PAPILLES

What PAPILLES does

PAPILLES (株式会社パピーユ), doing business as FUJIMARU and FUJIMARU WINE SHOP, is a privately held Japanese specialty wine operator founded in March 2006 in Osaka. It runs an integrated stack spanning wine retail (physical and online), in-house winemaking, and themed restaurant dining, all under the FUJIMARU umbrella. The parent corporation holds five-plus operating locations across Osaka (Higashishinsaibashi, Kuromon Market area, Chuo-ku) and Tokyo (Asakusabashi, Kiyosumi Shirakawa), plus two wholly owned wineries — Shimanouchi FUJIMARU Brewery (operating since December 2010) and Kiyosumi Shirakawa FUJIMARU Brewery (operating since 2018) — that produce house wines from domestic Japanese grape varieties (Delaware, Muscat Bailey A and others) using barrel aging, amphora (甕), and stainless steel fermentation.

Its core technology is traditional Japanese winemaking rather than software, but operationally the group runs a distinctive on-tap draft wine system ("生樽ワイン") that dispenses fresh house wine from 20L stainless steel kegs at its brewery-restaurant locations, modeled on craft-beer dispense. Proprietary product lines include the GLOU GLOU series (rosé, orange, white, rouge), THE SUN (Delaware), Cuvée PAPILLES (大阪WHITE/RED, Delaware amphora-aged), and a "by Sato" series co-produced with New Zealand producer Sato Wines using Japanese grapes at the Kiyosumi Shirakawa facility.

PAPILLES makes money through four interlocking streams: (1) one-time restaurant dining revenue across venues (RAINDROP, Casa da Andorinha, Higashishinsaibashi, Asakusabashi) with set courses priced ¥4,950–¥7,700 and free-flow options, (2) one-time wine retail sales across physical shops and the wineshopfujimaru.com online storefront, including Bag-in-Box and seasonal selections, (3) one-time sales of proprietary house wines plus a monthly subscription box ("季節のワイン便") of six bottles at ¥20,000 including tax and shipping, and (4) event and tasting revenue, including ¥3,900 all-you-can-drink sessions, winemaker dinners, and B2B trade tastings (e.g., ¥1,000 walk-up for non-trade guests). Its go-to-market is a horizontal segmentation approach combining direct-to-consumer channels (shops, restaurants, online, events) and B2B trade supply to restaurants and wine bars via a dedicated portal. Primary customer segments are wine enthusiasts and food lovers (consumer) and trade accounts (restaurants and wine bars); marketing relies on location-specific Instagram accounts, a blog-based multilingual website, and recurring producer events rather than paid digital acquisition.

Name

PAPILLES

Legal name

株式会社パピーユ

Website

https://papilles.net

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

PAPILLES (株式会社パピーユ) is a privately held Japanese specialty wine group operating under the FUJIMARU brand, combining wine retail, two in-house wineries (Osaka and Tokyo), wine-themed restaurants, and B2B trade distribution to serve wine enthusiasts and restaurants across Japan.

Ownership category

akta.pro rank

Product category

Wine retail and dining

NAICS

Wineries (312130), Drinking Places (Alcoholic Beverages) (7224), Wineries (31213)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB), Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Bars (THAFAEAF), Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

Keywords

• Wine retail sales
• Japanese wine production
• Winery operations
• Wine bar dining
• Wine subscription boxes

Headquarters

HQ city

Osaka

HQ country

Japan

HQ region

Asia

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Restaurant Dining: Full-service restaurant and wine bar operations at multiple locations (FUJIMARU 東心斎橋店, FUJIMARU 浅草橋店, RAINDROP). Offers Italian and Portuguese cuisine paired with wines. Party plans available at 4,950 yen and 7,700 yen course options.
2. Wine Retail: Wine shop sales both in-store and online. Sells own branded wines as well as imported wines from various producers. Offers seasonal wine selections, wine sets, and Bag-in-Box wines.
3. Wine Production and Sales: Operates two wineries (島之内フジマル醸造所 in Osaka and 清澄白河フジマル醸造所 in Tokyo) producing original wines. Sells proprietary wines including GLOU GLOU series, THE SUN, Delaware wines, and special cuvées.
4. Events and Tastings: Hosts tasting events, producer visits, winemaker dinners, and wine festivals. Offers all-you-can-drink plans (3,900 yen per person) during anniversary celebrations.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

PAPILLES (FUJIMARU WINE SHOP) operates two in-house wineries, multiple wine shop/diner locations, and restaurants in Osaka and Tokyo. It produces Japanese wines from locally sourced grapes (Delaware, Muscat Bailey A), sells wines in-store and online, and operates dine-in restaurants serving Italian and Portuguese cuisine paired with curated wines. The company also hosts wine tasting events, producer visits, and wine subscription services.

