Tenjinya

What Tenjinya does

Tenjinya (株式会社天神屋) is a Shizuoka-based, privately held Japanese food production and retail company founded in November 1954 originally as a doll shop, transitioning into food service shortly after inception and incorporated in 1967. The company produces and sells Shizuoka-style oden (black-dashi-based, 25+ varieties), onigiri headlined by its signature Tanuki Musubi, bento boxed meals, and side dishes. Operations are vertically integrated across a consolidated central manufacturing facility in Yaizu City (formerly multiple factories consolidated in 1997 and 2004), 31 company-owned stores across Shizuoka Prefecture including 8 New Tomei Expressway service/parking area concessions and an Aeon Central Square anchor, and a nationwide e-commerce channel shipping retort oden, dashi powder, onigiri seasoning, and packaged products. The company became a subsidiary of Hokkaido-based Eclipse Hidaka Co., Ltd. in May 2017, alongside sibling company Oigawa Railway.

Revenue is generated primarily through direct-to-consumer physical retail sales of bento, oden, onigiri, and side dishes at 31 stores, supplemented by catering/delivery (free delivery above ¥6,000), an in-house e-commerce site for nationwide packaged product shipping, Uber Eats at select locations, and a recurring-revenue oden subscription pass (¥3,000 for 30 days, up to 8 items/day across 25 stores, launched November 2019). Pricing is unit-based for retail (oden ¥150/skewer, onigiri ¥112 pre-tax) with a LINE point-card loyalty program offering 10+1 free skewer promotions. Customer segments include local Shizuoka residents, highway travelers, gift-givers/tourists, and corporate/event catering clients. The company has 78% unaided brand awareness in the Shizuoka bento/side-dish category and sells approximately 10,000 oden skewers daily. It has operated the #1 concession at IAI Stadium Japan Cup for four consecutive years (2022-2025) and is an official club partner of Shimizu S-Pulse. Recent strategic actions include the March 2026 Aeon Central Square store opening, the July 2026 National Oden Variety Exchange Project product collaboration, and active partnerships with Shizuoka Prefecture (2021 inclusive agreement), LINE (2022), and Aeon Retail (2026).

Name

Tenjinya

Legal name

株式会社天神屋

Website

https://tenjinya.com

Company type

Private

Founded year

1954

Operating status

Operating

Short description

Tenjinya is a Shizuoka-based Japanese food production and retail company founded in 1954, producing and selling Shizuoka-style oden, onigiri, bento, and side dishes through 31 company-owned stores in Shizuoka Prefecture (including 8 highway SAPA locations), catering, and nationwide e-commerce of packaged products, serving local consumers, highway travelers, and corporate event clients.

Ownership category

akta.pro rank

Product category

Japanese Ready Meals (Shizuoka Regional Cuisine)

NAICS

Perishable Prepared Food Manufacturing (311991)

SIC

Food And Kindred Products (2000), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Canned, Fruits, Veg, Preserves, Jams & Jellies (2033)

akta.pro primary industry

Asian QSR (Chinese/Thai/Japanese/Korean) (THAFAAAF)

akta.pro secondary industries

Soy Sauce, Tamari & Asian Condiments Manufacturing (AFAKADAF), Fermented & Specialty Condiments Manufacturing (Kimchi Base, Gochujang, Miso-Based Sauces) (AFAKADAO)

Keywords

• Japanese ready meals
• Shizuoka oden retail
• Traditional bento catering
• Regional rice ball brand
• Japanese convenience food

