How to sell your brand to a Japanese family business
Posted On August 11, 2021
Businesses in Japan often have difficulty getting a foothold in the country because they don’t have a local brand, even though many are owned by foreigners.
A key factor in Japanese families’ decision to acquire a brand is their parents’ desire to support them financially.
They want to give their kids the tools they need to succeed, including a career in the family business.
The Babin family business specializes in baking products.
They’re known for their delicious products and customer service.
But their brand has grown in popularity with a Japanese audience that wants a local product that they can use.
“I’ve grown up here and seen so many things about Japanese food that I don’t understand,” said Jiji, who grew up in Japan and now lives in the U.S. “But there are so many great products here that I want to be part of.”
Their family business has been a favorite for years, said Jodi Baumann, senior vice president at Jiji.
Her family has a large grocery business, and she loves seeing the results of her family’s baking business.
She said the Babin brand has been especially popular with customers.
“It’s been really good for our sales,” she said.
“I think they’re really happy to see it’s become a hit.”
The Babbens have expanded to other markets in Japan, and now have branches in Korea, China and Australia.
The family also has offices in the Philippines and Germany.
The Jiji family sells products online and through the company’s stores.
But the Babbans also offer online shopping in addition to their bakery and online delivery services.
“We’re here to serve our customers,” said Baumann.
“It’s just that people aren’t used to having it in the home.”
To help with the transition, the family has started a website called JijiBaba, which sells Japanese baking products through an online marketplace.
It has over 7,500 reviews and has more than 2.5 million views.
“When we started it, we didn’t even know that there was such a market,” said Tatsumi, the elder Babben.
“Now we’re able to give people information and help them learn Japanese so they can start their own business.”
It’s not all good news for a family business with a strong brand in Japan.
The U.K. is trying to boost the popularity of local baking by banning imports of certain types of sugar, as well as food ingredients that have been genetically modified.
The Babin’s business has experienced some success, but Baumann said they’re still struggling to get traction.
“The fact that we’re trying to compete against imports is really hard,” she added.