Marubeni and Fujiya Start a Joint Venture as a Confectionary Distributor in Vietnam
February 15, 2022 at 07:22 am EST
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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.
Fujiya Co., Ltd. is a Japan-based confectionery maker. The Company operates in two business segments. The Western Confectionery segment is involved in the production and sale of western-style confectionery, such as cakes, bakery products, desserts and ice creams, as well as the operation of cafes and restaurants. The Confectionery Production segment manufactures and sells confectionary food, such as chocolates, candies, biscuits, drinks and dairy products. The others business is engaged in the leasing and management of real estate properties, the contract business, the provision of outsourcing services, as well as the maintenance of food processing machinery.
FUJIYA CO., LTD. 
