Fujiya Co., Ltd and Marubeni Corporation have formed a joint venture (JV) to import and distribute snacks and confectionery, mainly under Fujiya brands in Vietnam.
Fujiya and Marubeni will commence the JV in 2022, while conducting local marketing and sales promotion in Vietnam.
In Vietnam, with higher population and growing disposable incomes, more expenditures are now allocated to non-essential items including snacks and confectionery. This is especially so for the sweet biscuits and cookies category which make up the largest portion of the market and is expected to continue to grow.
Fujiya is one of the largest snacks and confectionery manufacturers in Japan, with top selling items in the sweet biscuits category such as ‘Country Ma’am cookies’. In addition, Marubeni owns and operates snacks and confectionery wholesalers in Japan, and packaged food manufacturers in Vietnam. By combining the products and reputation of Fujiya and the sales and marketing knowledge of Marubeni, both partners stand to benefit from the JV to enter Vietnam’s lucrative snacks and confectionery segments.
During the initial phase of JV, both partners will focus on trial marketing and surveying the Vietnamese market through the trial sales of imported Japanese-made products. The partners eventually 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.
