Somi Holdings Expands Global Ambitions

By Antoine Azoulay and Bernard Thompson

Somi Holdings, under the leadership of President Yuki Yamada, is positioning itself as a key player in the global expansion of Japanese cuisine, particularly through its line of ramen soup and other sauces. As the global appetite for Japanese food continues to grow, Somi Holdings is set on expanding its reach, targeting new and emerging markets while maintaining the high-quality standards that have defined the company for decades.

The rise of Japanese cuisine globally has been nothing short of remarkable. As of 2024, the number of Japanese restaurants outside Japan has surged to 200,000 from just 55,000 in 2013. This explosion in popularity presents an opportunity that Somi Holdings is eager to take. Mr. Yamada highlights two key factors driving this trend: "First, Japanese food is genuinely delicious, and second, there are more opportunities for people to encounter good Japanese food, whether through an increase in foreign visitors to Japan or the growing number of Japanese restaurants abroad."

However, Mr. Yamada is clear-eyed about the challenges that lie ahead. As Japan faces a shrinking domestic market due to its declining population, many food manufacturers, including Somi Holdings, are looking to establish themselves more firmly in overseas markets. Yet, navigating the complex web of import regulations and varying international standards remains a significant hurdle. "If the rules around the world could be unified, it would be easier to increase the amount of Japanese food exports," Mr. Yamada notes, underscoring the regulatory challenges the company must continuously address.

Despite these obstacles, Somi Holdings remains committed to its growth strategy. The company already operates in over 50 countries and sees substantial potential in expanding further, particularly in the European Union and African markets. Mr. Yamada acknowledges that entering new markets as a first mover offers significant advantages. He reveals: "Although we have already covered some of the market, this year we want to strengthen our sales activities in EU countries. In the future, we would like to enter African markets as well."

Popular product in the U.S.

Ramen soup, a cornerstone of Somi Holdings' product line, is at the forefront of its international expansion efforts. While traditional Japanese dashi may face challenges in gaining global acceptance, ramen has already made significant inroads worldwide. "We are currently number one in the domestic food service market for ramen soup, so we want to expand our business to all the countries in the world," Mr. Yamada says, emphasizing the company's ambitions to bring this iconic Japanese dish to an even broader audience.

Maintaining the integrity of its products' taste across different markets is another priority for Somi Holdings. While the company strives to keep its flavors consistent, minor adjustments are sometimes necessary to cater to local palates. "In principle, we try to maintain our taste as much as possible, though the saltiness changes a bit by the market because some countries find our original taste too salty," Mr. Yamada explains, illustrating the delicate balance between authenticity and adaptability.

Looking ahead, Mr. Yamada envisions Somi Holdings continuing to build on its successes, with a particular focus on expanding its production capabilities in Europe. "I would like to open or acquire a factory in Europe," he says, reflecting the company's long-term vision for deeper international integration.

As Somi Holdings charts its course in the global marketplace, the company is well positioned to become a leading ambassador of Japanese cuisine worldwide.