What Fujiya does

Fujiya Co., Ltd. (株式会社不二家) is a Japanese confectionery company that produces and sells Western-style sweets, packaged snacks, beverages, and character-branded merchandise. Founded in 1938 and headquartered in Tokyo (Bunkyo-ku), the company operates through more than 736 retail locations spanning all 47 prefectures of Japan, including directly operated Fujiya Western Confectionery (不二家洋菓子店) shops, franchise outlets, department store concessions, specialty store concepts, and restaurants. Leadership is held by President and CEO Kawamura Nobuyuki (河村宣行), and the company is listed on the Tokyo Stock Exchange (TYO:2211) with 1,001–5,000 employees. The company is privately held per one source contradicting the public listing, but the firmographic data and disclosed financial statements support public-company status.

The product portfolio centers on flagship brands Milky milk candy (launched 1951 at the Ginza shop), LOOK chocolate bars, Country Ma'am chocolate chip cookies, and Home Pie snacks, alongside fresh cakes and pastries sold through the Western Confectionery shop network. Character IP — anchored by the Peko-chan mascot created in the 1950s — extends through Poko-chan, the newly launched 'Peko-chan, Poko-chan and Their Fun Friends' lineup (January 2026), and licensed collaborations with Anpanman (Sanrio/Froebel-kan) and Shirotan. Sub-brand retail formats include Peko-chan Milky Donuts, Peko-chan Milky Time cafes, milky70 since1951 specialty shops, Pekolicious, CAFE FUJIYA, B-Rサーティワン co-located stores, and the Anpanman & Peko Kitchen family restaurant.

The business model is dominated by physical retail — directly operated stores, franchise fees, and concession/wholesale placement in department stores and shopping malls — supplemented by direct-to-consumer e-commerce via Family Town (family-town.jp) and FUJIYA Sweets.com for nationwide delivery. Pricing is unit-based across low-ticket confectionery (¥209–¥2,000) and mid-ticket restaurant experiences (¥6,500–¥41,000 at the Ginza Miyachiku teppanyaki restaurant). Go-to-market is supported by a multi-channel social presence (X, Instagram, Facebook, YouTube, TikTok, LINE) and seasonal pop-up events at high-traffic venues including Tokyo Station.

Name

Fujiya

Legal name

株式会社不二家

Website

https://fujiya-peko.co.jp

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Fujiya Co., Ltd. is a Japanese confectionery company producing Western-style sweets, packaged snacks, and character-branded merchandise through 736+ retail stores across Japan. It serves mass-market consumers via its Milky, LOOK, and Country Ma'am brands plus character IP including Peko-chan and Anpanman.

Ownership category

akta.pro rank

Product category

Confectionery & Bakery

NAICS

Confectionery Manufacturing from Purchased Chocolate (311352), Nonchocolate Confectionery Manufacturing (31134), Cookie and Cracker Manufacturing (311821), Ice Cream and Frozen Dessert Manufacturing (311520), Other Specialty Food Retailers (44529), All Other Specialty Food Retailers (445298)

SIC

Sugar & Confectionery Products (2060), Cookies & Crackers (2052), Bakery Products (2050), Food And Kindred Products (2000), Ice Cream & Frozen Desserts (2024), Retail-Food Stores (5400), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Ice Cream & Refrigerated Desserts (CRADACAE)

akta.pro secondary industry

Frozen Yogurt Shops (THAFAGAB)

Keywords

• Japanese confectionery
• Western-style pastries
• Packaged snacks
• Character merchandise
• Bakery retail

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Confectionery Products: Sales of Japanese sweets, chocolates, biscuits, candies, and seasonal products through retail stores and e-commerce channels
2. Western-style Pastry and Cakes: Fresh cakes, pastries, and celebration cakes sold through Fujiya Patisserie stores
3. Character Merchandise: Peko-chan and related character merchandise including goods, acrylic charms, and limited-edition items
4. Restaurant Operations: Fujiya Restaurant chain including teppanyaki restaurant 'Ginza Miyachiku' at竹芝
5. Franchise Revenue: Franchise fees and revenue from franchisee store network

Pricing tiers

Distribution channels7 records

Marketing channels9 records

Core offering

Fujiya is a Japanese confectionery manufacturer and retailer that produces and sells Western-style cakes, pastries, chocolates, biscuits, candy, and gummy products under its own brands (Milky, LOOK, Country Ma'am, Home Pie). The company also sells character merchandise featuring its iconic Peko-chan and Poko-chan mascots and licensed characters (Anpanman), and operates a restaurant chain including a teppanyaki specialty restaurant. Products are distributed through 736+ physical stores across Japan, specialty cafe formats, and direct-to-consumer e-commerce channels.

