Announced its product lineup of 100th anniversary models. Ms. Naomi Watanabe has become a brand partner of Tiger Corporation

Tiger Corporation (President: Yoshisato Kikuchi; Headquarters: Kadoma City, Osaka), a world leader in thermal control technology, celebrated the 100th anniversary of its founding on February 3, 2023. Since the launch of Tiger Vacuum Bottles in Japan in 1923, our company has refined its craft to create products with the advanced thermal control technologies based on the vacuum insulation and thermal control technologies. At the historic timing of the 100th anniversary, we will launch 100th anniversary models, a lineup of products to connect Tiger’s past with the present and future and bring happiness to everyone by making use of the technologies and knowledge we have cultivated over many years.

In addition, we have appointed Ms. Naomi Watanabe, who has expanded the stage of her activities to the world and has been continuing to tackle challenges, as our new brand partner to roll out the 100th anniversary promotion campaign.

For the next 100 years, we will continue to take on the challenge of manufacturing with sincerity to fulfill our mission of creating new dining standards with ideas that bring warmth and comfort, toward our vision of spreading joyous harmony throughout the world.

Naomi Watanabe/Profile

Born in Taiwan in 1987 and grew up in Ibaraki Prefecture, Japan. Made her debut as a comedian in Japan in 2007 and enjoyed a burst of popularity with Beyoncé’s dance performances. In 2016, she held a world tour in New York, Los Angeles, and Taiwan, attracting public attention. In 2019, she started living in two different locations, Tokyo and New York. In April 2021, she moved her home ground to New York. She has over 9.95 million followers on Instagram in Japan, and while she is active as a comedian, she plays a lively part in a variety of fields such as producing a clothing brand, acting, and appearing in commercials.

Questions for Ms. Naomi Watanabe, a brand partner of Tiger Corporation.

1. How do you feel about becoming a brand partner of Tiger Corporation?

Since I was little, Tiger products have been in my home, and because I continue to use them regularly, I am very happy to become a brand partner for Tiger, who has such a long history. I’m trembling a bit (laughs). Everyone knows and uses Tiger, so I feel motivated to do my best.

2. Tiger Corporation values harmony among people. Do you have any unforgettable episodes of having fun or happy times with your family and friends?

My mother was a really good cook, and I don’t think this is common, but she cooked with flames coming out of the frying pan on a common household stove. It was like, is it even possible to get that kind of flame at home? (Laughs) My job was to cook the rice. My mother is a strict person, so I had to cook tasty rice to accompany the tasty side dishes. That’s how I remember eating our meals. We would have steaming bowls of rice with about five dishes prepared by my mother every day.

3. You have been active globally by continuing to take on new challenges. What is the source of your energy?

It’s the many comments I receive on social media from fans in Japan who have always supported me and never forgot about me even after I moved to New York. When I specify “Japanese fans,” it makes me sound like an American celebrity (laughs). The energy of everyone who supports me even while I’m away is my biggest source of energy! Other than that, rice is the best source of energy. I’ve been eating rice since I was a child, after all. When I go abroad, the staple food is bread. So on days when I feel like I need a pick-me-up, or when I feel like I don’t have enough energy, I eat a lot of rice.

4. What is your favorite food that you want to eat for 100 years?

It has to be rice! I’ve been eating it my whole life, and I want to keep eating it. Other than that, I suppose there’s meat (laughs).
Don’t you think the combination of meat and rice is just the best? So I want to keep eating rice with meat.

5. Tiger Corporation has marked the 100th anniversary of its founding. If you could live to 100, what would you want to be like when you are that age?

I want to stay healthy and active. I usually wear my hair in buns. I want to keep wearing it that way when I’m 100 years old. I want to dance to Beyoncé all the time wearing buns or pigtails. Even after I turn 100, I want to continue to be active and take part in various performances on stage. I want to be someone who is loved for a century, just like Tiger!

Tiger Corporation’s 100th Anniversary Models

At Tiger, we have issued a statement that we will share what makes everyone happy and expand our reach to take on challenges globally by connecting Tiger’s past with the present and the future for the next 100 years. On this occasion, Tiger Corporation will release 100th anniversary models, a lineup of products that propose new sustainable lifestyles for the future while carrying on with Tiger’s DNA inherited for the past 100 years.

Coffee maker, Siphonysta ADS-A020 (Released)

The Siphonya is a novel coffee maker that not only automates the process of brewing coffee with the siphon method but also looks beautiful and makes delicious coffee.
Automation was made possible by making full use of our thermal control technology. With a beautiful brewing process that makes the coffee spurt out like a fountain, and its minimalist, modern product design, this product will provide you with a special cup of coffee and quality time.
https://www.tiger-corporation.com/ja/jpn/product/coffee-machine/ads-a/

Tiger’s new top-of-the line rice cookers (To be released this summer)

The 土鍋ご泡火炊き that brings out the sweetness and springiness of rice with the high heat and gentle bubbling only possible in a ceramic inner pot, will be reborn as Tiger’s all-time masterpiece that expresses our passion over 100 years.
The new flagship models have become available on the teaser site today.
https://www.tiger-corporation.com/ja/jpn/feature/100th-gohoubi

Tiger’s new cooking appliances (To be released this summer)

We will launch new products that make full use of our thermal control technology. Please look forward to them.

More and more 100th anniversary models will be coming one after another….

We are planning to launch products one after another, such as those with a nostalgic reprinted pattern, which was adopted widely for electric rice cookers and electric water boilers, and enjoyed a surge of popularity in the Showa period (1926 to 1989), and Vacuum Insulated Bottles as a compilation of our technological capabilities accumulated over 100 years.

