Fujiya

Basic Information

Stock Code
2211
Industry
Food Products
Category Detail
Food Manufacturing
Prefecture
Tokyo
Establishment Year
June 1938
Listing Year
June 1962
Official Website
https://www.fujiya-peko.co.jp/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
Other Companies
Morinaga, Ezaki Glico, Bourbon, Kanro, Kameda Seika, Iwatsuka Confectionery, Kotobuki Spirits, Koike-ya, Calbee, Rokko Butter, B-R 31 Ice Cream, Kibun Foods

Overview

Fujiya is a long-established food manufacturer founded in 1910, engaged in manufacturing and selling Western confectionery and confectionery products, as well as restaurant operations, and is one of Japan's leading confectionery industry leaders.

Current Situation

Fujiya recorded consolidated sales of approximately 110 billion yen and net profit of approximately 1.7 billion yen (fiscal year ending December 2024), maintaining a stable business foundation. It has a broad domestic customer base centered on Western confectionery manufacturing and franchise-based restaurant business. Following past food hygiene issues, it has strengthened hygiene management and focused on quality improvement with support from the Yamazaki Baking Group. Key brands include Milky and Country Ma'am, which enjoy strong consumer support. With sustainability in mind, it actively pursues initiatives to reduce environmental impact and contribute to local communities. Looking ahead, it plans to strengthen product development and diversify its store network to enhance brand value and maintain market competitiveness.

Trivia

Interesting Facts

  • Fujiya was the first in Japan to sell Christmas cakes as a long-established confectionery store.
  • The character Peko-chan became Japan's first registered three-dimensional trademark.
  • Significantly strengthened quality control following 2007 food hygiene issues.
  • Became a subsidiary of Yamazaki Baking to stabilize its business foundation.
  • Country Ma'am is one of Japan's best-selling cookie brands.
  • Joint ventures with B-R 31 Ice Cream for ice cream business.
  • Fujiya was involved in the origin campaign for White Day.
  • The historic Ginza Sukiyabashi store closed in 2007.
  • Official catchphrase: 'Deliciousness leads to happiness.'
  • Long-term sponsorship and program provision across various media.

Hidden Connections

  • Enhanced collaboration with Yamazaki Baking's sales channels and manufacturing technology upon joining the group.
  • Strong influence on ice cream business through joint venture with B-R 31 Ice Cream.
  • Past joint ventures and alliances with other food manufacturers to diversify products.
  • Potential indirect transaction relationships with food companies including Meisei Foods.
  • Established sponsorship ties with cultural organizations like the Japan Shogi Association.
  • Successive presidents have long been from the founding Fujii family lineage.
  • Implemented legal responses and media correction requests during past scandals.
  • Local collaborations with municipalities through region-limited products and promotions.

Future Outlook

Growth Drivers

  • Expansion of health-oriented confectionery market domestically and internationally
  • New customer acquisition through revitalization of traditional brands
  • Distribution diversification via strengthened digital sales channels
  • Enhanced response to eco-friendly products and sustainability
  • Deployment of region-limited products for local revitalization
  • Improved store competitiveness through qualitative enhancement of franchises
  • Manufacturing efficiency and quality improvements via new technologies
  • Enhanced recognition through multifaceted use of brand characters
  • Product development agility responsive to consumer needs
  • Further strengthening of food safety systems and transparency

Strategic Goals

  • Nationwide brand value reinforcement and trust restoration
  • Complete overhaul of packaging materials for reduced environmental impact
  • 20% sales increase through strengthened EC and direct sales channels
  • Sustainable business operations via deepened regional community ties
  • Business efficiency via digital transformation promotion
  • Franchise business growth through improved franchisee satisfaction and expansion
  • Enrichment of health and functional confectionery product lines
  • Brand awareness expansion through limited product launches overseas
  • Acquisition of international certifications for food safety management systems
  • Promotion of diversity through diverse talent utilization

Business Segments

Supply to Retailers

Overview
Stable supply of diverse confectionery products to retail stores.
Competitiveness
Broad product lineup and stable supply capability
Customers
  • Supermarkets
  • Convenience stores
  • Department stores
  • Drugstores
Products
  • Various Western confectionery
  • Candy
  • Biscuits
  • Beverages

