Fujin Tree Group

What Fujin Tree Group does

Fujin Tree Group (legal name Fujin Tree Cultural Innovation Technology Co., Ltd., 富錦樹文創科技股份有限公司) is a privately held Taiwan lifestyle conglomerate founded in 2012 by Wu Yujie (Jay Wu) and headquartered in Taipei, with stated headcount of 51–100 employees. The group operates a portfolio of sub-brands across food and beverage, curated retail, media, events, and lifestyle services. Its F&B arm includes Fujin Tree Taiwanese Cuisine & Champagne (Michelin one-star 2021 and 2022, with locations in Taipei Dunbei and Dazhi plus a Tokyo Nihonbashi branch opened in September 2019), Fujin Tree Café (Taipei Fuxin and Dunhua, plus Taichung Mitsui Outlet), the BAO XIANG private dining room, and the Solar Eclipse Champagne Japanese-cuisine concept.

The retail and curation layer centres on Fujin Tree 355 Select Shop (founded 2012 in Taipei's Fuxin area, managed by principal Midori) and greendays by Fujin Tree, a florist and lifestyle concept within the FUJIN TREE Landmark at Huashan Cultural Park. The group also operates the Taiwan agency for Swiss eco-bag brand FREITAG and previously ran Japanese fashion brand agencies (BEAMS, UNITED ARROWS, B.C STOCK, Journal Standard). The media arm is haveAnice, an online lifestyle platform paired with haveAnice...Shop e-commerce and a quarterly print newspaper. Events include the haveAnice Festival, Culture & Coffee Festival, and Culture & Art Book Fair, aggregating 50–160 Taiwan-Japan brands per edition. Private-label products include Rich Egg salted duck egg cookies (NT$350/box) and the Hao Hao gift series with Taiwan Hu Brewery and Spring Pool Glass; Relaxing Trip is a wellness/spa sub-brand.

The revenue model is transaction-based across five streams — F&B operations, retail/select shop, online media and e-commerce, events/exhibitions, and private-label products — distributed through owned retail stores, department store/outlet locations, e-commerce, and a single overseas location in Japan. GTM is direct-to-consumer targeting lifestyle-conscious urban consumers in Taiwan with early Japan expansion, supported by social media (Instagram, Facebook, LINE), the haveAnice content platform, and event-driven experiential marketing. No funding rounds, acquisitions, or PE/VC ownership are disclosed, and the company appears entirely founder-controlled.

Name

Fujin Tree Group

Legal name

富錦樹文創科技股份有限公司 (Fujin Tree Cultural Innovation Technology Co., Ltd.)

Website

https://fujintreegroup.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Fujin Tree Group is a Taiwan lifestyle conglomerate founded in 2012 by Jay Wu that operates restaurants, cafés, curated select shops, media, and events for urban lifestyle-conscious consumers in Taipei, Taichung, and Tokyo, anchored by a Michelin-starred Taiwanese cuisine brand.

Ownership category

akta.pro rank

Headquarters

HQ city

Taipei

HQ country

Taiwan

HQ region

Asia

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales

Revenue model

1. Food & Beverage Operations: Restaurant and cafe operations including Fujin Tree Taiwanese Cuisine & Champagne (fine dining) and Fujin Tree Café (casual dining). Generates revenue through dine-in service, private dining rooms, and food & beverage sales.
2. Retail & Select Shop: Fujin Tree 355 select shop retailing curated apparel and lifestyle products. Also operates FREITAG brand agency. Revenue from product sales.
3. Online Media & E-commerce: haveAnice online media platform providing lifestyle content and haveAnice...Shop for e-commerce sales of featured products.
4. Events & Exhibitions: Organizing lifestyle events including haveAnice Festival, Culture & Coffee Festival, Culture & Art Book Fair, and various pop-up exhibitions. Revenue from ticket sales, sponsorships, and brand partnerships.
5. Private Label Products: Own brand products including 'Fu Dan' (Rich Egg) salted duck egg cookies sold as premium souvenirs/gifts at NT$350 per box.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Fujin Tree Group operates a portfolio of lifestyle businesses including Taiwanese fine-dining restaurants (Fujin Tree Taiwanese Cuisine & Champagne), specialty cafés (Fujin Tree Café), curated select shops (Fujin Tree 355), the FREITAG brand agency, the haveAnice online media platform with e-commerce, and lifestyle event curation such as the Culture & Coffee Festival and haveAnice Festival. The group also operates greendays by Fujin Tree (florist), Relaxing Trip (wellness/spa), and private-label products such as Rich Egg Salty Duck Egg Cookies.

Product overview

Fujin Tree Group is a Taiwan-based lifestyle industry conglomerate that operates across multiple sectors including food & beverage, retail select shops, media, events, and consulting services. Founded in 2012, the group started with product curation and international fashion agency before expanding into restaurants, cafés, media platforms, and event planning. The core product portfolio includes: Fujin Tree Taiwanese Cuisine & Champagne (awarded Michelin star), Fujin Tree Café (café chain with multiple locations), Fujin Tree 355 Select Shop (curated lifestyle retail), FREITAG (Swiss eco-bag brand distribution), haveAnice (online media platform), and haveAnice...Shop (e-commerce). Supporting offerings include gift products like Rich Egg cookies and the Hao Hao gift series, event series like Culture & Coffee Festival and HaveAnice Festival, plus spa service Relaxing Trip. The company vision is 'Bring Taiwan into the world, bring the world into Taiwan.'

