Local production of Country Ma’am and other products.
FUJIYA VIETNAM CO., LTD. (hereinafter “Fujiya Vietnam”) has completed construction of a baked confectionery manufacturing factory (hereinafter “the Factory”) in Tay Ninh Province, Vietnam. Starting in November 2025, local production of Fujiya brand baked confectioneries, including “Country Ma’am,” will commence, with sales to Vietnam and various Asian countries.
◎Project Features
The Factory will be Fujiya’s second overseas production base following China, with a site area of approximately 31,000 square meters and a building area of approximately 11,000 square meters. By introducing manufacturing technology and quality control systems equivalent to those in Japan, we will establish a production foundation that ensures stable supply of high-quality Japanese brand confectioneries. Furthermore, products manufactured at the Factory will undergo flavor adjustments and packaging design modifications based on local consumer preferences. We plan to sequentially develop new flavors going forward.
◎Background and Significance
Vietnam’s confectionery market is expected to continue growing steadily, supported by the expansion of the overall food market driven by economic growth. In particular, the baked confectionery market for biscuits and cookies is substantial, and soft cookies, the category to which Fujiya’s flagship product “Country Ma’am” belongs, remains virtually untapped in Vietnam with strong growth potential expected. Since December 2022, Fujiya Vietnam has conducted trial import sales of Fujiya products manufactured in Japan and has been developing distribution networks within Vietnam. Based on the results of these trial sales and evaluations from sales partners, we determined that market acceptance is sufficiently high and decided to commence production in Vietnam.
◎Future Outlook
Through the operation of the Factory, we will leverage Fujiya’s accumulated product development capabilities and manufacturing expertise, along with Marubeni’s accumulated knowledge in food sales and marketing in Vietnam, to promote stable supply and sales of high-value-added baked confectioneries such as “Country Ma’am” in the growing Vietnamese confectionery market. By obtaining international safety standards and HALAL certification, we aim to strengthen sales within Vietnam and, as a manufacturing base in Asia, promote export expansion to surrounding countries, thereby expanding the business scale and improving the profitability of Fujiya Vietnam.
