Oyatsu Company, Ltd.
Japanese snack maker best known for Baby Star Ramen, the seasoned instant-noodle-crumb snack born in 1959.
Last updated September 29, 2026
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Overview
Oyatsu Company, Ltd. (株式会社おやつカンパニー) is a Japanese snack-food manufacturer headquartered in Tsu, Mie Prefecture. It was founded in 1948 by Yoshio Matsuda as Matsuda Sangyo Yugen Kaisha (松田産業有限会社), initially a noodle producer, and over the decades evolved into one of Japan's most recognizable confectionery-snack brands. The company is privately held and remains closely associated with the Matsuda founding family; Yoshio Matsuda's successor, Yoshikatsu Matsuda, became president in 1989. The brand's signature product is Baby Star Ramen (ベビースターラーメン), a crunchy snack made from seasoned fragments of instant noodles. According to the company's own history, the product originated when noodle scraps left over from instant-noodle production were seasoned and handed out to employees as a snack; it was launched commercially in 1959 at a price of 10 yen under the name "Baby Ramen" and renamed "Baby Star Ramen" in 1973. The snack has since become a pop-culture staple in Japan, spawning regional variants, collaborations, and a mascot character, Hoshio-kun. Beyond Baby Star Ramen, Oyatsu Company produces a broad portfolio of snacks: Dodokai Ramen, Ramen Maru, Ramen Otsumami, Butamen (a cup noodle-style snack), rusk, chips, potato and ingredient-based snacks such as Kuchidoke Koji Saku-maro, Cream Deli, ebi chips, protein snacks, and the Shizai Ichiba line. The company markets itself under the slogan/concept "たっぷり、たのしい" (plenty and fun) and operates multiple plants and sales offices across Japan, including in Mie Prefecture (Hisai, Iseki, Kume) and regional branches in Tokyo, Nagoya, Osaka, Sendai, Kyushu, Hokkaido, and elsewhere. Oyatsu Company has exported Baby Star Ramen since the 1980s, beginning with Hong Kong in 1983 and Taiwan in 1986, and later Thailand, Singapore, and Mexico. It also sells souvenir products for the Hawaii market. The company has pursued quality certifications including ISO 9001 and JAS recognition for its plants, and it runs consumer-facing activities such as factory tours, the Baby Star Land attraction, and promotional campaigns. Its official website is available in Japanese, English, Traditional Chinese, and Korean.
History
Oyatsu Company traces its origins to 1948, when founder Yoshio Matsuda established Matsuda Sangyo Yugen Kaisha (松田産業有限会社) in Mie Prefecture, Japan. The following year, in 1949, the company began manufacturing noodles, including the sale of 'Kanton Men' (広東麺), and in 1957 it started supplying noodles for school lunches. These early noodle operations laid the groundwork for the snack business that would define the company. The pivotal moment came in 1959, when the company launched 'Baby Ramen' (ベビーラーメン) at a price of 10 yen. According to the company's own account, the product was born when fragments of noodles left over from instant-noodle production were seasoned and distributed to employees as a snack; the idea was then commercialized. In 1963 the company began exporting instant noodles, and in 1966 it built a dedicated factory for Baby Star Ramen. In 1973 the product was renamed 'Baby Star Ramen' (ベビースターラーメン) and its price was raised to 20 yen; the same year, a Nagoya sales office (now the Chubu branch) was opened. Corporate reorganization followed: in 1975 the company became Matsuda Sangyo Co., Ltd. (松田産業株式会社), and its head office factory was approved as a JAS-certified facility. A Tokyo sales office opened in 1977, and in 1978 the company launched 'Mini Cup Ramen.' The Iseki factory was completed in 1979. In 1980 the company changed its name to Matsuda Shokuhin Co., Ltd. (松田食品株式会社) and raised the price of Baby Star Ramen to 30 yen. The 1980s saw further expansion: a new head office building was completed in 1981, a Sendai office opened, and the Iseki factory received JAS certification; an Osaka office opened in 1982. Export of Baby Star Ramen began with Hong Kong in 1983 and Taiwan in 1986. In 1984 the company introduced TQC (Total Quality Control). In 1988 the Baby Star Ramen package underwent a major redesign, with new flavors chicken, miso, and curry, and the character 'Bei-chan' appeared on a white package. In 1989 Yoshikatsu Matsuda became president, with founder Yoshio Matsuda moving to chairman. The 1990s brought a new identity. The Hisai factory was completed in 1992 and a Kyushu sales office opened. In 1993 the company changed its name to Oyatsu Company, Ltd. (株式会社おやつカンパニー) and implemented a corporate identity (CI) program. A Tokyo sales headquarters was established in 1994. In 1997 a Chugoku-Shikoku sales office opened and souvenir product sales began. The company celebrated its 50th anniversary in 1998. In 1999 it launched Ramen Maru, Dodokai Ramen, and Ramen Otsumami. ISO 9001 certification was obtained in 2000, and in 2001 the company launched Ebi Chips. In 2002 it obtained ISO 9001:2000 certification and began selling souvenirs for the Hawaii market. The 2000s continued with new plants and products: the Hokkaido sales office opened and the Hisai Mori factory was completed in 2003; Karakari Baby Star and Baby Star Otona no Ramen were launched in 2004; exports to Thailand began in 2005; exports to Singapore and Mexico began in 2006; and the France Pan Kobo product was launched in 2007. A Kanagawa sales office opened in 2008. In the 2010s and beyond, Oyatsu Company continued to refresh the Baby Star brand, introducing the third-generation mascot character Hoshio-kun and expanding its product range into rusks, chips, potato snacks, protein snacks, and the Shizai Ichiba line. The company also deepened its consumer engagement through factory tours, the Baby Star Land attraction, promotional campaigns, and collaborations with other food and entertainment brands. Its official website now offers content in Japanese, English, Traditional Chinese, and Korean, reflecting its international presence.
- 1998
50th anniversary of founding.
- 1997
Chugoku-Shikoku sales office opened; souvenir product sales begin.
- 1994
Tokyo sales headquarters established.
- 1993
Renamed Oyatsu Company, Ltd.; CI implemented.
- 1992
Hisai factory completed; Kyushu sales office opened.
- 1989
Yoshikatsu Matsuda becomes president; founder Yoshio Matsuda becomes chairman.
- 1988
Major package redesign; chicken, miso, curry flavors launched; character Bei-chan appears.
- 1986
Export of Baby Star Ramen to Taiwan begins.
- 1984
TQC (Total Quality Control) introduced.
- 1983
Export of Baby Star Ramen to Hong Kong begins.
Products and positioning
Affordable, fun, nostalgic Japanese snack brand centered on the iconic Baby Star Ramen; marketed under the concept "plenty and fun" (たっぷり、たのしい).
Baby Star Ramen
Flagship seasoned instant-noodle-crumb snack, launched 1959.
Dodokai Ramen
Large-size ramen snack launched 1999.
Ramen Maru
Round ramen snack launched 1999.
Ramen Otsumami
Ramen snack for snacking with drinks, launched 1999.
Butamen
Cup noodle-style snack.
Kuchidoke Koji Saku-maro
Crisp, melt-in-the-mouth snack line.
Cream Deli
Cream-filled snack line.
Ebi Chips
Shrimp chips launched 2001.
Protein Snack
Protein-enriched snack line.
Shizai Ichiba
Ingredient-focused snack line.
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