How We Supported the Transformation of
a Leading Japanese Seafood Company
Case Study: Umios Rebranding Documentary Series
Client: Umios (formerly Maruha Nichiro Corporation)
Maruha Nichiro was formed in 2007 through the merger of two industry giants, “Maruha” and “Nichiro,” and has established itself as Japan’s largest and one of the world’s leading seafood and food groups, covering everything from fishing to manufacturing and distribution. While the company has long supported Japanese dietary habits through the production of fish sausages and canned goods, it changed its name to “Umios” effective from March 1, 2026, in response to serious environmental changes such as the decline in marine resources caused by extreme weather and overfishing.
This name change symbolizes the company’s evolution beyond the traditional framework of a fisheries company that “catches and sells fish” into a sustainable “solution company” that addresses dietary diversification and the SDGs. The new name embodies the company’s resolve, looking ahead to the next 100 years, to become one with Earth (One) centered on the sea (Umi) and to continue presenting solutions (Solutions) to social challenges around the world.
Eiwa Media provided comprehensive support for the rebranding accompanying this name change to UMIOS. We proposed video content that goes beyond the scope of traditional TV commercials and produced an episodic storytelling documentary by unlocking the potential that UMIOS itself had not yet realized. As well as delivering materials for the launch of their new brand’s landing page.
CHALLENGES
While rooted in a traditional Japanese structure, the company needed a global identity that moves beyond one-way, celebrity-led advertising. The mission is to unite fragmented internal voices into a single, authentic narrative one that doesn't just "advertise," but moves the audience and builds genuine conviction.
▶ To Design a New Format: Breaking away from conventional PR to create a storytelling style that fits the new international vision.
▶ To Drive Executive Consensus: Working hand-in-hand with key decision-makers to align multiple departments and secure project approval.
▶ To Deliver High Quality on a Tight Schedule: Executing a complex, large-scale production within an exceptionally tight timeline.
OUR SOLUTION
We believe that powerful communication begins with internal alignment and the discovery of unseen value. By coordinating visions across multiple departments, we helped the client move away from conventional, “ad-like” production to establish a new form of storytelling that conveys their true essence. Our approach focuses on digging deep to uncover the stories and networks that even the client hadn't yet recognized, turning them into powerful tools that instill a genuine sense of conviction.
▶ Stakeholder Alignment: Coordinated visions across multiple departments to ensure consistent alignment and smooth, collective decision-making.
▶ Hidden Narrative Assets: Uncovered overlooked networks, such as fishing cooperatives—that the client hadn't recognized as assets, weaving them into a story with unique depth.
▶ Authentic Fieldwork: Captured natural, heartfelt voices through nationwide documentary shoots and psychological interview techniques that help speakers relax.
▶ Rebranding Ecosystem: Delivered a comprehensive set of videos and stills that served as the cornerstone for rebranding, landing pages, and official ceremonies.
▶ Long-term Partnership: Provided hands-on, professional support from the initial planning stages in 2025, evolving alongside the client’s growth.
RESULTS
▶ Launch of the Documentary Series: With the release of the first episode, we powerfully conveyed the core message of our rebranding to the public.
▶ Transformation of Brand Value: We established our position as a brand that sells not just products, but a “philosophy” of contributing to the environment.
▶ Highly Credible Content: By covering everything from the academic insights of the University of Tokyo to on-site locations such as Amami Oshima, we created in-depth content that combines expertise with authenticity.
▶ Delivered a full set of content for their new landing page, header and banner videos, stills photographs.
How the content we delivered was used on
Umios Planet Landing Page
Landing Page Head Banner
First Episode of the Documentary
Product stills
Product video
Product stills on Our Product page
Product stills on Product Purchase page
Documentary frames & stills
on About Umios Planet page
