Nov. 27, 2025FUJIYA CO., LTD.Marubeni Corporation
FUJIYA VIETNAM CO., LTD. (hereinafter, “Fujiya Vietnam”), a joint venture between FUJIYA CO., LTD. (Head Office: Bunkyo-ku, Tokyo; President: Nobuyuki Kawamura; hereinafter, “Fujiya”) and Marubeni Corporation (Head Office: Chiyoda-ku, Tokyo; President: Masayuki Omoto; hereinafter, “Marubeni”), has completed construction of a baked confectionery manufacturing plant (hereinafter, the “Plant”) in Tay Ninh Province, Vietnam. Local production of Fujiya brand baked confectionery products, including ”Country Ma’am” cookies, have commenced as of November 2025, with sales to center on Vietnam and other countries in Asia (hereinafter, this “Project”).
Project CharacteristicsThe Plant serves as Fujiya’s second overseas production base (the other being in China), with a site area of approximately 31,000 m2 and a building area of approximately 11,000 m2. It includes manufacturing technology and quality control systems equivalent to those in Japan, ensuring a stable production base for the supply of high-quality Japanese brand confectionery. Additionally, products manufactured at the Plant feature flavor adjustments and package design modifications to appeal to local consumer preferences, with plans to continue developing new flavors moving forward.
Background and SignificanceVietnam’s confectionery market is expected to continue growing steadily, driven by the overall expansion of the food market amid the country’s economic growth. In particular, the baked confectionery market for biscuits and cookies is large in scale, and soft cookies, the category to which Fujiya’s flagship product ”Country Ma’am” belongs, remains an almost untapped market in Vietnam, with positive expectations for future growth. Fujiya Vietnam has been conducting trial imports and sales of Fujiya products manufactured in Japan since December 2022, developing their distribution networks within Vietnam. Based on the results of these trial sales and feedback from sales partners, the company determined that market acceptance is sufficiently high and decided to begin production in Vietnam.
ObjectivesFujiya’s overseas business currently centers on the manufacturing and sales of confectionery within China. With the establishment of this new Vietnam Plant as its second overseas production base, the company will continue its international expansion by providing high quality products from Vietnam to other Asian countries with growth potential, thereby solidifying and expanding the Fujiya brand. Meanwhile, in Marubeni’s Mid-Term Management Strategy (GC2027), the company is focusing on Strategic Platform Businesses (businesses with “Growth Domains x High Added Value x Scalability”). This Project provides high value-added baked confectionery to the growing Asian confectionery market, with the goal of expanding future exports to other countries and continued business growth.
Future OutlookThrough the operation of this Plant, the companies will leverage Fujiya’s cultivated product development capabilities and manufacturing expertise, along with Marubeni’s accumulated knowledge of food sales and marketing in Vietnam, to contribute to the stable supply and sales of high value-added baked confectionery, including ”Country Ma'am,” within Vietnam’s growing confectionery market. Furthermore, in addition to strengthening sales within Vietnam, they will expand exports to other countries, primarily in Asia, aiming to expand the scale of Fujiya Vietnam'’ business and enhance its profitability.
Fujiya Vietnam Overview
Fujiya Overview
Marubeni Overview
Related News Release:February 14, 2022Marubeni and Fujiya Start a Joint Venture as a Confectionary Distributor in Vietnamhttps://www.marubeni.com/en/news/2022/release/00015.html
