TOJI launches U.S. sales with Berkeley retail debut

Tokyo wellness brand TOJI has begun full-scale U.S. sales with its first permanent retail placement at The Gardener in Berkeley, California. The move brings sake kasu bath powders to American shoppers and marks a new step in TOJI’s expansion after support from Japan’s METI-backed innovation program.

Why it matters: - TOJI is introducing sake kasu, a fermentation byproduct tied to Japanese beauty and wellness traditions, to U.S. consumers through a permanent retail channel. - The debut gives the Tokyo-based brand a foothold in the American wellness market as it expands beyond Japan. - The launch also extends a Japan-to-U.S. retail partnership centered on craftsmanship, natural materials and self-care rituals.

What happened: - TOJI announced full-scale U.S. sales and its first permanent U.S. retail placement at The Gardener in Berkeley, California. - The Gardener is a Bay Area lifestyle store at 1836 Fourth St, Berkeley, CA 94710. - The company had a San Francisco pop-up in March, which drew a strong local response and helped lead to the permanent partnership. - TOJI was selected earlier this year for the fourth cohort of Japan Innovation Campus, a Silicon Valley startup hub established in Palo Alto by Japan’s Ministry of Economy, Trade and Industry. - The company was chosen in the program’s healthcare category for its scientific approach to sake kasu and its potential in the global wellness market.

The details: - TOJI’s products center on sake kasu, the fermented rice solids left after sake is pressed. - Sake kasu is known in Japan for skin-softening and moisturizing properties and is rich in amino acids, vitamins and fermentation-derived compounds. - TOJI transforms sake kasu into a fine powder through a drying process that naturally removes alcohol. - The resulting powder is alcohol-free and intended for use by babies through adults. - MORI, one of TOJI’s signature bath powders, is now available at The Gardener. - MORI includes hinoki cypress and yuzu essential oils from Kochi Prefecture. - The product is meant to turn a bath into a restorative ritual inspired by toji, a Japanese tradition of extended stays at onsen retreats for healing and rejuvenation. - TOJI sources ingredients from producers across Japan and manufactures its products domestically. - TOJI works with regional sake breweries, farms and craftspeople. - TOJI products are also sold at the company’s website.

Between the lines: - TOJI is positioning sake kasu as both a heritage ingredient and a modern wellness platform. - The company is also signaling broader ambitions beyond bath and body care, with development underway in functional beverages and alternative foods. - The Gardener’s curation of Japanese tools, tableware and vintage goods suggests the retailer sees TOJI as a fit with its existing customer base and brand identity. - The partnership gives TOJI credibility in a market where provenance, craftsmanship and ingredient stories can influence purchase decisions.

What’s next: - TOJI is building its U.S. team through Japan Innovation Campus. - The company is developing local partnerships and validating products with American consumers. - TOJI says it plans to expand into functional beverages and alternative foods as it reimagines sake kasu as a plant-based, fermentation-derived ingredient. - The company is welcoming inquiries from lifestyle retailers, hotels, spas and media for partnerships.

The bottom line: - TOJI’s Berkeley debut is a first step in turning a traditional Japanese byproduct into a U.S. wellness business with broader category ambitions.