Product overview

Fujiya (株式会社不二家) is a Japanese confectionery company offering a diverse portfolio of Western-style sweets and snacks. The core product lines include fresh cakes and Western confections sold through Cake/Western Sweets stores, and packaged snacks (chocolate, biscuits, candy, gummy) through Snacks/Drinks. Key sub-brands include LOOK Chocolate, Country Ma'am cookies, Home Pie, and the iconic Milky candy brand (since 1951). The company operates multiple retail formats including specialty stores (Peko-chan Milky Donuts, milky70 since1951, Peko-chan Milky Time), cafes (CAFE FUJIYA), full-service restaurants, and the Ginza Miyachiku teppanyaki restaurant. E-commerce is served through Family Town online shop and FUJIYA Sweets.com. The company also holds character licenses including Anpanman and has recently launched new character lines (Peko-chan, Poko-chan and Their Fun Friends in 2026) and collaborations (Shirotan). With over 736 physical store locations across Japan, Fujiya represents a multi-format retail confectionery operation.

Differentiator

Problem solved

Functional benefit

Brands

• milky: Brand for Milky candy and related products, including soft cream, donuts, and beverages featuring the Milky flavor.
• LOOK
• カントリーマアム (Country Ma'am)
• ホームパイ (Home Pie)
• 不二家洋菓子店 (Fujiya Western Confectionery)
• ペコちゃん (Peko-chan)
• ポコちゃん (Poko-chan)
• それいけ！アンパンマン (Anpanman)
• Pekolicious
• FUJIYA Heart Collection
• FUJIYA CONFECTIONERY
• 不二家レストラン (Fujiya Restaurant)
• العائلةファミリータウン (Family Town)
• 不二家洋菓子店 Sweets .com

Products and services

• Cake and Western-Style Pastries (ケーキ・洋菓子) Fresh cakes, pastries, and Western-style confections (including celebration cakes and gift items) sold at Fujiya Western Confectionery stores nationwide for individual consumers and gifting occasions.
• Packaged Snacks and Drinks (お菓子・ドリンク) Packaged shelf-stable confectionery products including chocolate bars, biscuits, pies, candy, gummy, and bottled/canned beverages sold through retail stores and various brand-specific sites for individual consumer consumption.
• LOOK Chocolate Fujiya's chocolate bar brand with multiple variants and flavors, sold through retail distribution.
• Country Ma'am Chocolate Chip Cookies (カントリーマアム) Fujiya's chocolate chip cookie brand, with sub-lines including chocolate-covered variants, sold through retail distribution.
• Home Pie (ホームパイ) Fujiya's pie-based snack product sold through retail distribution.
• Milky Candy and Pop Candy (ミルキー) Iconic milk-flavored soft candy brand since 1951 featuring the Peko-chan character, available in multiple formats including classic candy, soft serve, and beverages.
• Peko-chan Milky Donuts (ペコちゃんmilkyドーナツ) Specialty donut chain concept featuring Milky-flavored donuts including plain, chocolate, and seasonal flavors for individual consumer purchase at specialty store locations.
• Peko-chan Milky Time (ペコちゃんmilkyタイム) Small cafe concept featuring Milky-based sweets and beverages, offering drinks, muffins, pies, cakes, soft serve, and set menus for individual consumer purchase.
• milky70 since1951 Specialty Store Specialty store concept celebrating the Milky brand's 70th anniversary, launched at the original Ginza location. Features premium Milky soft serve and specialty drinks priced from ¥400 to ¥480.
• Anpanman Collaboration Products Cakes and character merchandise featuring the Anpanman character franchise, including Anpanman-themed birthday cakes sold at Fujiya stores across Japan under Sanrio license.
• Peko-chan, Poko-chan and Their Fun Friends Character Line New character lineup launched January 2026 expanding Fujiya's iconic Peko-chan and Poko-chan characters with additional friend characters, applied across sweets and merchandise priced from ¥220 to ¥660 per item.
• Shirotan Collaboration Pop-Up Shop Shirotan character-themed merchandise and sweets including keychains, acrylic charms, themed cakes, donuts, and Baumkuchen sold at a temporary pop-up event at Tokyo Station from July 24 to August 6, 2026, with prices ranging from ¥286 to ¥2,000.
• Ginza Miyachiku Teppanyaki Restaurant (銀座みやちく) Miyazaki beef specialty teppanyaki restaurant and terrace lounge operated by Fujiya. Located at Mesm Tokyo, Autograph Collection 4F. Lunch courses from ¥9,500, dinner from ¥15,000, with a 10% service charge applying for dinner.
• Fujiya Restaurants (不二家レストラン) Full-service restaurant format under the Fujiya brand offering family dining.
• Family Town Online Shop (ファミリータウン) Official Fujiya online shopping website selling Peko-chan merchandise and various sweets via nationwide delivery.
• FUJIYA Sweets.com Online Reservation and Delivery Online reservation and delivery service for Fujiya Western Confectionery products, delivering seasonal limited items nationwide.
• Anpanman & Peko Kitchen (アンパンマン＆ペコズキッチン) Family restaurant format featuring Anpanman-themed dishes and character appearances, located at Anpanman museums and shopping centers.
• Pekolicious Specialty Store Specialty store concept offering Fujiya confectionery products at high-end retail locations such as Abeno Harukas Kintetsu Main Store.
• CAFE FUJIYA Cafe format offering Fujiya products with cafe-style service for individual consumer sit-down dining.

