SU Holdings announced on the 5th that it has signed a strategic partnership agreement with the Japanese company Shine Trading, laying the first foundation for its F&B trade business with Japan and plans to diversify sales and distribution operations within the Japanese market.
S.U. Holdings CEO Lee Sang-wook (left) and Shine Trading CEO Jung Young-soo (right) are posing for a commemorative photo after signing a strategic partnership agreement. / Photo by S.U. Holdings
In line with the K-Food craze, the two companies plan to develop products targeting the Japanese market and conduct joint marketing. SU Holdings will supply products through OEM and ODM methods with domestic manufacturers, while Shine Trading will be responsible for distribution and sales within Japan.
A representative from SU Holdings stated, “Through this strategic partnership agreement, we have selected frozen gimbap, tteokbokki, and seaweed series, well-known as K-Food, as our main export items,” adding, “We plan to start exports to Japan by the end of this year and expand our product lineup.”
Shine Trading, established in 2001, owns various distribution channels in Japan, including Costco, Mitsubishi, Mitsui & Co., Italian Food, KATO, Don Quijote, Jupiter, YAOKO Market Place, KALDI, KOmart, KOKUBU, and OK Store. CEO Jeong Young-su previously served as the head of Jinro Japan and has experience overseeing overseas dining businesses in the United States, China, and Brazil.
SU Holdings CEO Lee Sang-wook stated, “Through this strategic partnership, we will expand the K-FOOD craze not only in Japan but also across various Asian countries.”
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