A Japanese Premium Gummy Steps Onto the Global Stage
Winter Fancy Food Show 2026 in San Diego. Amid a busy exhibition hall filled with brands from around the world, one booth stood out, catching attention with its bright red and pink palette. It belonged to Kanro, a Japanese confectionery company.
Quietly picked up in one corner of the venue was the Puré Gummy Premium series. The moment a heart-shaped piece was placed in visitors' mouths, the interplay between its elastic outer layer and the rich jelly inside created a subtle shift in expression. Buyers lifted the small, heart-shaped gummies and tasted them, experiencing a resilient texture followed by a burst of juicy filling. It was not merely a reaction to a new product. It marked the moment when Japanese confectionery craftsmanship crossed borders as a tangible “experience value.”
In 2025, Kanro established its U.S. subsidiary and began a full-scale market expansion in California. Why enter the U.S. market now when Japan is still experiencing steady growth? This move is more than just increasing exports. It’s about taking the next step: seeing if a premium gummy from Japan can become a recognized global brand. We spoke with Tetsuya Murata, President and CEO of Kanro Inc., about the strategy and commitment behind this move.
Tetsuya Murata, President and CEO, Kanro Inc.
Founded in 1912, Kanro Inc. is one of Japan’s leading confectionery manufacturers, with a long history of steady growth. In recent years, the company has been a driving force in Japan’s premium gummy market. In 2025, it established its U.S. subsidiary, Kanro America Inc., marking the beginning of its full-scale global expansion.
Why the United States, and why now?
Our expansion into the U.S. is a key part of our "business transformation" outlined in our mid-term management plan leading up to 2030. This plan is based on two main pillars: brand-driven management and the transformation of business domains. The U.S. business serves as a symbolic initiative within the latter. Our vision is to deliver “sweet moments to people around the world,” and that vision is not limited to Japan. As we expand globally, the United States is one of the most important markets.
In fact, we challenged the U.S. market more than 10 years ago. At that time, however, we prioritized restructuring our domestic business and temporarily re-evaluated our overseas expansion plans. Based on that experience, during the development of our current plan, we conducted extensive internal discussions and reached a shared decision that now is the time to take on the challenge again. Because this is a highly demanding challenge, it is crucial that the entire organization is aligned. The moment when the company’s direction became unified was precisely when we decided that “now is the time to take on the challenge again.
Why start from California?
There are two main reasons for starting on the West Coast rather than launching nationwide. First, it follows the conventional approach to overseas expansion. Many food manufacturers begin with Japanese and Asian markets abroad, validate their products, and then expand nationwide. We are following the same process.
Second is the issue of supply capacity. At present, our production capacity is limited, so we are adopting a phased strategy, focusing on specific regions and channels before expanding. California, in particular, is a market where diverse cultures coexist and where new products are readily embraced. It has a high affinity with Japanese products, making it an ideal entry point. We see it as both a strategic base and a test market, where we can evaluate consumer response, pricing, and acceptance before moving to the next stage.
What surprised the U.S. market the most?
The highest-rated aspects were taste and texture. In terms of taste, the strong fruit flavor and balanced acidity were especially well received. Regarding texture, the unique, fruit-like consistency was seen as fresh and innovative. The premium variety with jelly filling, in particular, heightened the fruitiness and received very positive reviews. On the other hand, the perception that the product was highly valued simply because it is “Japanese” was limited. Although consumers know it is made in Japan, the focus is on the product itself. In the U.S. market, “experience value,” which includes taste and texture, is more important than the country of origin.
Do you intend to compete on price?
We have no intention of competing on price. In the U.S. market, our products are positioned in the high-price segment, even on a per-gram basis. Rather than lowering prices to compete, we believe it is necessary to change the playing field. We are therefore taking a premium positioning and competing through differentiation. The core of this differentiation lies in its rich fruit flavors, a uniquely satisfying texture, distinctive design elements such as its heart-shaped form, and an emotional appeal captured in the notion of “cuteness.”
The key lies in how we communicate these elements, not merely as functions, but as part of a brand story. While these values are well established in Japan, they are not yet fully understood in the United States. Clearly articulating and conveying this value will be an important challenge moving forward.
Is this moving toward localization rather than export?
In the long term, we are considering local production. At present, exports remain the core, but with the operation of new production lines, supply capacity will increase. However, there are limits to what exports alone can achieve. In the medium to long term, establishing a local production system will be essential. Whether through independent expansion or a joint venture is still under consideration, but it is clear that we will not rely solely on exports. In other words, the U.S. market is not just an export destination. It has the potential to grow into a secondary-home market in the future.
What key metrics do you prioritize now?
The most important metric is brand awareness. While sales and the number of retail locations are important, they are ultimately just tools to achieve a goal. Our top priority is to ensure that consumers recognize the brand. To achieve this, we are focusing on expanding the number of retail outlets and accelerating in-store turnover. In other words, the brand plans to grow based on the idea that “brand awareness = retail expansion × repeat purchases.”
Will the U.S. expansion become a turning point for Kanro?
We see this U.S. expansion as a symbolic milestone in our company’s history. Kanro is now in its 114th year since its founding, and throughout its history, we have consistently adapted to change and embraced new challenges. This expansion continues that legacy.
If successful, Kanro will evolve from a Japanese company into a globally recognized brand. This transformation will also have a significant impact internally, enhancing employee engagement and strengthening the company as a whole. It will take time, but we are committed to moving forward steadily, step by step, with determination to grow this business.
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