Collection: That's / Triad (Taiyo Yuden)

Taiyo Yuden Co., Ltd. (太陽誘電株式会社, Taiyō Yūden Kabushiki-gaisha, translated as Sun Dielectric Co., Ltd.) is a Japanese materials and electronics company, situated in Kyobashi, Chuo, Tokyo, that helped pioneer recordable CD technology (CD-R) along with Sony and Philips in 1988. Founded 70 years ago, Taiyo Yuden currently operates factories in Japan, Singapore, Korea, China, the Philippines, Taiwan, and Malaysia.

It was well known for its recordable optical media, which were regarded by many to be the very best in the industry. In June 2015, Taiyo Yuden announced its intention to discontinue its recording media business by December of that year, citing market shrinkage, changing market conditions, difficulty while improving earnings and a hike in the cost of raw materials.

The company employs almost twenty thousand people worldwide and reports annual sales of more than $2 billion. The current CEO and President is Shoichi Tosaka. The company is a constituent of the Nikkei 225 stock market index.

Taiyo Yuden branded products were not common outside Japan (where Taiyo Yuden media had a market share of about 60%) but unbranded CDs and DVDs were available from some online retailers. Rebranded Taiyo Yuden media could be found under Fujifilm, Fusion, Maxell, Miflop, Panasonic, Plextor, Sony, TDK, and Verbatim Corporation brands. In Japan, Korea and Greece, Taiyo Yuden was distributing its own brand "That's".

Taiyo Yuden positioned its blank media as a premium product which offered reliability, compatibility and peace of mind; the "Made in Japan" branding for That's media was chosen to symbolise quality differences in a graphic way, as consumers struggled to understand the difference in technology.