Beyond Gummies: Kanro’s Bold Ambition to Become a Global Brand
President Tetsuya Murata on Kanro’s Growing U.S. Momentum and His Vision for the Next Decade
Anime Expo 2026
Only a few months have passed since Kanro began its full-scale push into the U.S. market. But already, the Japanese confectionery company is gaining momentum. At the heart of its American expansion is Purégummy, one of Kanro’s most popular brands in Japan. The company initially focused on Japanese and Asian supermarkets, building its presence step by step. Since then, distribution has steadily expanded, and Kanro is now beginning to look beyond its initial customer base toward the vast U.S. mainstream market.
In our second exclusive interview with Tetsuya Murata, President and CEO of Kanro Inc., we asked what has changed since we last spoke, what he discovered by seeing the American market firsthand, where Kanro plans to go next, and what kind of global brand he wants the company to become over the next ten years. What emerges is a company increasingly confident that a Japanese-born confectionery brand can win fans far beyond Japan.
How has Kanro’s U.S. expansion progressed since our last interview?
Murata:
In a word, I would say that the first stage of our U.S. expansion is progressing very well. We began by introducing our products mainly through Japanese and Asian supermarkets, and we have now expanded to approximately 400 stores. There is still plenty of room to grow, of course, but we believe this is a very encouraging start.
We are also expanding our product lineup. We initially launched with four SKUs, but starting this August, that will increase to six. So we are making steady progress not only in terms of distribution channels, but also in the range of products we are offering. At this point, I am very pleased with how things are moving forward.
What has made the strongest impression on you over the past few months? Was there anything you could only understand by actually being in the U.S. market?
Murata:
The biggest question for us was very simple: Would American consumers really embrace Purégummy? We have had opportunities to offer samples at several exhibitions and events, and the response has been extremely encouraging. People taste the product and tell us, “It’s delicious,” or comment on how cute they find the heart shape. Seeing those reactions firsthand gave us tremendous confidence.
What was particularly encouraging was that the product's appeal wasn’t limited to one generation. We could see that something we have carefully developed and nurtured in Japan was resonating with a wide range of consumers, from younger people to older generations. That experience made me feel even more strongly: We want to take this even further. There is simply no substitute for being there yourself, meeting consumers and seeing their reactions with your own eyes.
From America to the World
After the United States, which overseas markets are you considering next?
Murata:
Ultimately, our ambition is to reach consumers worldwide. We want to go beyond the United States and introduce not only Purégummy but a broader range of Kanro products to international markets. In terms of sequence, however, Europe presents certain challenges, including regulations concerning ingredients and other requirements. So our priority is to first establish and grow our business in the United States, then look toward other Asian markets.
Europe will certainly be an important market for us in the future, but at present we see the progression as the United States first, followed by Asia. At the same time, the way brands spread globally has changed dramatically because of social media. A breakthrough in one market can suddenly create momentum far beyond that market. So while we have a strategy and a sequence in mind, we also recognize that an unexpected breakthrough could accelerate Kanro’s global expansion much faster than we might expect.
How is “Made in Japan” perceived in overseas markets today? Do you think its value is changing?
Murata:
I believe “Made in Japan” continues to carry tremendous value in international markets. We can see something similar in Japan’s inbound tourism market. Japanese confectionery has established a very strong reputation overseas for being delicious and high quality. Looking ahead, however, another important challenge remains.
Even if, for example, some of our products were eventually manufactured in the United States rather than in Japan, we would still want consumers to recognize them as products from a Japanese brand: Kanro. In other words, the future challenge is not simply about where a product is manufactured. It is about how we preserve and communicate the value and identity of a Japanese-born brand, wherever that product may ultimately be made.
Beyond the Label of a “Gummy Maker”
Does Kanro ultimately want to be known overseas as a gummy manufacturer or as a Japanese food brand? What do you want Kanro to represent globally ten years from now?
Murata:
We do not want Kanro to be known simply as a gummy manufacturer. Gummies and candy will, of course, remain at the heart of our business. But our ambition goes beyond the conventional boundaries of a candy company. One of the things we value deeply is the potential and value of “sugar” itself.
With that as a foundation, we want to explore new business areas that extend beyond gummies and candy. There may also be many ways the Kanro brand itself can expand internationally. Ten years from now, I hope Kanro will have moved beyond the category of a “gummy maker” and become a Japanese-born brand recognized and enjoyed by people around the world.
Winning Fans One Taste at a Time
Toward the end of our conversation, Murata highlighted another important element of Kanro’s U.S. strategy: sampling. The company has been actively putting Purégummy directly into the hands of American consumers at trade shows, anime events, and university campuses. The results have been tangible. At Anime Expo, for example, Kanro saw a significant increase in its Instagram followers, demonstrating how a simple tasting experience can become the starting point for broader brand engagement.
For a brand still new to many American consumers, that first taste can make all the difference. Kanro therefore plans to continue creating opportunities for people to discover and experience its products firsthand. By putting Purégummy directly into consumers’ hands, the company hopes to turn a moment of curiosity into a memorable experience and, ultimately, lasting enthusiasm for the Kanro brand.
Editor’s Note: From Challenge to Momentum
When we interviewed Murata previously, the central theme was Kanro’s challenge in America. This time, something has clearly changed. The challenge is beginning to produce results. Distribution is expanding. The product lineup is growing. And, perhaps most importantly, American consumers are responding positively to a product born and developed in Japan.
Yet Murata’s vision extends far beyond selling more gummies overseas. He sees a future in which Kanro evolves beyond the conventional definition of a gummy or candy manufacturer, building on the value and possibilities of sugar while developing a brand that can cross borders, cultures, and eventually even manufacturing locations.
The United States is therefore more than simply another export market. It is becoming the proving ground for something much bigger: Can Kanro grow from a beloved Japanese confectionery company into a truly global Japanese brand? The first seeds have now been planted in America.
With Purégummy reaching more shelves, more consumers tasting the product, and Kanro setting its sights beyond the Asian supermarket aisle toward the American mainstream, those seeds are beginning to take root. The next question is an exciting one: How far can Kanro take them?
Two new Purégummy flavors coming to the U.S. market in August 2026
