Japan’s Unicharm Corporation has launched full-scale operations of its East African joint venture with Toyota Tsusho Corporation, targeting KSh1.5bn ($11.6mn) in annual net sales by 2030 as it seeks to expand its feminine hygiene products business across Kenya and neighbouring markets.
The Tokyo-listed consumer goods manufacturer said its new subsidiary, SOFY UNICHARM EAST AFRICA LIMITED, would replace its traditional wholesale distribution arrangements with a direct sales-led model, giving the company greater control over marketing, distribution and regional expansion.
The strategy was unveiled at an inauguration ceremony in Nairobi on October 14, attended by Kenyan government officials, Japanese diplomatic representatives, distributors and business partners.
The expansion marks a significant step in Unicharm’s efforts to establish a stronger commercial presence in East Africa, where demand for affordable menstrual hygiene products presents opportunities for international manufacturers seeking to reach underserved consumers.
Under the new structure, SOFY UNICHARM EAST AFRICA will oversee marketing and sales operations while working with local distributors to strengthen its presence in Kenya and develop export channels into neighbouring countries.
The company said the transition would allow it to implement locally tailored marketing strategies, improve distribution efficiency and accelerate the availability of its products across the region.
The subsidiary is Unicharm’s first overseas business entity to incorporate its SOFY feminine care brand into its corporate name, underscoring the importance of East Africa to the group’s international growth strategy.
Unicharm has set a target of reaching two million women across East Africa by 2030, alongside its KSh1.5bn net sales objective.
To support these ambitions, the company plans to expand a portfolio of menstrual hygiene products aimed at different consumer income groups.
Its product range includes SOFY Deep Absorb, positioned as a premium sanitary pad, and SOFY Long Lasting, a more affordable product manufactured through local outsourcing arrangements.
The company is also introducing SOFY Long Lasting Single Sachet, a smaller packaging format designed to make menstrual hygiene products more accessible to consumers with limited purchasing power.
The approach reflects the importance of affordability and distribution in reaching consumers across African markets, particularly in rural and lower-income communities where access to menstrual hygiene products can be constrained.
Unicharm said its regional growth strategy would be guided by four priorities: improving product affordability and accessibility, expanding distribution networks, investing in female talent and strengthening partnerships with governments and local communities.
The company also intends to support menstrual hygiene education and initiatives aimed at reducing period poverty, while creating career development opportunities for women in its regional operations.
The inauguration brought together senior executives from Unicharm and Toyota Tsusho, including Unicharm president and chief executive Takahisa Takahara and Kazuyuki Urata, chief executive of Toyota Tsusho’s Circular Economy Division.
Kenya’s Cabinet Secretary for Investments, Trade and Industry, Lee Kinyanjui, and Cabinet Secretary for Tourism and Wildlife, Rebecca Miano, attended alongside Japan’s ambassador to Kenya, Hiroshi Matsuura.
Also present were Dennis Awori, chairman of CFAO Group Kenya, and Daigo Fujiwara, managing director of SOFY UNICHARM EAST AFRICA.
The joint venture combines Unicharm’s expertise in personal care products with Toyota Tsusho’s regional commercial presence, providing a platform for expanding sales and distribution across East Africa.
Unicharm, which is listed on the Tokyo Stock Exchange under ticker 8113, operates in more than 80 countries and territories, manufacturing products across feminine care, baby care, adult wellness and pet care.
The company’s expansion in Kenya forms part of its broader international strategy to develop markets for personal hygiene products while adapting product pricing and distribution to local consumer needs.
Its 2030 targets will depend on its ability to build an effective distribution network, maintain affordable pricing and convert demand for menstrual hygiene products into sustained sales growth across East African markets.
For Kenya, the investment adds to the country’s role as a regional commercial base for international consumer goods companies seeking access to the wider East African market.
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