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Japanese confectionary brand Châteraisé’s popularity rises in the GCC

Châteraisé was founded in 1954, and now has around 500 branches in Japan and 100 branches internationally. The desserts are made in the factory in Japan and shipped worldwide. (Supplied)
Châteraisé was founded in 1954, and now has around 500 branches in Japan and 100 branches internationally. The desserts are made in the factory in Japan and shipped worldwide. (Supplied)
Châteraisé was founded in 1954, and now has around 500 branches in Japan and 100 branches internationally. The desserts are made in the factory in Japan and shipped worldwide. (Supplied)
Châteraisé was founded in 1954, and now has around 500 branches in Japan and 100 branches internationally. The desserts are made in the factory in Japan and shipped worldwide. (Supplied)
Châteraisé was founded in 1954, and now has around 500 branches in Japan and 100 branches internationally. The desserts are made in the factory in Japan and shipped worldwide. (Supplied)
Châteraisé was founded in 1954, and now has around 500 branches in Japan and 100 branches internationally. The desserts are made in the factory in Japan and shipped worldwide. (Supplied)
Châteraisé was founded in 1954, and now has around 500 branches in Japan and 100 branches internationally. The desserts are made in the factory in Japan and shipped worldwide. (Supplied)
Châteraisé was founded in 1954, and now has around 500 branches in Japan and 100 branches internationally. The desserts are made in the factory in Japan and shipped worldwide. (Supplied)
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06 May 2021 02:05:29 GMT9
06 May 2021 02:05:29 GMT9

Shams El-Mutwalli Dubai

Customers in the United Arab Emirates can get a taste of Japan’s farms and pastures by taking a trip to confectionary chain Châteraisé’s branches in the region—franchised by UAE company, INDEX Holding.

INDEX Holding opened two Châteraisé branches in the UAE and are currently set to open a third to cater to the growing demand for Japanese confectionary. The products sold are made using the purest, high quality ingredients from select suppliers and farmers, as well as natural resources from the mountainous Yamanashi area.

“I personally travelled to Japan to meet their management a few times, and to see actually the production line and to see how they work and I was very impressed by” the “work that Châteraisé does in Japan, and that’s how we kind of got them on board,” Vice Chairman and CEO of INDEX Holding, Anas Al Madani told Arab News Japan exclusively.

The introduction of the brand to the Middle East market came after INDEX Holding took a general interest in franchising a Japanese confectionary brand, later settling on Châteraisé due to their flexibility, support, and reputation as pioneers in the confectionary industry.

Following a visit to the Châteraisé factory to meet with the brand’s chairman Hiroshi Saito, Al Madani was inspired by the birth and growth of the brand.

Al Madani shared how Saito has become an icon “for confectionary business in Japan, and that’s how we felt that you know this is a legacy that we can bring here to the GCC. And we were very much inspired by the way Châteraisé started and have developed” and has even “outgrown any other confectionary brand in Japan.”

The decision to franchise Châteraisé is rooted in the understanding that Japanese pastries and products sell well in the region due to an appreciation and support for the quality. Al Madani outlined how the demand for Japanese products is high, and this is partly attributed to how  “quality is really synonymous with Japan”– justifying the willingness and enthusiasm by the general public to gain access to Japanese products in the market.

“Japan has done a wonderful job with the soft power, through its animation and cartoons that have been all around you know the world and the Arab region especially. That attracted a generation of people that are very keen and interested in anything that comes from Japan, whether its products or food or culture. And I believe that is one of the success factors for Châteraisé,” Al Madani told Arab News Japan.

Châteraisé was founded in 1954, and now has around 500 branches in Japan and 100 branches internationally. The desserts are made in the factory in Japan and shipped worldwide.

While Châteraisé in the UAE does not offer the full range of desserts, some of the best-selling items in the region include their Mochi, Dorayaki pancakes, souffle cheesecakes, cream cakes, and cream puffs.

While the brand remains committed to offering authentic Japanese confectionary in the UAE, they have localized some of their products by using dates in some cases, but those dessert options are limited.

Châteraisé’s premium confectionary brand, Yatsudoki, carries a different line of products but has gained popularity in the UAE for their soft serve ice cream that sells fast according to Al Madani.

Overall, the Châteraisé brand is very much in line with INDEX Holding’s mission, vision and objectives that unifies all subsidiaries that fall under the company.

“Our mission is to diversify INDEX as a leader in events, and healthcare and you know, trading and so forth” and “we felt that Châteraisé as a brand kind of fits into that direction that we have,” Al Madani shared.

Châteraisé very easily integrated into INDEX Holding’s framework, a process that Al Madani defines as “smooth,” and this synergy ultimately surfaces in the confectionary experience offered by the brand to customers. 

The success of the brand in the UAE has resulted in a heightened interest to further franchise Châteraisé in other GCC countries, including Saudi Arabia.

Al Madani confirmed that there have been multiple requests made to INDEX Holding—the master franchisee of Châteraisé in the region– to bring the brand to Saudi.

“When the time is right, and that is very soon, I think in the next few months, we should be launching our franchise program in the GCC. And I think very soon we will also see Châteraisé in other GCC countries, including Saudi Arabia,” said Al Madani.

Al Madani’s experience with Japan, and the culture extends beyond Châteraisé as he travelled to the country for both business and leisure, stating that it is a “beautiful” place to visit.

Al Madani emphasized how INDEX Holding works closely with the UAE Ministry of Economy and Ministry of Foreign Affairs to organize events abroad.

“One of the first events we organized was the Dubai Osaka Economic Forum in 2005” these events “are important in terms of connecting businesses and governments together in both countries and improving bilateral trade,” Al Madani said.

The Osaka Economic Forum paved the way for a second forum held in Tokyo in 2007. Since, INDEX Holding has maintained close ties to the country through frequent visits and continued connections with Japanese organization and companies.

Al Madani shared how working with these companies has taught him a lot about how business is done in Japan.

“There is a big element of trust that has to kind of go into the business before anything else,” Al Madani said, also stressing the importance of multiple social engagements that go into doing business before a contract is signed to facilitate trust building between the two entities.

 Al Madani also expressed an interest in working with other Japanese companies and forging new partnerships in the future following Châteraisé’s success.

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