催事ジャパン and local Japanese company テイスト・フード・ジャパン have announced a strategic business partnership to jointly promote the rollout of wagashi in Malaysia. The companies will jointly pursue test marketing and develop sales channels, gradually expanding their operations in the market.
催事ジャパン has formed a strategic business partnership with テイスト・フード・ジャパン to roll out a wagashi brand in Malaysia. The company plans to use TFJ's local network to open wagashi pop-up locations and pursue other initiatives. Based on sales performance and customer response, it will consider holding additional events, expanding to multiple facilities, wholesale distribution and permanent retail locations in stages.
催事ジャパン was established in May and is now a consolidated subsidiary of AIフュージョンキャピタルグループ. As wagashi businesses continue to face a shortage of successors and management difficulties, the company aims to ensure business continuity and put the business on a new growth trajectory.
TFJ is a Japanese-affiliated joint venture established in 2023. As of November 2025, it is reported to have supported trial store openings in Malaysia for a total of 6 companies and 6 brands. It will use its local network to advance market testing of wagashi brands.