◆Development of New Target in Southeast Asia Markets

Fruits domestically grown in Japan are popular as high-quality and delicious produce in Southeast Asia and are especially sought after by wealthy local consumers. Apples are especially popular in high-income brackets of Taiwan and Hong Kong.

For this reason, Wismettac Foods, Inc., joined hands with 〔JA ZEN-NOH Aomori, JA Tsugaru-Mirai〕to develop new markets. With the concept of “Easy to Buy” apples, middle-class consumers in Southeast Asia were targeted. Kodama (small) apples are affordable, high-quality produce. Once the distribution channel was determined, a brand name expressing the apple’s traits, SUGOI, was coined and an overseas sales trial launched.

From next year onward, plans have been made further expand the business.

◆Trial Sales

The Kodama (small) apple harvest/sales season is set for November to April. Exports to Thailand started in December 2017, and have reached a total sales weight of 85,000 kilograms this season.

In addition to exports to Taiwan and Hong Kong, we have also started exporting apples to Singapore, Malaysia and Cambodia. As a result, this season resulted in 100 million yen in sales, the amount of our initial sales target.

◆Branding of Japanese Apple

In Southeast Asia, the apple from Japan is popular "a delicious and high-quality" conventionally. Therefore we made the brand which emphasized "From Japan"

The design of the carton: like Japanese animation girl, Mount Fuji, Cherry tree, the logo of the brand name like a brush writing.

SUGOI is a Japanese word, which includes “excellent,” “astonishing” and “very good” among its meanings. These apples were particularly well received in Thailand as an [Extremely Delicious Apple] brand.

◆Comparison of Size for Japanese Apples in Southeast Asia Markets

 

 

Size

Normal size Apples

around 350g

Small size Apples

around 170g~200g

 

Status

Delicious and High-Quality

Luxury

Delicious and High-Quality

Affordable

Price

around 300yen~500yen

around 150yen 〔Easy to Buy〕

 

Handling store

Department store

High-quality supermarkets

Ordinary supermarkets

Target

Upper-income group

Middle-class income group