NAGOYA, Japan — Imuraya Group, a renowned Japanese ice cream and confectionery company, is strategically utilizing its halal-certified production facility in Malaysia to tap into the growing Muslim consumer market across Southeast Asia and potentially the Middle East, according to President Yasuki Onishi in an interview with Nikkei.
Known for its signature Azuki bar—ice cream bars filled with sweet red bean paste—Imuraya aims to offer unique “made-in-Japan items that cannot be found locally,” Onishi stated.
In fiscal 2026, the company aims to increase its overseas sales from 7.4% in fiscal 2023 to 8.8%. To achieve this, Imuraya produces various items, including seasonings and castella cakes in China, and mochi ice cream in the U.S. In Malaysia, the company outsources production for the Azuki bar and mochi ice cream, focusing on enhancing local sales and exporting products crafted in Japan.
Onishi highlighted the potential for expanding exports, particularly of long-shelf-life tofu and flavored castella cakes, citing successful ice cream sales and plans to introduce taiyaki—fish-shaped pastries filled with ice cream—if a cold-chain delivery system is established.
Looking ahead, Imuraya’s export targets include North America, China, Hong Kong, and the Association of Southeast Asian Nations (ASEAN), with a particular emphasis on Malaysia as a pivotal export hub. The halal certification of their Malaysian facility positions them well to cater to countries with significant Muslim populations, starting with Indonesia and eyeing the Middle East as a future market.
In Japan, Imuraya is keen to enhance operations by better engaging with commercial clients in the food and beverage sector, envisioning their frozen desserts featured in hotel buffets and tailoring product sizes to meet market demands.
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