Unicharm Corporation (President & CEO: Mr. Takahisa Takahara, hereinafter referred to as “Unicharm”) is pleased to announce that, in collaboration with Toyota Tsusho Corporation (hereinafter referred to as “Toyota Tsusho”) and its group company CFAO Kenya Limited (hereinafter referred to as "CFAO Kenya"), commenced the local production and sales of the sanitary napkin brand "Sofy" in the Republic of Kenya, starting in January 2025.

In response to the high level of support from customers in Kenya, the Board of Directors, at its meeting held on June 18, 2025, resolved to establish a joint venture company, "Sofy East Africa Limited," with the purpose of contributing to full-fledged business expansion in Kenya, women’s social advancement, and solving social issues.

Since 2023, Unicharm and CFAO Kenya commenced the import and sales of the premium sanitary napkin "SOFY Deep Absorb," manufactured at our Egyptian factory. Furthermore, from January 2025, in collaboration with Toyota Tsusho, we began local production and sales of "SOFY Long Lasting," which offers reliable quality at an affordable price. Currently, sales performance has been progressing at a pace exceeding the initial plan, and in order to expand the business throughout Kenya and its neighboring countries and achieve stable business operations, it is essential to have a locally based system that integrates development, production, sales, marketing, and human resources development, in addition to sales and distribution.

Therefore, our Board of Directors has resolved to establish a joint venture company, "Sofy East Africa Limited." Going forward, we will expand our business in Kenya and contribute to promoting hygiene products in the Kenyan region, supporting women's advancement in society, and resolving social issues by realizing sustainable and locally rooted value provision."

The company name “Sofy East Africa Limited” expresses our desire to contribute to the realization of a society in which women in the East African region can play active roles with confidence by protecting their health and dignity starting with “Sofy,” a sanitary napkin brand and women’s wellness care brand of Unicharm. “East Africa” also expresses our desire to deliver value not only to Kenya but to neighboring countries in the future.

Company Name: Sofy East Africa Limited

Establishment: Planned for 2025
Location: Nairobi, Kenya
Business: Manufacturing, sales, and export of sanitary products and diapers

We aim to complete registration and establish the corporation within 2025 and will significantly expand our business in Kenya.

(1) Strengthening Product Development and Production System

- Continuing product development of "SOFY Long Lasting," which balances reliable quality for "long-lasting use" with an affordable price.
- Expanding trials by reducing the purchase price per pack with Sachet (single-piece) products.
- Maintaining a stable supply system through contract manufacturing, while promoting optimization of production efficiency with a view to introducing our own manufacturing facilities in the future.

(2) Expanding Local Sales and Distribution System

- Utilizing CFAO Kenya's distribution network to expand sales channels in both GT (General Trade) and MT (Modern Trade).
- Strengthening the sales system and promoting "sales-generating store creation" in all channels in Kenya.

(3) Local Development of Marketing and Human Resource Development

- Strengthening the communication of product quality at the store level and improving brand awareness.
- Strengthening the development of marketing personnel in Kenya and improving brand awareness through advertising campaigns.

(4) Business Development in the Kenyan Market

- Promoting a regional strategy with a view to expanding exports to neighboring countries, with Kenya as a base.
- Developing activities to improve the sanitary environment and support women's participation in society throughout all areas of Kenya.

<Takahisa Takahara, President & CEO of Unicharm Corporation>

Unicharm, together with Toyota Tsusho, aim to realize a society in which all people can live with peace of mind through the popularization of sanitary products in the African market. We have been building a product development and supply system and sales structure in stages, and with the establishment of the joint venture company, we will combine Toyota Tsusho’s extensive network with our technological capabilities to promote a more regionally rooted business and achieve full-fledged business expansion in Kenya. Through the “Sofy” brand, we aim to improve the quality of life and maximize the Lifetime Value (LTV) of people in East Africa, with a focus on women, as well as contribute to women’s social advancement and solving social issues.

<Ichiro Kashitani, Member of the Board, President & CEO, Toyota Tsusho>

Under the philosophy of "WITH AFRICA FOR AFRICA," Toyota Tsusho aims to contribute to the development of all 54 African countries by focusing on the four business domains: "Mobility," "Green Infrastructure," "Healthcare," and "Consumer.”

Until now, we have been working with Unicharm to sell sanitary products that meet local needs in Africa, but the establishment of the joint venture company will further strengthen the local production and sales system, thereby contributing to the improvement of the sanitary environment, support for women’s social advancement, and the revitalization of local economies.

＜Previous Initiatives of Both Companies＞

Released on December 25, 2024

Unicharm and Toyota Tsusho Commence Production and Sales for the Popularization of Sanitary Products in Kenya
～Aiming to Contribute to Women's Social Advancement and Solving Social Issues～

https://www.unicharm.co.jp/en/company/news/2024/1225-02.html

<Related Sites>

Unicharm Corporation Website　　　https://www.unicharm.co.jp/en/home.html

Toyota Tsusho Website   　　　　　　https://www.toyota-tsusho.com/english/