Exhibiting at Thaifex - Anuga Asia 2025

Shibuya Rex Co., Ltd., based in Fukushima, Japan, is a multifaceted wholesaler, retailer, and exporter specializing in a wide range of Japanese consumer products including traditional confectionery, modern snacks, beverages, and lifestyle goods. Known for its diverse catalog and commitment to cultural preservation, the company operates under distinctive brands such as Natsukashiya, Mogumogu-chan Series, and Poncrisp.

Company Overview

Established with a vision to share the nostalgia and innovation of Japanese goods globally, Shibuya Rex Co., Ltd. has cultivated a strong domestic and international presence. Led by Yuji Shibuya, the company balances wholesale logistics with retail aesthetics, operating efficiently across online and brick-and-mortar platforms.

The company is headquartered in Fukushima Prefecture, serving as a logistics hub for shipments across Japan and export consignments overseas.

Core Business and Product Offerings

Shibuya Rex's product portfolio spans across five main consumer categories:

• Confectionery:

  • Traditional Japanese Sweets (wagashi)
  • Modern Candies
  • Seasonal and limited-edition confections

• Snacks:

  • Rice Crackers (senbei, arare)
  • Potato Chips with regional flavors
  • Puffed snacks and novelty items

• Beverages:

  • Japanese Soft Drinks
  • Green Tea, Matcha-based drinks
  • Regional Alcoholic Beverages (e.g., sake, umeshu)

• Household Goods:

  • Kitchenware
  • Daily-use items and small appliances

• Leisure Materials:

  • Toys
  • Novelty gifts and amusement park-style merchandise

These products are curated and distributed under proprietary labels or sourced directly from traditional Japanese makers and innovative food brands.

Specialization and USP

Shibuya Rex's unique strengths lie in:

• Cultural Bridging: Offering nostalgic Japanese snacks under the “Natsukashiya” brand, appealing to both older consumers and international enthusiasts of Japanese culture.
• Brand Ecosystem: Diverse in-house brands targeting different demographics, including Poncrisp for puffed snacks and Mogumogu-chan for children’s treats.
• Omnichannel Distribution: Integrated operations across wholesale, e-commerce, and specialty retail chains.

The company's key USP is its ability to bundle traditional and trendy Japanese products, making it a go-to source for global buyers looking to access the full spectrum of Japanese lifestyle goods.

Global Footprint and Export Performance

Shibuya Rex has established export relationships in over 15 countries, primarily across:

• East Asia (Taiwan, South Korea)
• Southeast Asia (Thailand, Philippines, Singapore)
• North America (USA, Canada)
• Europe (France, UK)

While exact shipment volumes remain private, industry directories and international sourcing fairs suggest over 150 global shipments of both branded and private-label products. The company often supplies to Japanese product-themed stores, regional Japanese cultural festivals, and specialty grocers abroad.

Financial Performance

As a mid-tier distributor and exporter, Shibuya Rex’s estimated annual revenue ranges between USD 3 million to 6 million, with approximately 35–45% driven by international sales. Seasonal exports and brand licensing significantly contribute to top-line growth.

Target Market

Shibuya Rex caters to:

• Retailers of Japanese goods and souvenirs
• Cultural gift shops and museums
• Japanese-style cafes and restaurants
• Importers of Asian lifestyle and confectionery products
• Wholesalers of novelty toys and leisure items

Their product design, pricing, and variety appeal to nostalgia-seeking adults, anime and J-culture enthusiasts, and the general Asian food segment globally.

Capabilities and Distribution

The company operates with a centralized warehousing and logistics model, providing:

• Mixed-batch fulfillment for B2B clients
• OEM and private label packaging support
• Event-specific and seasonal product bundling
• Multilingual packaging and export documentation

It also facilitates customized sourcing for clients interested in exclusive Japanese items not commonly available through mainstream distributors.

Certifications and Compliance

While specific third-party certifications (e.g., ISO, HACCP) are not disclosed, Shibuya Rex ensures:

• Japanese FSA Compliance
• Food labeling according to JAS standards
• Proper export documentation and customs alignment for international trade

The company also ensures allergen transparency and date coding in multiple languages for all food-related products.

Customer Testimonials

B2B clients appreciate Shibuya Rex’s reliable product sourcing, cultural insight, and responsive order fulfillment. Retailers and event organizers particularly commend the curated collections and packaging aesthetics that reflect authentic Japanese values.

The "Natsukashiya" product line has been widely lauded for its ability to trigger nostalgia while appealing to modern-day packaging and shelf-display standards.

Major Achievements

• Exported over 150 shipments internationally across Asia, North America, and Europe.
• Developed in-house brands like “Poncrisp” and “Mogumogu-chan” with growing market recognition.
• Regular participation in Japanese product exhibitions and fairs, including regional events promoting Fukushima-based businesses.
• Cultural ambassador brand supporting Japanese heritage through traditional and contemporary snacks.

Shibuya Rex Co., Ltd. continues to bridge cultures through taste, tradition, and trend, delivering Japan’s rich sensory and culinary experiences to global markets with precision and pride.