Mentaiko, a traditional Japanese specialty food made from Alaska cod roe soaked in chili, is gaining popularity overseas. A Japanese company specializing in spicy mentaiko is planning to introduce French baguettes filled with mentaiko butter to the American market as early as 2027.
Mentaiko bread is a classic delicacy where savory and slightly spicy mentaiko sauce (a mixture of cod roe, butter, and mayonnaise) is spread or stuffed into bread and baked until the crust is crispy and the filling is rich. It is commonly found in bakeries and cafes in Taiwan and Japan.
According to a report from Nikkei Asian News on August 20th, Yamaya Communications Company, based near Sasaguri Town in Fukuoka Prefecture, Japan, conducted a market test at Dodger Stadium, the home of the Los Angeles Dodgers, by offering samples of mentaiko bread to visitors in early July.
As soon as the stadium gates opened, a long line formed in front of the company’s booth, with many fans exclaiming “Yummy!” and “Tastes good!” One fan even expressed gratitude in Japanese, saying “Arigato” while wearing a jersey of Dodgers star Shohei Ohtani.
The 3000 samples offered were quickly snatched up within just two hours of the event.
Yamaya Company launched a trial marketing activity for mentaiko French bread earlier this year in the United States. This bread, originating from the Fukuoka region’s distinctive cuisine, has gained popularity throughout Japan and is known as “Mentai France.”
In the American market, this product is referred to as “Tokyo toast,” inspired by the concept of “Texas toast,” which is thickly sliced bread with generous butter and often garlic flavor. “Tokyo toast” maintains the same taste profile as the “Mentai France” sold in Japan.
The Japanese company has established a solid business network in the United States through its subsidiary founded in 1998, supplying mentaiko products mainly to Asian retailers. Currently, the company is in talks with food wholesalers to officially launch this mentaiko bread in 2027.
The President of Yamaya Company, Masahide Yamamoto, stated, “Our ultimate goal is to make mentaiko bread a permanent dining item at Dodger Stadium and the Japan Pavilion at Walt Disney World Resort.”
Yamaya Company introduced mentaiko bread to the market in 2015, initially selling it in their own cafes. Today, the company sells mentaiko bread through their four flagship stores and on some food shopping websites. A store located near the famous Dazaifu Tenmangu Shrine in Fukuoka attracts tourists from both domestic and international markets, selling an average of 1000 mentaiko bread loaves per day.
In 2025, Yamaya expanded the sales of this bread to overseas markets through a Korean e-commerce platform and restaurants, aiming for wider international recognition.