Zojirushi America Names New CEO as Tatsu Yamasaki Retires

Zojirushi America is set to enter a new era of leadership as Tatsu Yamasaki, the company’s President and CEO for the past 43 years, steps down at the end of September 2026. Yamasaki, one of the founding members of Zojirushi America, played a pivotal role in the company’s growth and success, leading it to become a market leader in premium rice cookers and breadmakers.

Yamasaki began his career in 1983 with a Zojirushi distributor and joined the company when it was established in 1987. He held several key leadership positions before being named President and CEO in 2010. Under his leadership, Zojirushi America experienced significant growth, expanding its product offerings and direct-to-consumer presence. The company achieved remarkable milestones, including leading the brand to the No. 1 market share position in the premium rice cooker and breadmaker categories. Yamasaki also introduced flagship products such as the NW-JEC rice cooker and BB-PDC breadmaker, and successfully guided the company through the challenges of the COVID-19 pandemic.

Yamasaki credited the company’s success to the dedication of its employees, customers, and business partners. “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.”

Takatsugu “Taka” Yamada, who will succeed Yamasaki as President and CEO on October 1, 2026, brings over a decade of international leadership experience in sales, marketing, customer service, and technical support. Since joining Zojirushi Corporation in 2013, Yamada 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.

Yamada expressed his excitement about expanding the brand’s trust and presence throughout the Americas.

This leadership transition marks both the celebration of 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.