Japanese Fruitcake: Popular in Singapore
– Freshness of Shine Muscat and White Peach –
– 171 Chateraise stores overseas –
We bring you a summary from an article published online by the President.
Japanese Chateraise:
Chateraise’s overseas business is doing well.
Eight years after entering Singapore, the number of stores expanded to 42.
It has become the largest confectionery chain in Singapore.
171 stores in the world
Chateraise is a retail chain whose main products are Western and Japanese sweets.
There are 770 stores in Japan. Sales are 117.5 billion yen.
Domestic sales increased by 17% year-on-year.
Breakdown of overseas stores by country
The breakdown of overseas stores by country is as follows.
74 stores in Hong Kong, 4 stores in China, 1 store in Taiwan
42 stores in Singapore, 23 stores in Indonesia,
17 stores in Malaysia, 5 stores in Thailand, 2 stores in Vietnam,
3 stores in Dubai *As of August 2023
Where is the secret of popularity?
“Japanese fruit cake”:
Chateraise is very popular in Singapore.
Until now, few cakes used fresh fruit.
western cake shop
In Europe and the United States, chocolate, butter cream cakes, pies, and cookies are the main products.
They use confiture and jam.
Few cakes use fresh fruit.
japanese cake shop
“Japanese fruit cake” is loaded with Shine Muscat and white peach.
Such a cake is rarely seen in Europe and the United States.
Chateraise uses air freight to transport fresh fruit overseas.
The idea is to use fresh fruit as a cake ingredient.
Meaning of fruit:
Overseas, fruits are displayed alongside vegetables in greengrocers.
In Japan, it is a sweet that pursues freshness and sweetness.
Japanese fruit:
Japanese fruit is “mizugashi”.
There is a role of a dessert containing sweetness and moisture.
That’s why the idea of putting it on top of a cake and eating it was born.
Selling “Four Seasons of Japan”
Selling not only cakes but also “Japan’s four seasons”
In Japan, fruits are grown according to the four seasons.
Strawberries, cherries, watermelons, peaches, pears, persimmons, apples, oranges…
You can enjoy the four seasons of Japan by buying and eating cakes with fruits on them.
Chateraise strategy
It takes advantage of Japan’s strengths of four seasons and seasonal fruits.
Chateraise is expanding overseas with an advanced strategy on a different level.
Chateraise strategy
It takes advantage of Japan’s strengths of four seasons and seasonal fruits.
Chateraise is expanding overseas with an advanced strategy on a different level.
https://news.yahoo.co.jp/articles/1f2ad293a6c42e4c2098049b8a9435dfa7f40ef3?page=3