About our companY
Company Overview
STAR KITCHEN
Arashima Yuya
2013年
8/15 Le Thanh Ton District 1, HCMC, Vietnam
Cooking School Operations/Wholesale Supply of Sweets and Desserts/Vietnamese Souvenir Product Development and Sales
Takashimaya Ho Chi Minh City, 7-Eleven Vietnam,
FamilyMart Vietnam, Ministop Vietnam
Company Name
Founder and CEO
Established
Address
Business Activities
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Our Services
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〈Vietnamese Souvenir Production and Sales〉
We develop and sell unique souvenir products inspired by Vietnam’s local specialties, designed especially for tourists.
Our products are available at our own retail stores as well as through wholesale distribution to souvenir shops across Vietnam.
Our best-selling item, Bánh Mì Rusks, has been featured in four major travel magazines and many online articles and blogs.
Brand Story
In 2013, Star Kitchen
It started as a Japanese cooking class in the vibrant city of Ho Chi Minh City.
Utilizing local experience and connections with people,
The business has expanded to include the manufacturing, sales, and wholesale of sweets.
With the desire to "deliver sweets that will remain in someone's memory,"
We have established the gift brand STAR KITCHEN.
With Vietnamese food culture, people and scenery as motifs,
We strive to create souvenirs that combine a sense of security with a local flavor.
He grew up in Vietnam and is currently expanding into Thailand and other parts of Asia.
We also support Japanese companies and local governments in expanding overseas.
History of "STAR KITCHEN"
2013: Founded Star Kitchen in Ho Chi Minh City, Vietnam
He is the first Japanese founder to open a Japanese Cooking Studio (cooking school).
In response to requests from students, we have started selling cakes through an online shop.
Later, the company expanded into the manufacturing and sales of Western confectionery.
2014: Started cake manufacturing and sales and business with FamilyMart
At FamilyMart's first store in Le Thanh Ton Japanese Town, Ho Chi Minh City
We have started selling sweets.
By partnering with a major convenience store chain, we are taking the first step towards expanding our business.
2015: Started collaboration with Western confectionery manufacturer "Häagen-Dazs" Featured in "ELLE Vietnam," which conveys the latest global trends
After the cake became a hot topic on social media, the cake won a competition that required it to meet world-class quality standards.
Collaborating with international brands.
In the same year, their high-quality sweets were featured in the lifestyle magazine "ELLE Vietnam."
It has also attracted attention from the local fashion and culture community.
July 2016: Opened "STAR KITCHEN", a sweets specialty store, on the second basement floor of Takashimaya Ho Chi Minh City
An "Official Flagship Store" was opened inside a luxury department store.
It will be located in the underground food area of the department store, making it easy for tourists to use.
It has begun to develop into a popular brand.
November 2016: Opened "Dessert Bar by STAR KITCHEN" in the Japanese town of Le Thanh Thong
It will be developed as a specialty cafe serving Japanese-style sweets,
Matcha cake and cherry blossom cheesecake are popular.
The brand has gained recognition as a place where travelers and residents can gather.
2017-2018 Started business with major convenience store chains Konan, MEMOS, and airport duty-free shops
2018: The birth of the hit product "Banh Mi Rusk"
The most popular product in the Star Kitchen series, "Banh Mi Rusk," is now on sale at Takashimaya.
The stylish packaging and ease of trying (individually wrapped, lightweight, and can be stored at room temperature) have also been highly praised by buyers, and the product has become established as a stylish and easy-to-gift souvenir from Vietnam.
2021: Souvenir sales start nationwide in Vietnam
We have begun full-scale sales of souvenirs throughout Vietnam.
The products are sold through a wide range of sales channels, including major convenience store chains such as Takashimaya Ho Chi Minh City and Saigon Centre, 7-Eleven and FamilyMart, Konan, and SASCO Shop (airport duty-free shops).
