#Japan #Tokyo #Japanese Sweets #Saiji Japan #Dea Bellus

Dea Bellus Investment Launches Saiji Japan

On May 19, 2026, Dea Bellus Investment LLC, headquartered in Shinjuku, Tokyo, officially launched its 100% owned subsidiary, Saiji Japan Co., Ltd. This new company is focused on the comprehensive operation of Japanese confectionery events, signifying the beginning of its business activities aimed at revitalizing the traditional Japanese sweets sector.

Background: Structural Challenges and Succession Issues in the Japanese Confectionery Market

The traditional Japanese sweets event model has emerged as a highly efficient distribution system, leveraging spaces in department stores, commercial facilities, and train stations without requiring fixed storefronts. However, the industry has faced significant hurdles, including a lack of skilled artisans, supply chain management (SCM) complexities, training for sales personnel, and securing locations for events.

The pressing issue of succession in the Japanese confectionery business has been accentuated in recent years. Many businesses, despite having a rich history, have had to shut down operations due to financial struggles and a lack of successors.

The Revival of Saiji Japan Co., Ltd. through Business Rebuilding

In response to these challenges, Dea Bellus Investment stepped in to take over struggling confectionery businesses that faced deficits and an inability to find successors. The company undertook substantial management consulting aimed at restructuring these operations. Saiji Japan was established as a fresh start towards new growth phases in the industry.

The mission of Saiji Japan is to integrate production, distribution, and sales within the Japanese confectionery event market while achieving both the regeneration of existing businesses and the establishment of new ventures.

Three Key Business Areas of Saiji Japan Co., Ltd.

1. Original Brand Business (Direct Management)
In May 2026, Saiji Japan commenced operations of four original brand lines managed directly by the company. This initiative focuses on major department stores in the Kanto region, allowing the accumulation of operational know-how and testing of new products and business formats.

2. Franchise Business
Saiji Japan offers franchise packages for Japanese confectionery events to franchise owners. With an initial investment of ¥7.3 million and a unique business model requiring no fixed storefronts and 0% royalties, this initiative aims to significantly recruit franchise partners.

3. OEM and Wholesale Business
The company provides a comprehensive one-stop service for planning, manufacturing, and logistics of Japanese confectionery targeted at private brands, retail chains, and other confectionery event organizers. Leveraging its manufacturing network and frozen distribution technology, Saiji Japan can effectively respond to the industry's need for short lead times.

Competitive Advantage through Interconnected Business Areas

The three business initiatives reinforce one another, creating a cycle that enhances production and distribution efficiencies:

• - Original brands provide operational models for franchisees.
• - The franchise network expansion fosters demand for OEM services and increases distribution volume.
• - OEM and wholesale efforts lower production costs that benefit franchise and direct operations' profitability.

Saiji Japan aims to establish a sustainable competitive advantage in the notoriously challenging Japanese confectionery market.

Future Development

Going forward, Saiji Japan plans to contribute to the long-term growth of the Japanese confectionery market through these three avenues:

• - Gradual Nationwide Expansion of Domestic Operations: Initially launching from the Kanto area, the company will progressively roll out its original brand, franchise, and OEM/wholesale businesses across Japan.
• - Proactive Promotion of M&A for Confectionery Business Succession: To address sector-specific succession concerns directly, Saiji Japan will actively support the transition and revitalization of confectionery businesses lacking successors through M&A.
• - Pushing for Global Expansion: With traditional Japanese sweets gaining recognition worldwide, Saiji Japan's ambitions include securing master franchise agreements and export collaborations, particularly in Asia and North America.

Through these initiatives, Saiji Japan aims to bridge the gap between preserving traditional confectionery culture and creating new value.

Executive Comments

Yuta Ishino, CEO of Saiji Japan Co., Ltd., believes in the importance of preserving Japanese confectionery culture for future generations. He stated, "This art form represents Japan's rich cultural heritage, but we face real challenges as many longstanding businesses are fading away. It's essential to maintain economic viability to ensure that our culture persists for another hundred years. We are committed to leveraging our franchise expertise as we advance our efforts to protect and elevate Japan's confectionery arts."

Stakeholder Comments

Akihiro Kondo, CEO of Tsubasa Co., expressed his commitment to advancing the Japanese confectionery industry, highlighting the importance of blending traditional craft with modern consumer sensibilities to foster new appeal.

Company Overview

• - Saiji Japan Co., Ltd.:

- Established: May 2026
- CEO: Yuta Ishino
- Headquarters: N&E BLD 6F, 1-12-4 Ginza, Chuo Ward, Tokyo, 104-0061
- Parent Company: Dea Bellus Investment LLC (100%)
- Business Focus: Comprehensive operations for Japanese confectionery events, including original brand, franchise, and OEM/wholesale.

• - Dea Bellus Investment LLC:

- Established: 2024
- CEO: Yuta Ishino
- Headquarters: Nishishinjuku Mizuma Building 2F, 3-3-13 Nishishinjuku, Tokyo
- Corporate Number: 4011103014634
- Business Focus: Supporting franchise growth, funding assistance, M&A mediation, management consulting.

For more inquiries, please contact Yuta Ishino at Dea Bellus Investment LLC via email at [email protected] or via phone at 03-6824-2305.