Interview Report: STAR KITCHEN Founder Arashima Yuya
The article content and photo source:：ベトナムで数々の苦労を乗り越えて大人気のお土産屋となったSTAR KITCHENの戦略とは？
In a recent interview, Mr. Yuya Arashima, the founder of STAR KITCHEN, shared his entrepreneurial journey and the development process of his brand in Vietnam. Since 2013, driven by his passion for Japanese cuisine, Mr. Arashima started his business with a cooking school, gradually transforming into the popular Japanese dessert brand in Vietnam that it is today.
Today, we will highlight a few key points from the interview, focusing on the brand's development and the factors behind its success, and share them with our readers.
Cross-Cultural Dessert Fusion: Creating Unique Charm
STAR KITCHEN blends Japanese dessert flavors with local Vietnamese elements. Mr. Arashima initially faced challenges when starting his culinary school but saw potential in the Vietnamese market for sweets. He began making Western pastries, which eventually led to success. Their popular product, "Banh Mi Rusk," is a creative twist on the traditional Vietnamese sandwich, offering unique flavors like coffee, coconut, and pepper, loved by both locals and tourists.
STAR KITCHEN also focuses on packaging, incorporating Vietnamese cultural elements to enhance the consumer experience. This fusion of culture and flavor has helped them attract international markets.
Takashimaya and convenience store channels have quickly expanded the brand’s influence.
STAR KITCHEN’s success is also due to its precise market strategy. Mr. Arashima mentioned that although the business started as a culinary school, he shifted focus to the Vietnamese souvenir market after the transformation, targeting large malls like Takashimaya. Since Takashimaya opened in 2016, STAR KITCHEN has become one of the popular brands. As the brand gained recognition, they expanded into convenience stores, successfully entering Japanese chains like 7-Eleven and FamilyMart, as well as Korean brand GS25.
This channel expansion significantly boosted brand visibility and opened up broader markets. Mr. Arashima noted that all of this was possible thanks to the trust and reputation the brand had built over time. He believes that for any brand aiming for success in overseas markets, establishing trust and brand awareness is crucial.
The founder of STAR KITCHEN offers advice for companies entering the Vietnamese market.
At the end of the interview, Mr. Arashima offered valuable advice for companies looking to enter the Vietnamese market. He mentioned that while Vietnam is a market with great potential, its development often takes longer than expected, so businesses must be prepared for long-term effort. Additionally, understanding local consumer needs and cultural differences, and adjusting products and marketing strategies accordingly, is key to success.
Summary
The success of STAR KITCHEN lies in its ability to not only sell products but also deliver a cross-cultural experience. These delicious desserts and thoughtful packaging allow every customer to experience the unique charm of Vietnam while enjoying the treats. For Taiwanese tourists visiting Vietnam, this is undoubtedly a must-try shopping choice.
If you're planning a trip to Vietnam, whether for gifts or personal use, STAR KITCHEN’s souvenirs should be at the top of your list. Bringing home these small, exquisite gifts filled with Vietnamese flavors not only lets you share memories of your trip with friends but also leaves you with an unforgettable taste of Vietnam.
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