1. Top Message from President & CEO Mr. Takahisa Takahara

At the ceremony, President & CEO Mr. Takahisa Takahara took the stage to announce policies in line with the company's history, its corporate brand essence "Love Your Possibilities," and the "3 Rs (Renaissance, Rebirth, Resonance)" in the 13th Medium-Term Management Plan, "Project-Renaissance."

・Supporting Women is the Origin of Our Business

He introduced the company's history of expanding its business originating from solving the challenges faced by women, since the launch of the thin sanitary napkin "Charm Nap Mini" in Japan in 1976.

・Positioning East Africa as the Next Growth Base

He emphasized the stance of staying close to local consumers, positioning the East African region, which holds high growth potential and possibilities, as a crucial area for aiming to be a global "Lifetime Partner."

・The Thoughts Behind the Company Name "SOFY"

He explained that crowning the overseas subsidiary with the brand name "SOFY" for the first time reflects a strong commitment to returning to the origin of the business, staying close to the women of East Africa, and supporting their possibilities.

2. Business Strategy Presentation by Mr. Daigo Fujiwara, Managing Director of SOFY UNICHARM EAST AFRICA

Next, Mr. Daigo Fujiwara, who assumed the position of Managing Director of the new company, took the stage to explain the progress made so far in East Africa and the future business strategy.

・Product Development Meeting Local Needs

He reviewed initiatives to meet the purchasing power and needs of local consumers, such as the launch of the premium sanitary napkin "SOFY Deep Absorb," the locally outsourced "SOFY Long Lasting" which balances quality with an affordable price, and the easily accessible single-pack "SOFY Long Lasting Single Sachet."

・Transition to a Direct Sales System and Strengthening the Distribution Network

With the establishment of the new company, the business will transition from the traditional wholesale system to a direct sales-led system by the new company, promoting in-house driven marketing and the construction and management of a distribution network. In strong collaboration with local sales agents, market penetration in Kenya and exports to neighboring countries will be accelerated.

・4 Basic Policies and 2030 Goals

　　1. Portfolio & Access (Expanding safe and affordable options to eliminate Period Poverty)

　　2. Distribution & Reach (Expanding distribution and educational networks to deliver proper hygiene knowledge and products)

　　3. Talent Investment (Investing in and supporting the careers of local female talent)

　　4. Partnership & Cohesion (Partnerships with local communities and the government to realize a "Cohesive Society")

Through these initiatives, the company aims to achieve 1.5 billion Kenyan Shillings (KSH) in net sales by 2030 and deliver products to 2 million women across the East African region.

Taking the establishment of the new company, "SOFY UNICHARM EAST AFRICA LIMITED", as an opportunity, Unicharm will further strengthen its business foundation in the East African region and support the mental and physical health of local consumers. We will continue to address social issues through our business activities and contribute to the realization of our vision, a "Cohesive Society," and the achievement of the "SDGs."

・Company Name 　　  　: SOFY UNICHARM EAST AFRICA LIMITED

・Start of Operations 　   : September 2026

・Location　　　　　　    : Nairobi, Republic of Kenya

・Business Description    : Manufacturing and sales of sanitary products, disposable diapers, etc., and export to neighboring countries

・Website　　　　　　　  : https://www.sofy-africa.com/en/sofy/home.html

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

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

Released on August 14, 2026

Notice of Registration Completion and Start of Operations for "SOFY UNICHARM EAST AFRICA LIMITED"

https://www.unicharm.co.jp/en/company/news/2026/0814-01.html

Released on December 25, 2024

Unicharm and Toyota Tsusho Commence Production and Sales for the Popularization of Sanitary Products in Kenya

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

The foundation of Unicharm’s product creation lies in deeply attuning ourselves to the "unspoken voices" of everyone we touch—from babies who cannot yet speak and beloved dogs and cats, to senior citizens—and thinking through their needs with relentless dedication. In our corporate video, The "Overly Dedicated" Developers, R&D members from our four business divisions (Baby Care, Pet Care, Wellness Care, and Feminine Care) are shown standing alongside consumers to turn deep empathy into innovation through our products and services.

Our greatest joy is enabling people to live authentically, free from daily discomfort and anxieties—to the point where they completely forget they are even using our products. Grounded in our Corporate Brand Essence, "Love Your Possibilities", this aspiration is captured in our messages: "Please forget about Unicharm" and "Together, Anything feels Possible. Always."

Unicharm Corporate Video (The "Overly Dedicated" Developers):https://www.unicharm.co.jp/ja/innovation/stories.html