2023-24: Featured in major travel guidebooks and growing as a popular souvenir brand for tourists
2024: Record the highest annual sales in the gift and sweets category at Takashimaya Ho Chi Minh City
It will be ranked number one in annual sales in the gift and sweets category at Takashimaya Vietnam in 2024.
*2024 annual sales data (Gifts & Sweets category) provided by Takashimaya Vietnam.
In the same year, the total sales of the STAR KITCHEN series exceeded 500,000 boxes.
September 2025: Hanoi Old Quarter store opening
STAR KITCHEN's first directly managed store (street-level store) in Hanoi has opened in an area just a 10-minute walk from the St. Joseph Cathedral. The store offers a lineup of 24 products from the series, including limited edition "Banh Mi Rusk (Halong Bay version)" designed with the scenery of Halong Bay, as well as original goods such as coasters.
December 2025: Opening of Da Nang Cathedral store
Building on the success of its Takashimaya Ho Chi Minh City store and its Hanoi Old Quarter store, the long-awaited directly managed store has opened in Da Nang. The store is conveniently located a 10-minute walk from Da Nang Cathedral, the tourist center, and a 7-minute walk from Hanon Market. The lineup includes 24 products from the series, including limited edition items such as Halong Bay rusks.
February 2026 (planned): Launch of new brand "Elephant Cookie" in Bangkok, Thailand
Three flavors: Thai Tea, Coconut, and Banana.
Available in individually wrapped gift boxes (9 pieces/15 pieces),
Look for the "Poom & Charoen" character packaging.
Media and Publications
Jump out Japan: How a former consultant became the triple crown champion of sweets, Yuya Arashima @ Vietnam
[Quitting my job as a consultant] Betting my life on Vietnam's economic growth / Starting an overseas sweets business with no prior experience / The challenges I faced in a country that doesn't eat cake / The madness and ambition of an elite graduate of Chikuma High School
[Appearing on Japanese TV] Gutto! Global Mail: Starting a business in Vietnam and aiming for instant riches!
Star KitcheN FoundeR & CeO
YUYA ARASHIMA
"Make your life sparkling"
Bringing Joy Through Food – A Message from Our Founder
At Star Kitchen, we believe in creating joyful, meaningful moments through cooking — with family, with friends, and even with yourself. This vision inspired our beginnings as a cooking studio, and it continues to shape the way we do business today.
What started as Vietnam’s first Japanese cooking studio in 2013 has grown into a full-scale confectionery business. Our sweets, crafted with Japanese quality, are now enjoyed by people all across Vietnam through major convenience store chains.
As we celebrate nearly 10 years since our founding in Vietnam, we’ve expanded our mission. Not only do we want to share the beauty of Japanese culture with the people of Vietnam, but we also want to introduce the charm of Vietnam to the world. This desire led to the launch of our souvenir product line — designed to reflect the richness of Vietnam’s ingredients, culture, and everyday life.
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About the Founder: Yuya Arashima
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Born April 25, 1983
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Graduated from Keio University, Faculty of Law, 2007
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Worked as a business consultant at IBM Business Consulting Services from 2007 to 2012
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Founded Star Kitchen, Vietnam’s first Japanese cooking studio, in 2013
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Appointed Food and Agriculture Advisor at JETRO Ho Chi Minh Office in 2018
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Received the Global Entrepreneur Special Award from the Japan New Business Conference in 2019
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Became an SME Advisor for New Business Development (Japan Organization for SMEs) and advisor to the Kobe Overseas Business Center in 2022
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Selected in 2023 as one of the "Future Leaders Under 40" for the 50th anniversary of Japan-Vietnam diplomatic relations (interview article available)
International Experience
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In 2005, selected by the Cabinet Office of Japan as a youth delegate for international exchange, representing Japan in the Dominican Republic
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In 2006, completed a six-month internship at Grameen Bank in Bangladesh, gaining hands-on experience in microfinance
Internship Opportunities
・Online Internships
Focus on social media marketing, design, and content creation
・On-site Internships in Vietnam
Work in social media, in-store sales, and B2B outreach
