What UFM Fuji Super does

UFM Fuji Super Co., Ltd. is a Bangkok-based Japanese-Thai specialty supermarket chain founded in 1985, operating 5 physical retail branches across Bangkok on extended daily hours (08:00-22:00). The company sells Japanese and Thai groceries, fresh produce (vegetables, fish, meat, fruit), confectionery, seasonings and frozen food, household and hygiene items, and a delicatessen of ready-to-eat Thai and Japanese dishes prepared by chefs, anchored by the positioning "Thai Smiles Japanese Styles." Its target customers are Thai consumers seeking Japanese-quality products at accessible prices, Japanese expatriates in Thailand (supported by Japanese-speaking managers at Branches 1 and 2), and tourists purchasing Thai-Japanese souvenirs and gift hampers. The company is privately held, with no parent, no institutional investors, and no disclosed revenue.

The business operates a multi-channel retail model combining 5 physical storefronts with an e-commerce platform at ufmfujisuper.com that supports member login, shopping cart, checkout, and multi-language content in Thai, English, and Japanese. A delivery service via online ordering is stated as planned to launch in 2025. The technology stack is conventional web e-commerce with no disclosed AI, API, or proprietary automation. Marketing is executed through a multi-channel digital program covering Facebook (UFMFUJISUPEROfficial), Instagram (@ufmfujisuper.official), YouTube (@ufmfuji), LINE Official Account (@ufmfujiofficial), email, and an extensive blog library covering recipes, seasonal foods, Japanese culture (Setsubun, Hinamatsuri, Obon, Tanabata, etc.), news, tips, and FAQs.

The revenue model is straightforward retail: direct in-store and online sales of branded items priced individually in Thai Baht on a pay-as-you-go basis, with no subscription or membership fees. Parking validation is provided at branches subject to minimum purchase thresholds. The company holds a single disclosed product-supplier partnership with Cha Tra Mue (Thailand's leading tea brand since 1945) for tea bags and 3-in-1 formula products, and is PDPA-compliant for personal data handling. Revenue figures, headcount, ownership structure, and management team are not disclosed in available sources.

Name

UFM Fuji Super

Legal name

UFM Fuji Super Co., Ltd.

Website

https://ufmfujisuper.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

UFM Fuji Super is a Bangkok-based Japanese-Thai specialty supermarket chain founded in 1985, operating 5 retail branches and an e-commerce platform selling Japanese and Thai groceries, fresh produce, and prepared meals to Thai consumers, Japanese expatriates, and tourists.

Ownership category

akta.pro rank

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Physical in-store retail sales across 5 branches. Products include Japanese food, fresh produce, prepared dishes, household items, and imported goods. Customers purchase directly at store counters with various payment options.
2. Online Sales: E-commerce platform with shopping cart system. Online ordering for delivery expected to launch in 2025, enabling direct-to-consumer sales through digital channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

UFM Fuji Super operates a Japanese-Thai supermarket chain selling fresh produce, fish, meat, fruits, confectionery, dried and pasteurized foods, seasonings, frozen foods, hygiene products, household items, and ready-to-eat delicatessen meals prepared by chefs. Products are sold across five physical branches in Bangkok and an own e-commerce website, targeting Thai consumers, Japanese expatriates, and tourists seeking authentic Japanese-quality products at accessible Thai prices.

Product overview

UFM Fuji Super is a Japanese-Thai supermarket chain offering a diverse range of food and household products across 10 main categories: Dried/Pasteurized Food, Hygiene Products, Vegetables, Fish, Meat, Fruit, Confectionery, Seasonings/Frozen Food, Household items, and Delicatessen. The store specializes in Japanese products with Thai influences ('Thai Smiles Japanese Styles'), offering high-quality fresh items, imported confections, and ready-to-eat meals prepared by experienced chefs specializing in both Thai and Japanese cuisine. The product portfolio includes Japanese staples like miso soup, Thai tea-flavored snacks, fresh produce, and specialty items like Thai herbal products.