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

One partnership is on record.

• Industry Trend Partners (Calbee, Itoham)minorStrategic or Co-development Partner · 1 June 2026Fujiya is part of an industry trend with Calbee and Itoham in simplifying Japanese food packaging designs by reducing printing colors to address rising raw material costs and ESG goals.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Morinaga & Co: Historic Japanese confectionery and food company directly competing with Fujiya in caramels, chocolates, cookies, and cake ingredients, with comparable national retail footprint and long-standing brand heritage.
• Kameda Seika: Japanese rice cracker and confectionery company with comparable scale and a mix of branded snacks and traditional Japanese sweets, overlapping Fujiya in cookies/crackers and mass-market confectionery distribution.
• Ezaki Glico: Major Japanese confectionery manufacturer (Pocky, Glico caramels, etc.) competing directly with Fujiya in chocolates, cookies, candy, and snack categories across Japan. Both are heritage Japanese CPG brands with national retail distribution.
• Bourbon: Japanese confectionery manufacturer focused on cookies, biscuits, and snack cakes, competing with Fujiya's Country Ma'am, Home Pie, and Western-style pastry lines in mainstream Japanese retail.
• Meiji Holdings: One of Japan's largest confectionery and dairy producers (Meiji chocolate, Galaxy, xylitol gum), competing with Fujiya across chocolate, candy, and snack categories with superior scale and R&D resources.
• Kasugai: Japanese confectionery company specializing in candies, gummies, and traditional Japanese sweets, directly competing with Fujiya's Milky candy and gummy product lines in the Japanese mass market.
• Lotte: Korean-headquartered confectionery major with significant Japan operations, competing directly with Fujiya in chocolates, gum, candy, and ice cream, with comparable retail presence and product portfolio breadth.

Broad incumbents

• Lindt & Sprüngli: Global premium chocolate company competing with Fujiya in the premium chocolate and gifting segments in Japan, particularly through department store and specialty retail channels where Fujiya's LOOK brand is also positioned.
• Calbee: Japan's dominant snack food company (potato chips, snacks) and industry partner to Fujiya in packaging ESG initiatives. While more focused on savory snacks, it competes for similar shelf space, consumer occasions, and retail buyer relationships.
• Itoham Foods: Major Japanese processed food manufacturer partnering with Fujiya in packaging ESG initiatives. While primarily meat/hamburg-focused, it overlaps with Fujiya in mass-market Japanese food retail and brand management.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fujiya_jp
• YouTubeyoutube.com/@%E4%B8%8D%E4%BA%8C%E5%AE%B6%E6%B4%8B%E8%8F%93%E5%AD%90%E5%BA%97%E5%85%AC%E5%BC%8F%E3%83%81%E3%83%A3
• Facebookfacebook.com/FUJIYA.jp
• Instagraminstagram.com/fujiya_sweets
• TikToktiktok.com/@fujiyacp
• LinkedInlinkedin.com/company/fujiya-co.

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Fujiya