Since December 10, 1985, we have held an unwavering commitment: to walk alongside the Japanese community in Thailand, ensuring they always have access to the taste of Japan, even when immersed in an unfamiliar culture.

From Economic Migration to a "Little Japan"

1985 marked the peak of Japan’s economic boom before the collapse of the Bubble Economy. The rapid strengthening of the Yen, following the Plaza Accord, forced countless Japanese factories to relocate production bases overseas to cope with rising domestic labor costs. Factories flowed into Southeast Asia, including Vietnam, Myanmar, Malaysia, and, critically, Thailand.

Areas like Phrom Phong and Thonglor became "Little Japans," rich with Japanese corporate culture, bookstores, after-hours socializing (Nomikai) habits, gift-giving rituals, and office customs unfamiliar to Thais. The differing values placed on time and discipline created intense exhaustion for all parties navigating the linguistic and cultural divides.

This massive economic migration brought Japanese expats to Thailand as economic spearheads. They established work culture, introduced automotive and electronics technology, and fostered the growth of skilled labor capacity in Thailand. The surge in factories created widespread ripples: training for technical workers, a boom in accounting schools, and the flourishing of tailoring as a profession to meet the demand for staff uniforms. The Thai economy grew hand-in-hand with the Japanese and other foreign investors who settled here.

It was not easy for these Japanese factories to cope with the "Bubble Burst" and fiercely fight business rivals. They grappled with internal corporate issues, struggled to maintain quality standards amidst uncertain currency values, and endured a tiring work environment that often led to deep isolation in a country lacking the cultural familiarity of home.

We stood right beside the Japanese community during those times.

An Unwavering Commitment: Preserving Smiles Abroad

During the people’s most exhausting moments, we held a fierce determination: to preserve the small happiness found at the dinner tables of Japanese expats.

• To ensure the fragrance of Miso Soup greeted them every morning.
• To keep Natto the familiar, unmistakable taste they knew.
• To ensure the everyday Tamagoyaki remained soft and consistent, made with the same ingredients as their hometown.
• To ensure the simple Onigiri had the soft texture of the Japanese rice they grew up eating.

We have upheld that simple happiness for you...

from then, to today, and into the future.

The Transition to 2025: Thailand's Strength and a New Role

Today, December 10, 2025, the profile of Japanese coming to Thailand is different. They face a different economic storm. Thailand is no longer a small country; it boasts strong core infrastructure compared to its neighbors, has a higher minimum wage, and possesses unique strengths in tourism, transportation, medical care, and service.

Thailand is no longer just a cheap labor country; it is a hub for international travel. Likewise, the Japanese community now comes not solely for work, but also for leisure, cultural enjoyment, or even to live out their retirement years in a country with a lower cost of living.

These evolving times pose no obstacle to our ideals. We remain committed to preserving our customers' smiles, just as we did on the day we were founded.

And with immense pride..., we are expanding our mission: to share the story of high-quality, authentic Japanese ingredients with Thai people who cherish Japanese culture, and with all foreign residents in Thailand.

Be it fresh, sashimi-grade fish at affordable prices; carefully selected imported fruits from dedicated Japanese farmers; ready-to-eat Japanese meals prepared to Japanese standards; or authentic ingredients allowing every customer to recreate the true original flavors of Japanese cuisine.

We are not merely a supermarket; we are a 40-year-old bridge that has never yielded in its mission to connect the food culture and smiles of Thai and Japanese people.

Thank you very much for your unwavering support throughout the years.

UFM FUJI SUPER