Japan’s Fujiya Begins Cookie Production in Vietnam
Fujiya, a renowned Japanese confectionery company with a rich history spanning over a century, has taken a significant step in expanding its global footprint through its subsidiary, Fujiya Vietnam. This initiative marks the commencement of cookie production at a new plant located in the southern province of Tay Ninh, which began operations in November 2025.
The Tay Ninh Facility
The Tay Ninh plant is a milestone for Fujiya as it serves as the first overseas production base for the beloved Country Ma’am brand. With an impressive annual capacity of 3,600 tonnes—equivalent to producing approximately 500 million cookies—the facility is poised to cater not only to local demands but also to an expanding export market.
Export Plans and Market Reach
Sales of the Vietnam-made Country Ma’am cookies are set to kick off in Thailand in March, with subsequent exports planned for South Korea and Taiwan. By the end of June 2026, the plant aims to extend its reach to other substantial Southeast and South Asian economies, including Indonesia, India, and Bangladesh. Notably, nine of the twelve markets targeted for export currently receive products directly from Fujiya’s factory in Hadano, Japan, thus this strategic move to Vietnam is anticipated to streamline production and supply for overlapping markets.
Adapting to Local Tastes
Understanding regional preferences is crucial in the confectionery industry. In Vietnam, the sweetness of Country Ma’am cookies has been adjusted to align with local health-conscious trends and lighter taste preferences. Conversely, the product in South Korea is set to feature a richer and sweeter flavor profile, illustrating Fujiya’s commitment to catering to diverse consumer needs.
Fujiya’s Legacy and Growth
Fujiya has made a name for itself, manufacturing and retailing a variety of confectionery items, including cakes, cookies, candy, chocolate, and beverages, with over 1,000 stores in Japan alone. In 2025, the company reported consolidated revenue of approximately 119.5 billion yen (about $770.6 million), reflecting a robust growth of over eight percent from the previous year.
Yuki Higashiuwatoko, head of Fujiya Vietnam, articulates the company’s expectation for a rise in soft cookie consumption, mirroring trends observed in Japan. This outlook indicates a promising future for their products in Vietnam and beyond.
Potential for Future Expansion
The Tay Ninh factory is not merely focused on cookie production; it has available land that suggests potential for future expansion. Fujiya Vietnam is contemplating increasing production capacity or even diversifying into producing other confectionery products to meet the demands of additional markets.
The Competitive Advantage
Fujiya stands out in the competitive landscape of confectionery manufacturing in Vietnam, similar to other Japanese food companies like Ajinomoto and Kewpie that have also expanded their operations in the region. According to the Japan External Trade Organization (JETRO), the average annual salary for factory workers employed by Japanese firms in Vietnam is $5,270—considerably lower than labor costs in Japan and China.
This economic advantage enables Fujiya to manufacture high-quality confectionery products at a more competitive price point. While the company sources essential ingredients such as flour and sugar locally, it imports certain items like chocolate. Higashiuwatoko emphasizes that Vietnam’s favorable multilateral trade agreements facilitate the importation of these ingredients at relatively low costs, further bolstering the factory’s operational efficiency.
Summary of Benefits
With its expansion into Vietnam, Fujiya is not only tapping into a burgeoning market but is also strategically positioning itself to respond to global demand with localized production. The company’s focus on adapting flavors to regional tastes, combined with its capability to deliver quality products at competitive prices, sets a robust foundation for its continued growth and success in the confectionery industry across Asia.
Fujiya Vietnam’s adventure is just beginning, and the sweet journey ahead promises exciting developments that could influence the cookie market landscape in the years to come.