With innovative cheese products, Rokko Butter is expanding internationally, while addressing environmental concerns. Known for quality and creativity, its QBB brand pushes boundaries through market-specific products and sustainability.
By Sasha Lauture and Bernard Thompson
Rokko Butter, a leader in Japan’s cheese industry, has long-standing recognition for its innovative products. Its flagship brand, QBB, is a major presence in the domestic market, selling over 200 million units of its bitesize Baby Cheese annually. Known for pioneering products like the world’s first stick-type cheese and Japan’s first individually-wrapped sliced cheese, QBB is a staple in Japanese households. Now, the company is setting its sights on bolstering its international reach.
Since 2017, Rokko Butter has focused on expanding its overseas exports, currently shipping products to nine countries, primarily in Asia. A key target for growth is Vietnam, a country with a young and dynamic population. "It’s essential to capture overseas demand for long-term growth," says President Hiroyasu Tsukamoto. With 86 percent of the population under 60 and a growing economy, Vietnam presents an important opportunity, as its consumers value high-quality Japanese goods like Rokko Butter’s unique product lineup.
One of the company’s key international strategies has been adapting its products to local tastes and formats. Mr. Tsukamoto notes, for example: “Based on consumers’ needs in Southeast Asia and other regions, we’ve launched a compact-size, candy-shaped cheese.” This ability to localize offerings, while maintaining the quality that defines Japanese food, is a cornerstone of Rokko Butter’s global ambitions.
Expanding internationally comes with challenges, particularly in human resource development. Mr. Tsukamoto explains that employee training for overseas markets requires substantial investment, as staff need to be proficient in areas like international trade, contract management and marketing. Addressing these needs, Rokko Butter has developed detailed programs aimed at equipping employees with the skills they need.
Rokko Butter’s focus on sustainability as part of its international strategy has led the company to introduce eco-friendly packaging solutions—utilizing biomass materials and FSC-certified paper—and commit to minimizing food waste, converting production losses into animal feed and other sustainable uses. What’s more, the firm’s efforts to reduce its environmental impact have prompted it to launch PLANT MADE, a cheese substitute created from plant-based ingredients.
Looking forward, Rokko Butter has ambitious plans to further its international expansion. In addition to its Asian presence, the company aims to enter new markets in North America, Europe, and eventually South America and Africa. Expanding into these regions will require the continued development of localized products, as well as innovations such as shelf-life extension for longer shipping times. Despite the challenges ahead, Mr. Tsukamoto remains confident in Rokko Butter’s ability to become the world’s leading processed cheese manufacturer by continuing to innovate and adapt to changing global demands.
To hear more from President Hiroyasu Tsukamoto of Rokko Butter, check out this interview with him
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