to "live with the sea" has been a source of great pride for us at Eiwa Media. We will continue to uncover the passion buried within organizations and shape the stories that move the world.
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