Japanese home appliance manufacturer combines artisanal tradition with cutting-edge technology
Metalworking has a long and venerable history in Japan, and nowhere more so than the Tsubame-Sanjo area of Niigata Prefecture in central Japan. Artisans have produced high-quality knives, nails, tableware and other metal products here since the 17th century. It was in this prestigious region that the Twinbird Corporation set up shop in 1951.
Twinbird originally ran a small plating factory in Sanjo City, but by the 1980s it had made a full-scale entry into the home appliance market. In doing so, it continued to support Tsubame-Sanjo’s artisanal tradition by partnering with other companies in the region. This allowed Twinbird to establish a reputation as a manufacturer of value-added products combining world-class technology with the high-quality craftsmanship associated with Tsubame-Sanjo. Today, the company’s 300 employees continue this tradition as they carve out a space for Twinbird in the competitive home appliance market.
Free Piston Stirling Cooler Technology
One of Twinbird’s most significant pieces of intellectual property (IP) is its free piston Stirling cooler (FPSC) technology. This technology powers refrigerators and freezers capable of precise temperature control. FPSC units are also characterized by their compact size, low power consumption and low exhaust heat. The company had been researching this technology for over 20 years, initially with the aim of using it in cool boxes for the general consumer. However, the technical specifications of FPSC – the technology had previously only been used in specialist industries – meant that they struggled to find any mass-market applications for their cooler.
Technology suitable for Vaccine Refrigeration
This changed in 2020 with the worldwide spread of COVID-19. The vaccines developed in response to the pandemic needed to be stored at low temperatures to remain effective: the AstraZeneca vaccine, for example, needed to be refrigerated between 2°C and 8°C; those of Moderna and Takeda required a much lower temperature range of -25°C to -15°C. Keeping vaccines at these temperatures proved especially challenging in less economically developed countries, where refrigeration infrastructure was not as well developed as in the Global North.
Fortunately, Twinbird’s FPSC technology excels at creating and maintaining these temperature ranges. In response to the unprecedented global vaccine distribution effort that began in 2020, Twinbird began producing vaccine carriers equipped with FPSC technology for last-mile distribution in the Global South. The company sold 12,000 units and enjoyed a significant boost in sales, name recognition and popularity.
Temperature calibration to support cooling process in manufacturing
Twinbird also received requests from customers to adapt their FPSC technology for other purposes. This has included cooling processes in factories – as FPSC’s low amounts of waste heat would increase the efficiency of the cooling process – and other various applications. The company is also investigating other potential applications for this technology.
Patents held by Twinbird
The importance of FPSC to Twinbird is reflected in the number of patents protecting this technology. The company has obtained approximately 20 Japanese national patents for FPSC, including basic patents as well as improvement and peripheral patents. Patent applications related to this technology have been filed regularly for the past 25 years.
In addition to the Japanese national patents, the company has filed 10 PCT applications between 2008 and 2023, demonstrating their strategic use of the PCT system for global IP protection. This proactive approach highlights their commitment to innovation and international market expansion.
Rebrand emphasizes design and craftsmanship
Buoyed by the surge in popularity the company received thanks to its FPSC technology, in 2021 Twinbird took the occasion of its 70th anniversary as an opportunity to rebrand itself. Its aim was to shift from the general small home appliances market it had targeted since the 1980s toward a higher-end home appliance market with an emphasis on design and craftsmanship. This came with challenges, as the company, despite its growing popularity, was not as well known in this area than major manufacturers – and many consumers do not choose products from brands they do not recognize.
The company actively invested in new product development and proactively replaced its product lineup. Until now, Twinbird had produced a wide variety of products, but it now decided to focus and selected products and halved the number of products, from around 600 to 300. Eschewing annual model updates and needless features, Twinbird’s products are designed for “reliable quality, features that can be used for a long time, and a timeless design.”
Top-of-the-range home appliances
Many of these products fall under two new brands, both targeting customers in small households who value simplicity. “Kando Simple” emphasizes durability and functionality with uncluttered designs for products such as steam ovens, vacuum cleaners and easy-access household refrigerators. “Takumi Premium” takes inspiration from the heritage of Tsubame-Sanjo by partnering with artisans and craftspeople to create multifunctional home appliances, such as the Takumi Boulange Toaster and a fully automatic coffee maker.
Re-energized intellectual property strategy
The reduced product line also supports a more effective IP strategy. Previously, the large number of products made it difficult to create an appropriate patent portfolio for each product while conducting defensive IP activities, but Twinbird now hopes to develop an IP strategy for each product. For example, the company has filed many patent applications for technologies related to their fully automatic coffee maker, a flagship product, and is actively pursuing rights.
The company’s policy is to differentiate its products and services by increasing the number of patents it holds and improving quality. In recent years, the number of patents held has remained at just under 100, despite the significant reduction in the number of products. Although the number of applications has temporarily decreased due to the reduced number of products, Twinbird plans to gradually increase this number from 2024 onward, aiming for around 20 applications a year. Many of these patent applications will relate to the company’s continued development of its FPSC technology.
Despite the recent rebranding and product line restructuring, Twinbird remains dedicated to the spirit of co-creation that has guided the company since its founding. This ethos will continue to shape the future direction of Twinbird as it aims to establish itself as a well-known manufacturer of household appliances combining quality, simplicity and elegant design.
