SME  /  TECH & INNOVATION

By FedEx | March 3, 2025

Craving sushi? Discover how a Japanese family business is pioneering machines that make sushi more accessible across the world.

• Lots of sushi is handmade, but commercial sushi makers rely on sushi machines to produce large quantities.
• With the rising popularity of sushi globally, sushi-making technology is playing an important role in meeting overseas demand.
• Top, Inc. was one of the first Japanese companies to develop sushi machines. Today, they’re expanding rapidly to serve international customers.

Japanese cuisine, known for its fresh ingredients and umami-rich flavors, is one of the world’s fastest-growing cuisines. The number of overseas Japanese restaurants grew by about 20% between 2021 and 2023, with 21,000 new restaurants opening in Asia alone. 

Sushi is one of Japan’s most recognizable and popular dishes, but a lack of know-how and a shortage of trained sushi chefs can be an obstacle for restaurants looking to add sushi to their menu. 

Enter Top, Inc., a family-owned business based in the Osaka prefecture. For more than 50 years, the company has manufactured sushi-making machines to meet the demand for casual sushi in Japan and around the world.

From domestic pioneer to global player

Second-generation CEO Masahiko Tamaki began his career as a designer of factory production lines. But as he worked alone at the drafting table, day after day, he began to long for a job with more human interaction. That’s when his father asked if he would like to help with the family business.

Established in 1972, Top, Inc. was one of the first companies to develop machines for mass-producing sushi rolls. With Japan undergoing rapid economic growth, there was growing demand for store-bought, takeaway sushi to be enjoyed at home. In 1976, the company debuted MANYOU-1, the first electric sushi rolling machine to feature an integrated circuit.

Top’s early clients were factories and catering companies, but as the market developed, takeaway shops and supermarkets also began to use sushi machines. Sushi, once reserved for special occasions, was now widely available and affordable.

After working for two years as a designer, Tamaki joined his father’s business in 1990, transitioning to his new role by learning about the machines and how they were assembled. His background in design gave him a unique advantage in product development, and he also started taking on sales representative responsibilities. 

How Top, Inc. found its global audience

Top’s first foray into the overseas market was South Korea, where a trading company wanted to import sushi machines to make gimbap, a local dish similar to sushi rolls in appearance. Armed with the first export model, Tamaki traveled to Korea to give a demonstration and provide training. The test run, however, turned out to be a disaster. 

Unlike sushi, which uses vinegared rice, gimbap is prepared by seasoning the rice with sesame oil. The oil caused the rice to lose its sticky consistency, falling apart when put through the machine. 

Luckily, the company had plenty of experience adjusting its machines to accommodate different consistencies of regional rice varieties across Japan. After six months of trial and error, Tamaki delivered a model capable of assembling gimbap successfully.

Since then, Top has developed a wide array of models, selling products to supermarkets, restaurants, and hotels in 50 countries. With 70% of sales overseas, the company has set a long-term goal of establishing sales channels in 200 countries worldwide. 

Top, Inc.’s tips for small businesses with plans to expand 

Like many other family businesses in Asia, Top has handed down skills through generations. In addition to continuously upgrading manufacturing with the latest machine innovations, the company finds ways to improve by keeping a sharp eye on the market, competitors, and domestic and international demand.

What advice would Top give to regional businesses eyeing a move into new markets? The Japanese brand has some valuable lessons for small and medium-sized enterprises (SMEs) keen to expand internationally. Here are three key tips:

1. Understand different market needs and be flexible

In an ideal world, you’d sell the same product as in domestic markets, but different regions have different needs. Top’s customers in countries like the US, France, Germany, and Italy prefer machines that produce rolls, while there’s steady demand for nigiri (small, pressed balls of rice with a slice of fish or other topping) machines in Asia. 

It can be difficult to succeed in a new market unless you are willing to adapt to local needs. The best way to understand these needs is by listening to your end users. Collect honest feedback from customers who have used the product and apply the insights to ongoing development.

Top often adjusts existing machines to accommodate local ingredients or offers innovative products, such as the ‘world’s smallest and lightest mobile sushi machine’. These portable, table-top models are geared toward businesses with limited kitchen space, such as food stands, and are particularly popular in Asia.

2. Establish a presence in multiple languages through multiple channels

Developing an online presence has been key. Due to the unique nature of Top’s product and the limited number of manufacturers, it is relatively easy to be discovered by customers interested in sushi machines. 

Even today, approximately 10 companies in the world make sushi machines, four of which are Japanese. This hasn’t stopped Top from exploring other ways to expand the business and nudge out competition. 

In addition to Japanese and English language websites, Top has embraced social media. Its YouTube channel features product videos and recipes for many different kinds of sushi, including styles popular in international markets. 

In markets where there is a sufficiently large demand for sushi machines, Top partners with local dealers who sell products and offer maintenance support. In markets where demand is lower, the company deals directly with customers to offer remote maintenance via video calls. 

3. Use appropriate packaging - and a shipping provider that meets your needs

When shipping machinery, keep in mind that the cargo may shift en route depending on the transportation method. Tamaki stresses the importance of packing accordingly and using appropriate packaging material.

Top’s first experience with FedEx was its entry into the Australian market. Top used FedEx to ship products door-to-door without the hassle of worrying about customs clearance. The company now leverages our extensive global network and convenient shipping solutions, ranging from a single unit sent directly to an end user to bulk 10-machine shipments to a dealership.

The future of Top and global sushi culture

Today, about 80% of Japanese supermarkets have a dedicated sushi corner, and most use machines to make sushi on-site. Tamaki believes that a similar trend will follow overseas. The US and China, which far outnumber Japan in terms of store numbers, are key targets for the business. Top also anticipates growing demand in emerging markets like South America and India, further expanding its global reach.

Despite growing demand, Top’s mission remains the same. Tamaki shares, “Our job is to support the production infrastructure that enables more people to enjoy affordable, delicious food – and a taste of Japan.”