Interview
Regards Croisés – BEL Japan: 20 Years of Cheese Innovation in the Heart of Tokyo
In this new episode of our series Business: Regards Croisés, we meet BEL Japan, a subsidiary of the BEL Group, which this year celebrates its 20th anniversary in Japan. Having entered the archipelago in 1983 with the Kiri brand, the group has succeeded in transforming a product once seen as exotic into an everyday favorite for millions of Japanese consumers.
“It has become part of Japanese daily consumption throughout the day. They see it as a ‘Me Moment,’ something they can enjoy peacefully during the day to take a small break,” says Aytekin Yildiz, President and CEO of Bel Japan.
A cultural challenge successfully met
When BEL first entered Japan, cheese consumption remained marginal. The initial challenge was to introduce a new product while respecting local eating habits. Kiri found its place by focusing on a positioning centered around personal well-being: “Be kind to yourself.” Today, Kiri’s individual portions have become a daily ritual, particularly appreciated by Japanese women who see it as a moment of sweetness and comfort.
A laboratory of innovation for the BEL Group
The Japanese market quickly established itself as a key testing ground for BEL. Japan saw the launch of unique products such as Kiri Sweet Cheese, the brand’s first sweet version, combining cream cheese with fruit. The country also witnessed the creation of Kiri Cafés, in partnership with Bagel & Bagel - BEL’s first permanent food service experience. These local initiatives often became models and sources of inspiration for other international markets, making Japan a true innovation hub for the group.
A company committed to empowering women
Beyond its commercial success, BEL Japan stands out for its strong social commitment. With a team that is 60% women, the subsidiary has launched a female empowerment program as part of Kiri’s “Brand Social Role.” The goal: to strengthen women’s confidence and position in Japanese society, well beyond product consumption.
A market with sustainable growth
Although cheese consumption in Japan remains lower than in Europe, it continues to grow steadily. Japan is now BEL’s largest market in Asia, thanks in particular to its portion-based products, perfectly suited to local snacking habits and the pursuit of a balanced diet. In the medium term, growth is expected to continue, driven by the increasing recognition of cheese as both a healthy and indulgent food.