Differentiator

Problem solved

Functional benefit

Brands

• Fujin Tree Taiwanese Cuisine & Champagne: Award-winning Taiwanese cuisine restaurant combining local dishes with French champagne dining experience. Received Michelin star in 2021 and 2022.
• Fujin Tree 355
• Fujin Tree Cafe
• haveAnice
• greendays by Fujin Tree
• FREITAG Taiwan

Products and services

• Fujin Tree Taiwanese Cuisine & Champagne Fine-dining Taiwanese cuisine restaurant with a champagne pairing program, serving as the flagship dining venue of the group with Michelin recognition.
• Fujin Tree Café Specialty coffee shop chain offering a curated café experience as part of the group's lifestyle portfolio.
• Fujin Tree 355 Select Shop Curated multi-brand select shop offering lifestyle goods, operating physical stores in Taiwan and Japan under the principal Midori.
• FREITAG Taiwan agency operations Brand agency operations handling the FREITAG brand in Taiwan as part of the group's portfolio of represented international labels.
• haveAnice Online lifestyle media platform publishing editorial content covering dining, design, and culture as part of the group's content ecosystem.
• haveAnice...Shop E-commerce store offering curated lifestyle products, complementing the haveAnice media platform.
• greendays by Fujin Tree Florist and lifestyle concept store offering plants, flowers, and curated lifestyle goods under the Fujin Tree umbrella.
• Rich Egg Salty Duck Egg Cookies Private-label packaged cookie product (priced at NT$350 per box) sold through the group's retail and e-commerce channels.
• Relaxing Trip Wellness and spa service offering under the Fujin Tree Group lifestyle portfolio.

Quantifiable outcome

• Michelin star recognition 2021 and 2022
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• FREITAGcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2019Swiss eco-friendly bag brand founded by Markus and Daniel Freitag in 1993. Uses recycled truck canvas, seatbelts, and bicycle tire inner tubes. Fujin Tree Group operates FREITAG retail stores in Taiwan as official agency partner.
• Taiwan Hu Brewery (臺虎精釀)minorStrategic or Co-development PartnerCollaboration on '好好喝啤酒' (Hao Hao Drink Beer) series products - craft beer collaboration featuring festive red and gold packaging with Taiwanese dumpling and plastic bag designs.
• Spring Pool Glass (春池玻璃)minorStrategic or Co-development PartnerCollaboration on '好好乾一杯' (Hao Hao Gan Yi Bei) series - beer glassware featuring Taiwanese-inspired designs. Partnership created unique craft beer glassware products.
• Seibu Railway (西武鐵路)minorStrategic or Co-development PartnerDecember 2017 collaboration featuring photography exhibition 'If One Day We Want to Go Tokyo Suburbs' showcasing Seibu Railway stations and local culture. haveAnice media organized exhibition and created FREE NOTE guide.

Scale indicators3 records

Recent moves16 records

Expansion highlights5 records

Direct peers

• BEAMS: Japanese multi-brand lifestyle company operating select shops, cafés, restaurants, and curated apparel across more than 150 brands. Most directly comparable peer because of its similar lifestyle-conglomerate model spanning retail, F&B, and cultural curation.
• United Arrows: Japanese select shop and lifestyle group operating multiple retail banners, F&B concepts, and agency brands. Comparable to Fujin Tree's model of curating international designers, operating multiple sub-brands, and integrating cafés with retail.
• SHIPS: Japanese select shop group operating curated fashion, lifestyle, and F&B concepts. Comparable as a multi-banner Japanese lifestyle retailer blending agency brands with proprietary stores.
• plain-me: Taiwanese select shop and curated apparel brand that has collaborated with Fujin Tree on a FREITAG pop-up. Comparable domestic peer in the Taiwan curated-lifestyle-retail category with similar target customer.
• Culture Convenience Club (Tsutaya / T-Point): Japanese lifestyle conglomerate combining content/media (Tsutaya), retail bookstores, and café concepts. Closely parallels Fujin Tree's media-plus-physical-experience model via haveAnice and its integrated shop/restaurant ecosystem.
• Tomorrowland: Japanese select shop operator with international designer curation and integrated café concepts. Comparable mid-sized lifestyle retailer with similar emphasis on curation and international brand exclusives.

Regional players

• Din Tai Fung: Taiwan-originated Michelin-recognized restaurant group with extensive international expansion. Comparable as a Taiwan-rooted F&B brand that has successfully scaled abroad and earned Michelin and international media recognition.
• Pompom Therapy / Chou Chou (Taiwan lifestyle retail): Taiwanese lifestyle and floral concept brand. Comparable as a regional player operating within the same Taipei lifestyle-consumer segment that Fujin Tree's greendays and 355 select shop target.

Broad incumbents

• MUJI (Ryohin Keikaku): Global lifestyle retail and hospitality brand offering curated apparel, home goods, and cafés. Comparable as a broader lifestyle incumbent, though operating at much larger scale and with own-brand rather than curated-agency model.
• Isetan Mitsukoshi: Major Japanese department store operator that curates premium lifestyle, food halls, and dining experiences. Fujin Tree's Café has operated within Mitsui Outlet Taichung, illustrating the comparable department-store/F&B retail convergence.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/fujintree355

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries7 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 Fujin Tree Group