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 300,000 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 (8 pieces/16 pieces/20 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!