Exhibiting at Thaifex - Anuga Asia 2025

Fujiya Vietnam Co., Ltd. is a leading confectionery importer and distributor headquartered in Ho Chi Minh City, Vietnam. Established as a joint venture between Fujiya Co., Ltd. (Japan) and Vietnam National Tobacco Corporation (VINATABA), the company plays a pivotal role in introducing premium Japanese confectionery products to the Vietnamese and broader Southeast Asian market.

Company Background

Founded in 2010, Fujiya Vietnam was created to localize and expand the presence of Fujiya's iconic products in the ASEAN region. Leveraging Fujiya Japan’s century-long legacy in sweets innovation, the Vietnamese subsidiary has rapidly built a strong brand presence and loyal consumer base.

• Parent company: Fujiya Co., Ltd. (Japan), established 1910
• Vietnamese partner: VINATABA (Vietnam National Tobacco Corporation)
• Representative Director: Yuki Higashiuwatoko
• Business Model: Importation, localized packaging, regional distribution

Core Products and Brands

Fujiya Vietnam is best known for distributing the popular Country Ma’am brand and other premium snack lines, including:

1. Country Ma’am Cookies

• Flavors: Vanilla, Chocolate, Strawberry, Matcha, Choco-Chip
• Soft-baked texture with high moisture retention
• Japan’s best-selling baked cookie brand

2. French Butter Cookies

• Made with European-origin butter
• Premium boxed gifting format

3. World Sweet Series

• Seasonal and globally-inspired snacks
• Rotating SKUs based on Japanese limited editions

All products are imported from Japan and packaged in compliance with Vietnamese food safety standards, with multi-language labeling for regional sales.

Market Reach and Distribution Channels

Fujiya Vietnam has established strong B2B and retail networks across:

• Vietnamese retail chains (Aeon, Lotte Mart, Big C, VinMart)
• Convenience stores (FamilyMart, 7-Eleven)
• E-commerce platforms (Tiki, Lazada, Shopee)
• B2B foodservice partnerships with hotels and bakeries

The company services both the domestic market and export hubs in ASEAN countries including Thailand, Cambodia, and Malaysia.

Financial and Operational Strength

While Fujiya Vietnam does not publicly release financials, industry estimates and product placement indicate:

• Annual import volumes of 20+ containers of Japanese confectionery
• Contributing significantly to Fujiya Japan’s overseas brand revenue, which totaled JPY 112 billion (USD ~800 million) in FY2023
• An expanding share in Vietnam’s premium imported confectionery market, projected to grow at 8.5% CAGR

Certifications and Compliance

Fujiya Vietnam ensures full regulatory compliance and product safety by adhering to:

• Vietnamese Food Safety Authority (VFA) labeling and import standards
• Japanese Ministry of Health, Labour and Welfare (MHLW) export hygiene protocols
• ISO 9001 and ISO 22000 through parent production in Japan

All imports undergo batch testing and certified storage at customs-bonded facilities.

Marketing Strategy and Brand Positioning

Fujiya Vietnam leverages the “Quality from Japan” message to attract:

• Middle-class urban consumers seeking safe, high-end treats
• Gifting customers during Tet and festive seasons
• Youth demographic via anime/character-based packaging (e.g., Peko-chan mascot)

Its marketing efforts focus on:

• In-store sampling campaigns
• Collaborations with lifestyle influencers
• Cultural branding tied to Japanese authenticity and craftsmanship

Innovation and Localization

The company continues to introduce:

• Limited-edition regional flavors tailored to Southeast Asian tastes
• Eco-friendly packaging trials aligned with Fujiya Japan’s 2030 sustainability targets
• Seasonal product drops for Vietnamese holidays and Japanese cultural events

Customer Testimonials

“Fujiya’s Country Ma’am cookies are our best-selling imported dessert snack. Consumers recognize the quality and soft texture.”
— Category Manager, Aeon Vietnam

“Their support with shelf marketing and Japanese food week promotions has boosted our sales during holidays.”
— Retail Buyer, VinMart

Achievements

• Featured as one of the Top Japanese Food Brands in Vietnam at the Japan-Vietnam Trade Expo
• Recognized for Outstanding Import Management by Ho Chi Minh City Customs Department
• Partnered in cultural events like the Japan Vietnam Festival to enhance brand awareness

Summary

Fujiya Vietnam Co., Ltd. exemplifies the successful localization of Japanese food excellence in Southeast Asia. With its commitment to quality, innovation, and regional responsiveness, Fujiya Vietnam continues to grow its influence in the premium snack category, offering authentic Japanese confectionery experiences to discerning consumers across Vietnam and neighboring countries.