Zojirushi America Announces Leadership Transition as Tatsu Yamasaki Retires After 43 Years
Zojirushi America is entering a new chapter as President & CEO Tatsu Yamasaki retires at the end of September 2026 after 43 years with the company. As one of the founding members of Zojirushi America, Yamasaki helped lead the company through significant growth, establishing the brand as a market leader in premium rice cookers and breadmakers while expanding its product offerings and direct-to-consumer presence. Takatsugu “Taka” Yamada will succeed him as President & CEO on October 1, 2026.
Torrance, CA, September 14, 2026 --(PR.com)-- Zojirushi America Corporation today announced that President & CEO Tatsu Yamasaki will retire at the end of September 2026 after an extraordinary 43-year career with the brand. Takatsugu “Taka” Yamada will assume the role of President & CEO effective October 1, 2026. To ensure a seamless transition, Mr. Yamasaki will remain with Zojirushi America as an Advisor through the end of 2026.
Mr. Yamasaki began his career in 1983 with a Zojirushi distributor before becoming one of the founding members of Zojirushi America when the company was established in 1987. He held several leadership positions before being named President & CEO in 2010.
During his tenure, Zojirushi America experienced significant growth and expanded its presence across North America. Under his leadership, the company:
Led the brand to the No. 1 market share position in the premium rice cooker and breadmaker categories.
Expanded its rice cooker lineup and tripled its stainless-steel bottle and mug offerings.
Introduced flagship products including the NW-JEC rice cooker and BB-PDC breadmaker.
Successfully guided the company through the challenges of the COVID-19 pandemic.
Launched Zojirushi America's direct-to-consumer online store, providing consumers with a new way to purchase products directly from the company.
"These accomplishments are a reflection of the dedication of our employees, customers, and business partners," said Tatsu Yamasaki, President & CEO of Zojirushi America. "I am deeply grateful to everyone who has helped build the trust and reputation our brand enjoys today. I am confident the next generation of leadership will continue expanding that legacy across the Americas while preserving the values that have always defined Zojirushi."
Mr. Yamada brings more than a decade of international leadership experience in sales, marketing, customer service, and technical support. Since joining Zojirushi Corporation in 2013, he has held leadership roles in Japan and the United States, including serving as Vice President of Marketing, Customer Service and Technical Support at Zojirushi America from 2016 to 2022. Most recently, he has overseen sales activities in Europe and Oceania, along with international marketing initiatives.
"Building on the strong brand trust that generations of leadership have established in the United States, I look forward to expanding that trust throughout the Americas," said Takatsugu “Taka” Yamada, incoming President & CEO. "Together, with our employees, we will continue delivering innovative, high-quality products while strengthening the culture that has made Zojirushi a company people are proud to be part of."
This leadership transition marks both the celebration of Mr. Yamasaki's remarkable career and the beginning of a new chapter for Zojirushi America. With a strong foundation built over nearly four decades, the company remains committed to innovation, quality, and creating products that enhance everyday life.
About Zojirushi America Corporation
Zojirushi America Corporation is the North American subsidiary of Zojirushi Corporation, a Japanese manufacturer founded in 1918 and recognized worldwide for its premium household products. Established in 1987, Zojirushi America markets and supports rice cookers, beverage appliances, breadmakers, water boilers, and stainless-steel vacuum-insulated bottles. Guided by its philosophy of "Creating a Better Quality of Life," the company is committed to delivering innovative, reliable products that enhance everyday living.
Media Contact
Krista Erickson
pr@zojirushi.com
Mr. Yamasaki began his career in 1983 with a Zojirushi distributor before becoming one of the founding members of Zojirushi America when the company was established in 1987. He held several leadership positions before being named President & CEO in 2010.
During his tenure, Zojirushi America experienced significant growth and expanded its presence across North America. Under his leadership, the company:
Led the brand to the No. 1 market share position in the premium rice cooker and breadmaker categories.
Expanded its rice cooker lineup and tripled its stainless-steel bottle and mug offerings.
Introduced flagship products including the NW-JEC rice cooker and BB-PDC breadmaker.
Successfully guided the company through the challenges of the COVID-19 pandemic.
Launched Zojirushi America's direct-to-consumer online store, providing consumers with a new way to purchase products directly from the company.
"These accomplishments are a reflection of the dedication of our employees, customers, and business partners," said Tatsu Yamasaki, President & CEO of Zojirushi America. "I am deeply grateful to everyone who has helped build the trust and reputation our brand enjoys today. I am confident the next generation of leadership will continue expanding that legacy across the Americas while preserving the values that have always defined Zojirushi."
Mr. Yamada brings more than a decade of international leadership experience in sales, marketing, customer service, and technical support. Since joining Zojirushi Corporation in 2013, he has held leadership roles in Japan and the United States, including serving as Vice President of Marketing, Customer Service and Technical Support at Zojirushi America from 2016 to 2022. Most recently, he has overseen sales activities in Europe and Oceania, along with international marketing initiatives.
"Building on the strong brand trust that generations of leadership have established in the United States, I look forward to expanding that trust throughout the Americas," said Takatsugu “Taka” Yamada, incoming President & CEO. "Together, with our employees, we will continue delivering innovative, high-quality products while strengthening the culture that has made Zojirushi a company people are proud to be part of."
This leadership transition marks both the celebration of Mr. Yamasaki's remarkable career and the beginning of a new chapter for Zojirushi America. With a strong foundation built over nearly four decades, the company remains committed to innovation, quality, and creating products that enhance everyday life.
About Zojirushi America Corporation
Zojirushi America Corporation is the North American subsidiary of Zojirushi Corporation, a Japanese manufacturer founded in 1918 and recognized worldwide for its premium household products. Established in 1987, Zojirushi America markets and supports rice cookers, beverage appliances, breadmakers, water boilers, and stainless-steel vacuum-insulated bottles. Guided by its philosophy of "Creating a Better Quality of Life," the company is committed to delivering innovative, reliable products that enhance everyday living.
Media Contact
Krista Erickson
pr@zojirushi.com
Contact
Zojirushi America Corporation
Krista Erickson
(310) 769-1900
zojirushi.com
Krista Erickson
(310) 769-1900
zojirushi.com
Contact
Multimedia
Takatsugu Yamada
Incoming Zojirushi America President
Categories