Fujiya’s new Tay Ninh plant began operating in November and can make 3,600 metric tons a year – about 500 million cookies – giving it more production muscle outside Japan. Previously, most supply came from its Hadano factory, and many markets imported from Japan, baking in higher manufacturing and shipping costs. The company plans to ship from Vietnam to all 12 markets by end-June, starting with Thailand and then expanding to South Korea and Taiwan, with volumes gradually s..
hifting away from Japan. Trading house Marubeni is backing Fujiya Vietnam, adding local know-how plus market analysis and AI-powered sales support.
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This is the regional-hub play: put capacity in a lower-cost country and serve nearby markets from one footprint. If Fujiya can shift output from Japan without hurting quality, it should ease margin pressure from wages, inputs, and logistics, while letting the brand push wider distribution faster. Marubeni’s involvement is also telling – Japan’s trading houses are increasingly acting like growth partners, combining networks, data, and tech to sharpen pricing and promotions across borders.
The bigger picture: Asian supply chains are getting more localized.
Instead of shipping finished goods from a home market, more companies are building production closer to customers to cut risk and respond faster to demand. Vietnam keeps winning these projects thanks to its export-friendly manufacturing base and proximity to Southeast Asia’s growing consumer markets. If Fujiya’s rollout works, it adds to the evidence that the next phase of Asian expansion is less about exporting and more about regional manufacturing hubs.
