NIPPN Rising: Flourishing in Global Food Markets

By Paul Mannion

NIPPN CORPORATION, a Japanese comprehensive food company, is on a path to global expansion. As part of this strategy, the firm invested in Utah Flour Milling in 2023 as its first investment in an overseas flour milling company, and is seeking to strengthen its competitiveness in North America. Under the leadership of President and CEO Toshiya Maezuru, the company continues to bolster its position in both its core business and emerging markets.

"We’ve always been about flour," says Mr. Maezuru. “The growing global interest in Japanese cuisine, which has led to the increasing awareness of various Japanese foods, including those made with wheat flour, has been a big boost for us.” As the popularity of flour-based Japanese foods such as ramen and udon soars internationally, NIPPN is taking advantage of this trend.

In Southeast Asia, NIPPN is making strategic moves to solidify its presence. A key example is the establishment of NIPPN Vietnam, just outside of Ho Chi Minh City. The company’s third entry into the ASEAN region, after Thailand and Indonesia, NIPPN Vietnam will serve as a production base to meet the demand for high-quality flour-based foods and expand the firm’s foothold in this burgeoning market.

But NIPPN isn't stopping at wheat flour and flour-based foods. The company's growth fields include frozen food, ready-made meals and health care products, positioning it to cater to evolving consumer lifestyles. “Frozen food was a game-changer for us, especially during the pandemic,” Mr. Maezuru explains. The firm’s ability to innovate, as seen in its diverse product lines, is at the heart of its flexibility in responding to market shifts. This ability, allied with factors including the improvement of NIPPN’s productivity, helped the company to exceed JPY 400 billion in sales in FY2024—a target originally set for FY2027. Such impressive revenue has led to an ambitious plan to hit JPY 500 billion by FY2031.

NIPPN is also at the forefront of sustainability. From eco-friendly product development to reducing food waste, the company has embraced green initiatives across its operations. “We’ve developed our plant-based food based on soybeans with tofu processing technology, and the by-products from our flour milling business, like wheat bran, are upcycled,” says Mr. Maezuru. "Sustainability isn't just a buzzword for us—it's a core part of our business."

With a sharp focus on adapting products to suit local markets, a robust global expansion strategy and a commitment to innovation, NIPPN is firmly positioned for the future. As Mr. Maezuru puts it: “Our long history is a strength, but it’s how we build on that history that will define our success.”