Headquarters

HQ city

Shizuoka

HQ country

Japan

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Physical retail store sales: Bento, oden, onigiri, and side dishes sold over the counter at 31+ company-owned and operated stores across Shizuoka Prefecture. Core revenue driver.
2. Catering & delivery: Bento delivery service within Shizuoka area (free delivery for orders above ¥6,000). Catering for events, company functions, and seasonal occasions.
3. E-commerce / mail-order (retort & packaged products): Online shop nationwide shipping for retort oden, dashi powder, onigiri seasoning, and packaged products. Sold through the company's own e-commerce site and online retailers.
4. おでん定期券 (Oden Subscription Pass): Japan's first oden subscription service. ¥3,000 for 30-day pass allowing up to 8 oden items per day at 25 stores. Introduced November 2019.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Tenjinya is a Shizuoka-based Japanese food manufacturer and retailer that produces and sells Shizuoka-style oden (with signature black dashi broth and dashi powder), rice balls (headlined by the original Tanuki Musubi), bento boxed meals, and side dishes. The company operates 31 owned-and-operated stores across Shizuoka Prefecture (including expressway service areas and stadium concessions), runs a direct bento delivery and catering service, and ships packaged/retort products nationwide through its own e-commerce site.

Product overview

Tenjinya operates as a multi-format Japanese food retail company offering a unified portfolio centered on Shizuoka regional cuisine. The core offerings include: (1) signature Shizuoka oden (しぞーかおでん) with its distinctive black broth and dashi powder topping, (2) rice balls (おむすび) headlined by the iconic Tanuki Musubi, (3) bento boxed meals for daily and special occasions, and (4) side dishes (お惣菜). These are complemented by retail products including retort oden, canned oden, dashi powder, oden miso paste, and oden soup base for home cooking. The company also provides catering/delivery services (お夕飯便) and mobile ordering. The portfolio spans both dine-in/takeout store operations and packaged goods for nationwide shipping, creating a vertically-integrated regional food brand.

Differentiator

Problem solved

Functional benefit

Products and services

• Shizuoka Oden (静岡おでん) In-store signature product featuring a dark soy-based broth, proprietary dashi powder with ao-nori seaweed topping, and 25+ varieties of oden skewers. Sold to walk-in retail customers across 31 Shizuoka stores and highway locations.
• Rice Balls / Onigiri (おむすび) Japanese rice balls led by the signature Tanuki Musubi (soy sauce base with green onion and tenkasu) and various seasonal/regional varieties, sold at standard ¥112 before tax.
• Bento (お弁当)

Quantifiable outcome

• 78% unaided brand awareness in Shizuoka bento/side dish category
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core, minor and moderate.

