In 1966, a Japanese spice company bet big on curry, pricing their product at twice the market rate. Six decades later, that gamble became Golden Curry, now sold in over 60 countries and recognized as one of the defining brands of Japanese-style curry worldwide. In 2026, S&B Foods is marking the milestone with its first-ever powder roux, packed with 35 spices and herbs at 1.5 times the usual concentration.

The Golden Curry Story: 60 Years of Spice Obsession

S&B Foods, founded in 1923 under the motto "pursuit of genuine flavor" (bimi kyūshin), was the first company in Japan to successfully produce domestically made curry powder. In 1966, they launched Golden Curry as their flagship brand.

At the time, a box of curry roux typically cost around 50 yen (roughly $0.35 in today's terms). Golden Curry debuted at 100 yen, double the going rate. Despite the premium price, consumers embraced it for its uncompromising spice quality, and the brand quickly became a household name.

Golden Curry also pioneered something now taken for granted in Japan: offering curry in distinct spice levels, mild, medium, and hot. Before Golden Curry, choosing your preferred heat level at the supermarket simply wasn't a thing.

What Is Curry Roux, Exactly?

For readers unfamiliar with Japanese home cooking, curry roux (karē rū) is the secret behind Japan's beloved home-style curry. These are pre-made blocks (or now, powder) containing curry spices, flour, oil, and seasonings. You simply sauté vegetables and meat, add water, then dissolve the roux, and within 30 minutes, you have a rich, thick, deeply flavorful curry sauce.

Unlike Indian curry built from scratch with individual spices, or Thai curry made from fresh paste, Japanese curry roux delivers restaurant-quality results with minimal skill. This convenience is a big reason why curry rice (karē raisu) is considered Japan's unofficial national dish, with the average Japanese household eating it 2–3 times per month.

The 60th Anniversary Powder Roux

In February 2026, S&B launched "Kiwameru Ōgon no Kaori Golden Curry Powder Roux Medium Hot", a premium powder roux that represents a new direction for the brand.

Key features include:

  • 35 spices and herbs blended at 1.5 times the concentration of standard Golden Curry
  • Proprietary powder roux process that preserves spice aroma without excess heat
  • Professional techniques like deep roasting and tempering for complex flavor layers
  • Individual packets for 2 servings each, perfect for smaller households or recipe experimentation
  • Low oil content means it dissolves quickly and makes cleanup easier

Masakazu Nagasaka, a product manager at S&B, described it as a "next-generation high-performance product," reflecting both the growing consumer demand for bolder spice flavors and the rise of smaller households in Japan.

Golden Curry Goes Global: 60+ Countries and Counting

Golden Curry is now available in over 60 countries and territories, making it one of the most widely distributed Japanese food products in the world. It accounts for roughly 80% of S&B Foods' overseas sales, alongside wasabi paste and their "Umami Topping" chili oil.

Japanese curry is increasingly recognized internationally as a "third style of curry" alongside Indian and Thai varieties. S&B has adapted the brand for local markets in creative ways:

  • Taiwan: A version without garlic or onion for Oriental Vegan (gokun-free) Buddhist consumers
  • Western markets: Plant-based protein retort curry launched in 2023
  • Southeast Asia: Promotion through seafood restaurant pairings and local recipe collaborations

The company operates five overseas offices and actively participates in international food exhibitions while expanding digital marketing through social media and recipe content.

How to Get Golden Curry Outside Japan

If you're curious about trying Japanese curry at home, Golden Curry is widely accessible:

  • Asian grocery stores: Most Asian supermarkets in major cities worldwide carry Golden Curry in multiple spice levels
  • Amazon and online retailers: Available on Amazon in the US, UK, Germany, and many other countries, search "S&B Golden Curry"
  • Specialty Japanese stores: Shops like Mitsuwa, H Mart, or Don Quijote (in Hawaii) often stock the full lineup
  • International sections of major supermarkets: Increasingly found in chains like Walmart, Tesco, and Carrefour in their Asian food aisles

The standard box serves 8–12 portions and costs roughly $3–5 USD, making it one of the most affordable ways to experience authentic Japanese cuisine at home.

Actress Yō Yoshida Shares Her Curry Tips

At the April 6 anniversary event in Tokyo, actress Yō Yoshida, who has appeared in Golden Curry commercials for 11 years, shared her personal curry-making philosophy:

"If you add fruit, you get a sweet, refreshing curry. If you want more spice impact, start by sautéing herbs in butter to release the aroma, then add vegetables and the powder roux. You can create so many different flavor expressions."

The event also announced a sweepstakes campaign running through July 31 (1,000 winners), plus a limited collaboration with Uniqlo's UTme! custom T-shirt service at their Yodobashi Akiba store in Tokyo.

Your Turn: Have You Tried Making Japanese Curry?

In Japan, every family has their own curry recipe, some add chocolate, grated apple, or coffee as secret ingredients. Others swear by mixing two different brands of roux. It's one of the most personal and debated topics in Japanese home cooking.

Japanese-style curry is steadily gaining fans around the world, from London's katsu curry craze to home cooks in Southeast Asia and Latin America discovering roux for the first time. Have you ever tried making Japanese curry at home? What's your go-to brand or recipe? We'd love to hear how curry is enjoyed in your country.

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