Differentiator

Problem solved

Functional benefit

Products and services

• Dried/Pasteurized Food A supermarket department offering preserved food products including dried and pasteurized items.
• Hygiene Product A supermarket department offering personal hygiene and wellness products.
• Vegetable A supermarket department offering fresh vegetables including seasonal Thai and Japanese varieties.
• Fish A supermarket department offering fresh fish and seafood products.
• Meat A supermarket department offering fresh meat products.
• Fruit A supermarket department offering fresh fruits including seasonal tropical fruits.
• Confectionary A supermarket department offering sweets, snacks, and confectionery products including Japanese and Thai varieties.
• Seasonings/Frozen Food A supermarket department offering cooking seasonings, sauces, and frozen food products.
• Household A supermarket department offering household items and daily necessities.
• Delicatessen A supermarket department offering ready-to-eat meals and delicatessen items prepared by experienced chefs specializing in Thai and Japanese cuisine.
• MISOYA No Makanai Miso Soup White 121g Japanese miso soup product with white miso, 121 grams, sold to consumers seeking authentic Japanese pantry staples.
• MISOYA No Makanai Miso Soup Koji 104.5g Japanese miso soup product with koji, 104.5 grams, sold to consumers seeking authentic Japanese pantry staples.
• Sriwanna Coconut Wafers with Thai Tea Chocolate 90g Coconut wafer cookies with Thai tea chocolate flavor, 90 grams, sold as a Thai-Japanese fusion confectionery item.
• Sriwanna Crispy Thai Tea Chocolate Coconut Cup 90g Crispy coconut cup with Thai tea chocolate, 90 grams, sold as a Thai-Japanese fusion confectionery item.
• Sriwanna Coconut Crispy Rolls with Thai Tea Chocolate 60g Coconut crispy rolls with Thai tea chocolate, 60 grams, sold as a Thai-Japanese fusion confectionery item.
• Sriwanna Coconut Crispy Rolls with Thai Tea 80g Coconut crispy rolls with Thai tea, 80 grams, sold as a Thai-Japanese fusion confectionery item.
• Doi Kham Mango Gummy 150g Mango-flavored gummy candy, 150 grams, sold as a Thai confectionery item.
• Mai Thong Herbal Shampoo with Kaffir Lime 250ml (ไหมทอง แชมพูสมุนไพร มะกรูด 250 ML.) Thai herbal shampoo with kaffir lime, 250ml, sold as a Thai personal-care product.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Cha Tra MueminorOthersCha Tra Mue (ชาตรามือ), Thailand's number one tea brand since 1945, supplies traditional Thai tea products sold at UFM Fuji Super. Products include tea bags and 3-in-1 formula for drinks and baking ingredients.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Tops (Central Retail): Thai supermarket chain under Central Group, with Tops Market, Tops Fine Food, and Central Food Hall formats. Comparable multi-format grocery competitor operating across Bangkok, with stronger scale and parent-group backing.
• Central Food Hall: Premium supermarket concept under Central Group, located in Bangkok's high-end malls. Overlaps with UFM Fuji Super in imported Japanese goods, premium fresh produce, and prepared foods targeting affluent Thai and expatriate customers.
• Villa Market: Specialty supermarket chain in Thailand focused on imported and premium products. Comparable to UFM Fuji Super in its emphasis on imported assortment, fresh prepared foods, and an expat/international customer base in Bangkok.
• Don Don Donki (PPIH): Japanese discount supermarket (PPIH) that has expanded into Thailand, offering Japanese food, fresh produce, and prepared meals. Direct competitor for Japanese-assortment, expat, and tourist customers in Bangkok.
• Gourmet Market (The Mall Group): Specialty supermarket concept under The Mall Group operating in Bangkok. Comparable in positioning to Central Food Hall and UFM Fuji Super, focusing on premium and imported products in mall-based locations.
• Foodland: Established Thai supermarket chain with multiple Bangkok locations, offering fresh produce, imported goods, and prepared foods. Comparable in store format and target customer base to UFM Fuji Super's general Thai consumer segment.
• MaxValu (Aeon) Thailand: Japanese supermarket chain (part of Aeon Group) operating in Thailand. Most directly comparable to UFM Fuji Super as a Japanese-style supermarket serving Thai consumers and Japanese expatriates with imported Japanese goods and prepared foods.

Broad incumbents

• Big C Supercenter: Mass-market Thai hypermarket chain with broad nationwide footprint. Competes with UFM Fuji Super for general grocery spend but lacks the Japanese-specialty depth; represents the price-led alternative rather than a direct format competitor.
• 7-Eleven Thailand (CP All): Thailand's largest convenience store chain, offering imported Japanese snacks, bento, and household essentials. Competes with UFM Fuji Super for convenience-trip Japanese imports and prepared meals, but lacks full-grocery supermarket format.

Regional players

• Lawson (Thailand): Japanese convenience store chain with locations in Bangkok, offering Japanese snacks, bento, and ready-to-eat items. Adjacent competitor for the Japanese-import and prepared-meals need, though operating in a convenience-store format rather than full supermarket.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@ufmfuji
• Facebookfacebook.com/UFMFUJISUPEROfficial
• Instagraminstagram.com/ufmfujisuper.official
• LinkedInlinkedin.com/company/ufm-fuji-super-company-limited

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 UFM Fuji Super