• 1923: Tiger Founded—Tiger Brand Vacuum Bottles Survive the Great Kanto Earthquake Unscathed

While living as an apprentice eating cold tea over rice in the winter, Takenori Kikuchi, the founder of Tiger Corporation, always wished he could drink hot water (or tea) like his mother used to make for him, and in 1923, he founded the company, Torajirushi (Tiger) Vacuum Bottle Company. The company began manufacturing and selling Tiger vacuum flasks in Japan.

In the same year, the Great Kanto Earthquake, which was recorded as the largest earthquake disaster in history, destroyed most of the thermos bottles manufactured by other companies, but all 100 of the sturdy and ingenious Tiger vacuum bottles remained intact. The fact that not a single vacuum bottle was destroyed soon became known throughout the industry, and orders flooded in from all over Tokyo. Three years later, Tiger vacuum bottles would own 85% of the market share.

The founder Takenori Kikuchi’s straightforward approach to manufacturing in pursuit of products that will be loved for a long time is reflected in the values that our company employees hold today—creativity with a focus on substance and reliability with complete transparency.

• 1970: 炊きたて Electric Rice Warmer Launched (First Model in the Current Line of Electronic Rice Warmer Products)

After the launch of the first electric rice warmer, the first electronic rice cooker was released the following year. The product was an instant hit and became a bestseller.
In addition, the 炊きたて brand continues to be a national brand of jar rice cookers more than 50 years after its launch.

• 1990–: Sales Offices and Production Facilities Established Around the World The global network continues to expand.

With sales offices in China, Taiwan, Hong Kong, India, and the US, in addition to Japan, the company currently sells its products in approximately 60 countries around the world. In addition to Japan and China, factory operations as the production facilities are launched in Vietnam in November 2012.

Tiger products are sold not only in Asia and the United States, but also in Europe and the Middle East.

• 2006: An Industry First! Earthenware IH Rice Cooker and Warmer Released in Pursuit of Delicious Rice Through Heat Control

“Earthenware pot kettle,” with a real earthen pot for the inner pot, is released. The earthenware pot has a high heat storage capacity, and brings out the natural sweetness of the rice, as well as its aroma. It was very challenging to develop a product that combines a machine in the form of an IH rice cooker and natural material in the form of an earthenware pot. But we continuously came up with ideas such as firing the earthenware pot three times, and went on to release the product. Loved by its users, the earthenware pot kettle is a long-selling product that typifies the Tiger brand.

• 2018: Carried by the Kounotori 7 Spacecraft, Tiger Works with JAXA to Develop a Compact Recovery Capsule with a Double Insulated Vacuum Container

This is a compact reentry capsule developed to be carried by JAXA to the International Space Station on the Kounotori 7 spacecraft. Its purpose is to recover materials from the International Space Station (ISS). Recovery capsules that reenter the atmosphere need to be highly heat resistant and extremely strong. Tiger was responsible for the development of a double vacuum insulated container to carry important samples from experiments in space and other such things.

• 2022: Tiger’s First Vacuum-Insulated Carbonated Bottle (MTA-T) Released, Capable of Holding Carbonated Drinks

Tiger introduces a new carbonated beverage bottle that uses our company’s unique BubbleLogic carbonation stopper structure to safely carry carbonated beverages anywhere and keep them cold. The product earns the 2022 Nikkei Superior Products and Services Award, sixth in Nikkei Trendy’s 2022 Top 30 Hit Products, and the Grand Prize in the 2022 Industry Hit Product Awards in the general merchandise department.

(1) Add Tiger on LINE and answer a quiz to apply!
Enter the campaign for a chance to win a Original Tiger Pure Gold Medal worth 1,000,000 yen (By April 10)

Add the official Tiger Corporation account as a friend on LINE and answer the quiz. In a drawing, one lucky entrant will receive a pure gold medal worth 1,000,000 yen. The medal was designed with the iconic brave tiger, the first logo of Tiger Corporation, to express our gratitude for a century of patronage.

You are not required to have purchased any products to apply for this open campaign, so feel free to enter!

• Application period:
  February 3 (Fri)–11:59 pm on April 10 (Mon), 2023
• Winning prize:
  One entrant will receive the Original Tiger Pure Gold Medal worth 1,000,000 yen
• How to apply:
  (1) Add the official Tiger Corporation account as a friend on LINE.
  (2) Visit the campaign website and enter your answers to the quiz to apply.
  [Problem] Fill in the blank (○○○) with a number.
  Tiger Corporation will celebrate the ○○○-year anniversary of its founding on February 3, 2023.
• Special website:
  https://www.tiger-corporation.com/ja/jpn/feature/campaign/100th-gold/
• Click here to add Tiger on LINE:
  https://page.line.me/862sitby

(2) A campaign held for 100 consecutive days! Tiger Product Giveaway Twitter Campaign

Starting today, we will be running a campaign for 100 consecutive days on our official Twitter account to give entrants a chance to win Tiger products. Each day, the prize will be a different Tiger product. You could win anything from a top-of-the-line model jar rice cooker to a Tiger product you might find surprising. Please follow the official account and check it every day.

• Application period:
  February 3 (Fri)–May 13 (Sat), 2023 *You can apply every day!
• Winning prize:
  Each day, a different Tiger product will be given away to 1 lucky entrant!
• How to apply:
  (1) Follow the official Tiger Twitter account
  (2) Tweet the target post with #タイガー魔法瓶100周年
  https://twitter.com/Tiger_PR_JPN