• Aeon Retail (イオンRetail) — イオンセントラルスクエア静岡店coreChannel Partner/ Reseller/ Distributor · 6 March 2026Tenjinya opened a store inside the Aeon Central Square Shizuoka shopping complex (opened March 6, 2026), located opposite the food court. The store sells Shizuoka oden, regional onigiri, and bento, targeting shoppers at one of Shizuoka City's largest commercial facilities.
• 田丸屋本店 (Tamaruya Honeten)minorStrategic or Co-development Partner · 6 March 2026Exclusive collaboration at イオンセントラルスクエア静岡店: local Shizuoka artisan わさび (wasabi) from Tamaruya used in Tenjinya's hand-rolled onigiri, creating a regional specialty only available at this store.
• NEXCO中日本 (New Tomei Expressway operator)coreChannel Partner/ Reseller/ Distributor · 30 November 2024Tenjinya operates 8 stores across New Tomei Expressway service areas and parking areas (NEOPASA清水, NEOPASA静岡上下, 掛川PA上下, 浜松PA上下, 駿河湾沼津PA上下), serving highway travelers. Store opened in 2012 and expanded since.
• LINE (LINE株式会社)coreTechnology or Integration · 26 November 2022Tenjinya operates a LINE Official Account and LINE Point Card system (launched November 2022) for loyalty rewards, promotions, and customer engagement. Includes daily lottery games and double point campaigns tied to partner events.
• 株式会社大黒屋商事 (Daikokuya Shoji)minorStrategic or Co-development Partner · 1 February 2022Collaboration on Sakura棒ソフトクリーム (sakura stick confectionery soft serve), sold at 門出ソフトクリーム (KADODE OOIGAWA). Uses off-cut pieces of Daikokuya's cloud-funded Sakura棒, addressing food waste (SDG initiative).
• 清水エスパルス (Shimizu S-Pulse)coreGTM or Marketing Partner · 1 January 2022Club partner sponsorship for 2026 season. Tenjinya operates stadium concessions (backstand and outdoor food court) at IAI Stadium Japan Cup, ranked #1 concession for 4 consecutive years (2022–2025). Promotions include double point days on the day after S-Pulse victories.
• 静岡県 (Shizuoka Prefecture)coreStrategic or Co-development Partner · 13 October 2021Inclusive partnership agreement signed October 13, 2021. Collaborative projects include regional food promotion (西伊豆潮鰹むすび product), SDGs activities (ふじのくに福産品), and community events (静岡県誕生150周年). Tenjinya is certified as ふじのくに福産品等SDGsパートナー.
• 株式会社こども会議（仮） (Kodomo Kaigi)minorStrategic or Co-development Partner · 1 January 2020Child-led product development project where 'child employees' designed the こんこんきつねむすび (konkon kitsune onigiri), which was commercialized and sold at 27 Tenjinya stores. Demonstrates community/social impact focus.
• ホテイフーズ株式会社 (Hotey Foods)minorStrategic or Co-development Partner · 5 January 2018Collaboration on しぞーかおでん風やきとり (Shizuoka-oden-style yakitori can), combining Tenjinya's oden broth powder with Hotey's yakitori product. Limited-edition co-branded product sold at Tenjinya stores.
• しずおかさんち (Shizuoka Sanchi — local producer network)moderateStrategic or Co-development Partner · 1 January 2018Local production-consumption promotion project involving Shizuoka food producers (e.g., はの字食品, 丁子屋, 丸生食品, 花城ミートサプライ). Collaborative product development, events, and information sharing for regional food circulation.
• 大井川鐵道株式会社 (Oigawa Railway)moderateStrategic or Co-development Partner · 1 May 2017Since May 2017 (sibling company relationship). Collaboration on curry products (SL黒カレー, アプト式赤カレー), Thomas the Tank Engine event booths, and regional tourism tied to SL operations. Both are subsidiaries of Eclipse Hidaka group.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hotto Motto (ほっともっと): Japan's largest bento takeout chain with ~2,600 franchised stores. Comparable in operating prepared boxed meals with a regional/local-franchise structure, though vastly larger and franchise-driven.
• Nakau (なか卯): Japanese QSR chain serving oden, gyudon, and udon with ~470 stores. Overlaps Tenjinya directly on oden/side-dish menu items and counter-style Japanese quick-service format.
• Origin Bento (オリジン東俣): Operates a nationwide chain of bento and side-dish retail stores under the Origin Bento brand. Closest direct peer to Tenjinya's bento/sozai retail model, though at significantly larger national scale.
• Hokka Hokka Tei (ほっかほっか亭): Bento takeout chain with ~600 stores in Japan, focused on family-style Japanese boxed meals. Direct comparable to Tenjinya's bento/sozai retail proposition.

Broad incumbents

• 7-Eleven Japan (セブン-イレブン): Japan's largest convenience store chain with extensive in-house bento, oden, and onigiri counters. Competes with Tenjinya for daily-meal occasions and impulse Japanese-food purchases.
• Yoshinoya (吉野家): Major Japanese QSR chain offering gyudon and side dishes including oden at counter service. Overlaps with Tenjinya in Japanese fast-food counter format and oden side menu.
• Lawson (ローソン): Major Japanese convenience chain with substantial prepared-food offerings (oden, bento, onigiri). Provides broader competitive context for Tenjinya's daily-meal positioning.
• Fujiya (不二家): Long-established Japanese sweets and light-meal chain with regional dessert and oden offerings. Comparable in Japanese heritage/brand-led counter food retail at national scale.
• Marugame Seimen (丸亀製麺): Large Japanese self-service udon chain with side-menu items. Comparable Japanese QSR format with regional specialty positioning and central-production model.

Others

• Hotey Foods (ホテイフーズ): Japanese canned and retort food manufacturer, including the co-branded Shizuoka-oden-style yakitori can with Tenjinya. Adjacent partner/supplier comparable in CPG Asian-condiment and preserved-food category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/tenjinya_j
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Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tenjinya