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【METI Mobile】Japanese Private-Sector Investment in Africa

picture of a man making teriyaki chicken

Promoting Japanese private-sector investment in Africa will be one of the key topics of discussion at the 6th Tokyo International Conference on African Development (TICAD) in Nairobi, Kenya on August 27-28. But how can Japanese companies understand the needs of the African market?

Can the Japanese business model work in Africa?

When Toridoll Corporation, famous for its Marukame Seimen noodle chain, learned about the economic growth projections for the African market due to increases in population and income, the company started to consider expanding their business into Kenya. In order to find success in the Kenyan restaurant sector, the company knew it first needed to do research into Kenyan lifestyles.

Support from JETRO

The company decided to utilize market research services provided by the Japan External Trade Organization (JETRO) for Japanese companies developing business abroad. For Toridoll’s expansion into Kenya, JETRO helped investigate the dietary lifestyles of ordinary Kenyan consumers, including typical expenditures for dining out and tastes in food, even providing on-site coordinators for the company. JETRO also supported the company in finding local business partners to ensure a stable supply of local chicken and other ingredients, as well as to tailor uniforms for shop employees.

The most famous teriyaki chicken in Kenya

Following assistance from JETRO, Toridoll successfully opened a chain of fast food shops selling teriyaki grilled chicken in Kenya. The chain is steadily gaining popularity, bringing in as many as 500 or more people every day. At the shops, employees grill chicken in front of customers and provide them with steaming hot meals. This way of dining has been received well by Kenyan people.

JETRO reports widely available

JETRO provides services for individual-based surveys on request and publishes overviews of completed surveys on its website. These cover 18 major cities, including those in Africa. Topics of research include not only food services, but electricity production and distribution, leisure, ceremonial occasions and current status of mass media. JETRO is committed to helping companies explore new markets in Africa and other regions of the world.

JETRO investigatory report on dietary lifestyles in Kenya

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Last updated: 2016-08-22
Ministry of Economy, Trade and Industry
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