A Conversation with Mariko Ejima of Ooedo Tofu, the Premium Japanese Tofu Brand Making Waves in Malaysia

We sat down for a conversation with Mariko Ejima of Ooedo Tofu for a chat about how she built her brand out of a passion for tofu. 

Seemingly simple, yet oh, so nourishing, tofu is more than just a pantry staple in Asian homes. It is the base of many hallmark dishes across cuisines. From sundubu jjigae and tauhu bakar to agedashi tofu and mapo tofu, this ingredient has a place in many menus. For home cooks, tofu is an easy and wholesome way to incorporate a plant-based protein into their diet—and that’s how it all began for Ooedo Tofu. After the devastating 2011 earthquake and tsunami in Japan, Mariko Ejima decided to relocate with her family, including her children aged three and one at the time. Not long after her decision was made, she packed up her life and moved her family from Japan to Malaysia. 

As a mother who prepared her family’s home meals, Ejima found it difficult to find tofu that was safe, of high quality, and delicious. Her cooking and quest for good tofu sparked her interest in health and nutrition. “Through my research, I really came to understand the importance of plant-based protein,” shares Ejima. This newfound passion led to the beginnings of Ooedo Tofu. Now available in Qra and Isetan, this gourmet tofu brand has been feeding Malaysians tofu made using non-GMO soybeans, natural Japanese nigari as a coagulant, and zero preservatives of any sort. With all things considered from processing to packaging, its premium price tag is well worth it. To learn more about the brand and its products, we had a chat with Ejima, who shared her love of tofu and how she grew Ooedo Tofu into a brand beloved by chefs across the city. 

WHAT IS OOEDO TOFU’S MISSION?

Our mission is to create safe, trustworthy tofu that is made using only quality ingredients and also to share the tradition of authentic Japanese tofu with the world.

TOFU HAS LONG BEEN AN IMPORTANT PART OF MANY ASIAN KITCHENS. HOW DID YOU INTEND TO SET YOURSELF APART FROM OTHER TOFU PRODUCERS THAT CONSUMERS HAVE RELIED ON FOR YEARS?

At Ooedo Tofu, our focus is on quality and tradition. While many mass-produced tofus prioritise cost and shelf life, we are committed to using only the best ingredients, including non-GMO soybeans grown in Japan and natural nigari (magnesium chloride) as a coagulant.

By staying true to traditional Japanese methods and avoiding additives or preservatives, we’re able to bring out the natural flavor and silky texture of tofu the way it’s meant to be enjoyed. What truly sets us apart is our dedication to both health and taste. We aim to create tofu that supports a clean, plant-based lifestyle, while also bringing a sense of comfort and authenticity to every meal, just like tofu made at home in Japan.

HOW DID YOUR LOVE FOR TOFU GROW TO THE POINT WHERE YOU WANTED TO START A BRAND REVOLVING AROUND IT?

It started from something very personal. I simply wanted my children to be able to eat safe, delicious tofu like the kind I grew up with in Japan. When I moved to Malaysia, I was shocked by how difficult it was to find high-quality tofu. That frustration turned into curiosity, which then into passion.

As I explored more about health and food, I realised how amazing tofu is. It’s plant-based, packed with protein, and incredibly versatile. The more I learned, the more I felt that tofu deserved more respect and better representation, especially outside of Japan. I also realised I wasn’t the only one who felt this way. Many other Japanese people living abroad were also struggling to find tofu they could trust. That gave me a clear purpose: to solve that problem not just for myself, but for others too.

That’s when I decided to turn my love for tofu into something bigger. I wanted to start a brand that brings traditional, honest tofu to a wider audience, made with care and intention.

HOW DO YOU FIND EXCITEMENT IN YOUR JOB?

What excites me the most is hearing customers say, “I’ve never had tofu this delicious before!” It reminds me why I started this journey in the first place.

One comment that especially touched me was from a parent who said their child never liked tofu after moving to Malaysia — but they happily eat Ooedo Tofu. Moments like that bring me joy and a strong sense of purpose. It’s not just about making tofu; it’s about creating something that connects people to comfort, culture, and good food.

WHAT WERE SOME OF THE MOST MEMORABLE MILESTONES YOU’VE ENCOUNTERED SINCE STARTING OOEDO TOFU?

One of the most memorable moments was when we first introduced Ooedo Tofu at the Japanese Association charity bazaar in October 2023. Our tofu sold out in no time. That really gave me confidence that the idea of people wanting Japanese delicious, authentic tofu was absolutely spot on.

WHAT WAS YOUR BIGGEST CHALLENGE WHEN STARTING THE BRAND?

One of the biggest challenges came in November 2023, when we held a major launch event inviting media and VIP guests. Just two days before the event, there was a water outage. I had to buy water and manually wash and soak the soybeans. It was a very stressful time!

To make things even harder, we were still in the process of fine-tuning our recipe and the tofu wasn’t turning out exactly as I had hoped. I seriously considered postponing the event. But in the end, we managed to make it work and the event went smoothly. Looking back, it was one of the toughest but most rewarding moments when we were just starting the brand.

WHAT MAKES GOOD TOFU?

A love for tofu is essential, but so is how it’s made. We use traditional methods with hands-on craftsmanship, not just machines. This careful handwork brings out better texture and flavor, and creates a deeper connection to the tofu — which we believe is the key to making truly good tofu.

WHAT IS THE IMPORTANCE OF GETTING PURE, HIGH-QUALITY INGREDIENTS FOR TOFU-MAKING?

Using premium ingredients allows us to bring out the natural sweetness of the soybeans. That sweetness is what gives the tofu its delicate, clean, and truly delicious flavor without needing to add anything artificial.

WHICH OF THE OOEDO TOFU PRODUCTS DO YOU ALWAYS HAVE IN YOUR OWN KITCHEN?

Yuba, Tonyu, and Atsuage, which is my husband’s favourite!

WHICH THREE OOEDO TOFU PRODUCTS WOULD YOU INTRODUCE TO SOMEONE WHO HAS NEVER TRIED YOUR BRAND?

Yuba, Tonyu, and Momen.

WHAT IS YOUR PERSONAL FAVOURITE WAY TO ENJOY TOFU?

I love using yuba in my miso soups and as a carpaccio substitute. For kinu, I salt it on the outside and eat it as I would cheese. Finally, I add some honey or gula Melaka to the the kurogoma to have as a sweet treat. 

WHAT IS THE MOST UNUSUAL RECIPE YOU HAVE TRIED THAT USES TOFU? DID YOU ENJOY IT?

One of the most unusual (and surprisingly delicious) recipes I’ve tried was a tofu cheesecake. Instead of cream cheese, we used silken tofu, blended with lemon and a touch of maple syrup. I was skeptical at first, but it turned out light, creamy, and so satisfying. It’s now one of my favorite tofu-based desserts!

WHAT IS ONE THING YOU WOULD LIKE PEOPLE TO KNOW MORE ABOUT TOFU?

Tofu is a simple whole food made from just soybeans, water, and natural nigari. Because of that, it’s plant-based, high in protein, and incredibly healthy—a true superfood! It’s also Muslim-friendly and can be enjoyed by people all around the world.

What many don’t realize is how versatile it is. You can eat it raw or cooked, boil it, fry it, bake it, or even turn it into desserts. Tofu can be the star of a savoury dish or the base of something sweet. It really fits into any kind of cuisine or lifestyle.

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