Japanese snack manufacturer Matsunaga Seika announces plans for a directly operated store in Singapore by 2028, positioning the city-state as its regional base to penetrate Southeast Asian markets and eventually the US, with a goal to double overseas sales.
Japanese snack maker Matsunaga Seika is expanding into Singapore, with plans to open a directly operated store by around 2028. The company, famous for its Shiruko Sand toasted biscuits filled with red bean paste, aims to establish Singapore as a regional hub for its Southeast Asia n operations.
It believes it has a competitive edge due to the absence of direct rivals offering similar Japanese-style biscuits in the market. A sales base will be set up in Singapore to build a local presence and promote the brand to neighboring Thailand and Vietnam, with long-term aspirations to enter the US market. Following the establishment of a flagship store to gain brand recognition, the company intends to broaden its retail distribution.
This overseas expansion and stronger retail strategy are part of a growth plan targeting sales of 10 billion yen (S$80.2 million) by 2032, up from 3.4 billion yen last year. Approximately two billion yen of that target is expected from overseas markets, beginning with Southeast Asia, as exports ramp up. The move reflects a broader trend of Japanese confectioners seeking growth outside their home market by capitalizing on regional demand for unique snacks
Matsunaga Seika Singapore Expansion Japanese Snacks Shiruko Sand Southeast Asia Red Bean Paste Biscuits Retail Strategy Export Growth
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