Overseas Expansion

We have established four production bases within China, creating a system to reliably deliver products throughout the vast country. We are promoting investments to improve factory efficiency through thorough automation and are working to strengthen our price competitiveness. We have established a robust manufacturing foundation that allows us to respond quickly to market changes.

Our strength lies in the high level of trust and confidence we have built over many years with the "丘比 (Kewpie)" brand. We promote product development tailored to local food culture, such as "油醋汁" (oil and vinegar dressing). We have established ourselves as a staple brand indispensable to Chinese dinner tables, contributing to a richer culinary lifestyle.

To further cultivate the expanding middle class market, we are concentrating our management resources on key distribution channels. We are expanding into inland areas as a new growth area, while also strengthening sales in growing e-commerce and restaurants channels. By creating a wide range of customer touchpoints, we aim to expand our fan base throughout China.

We are strategically allocating our management resources to expand our supply system and improve production efficiency. In addition to the full-scale operation of our expanded factories in Thailand and Indonesia, we also have production bases in Malaysia and Vietnam, building a robust and extensive supply network to meet rapidly increasing demand.

Against the backdrop of the developing restaurants market accompanying economic growth, we are deepening our collaboration with local restaurants chains and other businesses. Focusing on our strength, "Deep-Roasted Sesame Dressing" we propose optimal menus tailored to local ingredients and eating habits. We are not merely providing condiments, but contributing to improving the healthy eating habits of local people.

With Thailand and Indonesia, two countries experiencing remarkable economic growth, as our top priorities, we are expanding our business across a wide range of categories, from household to food service. Through meticulous sales activities tailored to the specific market characteristics of each region, we aim to deepen the penetration of Kewpie brand and build trust.

Our new Tennessee plant, our second production base in the United States, has commenced operations. This establishes an efficient supply system not only for the West Coast but also for the Midwest and East Coast areas. We have established a stable logistics and supply network that covers the entire nation, enabling us to meet the needs of expanding markets.

The United States is the world's largest market for mayonnaise and dressing ^*. In recent years, against the backdrop of the Japanese food boom in the country, Kewpie's unique taste and quality, which utilizes the richness of egg yolks in mayonnaise, have been well-received. Support is expanding not only among consumers seeking new value, but also in food service market, such as among local chefs and major convenience stores for egg sandwiches.

We are expanding our reach to the East Coast and surrounding countries, while also broadening our sales channels to nationwide mass retailers. We are intensifying our brand investment, focusing on creating real-world touchpoints such as digital advertising and in-store promotions. This will increase everyday consumer contact points and accelerate market penetration.