Supporting Yatsushiro City's Singapore Market Expansion: Securing Contracts with Local Distributors

Japan Navi Co., Ltd. (Headquarters: Singapore; CEO: Kosuke Iida) supported the 'FY2025 Yatsushiro City Singapore Market Expansion Support' project from February 3 to February 16, 2026. This initiative integrated retail and restaurant fairs with individual business meetings with buyers.

The project resulted in restaurant fair-related sales exceeding S$16,000 (approx. 1.8 million JPY). Furthermore, 7 out of 9 local companies that participated in individual negotiations entered concrete transaction reviews, and a contract was swiftly secured with one local distributor. Consequently, in April, four products—'Cloud Ear Mushroom Tsukudani', 'Yuzu Pepper', 'Ikinari Dango', and 'Roasted Sweet Potato'—from three Yatsushiro businesses were shipped to Singapore, achieving tangible results for the upcoming fiscal year.

### Background: Overcoming the 'Three Barriers to Overseas Expansion' Local governments and businesses often face three barriers: 'unknown local demand', 'complex language and regulatory compliance', and 'lack of continuous trade flow'. Japan Navi, as a partner to Yatsushiro City, utilized its Singapore-based network to provide 'hands-on support' to eliminate these obstacles, focusing on building sustainable supply chains rather than one-off events.

### Project Overview Sales fairs were held at two Japanese retail stores targeting different demographics in Singapore's economic hub. Additionally, promotions using Yatsushiro's regional products were rolled out across six popular local restaurants.

The retail fairs featured 22 products from 9 companies, including Kyushu Barley Granola and Yuzu Pepper. For the restaurant fairs, original menus were individually developed to match each establishment's characteristics and customer base after careful testing by chefs, catering to local preferences.

Furthermore, a tasting session and business meeting were held with eight companies, including retailers and importers. In the meeting on February 6, 2026, a deal was struck with a local distributor. The four products shipped in April are scheduled to be sold at local retailers and restaurants progressively.