Marubeni and Fujiya Start a Joint Venture as a Confectionary Distributor in Vietnam

Feb. 14. 2022
Fujiya Co., Ltd.
Marubeni Corporation

Fujiya Co., Ltd. (hereinafter, “Fujiya”) and Marubeni Corporation (hereinafter, “Marubeni”) have agreed on establishing a joint venture company for the purpose of importing and distributing snacks and confectionary, mainly under Fujiya brands, in Vietnam. Fujiya and Marubeni (hereinafter, “the Parties”) will start this imported snacks and confectionary sales joint venture in 2022, while conducting local marketing and sales promotion in Vietnam.

In Vietnam, looking at the growing population and improved economic development circumstances, people’s incomes have increased leading to increased expenditures on such non-essential items as snacks and confectionary. This market has been growing, especially the sweet biscuit and cookie category which makes up the largest portion of the market and is expected to continue to grow.

Fujiya is one of the largest snacks and confectionary manufacturers in Japan, with such top selling items in the sweet biscuits category as “Country Ma’am cookies”. In addition, Marubeni owns and operates, snacks and confectionary wholesalers in Japan, and packaged food manufacturers in Vietnam. By combining both, the products and reputation of Fujiya and the sales and marketing knowledge of Marubeni, the Parties decided to enter the Vietnam snacks and confectionary market through this joint venture.

During the initial phase, the Parties will focus on trial marketing and surveying the Vietnamese market through the trial sales of imported Japan made products. The Parties will aim to grow the business in Vietnam not only by expanding the number of brand products, but also by manufacturing domestically in the near future.

<About this joint venture>
Headquarters Location   Ho Chi Minh, Vietnam
Established   May, 2022
Stockholders   Fujiya (50%), Marubeni (50%)
Description of business   Import and Distribution of Snacks and Confectionary
[Overview of each company]
Company Name   Fujiya Co., Ltd.
Headquarters Location   2-15-6, Otsuka, Bunkyo-ku, Tokyo, JAPAN
Established   June, 1938
Representative   Nobuyuki KAWAMURA
Description of business   Production & wholesaling of confectionery and beverages
Management of cake shops and restaurants, etc.
Website   https://www.fujiya-peko.co.jp/english/
Company Name   Marubeni Corporation
Headquarters Location   4-2, Ohtemachi 1-chome,Chiyoda-ku, Tokyo, JAPAN
Established   December, 1949
Representative   Masumi KAKINOKI
Description of business   Marubeni Corporation and its consolidated subsidiaries use their broad business networks,
both within Japan and overseas, to conduct importing and exporting (including third country trading),
as well as domestic business, encompassing a diverse range of business activities across wide-ranging
fields including lifestyle, ICT and real estate business, forest products, food, agri business, chemicals,
energy, metals and mineral resources, power business, infrastructure projects, aerospace and ships,
finance and leasing business, construction, industrial machinery and mobility, and next generation business development.
Additionally, the Marubeni Group offers a variety of services, makes internal and external investments,
and is involved in resource development throughout all of the above industries.
Website   https://www.marubeni.com/en/