Japanese Ice Cream Enters ASEAN via Malaysian Halal Creamery

NAGOYA, Japan – Imuraya Group, a renowned name in Japanese ice cream and confectionery, is setting its sights on international growth by tapping into the burgeoning Muslim consumer base in Southeast Asia. Leveraging a halal-certified production facility in Malaysia, the company is strategically positioning itself to market its signature Japanese ice cream products and other unique treats to the ASEAN region and, eventually, to the Middle East. President Yasuki Onishi, in a recent interview with Nikkei, shared Imuraya’s plans to make their popular Japanese desserts global and elevate the company’s reach.

Imuraya Group’s Global Strategy

The Imuraya Group, founded in 1896, is known for its innovative approach to Japanese desserts and ice cream. Products like the Azuki Bar – a signature ice cream treat filled with sweet red bean paste – have gained immense popularity in Japan. With this solid foundation in the domestic market, Imuraya is now ready to spread its reach beyond Japan by introducing its high-quality, “Made-in-Japan” products to global consumers.

The company has set a clear target: to grow its overseas sales from 7.4% in 2023 to 8.8% by 2026. To achieve this, Imuraya is leveraging its international production capabilities. While mochi ice cream is produced in the United States and products like seasonings and castella cakes are made in China, Malaysia is a key player in their strategy. Imuraya outsources production of the Azuki Bar and mochi ice cream in Malaysia, aiming to boost local sales and, importantly, export these unique Japanese treats to a broader audience.

Expanding Imuraya’s Product Line

The strategy to boost exports involves focusing on key product lines that reflect the uniqueness of Japanese culture and flavors. Imuraya’s Japanese ice cream, tofu, and castella cakes are front-runners in the company’s global expansion plan, and here’s how they intend to introduce them to new markets:

1. Azuki Bar and Mochi Ice Cream: These iconic Japanese ice cream treats are what Imuraya is known for. The Azuki Bar combines the creamy texture of ice cream with the sweetness of red bean paste, offering a taste that stands out in the global dessert market. Mochi ice cream, a delightful combination of soft, chewy rice dough and creamy ice cream, has also gained international fame, particularly in North America. Imuraya aims to enhance its presence in the U.S. and ASEAN markets through these signature offerings.
2. Long Shelf-Life Tofu: Imuraya sees significant potential in its long shelf-life tofu, which caters to markets that appreciate Japanese cuisine. The product has already made inroads in North America, where tofu consumption is growing due to its health benefits and versatility. Imuraya aims to introduce new flavors and varieties to diversify the product’s appeal in different regions.
3. Castella Cakes and Sweet Pastries: Imuraya has already found success with castella cakes – a Japanese sponge cake – in North America. These traditional cakes have a soft, moist texture and come in a variety of flavors. To cater to local preferences, the company plans to enhance these cakes with additional flavors or unique elements that can appeal to a wider audience.
4. Taiyaki – Ice Cream-Filled Fish-Shaped Pastries: Taiyaki, a fish-shaped Japanese pastry filled with ice cream, is another product Imuraya aims to export. With its visually appealing shape and delicious filling, teriyaki offers a fun twist on traditional desserts. The challenge lies in ensuring cold-chain delivery to preserve the quality of this frozen delicacy.

Imuraya’s focus on exporting these unique, high-quality Japanese ice cream products and desserts aligns with the growing global trend toward authentic and novel foods. By offering treats that are both traditional and innovative, Imuraya sets itself apart from local competitors in each market.

Related: Kelava, Malaysia, Launches Halal & HACCP-Certified Plant-Based Ice Cream

A Halal-Certified Gateway

The ASEAN region is central to Imuraya’s expansion plans. With Malaysia as its production hub, the company has found a strategic gateway to the Muslim-majority markets of Southeast Asia. Malaysia’s significant Muslim population and its well-established halal certification process make it the perfect location for Imuraya to base its halal-certified Japanese ice cream and confectionery production.

By securing halal certification for its products, Imuraya can cater to the dietary requirements of Muslim consumers, a market that has been growing rapidly. Halal-certified products adhere to Islamic dietary laws, which are essential for consumers in Malaysia, Indonesia, and other countries with large Muslim populations. This certification enables Imuraya to expand its reach into Indonesia, the world’s largest Muslim-majority country, and beyond.

Growth of the Halal Food Market
According to market reports, the global halal food market is projected to exceed $3 trillion by 2026, driven by a growing demand for halal-certified products. As Southeast Asia alone is home to over 250 million Muslims, Imuraya’s halal-certified Japanese ice cream and desserts are poised to meet this increasing demand. This strategy not only allows Imuraya to secure a niche in the ASEAN market but also opens doors to the Middle East, another region with strong halal market potential.

Expansion Beyond ASEAN
While the focus is on growing the brand within ASEAN, Imuraya is also eyeing other export markets. These include North America, where demand for Japanese food products is already high, as well as China and Hong Kong, where the appetite for authentic Japanese desserts continues to grow. The company’s ability to offer high-quality, unique products that cater to different consumer tastes gives it a competitive edge as it navigates these diverse markets.

Imuraya’s Presence in Japan

While expanding globally, Imuraya is also focused on maintaining and growing its market share within Japan. The company recognizes the need to diversify its customer base and address Japan’s shrinking population by exploring new sales channels. Imuraya is working on strengthening relationships with commercial clients, particularly in the hospitality sector. President Yasuki Onishi envisions hotel buffets and restaurants serving frozen Japanese desserts made by Imuraya, offering visitors an authentic taste of Japan.

To meet the needs of commercial clients, Imuraya is considering modifying its product sizes and volumes, creating options that suit the requirements of hotels and eateries. By doing so, the company aims to create a new stream of demand for its Japanese ice cream and dessert products within Japan’s hospitality and food service industry.

Japanese Ice Cream

The demand for Japanese ice cream and desserts is on the rise worldwide, and Imuraya is capitalizing on this trend. The global ice cream market is projected to reach over $100 billion by 2026, driven by consumers’ growing desire for innovative flavors and premium quality products. Japanese ice cream, known for its unique flavors like matcha, red bean, and mochi, is particularly appealing to consumers looking for novelty and high-quality ingredients.

Imuraya’s focus on offering authentic Japanese desserts, such as its Azuki Bar and mochi ice cream, fits perfectly into this trend. These products not only appeal to consumers’ curiosity for new flavors but also align with the increasing demand for health-conscious and culturally diverse food options. Moreover, the company’s halal-certified products open up opportunities for growth in Muslim-majority regions, where demand for halal food products is projected to rise significantly in the coming years.

The Road Ahead for Imuraya

As Imuraya expands its presence globally, the company is committed to maintaining its focus on quality, authenticity, and innovation. With halal-certified production in Malaysia, the company is well-positioned to capture a growing market for Japanese ice cream and desserts in ASEAN and the Middle East. By leveraging its iconic product line, including the Azuki Bar, mochi ice cream, and other traditional Japanese sweets, Imuraya aims to bring a taste of Japan to the world.

For consumers, whether in Malaysia, North America, or the Middle East, Imuraya’s commitment to offering unique flavors, high-quality ingredients, and halal-certified products makes it a brand to watch in the global dessert and ice cream market. As the demand for authentic, premium-quality sweets continues to grow, Imuraya is ready to meet the challenge, bringing traditional Japanese ice cream and desserts to new audiences worldwide.