Product overview

PAPILLES operates a unified portfolio of wine shops, wineries, and restaurants under the FUJIMARU brand, centered around Japanese and international wines. The group includes two in-house wineries (島之内フジマル醸造所 and 清澄白河 フジマル醸造所) producing house wines, three wine shop & diner locations (東心斎橋店, 浅草橋店), one park restaurant (RAINDROP), and one dedicated Portuguese restaurant (カーザ・ダ・アンドリーニャ). The company also operates an online wine shop and hosts regular tasting events. Key products include the GLOU GLOU series (rosé, orange, white, rouge), THE SUN Delaware wine, and special seasonal tasting sets.

Differentiator

Problem solved

Functional benefit

Brands

• RAINDROP: Park restaurant and wine bar operated by the group in Osaka, featuring Portuguese-inspired cuisine and curated wine selections.
• カーザ・ダ・アンドリーニャ (Casa da Andorinha)
• キュベパピーユ (Cuvée PAPILLES)
• 生樽ワイン
• GLOU GLOU series

Products and services

• FUJIMARU Higashishinsaibashi (FUJIMARU 東心斎橋店) Wine shop and diner in Osaka's Higashishinsaibashi district offering Japanese and international wines paired with food. Also operates the Casa da Andorinha Portuguese cuisine concept.
• Shimanouchi Fujimaru Brewery (島之内フジマル醸造所) Winery and wine restaurant in Osaka's Shimanouchi district producing original FUJIMARU Japanese wines from locally sourced grapes and serving seasonal cuisine paired with house wines.
• Kiyosumi Shirakawa Fujimaru Brewery (清澄白河フジマル醸造所) Winery and restaurant in Tokyo's Kiyosumi Shirakawa area producing original FUJIMARU Japanese wines and serving seasonal cuisine. Hosts the draft wine system and operates as a Tokyo sister concept to Shimanouchi.
• FUJIMARU Asakusabashi (FUJIMARU 浅草橋店) Wine shop and diner in Tokyo's Asakusabashi district featuring seasonal Japanese cuisine paired with wines.
• RAINDROP Park restaurant in Osaka serving Portuguese-inspired cuisine and curated wine pairings, with event spaces for DJ events and maker's dinners. Functions as a venue for trade and consumer tasting events.
• Casa da Andorinha (カーザ・ダ・アンドリーニャ) Portuguese cuisine restaurant and wine shop operating within FUJIMARU Higashishinsaibashi, serving traditional Portuguese dishes paired with Portuguese wines.
• House Wines (自社ワイン) — including GLOU GLOU series, THE SUN, Delaware wines, and Cuvée PAPILLES Original wines produced in-house at Shimanouchi and Kiyosumi Shirakawa breweries, including the GLOU GLOU light-drinking series (rosé, orange, white, rouge), THE SUN Delaware wine, and Cuvée PAPILLES labels (大阪WHITE, 大阪RED, デラウェア甕仕込み).
• FUJIMARU WINE SHOP (Online Wine Shop) Online wine retail shop at wineshopfujimaru.com offering Japanese and international wines, seasonal wine sets, Bag-in-Box wines, and house wines with nationwide delivery across Japan.
• Monthly Seasonal Wine Set (スガヤの晩酌セレクト) Monthly curated 6-bottle wine subscription set (e.g., June 'Plum Rain Recovery' set) priced at 20,000 yen including tax, cool delivery, and shipping, with themed selections.
• Wine Tasting Events and Producer Visits Hosted tasting events, producer visits, winemaker dinners, and participation in wine festivals such as 阪神大ワイン祭 and おおさかワインフェス. Includes trade-only tasting seminars (Wine Experience, Vin d'or joint tastings) and consumer open tasting sales.