Franchise Chain Operations

Overview
Operates nationwide Fujiya Confectionery Stores to promote brand expansion.
Competitiveness
Strong brand power and robust store support system
Customers
  • Nationwide franchise stores
  • Confectionery store operators
Products
  • Western confectionery and cakes
  • Store operation support services

Restaurant Business (Family Restaurants)

Overview
Operates restaurants offering diverse menus for family customers.
Competitiveness
Customer drawing power leveraging long-established brand
Customers
  • Dining-out market
  • General consumers
Products
  • Diverse family-oriented menus
  • Cakes and desserts

OEM and Contract Manufacturing

Overview
Meets needs across industries through OEM manufacturing using in-house technology.
Competitiveness
Years of manufacturing expertise and quality control systems
Customers
  • Other confectionery manufacturers
  • Beverage manufacturers
Products
  • Confectionery manufacturing services
  • Beverage contract production

Raw Materials and Packaging Supply

Overview
Specialized division handling procurement and supply of materials within the group.
Competitiveness
Stable procurement and cost competitiveness
Customers
  • Related subsidiaries
  • Franchise stores
Products
  • Confectionery raw materials
  • Packaging materials

Competitive Advantage

Strengths

  • Historical brand power and beloved characters
  • Rich product lineup and diverse distribution channels
  • Strong capital support from Yamazaki Baking Group
  • High regional closeness through domestic franchise operations
  • Sense of security from strengthened manufacturing and quality control
  • Diverse marketing strategies and advertising
  • Consumer trust and recognition unique to a long-established company
  • Sales strength leveraging multi-channel distribution network
  • Accumulated confectionery manufacturing technology over many years
  • High market share in major domestic markets

Competitive Advantages

  • Consumer loyalty based on brand history and image
  • Stabilized business foundation through capital and business alliance with Yamazaki Baking
  • Strength in multi-category confectionery product expansion
  • Broad store network coverage via franchise chains
  • Utilization of nationwide distribution channels and diverse routes
  • Character strategy building strong consumer relationships
  • Fusion of quality focus and traditional techniques in product development
  • Revenue diversification and brand strengthening through restaurant operations
  • Improved quality reliability via enhanced food safety management
  • Expanded customer touchpoints through locally rooted store development

Threats

  • Risk of market contraction due to declining domestic population
  • Potential brand image decline from food safety issues
  • Intensified competition from competitors' brand strengthening and product innovation
  • Cost pressures from fluctuating raw material prices
  • Risk of demand fluctuations due to changing consumer preferences
  • Market share erosion by new entrants
  • Potential operating cost increases from stricter social regulations
  • Supply chain risks from natural disasters or logistics disruptions
  • Potential loss of market opportunities from lagging digital sales channels
  • Decline in social evaluation from delayed environmental responses

Innovations

2021: Launch of milky70 new brand stores

Overview
Opened new format store milky70 in Ginza to commemorate 70th anniversary of Milky launch.
Impact
Successfully reinforced brand value and acquired new customer segments.

2020: Sponsorship of Eiō Championship shogi title match begins

Overview
Became sponsor of shogi Eiō Championship and provided Fujiya confections.
Impact
Expanded recognition and reached new customer layers.

2024: Development of chocolate using Okayama Shirokumo white peaches

Overview
Launched premium chocolate products using local specialty ingredients.
Impact
Strengthened regional ties and entered premium product market.

2022: Expansion of eco-friendly packaging introduction

Overview
Promoted adoption of environmentally considerate packaging materials to reduce plastics.
Impact
Contributed to improved sustainability image.

2023: Strengthening digital marketing

Overview
Enhanced promotional campaigns using SNS and other digital channels.
Impact
Improved appeal to younger demographics.

Sustainability

  • Review of packaging materials for reduced environmental impact and promotion of recycling
  • Active community contributions and promotion of local production for local consumption
  • Strengthened labor safety and health management and improved work environment for employees
  • Process optimization in production and sales to reduce food waste
  • CO2 emission reductions through introduction of energy-saving equipment
  • Promotion of fair trade raw materials
  • Research and implementation of biomass resource utilization
  • Stricter health and safety standards with ensured transparency
  • Events supporting preservation and promotion of local culture
  • Active efforts toward sustainable material use