FUJIYA VIETNAM CO., LTD. (Fujiya Vietnam), a joint venture between Fujiya and Marubeni, has completed a baked confectionery manufacturing factory in Tay Ninh Province, Vietnam, and has been producing Fujiya-brand baked confectionery locally since November, including “Country Ma’am.”
By leveraging Fujiya’s accumulated product development capabilities and manufacturing know-how, together with Marubeni’s expertise in food sales and marketing in Vietnam, the company aims not only to strengthen sales in Vietnam but also to promote expanded exports to countries centered on Asia, thereby expanding the business scale and improving the profitability of Fujiya Vietnam.
Fujiya Vietnam has been conducting trial imports and sales of Fujiya products manufactured in Japan since December 2022, while developing a distribution network within Vietnam.
Based on the results of the test sales and the high evaluations from sales destinations, the company determined that receptiveness in the market was sufficiently high and decided to move ahead with local production.
Products manufactured at the factory are sold in Vietnam and in countries mainly across Asia, with flavor adjustments and package design changes made to Japanese-made products based on the preferences of local consumers. Going forward, the company also plans to work sequentially on the development of new flavors.
The factory becomes Fujiya’s second overseas production base after China. By introducing manufacturing technology and a quality-control system equivalent to those in Japan, the company will build a production base capable of stably supplying high-quality Japanese-brand confectionery.
Fujiya expects continued growth in the Vietnamese confectionery market against the backdrop of the expansion of the overall food market driven by economic growth. “In particular, the baked confectionery market for biscuits and cookies is large, and soft cookies, the category to which Fujiya’s core product ‘Country Ma’am’ belongs, is an almost untapped area in Vietnam, where future growth can be expected,” the company said.