Quantifiable outcome

• 2,300 attendees at Osaka Wine Festival 2026

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Wine Experience (ワインエクスペリエンス)coreGTM or Marketing Partner · 14 July 2025Importer partner hosting joint tasting events at RAINDROP. Features approximately 50 varieties of wines from world-renowned producing regions, focusing on terroir-driven wines.
• Vin d'or (ヴァンドール)coreGTM or Marketing Partner · 7 July 2025French wine importer specializing in classical and modern wines from Burgundy, Champagne, and all of France. Joint tasting events featuring Neo-classic and Post-natural wineries.
• Japanese Wineries (Various)coreStrategic or Co-development PartnerDirect partnerships with Japanese wineries including 河内ワイン, 紀乃國わいん工房, Natan葡萄酒醸造所, 224winery, 福山わいん工房, and others. Producers visit retail locations for tasting events.
• Domestic Farmers and ProducerscoreStrategic or Co-development PartnerSourcing partnerships with Japanese agricultural producers for restaurant ingredients including 山形デラウェア, 宮崎都萬牛, 岩手ほろほろ鳥, and seasonal regional ingredients.
• ANTELOPE ( craft meadery)minorGTM or Marketing PartnerCraft meadery from Shiga Prefecture specializing in honey wine. Hosted collaborative maker's dinner events featuring Shin-Roku (神鹿) mead.
• Sato WinescoreStrategic or Co-development PartnerNew Zealand-based natural wine producer (佐藤ご夫妻) that produces wines using Japanese grapes at 清澄白河フジマル醸造所 under 'by Sato' series.
• 109 stand (Tokyo/Shibuya)minorGTM or Marketing PartnerTokyo venue partner hosting tasting events in Shibuya district for restaurant customers.
• sphere fukuokaminorGTM or Marketing PartnerFukuoka venue partner hosting tasting events for restaurant and bar owners in Kyushu region.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Domaine Tetta: Okayama-based boutique Japanese winery noted for Pinot Noir production. Direct comparable as a small Japanese winery whose wines are sold through FUJIMARU's network; similar scale and positioning.
• Cave de la Corporation: Specialty Japanese wine retail chain with multiple locations and curated import focus. Directly comparable wine-shop concept targeting Japanese wine enthusiasts with similar multi-location retail model.
• Lumiere Winery: Yamanashi boutique winery producing premium Japanese wines with direct retail and restaurant channels. Comparable in size, Japanese grape focus, and vertically integrated producer-retailer model.
• Grace Wine: Boutique Japanese winery in Yamanashi specializing in Koshu and Muscat Bailey A wines with on-site winery tours and tastings. Closest peer in terms of small-scale premium Japanese wine production with direct-to-consumer channels.
• ENOTECA: Japanese wine-focused restaurant and retail chain serving Italian-leaning wine cuisine. Comparable hybrid wine bar/restaurant/retail model in urban Japanese locations, with similar monthly wine subscription offerings.
• Izutsu Winery: Boutique Hokkaido winery producing Japanese and hybrid wines with on-premise restaurant and retail. Comparable vertically-integrated small winery + restaurant concept in a regional Japanese market.
• Tsuruuma Winery: Yamanashi boutique winery producing Japanese varietal wines with direct consumer sales and tasting room operations. Comparable in scale, Japanese grape focus, and producer-direct retail approach.

Broad incumbents

• Suntory Wines: Wine arm of Suntory producing imported and domestic brands with national retail distribution. Comparable Japanese wine manufacturer but operating at much larger scale across multiple price tiers and channels.
• Manns Wines (Kirin Holdings): Major Japanese wine producer under Kirin with established retail and restaurant partnerships. Competes in the same Japanese wine category but with broader portfolio and supermarket-channel reach.
• Château Mercian (Kirin Holdings): Japan's largest domestic winery owned by Kirin, producing wines from Japanese and international grape varieties. Comparable as a Japanese wine producer but at far larger scale with national distribution through Kirin's wholesale network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wineshopfujimaru
• Instagraminstagram.com/wineshopfujimaru
• LinkedInlinkedin.com/company/papilles-ltd

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PAPILLES