@Toyota: Toyota Tsusho and Unicharm Establish a Joint Venture Company in Kenya- Aiming to Contribute to Achieving Full-Fledged Business Expansion, Women’s Social Advancement, and Solving Social Issues –

Toyota Tsusho Corporation (“Toyota Tsusho”) and its group company CFAO Kenya Limited (“CFAO Kenya”), in cooperation with Unicharm Corporation (“Unicharm”), commenced the local production and sales of Sofy sanitary napkins in the Republic of Kenya in January 2025. In response to the high level of support from customers in Kenya, the two companies hereby announce that they have decided 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.

In 2023, CFAO Kenya and Unicharm commenced the import and sales of “SOFY Deep Absorb,“ a premium sanitary napkin produced at Unicharm’s Egypt Plant, and in January 2025, they commenced the local production and sales of “SOFY Long Lasting“, a reliable quality product 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.

(1) Strengthening product development and production system
– Continue the product development of “SOFY Long Lasting ,“ which combines reliable quality for long time use at an affordable price
– Expand trials by reducing the unit purchase price per pack through the use of sachet (one- piece) products
– Promote the optimization of production efficiency with a view to introducing in-house production facilities in the future while maintaining a stable supply system through outsourced production

(2) Expanding local sales and distribution system
– Expand sales channels in both General Trade (GT) and Modern Trade (MT) by utilizing the CFAO Kenya’s distribution network
– Strengthen the sales system and promote the “creation of a selling space” in all channels in Kenya

(3) Local development of marketing and human resources development
– Strengthen ability to communicate the high quality of products at the storefront and increase brand awareness
– Strengthen training of marketing personnel in Kenya and increase brand awareness through advertising development

(4) Business development in the Kenyan market
– Promote a regional strategy with a view to export to Kenya’s neighboring countrie
– Improve the sanitary environment and support women’s participation in society in all areas in Kenya

Standard product SOFY Long Lasting	Premium product SOFY Deep Absorb」

The companies aim to complete the registration and establish a corporation by the end of 2025, as well as achieve full-fledged business expansion in Kenya.

Toyota Tsusho and Unicharm aim to contribute to the popularization of sanitary products, support of women’s social advancement, and solving social issues in Kenya by providing sustainable and regionally-rooted value.

Takahisa Takahara, President & CEO, Unicharm Corporation>

Together with Toyota Tsusho, we 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 Life Time 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.

<Toshimitsu Imai, President & CEO, Toyota Tsusho Corporation>

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 Infra, 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.

Company name	Sofy East Africa Limited
Location	Nairobi, Kenya
Representative	Daigo Fujiwara
Business description	Manufacture and sale of sanitary products, disposable diapers, etc. and export to neighboring countries
Capital	2 billion Kenyan shillings (planned)
Establishment	Within 2025
Shares	Unicharm Corporation: 75.0％ Toyota Tsusho Corporation: 17.5％ CFAO Kenya Limited: 7.5％

＜Past initiatives by both companies＞
・Published on December 25, 2024: Toyota Tsusho and Unicharm 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.toyota-tsusho.com/english/press/detail/241225_006505.html)