#Vietnam #Ho Chi Minh City #Food Industry #Yamamori #Vietnamese Market

Yamamori Co., Ltd. Expands Global Reach to Vietnam

Yamamori Co., Ltd., a prominent Japanese food manufacturer headquartered in Kuwana, Mie Prefecture, Japan, is gearing up to establish a new overseas operational base in Ho Chi Minh City, Vietnam. This groundbreaking initiative is set for May 2025, naming the entity "Yamamori Vietnam Co., Ltd." Ahead of this official launch, the company will open its office on April 8, 2025, marking the commencement of its sales operations in the Vietnamese market.

Historical Background of Yamamori's Global Expansion

Founded in 1889, Yamamori has a rich history of innovation and pioneering in the food industry. The company made its first foray into international markets in 1988 when it entered Thailand, at a time when overseas expansion in the food sector was still nascent. This initial venture included the production of processed foods such as canned and retorted products, along with the brewing of Japanese soy sauce.

At that time, the recognition of Japanese cuisine in Thailand was minimal, and the market was in its infancy. However, with Thailand's rapid economic growth, the Japanese food segment has experienced explosive expansion. Interestingly, Thailand has become the largest market for Japanese restaurants among the ten ASEAN countries, driven by a favorable culture towards Japan.

Yamamori's strategic approach has positioned it as a leader in this evolving market, continually adapting to the growing demand for Japanese food products.

Sales Strategy and Performance

Yamamori's sales operations through its subsidiary in Thailand, Yamamori Trading Co., Ltd., achieved significant success, with sales reaching 908 million Thai Baht in 2024. This figure reflects local transactions, exclusive of exports of Thai food products to Japan. Being a company with its own manufacturing plant in Thailand has enabled Yamamori to adopt a flexible sales strategy that caters specifically to local customer demands.

The product range has expanded to include OEM production of various sauces, hotcake mixes, dressings, and imports of premium Japanese ingredients like Wagyu beef and seafood for Japanese restaurants, both in Thailand and beyond. With the acquisition of Halal certification in 2017 and Kosher certification in 2021, Yamamori has also positioned itself to meet the stringent dietary laws of diverse markets.

Currently, the company has extended its reach into 20 countries, including the Middle East, the EU, and Australia, from its base in Thailand. Yamamori is actively exploring new potential markets and regions to continue its penetration.

Establishing Yamamori Vietnam Co., Ltd.

The decision to establish a second sales hub in Vietnam arises from extensive market analysis that highlights Vietnamese consumers' increasing preference for home-cooked meals, compared to dining out, particularly against the backdrop of recent data suggesting that many Vietnamese dine out only 2-3 times a month. The increasing female workforce in Vietnam also supports a strong demand for convenience foods, making this market ripe for Japanese cuisine, which is adjacent in popularity to local dishes, particularly among younger demographics.

With a population of approximately 100 million, Vietnam's demographic profile is appealing, especially with its youthful age distribution. However, projections suggest that the market may shift towards an aging society in the next 5-10 years, indicating a growing need for higher-quality consumption and healthier products.

Yamamori's Thai operations already lead in exports to Vietnam, offering valuable insights into local market dynamics, thereby facilitating informed business strategies tailored to Vietnamese preferences. The upcoming product lines are set to incorporate local tastes and demands, with plans to develop products specifically for the Vietnamese market, all aiming for profitable operations within three years.

Product Plans and Corporate Overview

Yamamori Vietnam Co., Ltd. will introduce a variety of products, including different types of soy sauce, tsuyu (soup base), sesame dressing, and teriyaki sauce, all manufactured in Thailand.

Company Details:

• - Company Name: Yamamori Vietnam Co., Ltd.
• - General Director: Hiroyuki Takashima
• - Local Director: Taiichiro Matsushita
• - Office Address: C-18 on 25th Floor, Lim Tower 1, 9-10 Ton Duc Thang Street, District 1, Ho Chi Minh City, Vietnam
• - Establishment: May 2025 (Scheduled)

Yamamori Group is committed to pursuing the essence of "authenticity" and "deliciousness" while providing value that nourishes both body and spirit, ultimately creating joy and smiles for customers worldwide.

As a venerable manufacturer with 136 years of experience, Yamamori continues to drive innovation in technology and marketing strategies, addressing the evolving needs of its markets and ensuring customer satisfaction through diverse product offerings focused on entertainment and health.