Zeina Zbibo

RIYADH: The luxurious and sought-after Japanese cookie brand Yoku Moku opened its first store on Nov. 6 in Saudi Arabia at Via Mercato, Via Riyadh.

Known for its buttery thin sable cookies and signature cigar rolls, Yoku Moku was founded by Noriichi Fujinawa in 1969.

Its cookies were inspired by the small town of Jokkmokk during his visit to the north of Sweden. The strong sense of community and hospitality of the indigenous Sami people in the township influenced the confectionery maker into naming his cookies after their hometown, with a Japanese twist.

Japan’s Ambassador to Saudi Arabia IWAI Fumio, Yoku Moku CEO Takeshi Fujinawa and Japanese influencer Shams Qamar attended the confectionary’s opening ceremony.

The store already opened branches in the UAE and Bahrain, and its CEO Fujinawa said Saudi Arabia’s market is the “biggest in the Middle East.”

“I always wanted to come to Saudi Arabia and today, I finally opened the store in Riyadh,” he explained.

“We want Saudis to use our products as a gift. And we hope that our gift will connect people with each other,” the CEO added. He also said that he hoped people would use their products during Ramadan and Eid.

Japan’s Ambassador Iwai expressed his joy at having witnessed the opening of Yoku Moku in Riyadh. He explained that fully learning about both Saudi and Japanese cultures will bring the two countries closer together.

“Food is one of the most important aspects to know. I have been here for two years and eight months, visiting all the thirteen provinces and I always fully enjoy Saudi cuisine and the same thing should apply to our dear Saudi friends. So Yoku Moku is one of the examples,” he said. “I think it’s a great development, and I hope to see more and more Saudi food also in Japan.”

Yoku Moku was brought to Saudi Arabia by events company Sela in cooperation with the UAE’s Index Trading.

Matthew Lawson, Sela’s Vice President of Concept Creation & Development, said it was exciting for Riyadh to have “another strong, recognizable brand to bring to a wedding party or to a Friday brunch.”

Speaking on what differentiates Dubai’s Yoku Moku branch from Riyadh’s brand new one, Lawson said some products will specifically be customized to Saudi’s local market, for example, for Saudi National Day.

Shams Qamar explained the significance of gift giving, especially when it comes to Yoku Moku in Japan.

“Many Japanese bring Yoku Moku as a souvenir from Japan to the Middle East. But now Saudi people can buy from Yoku Moku,” he said. “For Japanese people, it’s an honour and pleasure.”

According to Shams Qamar, Saudi Arabia’s rapidly expanding economy has helped many other Japanese brands become popular in the Kingdom.

Read more: Japanese confectionary YOKU MOKU opens flagship store in Dubai