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From Hiroshima to Hangzhou: How Jagabee and Frugra drive Calbee's growth strategy
2025 calbee china cmo fbif japan marketing By Minnie Wang

The Tokyo-headquartered maker of the hugely popular potato fries, Calbee, is tapping into anime fandom and IP collaborations to boost sales and brand affinity in China. Read our interview with CMO Hiroyuki Miyakura.

How Want Want cracked Japan’s competitive confectionary market
confectionery fbif food japan want want By Minnie Wang

Campaign speaks to Tony Chang of the iconic Taiwanese food brand to learn about the brand’s strategy in penetrating the Japanese market, and the challenges of localisation.

Kraft Heinz's CMO on marketing Western sauces to a Chinese audience
china cmo fbif food By Minnie Wang

China CMO Allen Cai expands on the importance of targeting younger consumers, innovating a global product in a local market, and the tricky balance between flavour and health.

How Oatly penetrated the Chinese plant-based market
branding china fbif food marketing By Minnie Wang

Oatly's Greater China president David Zhang opens up about how the brand expanded into the Chinese market and pioneered a new plant-based category, all within a span of just five years.