Japan's Kameda aims to be Starbucks of rice crackers, says CEO

India-born executive tailors his strategy to the strengths of each market

20231107 kameda

Kameda's signature snack Kakinotane, left, and factory of Vietnam: Japan's top rice cracker maker is stepping up efforts to boost its overseas sales, especially in the rest of Asia. (Source photos by Miho Saito and Yuji Nitta)

YUJI NITTA, Nikkei staff writer

HANOI -- Japan's top rice cracker maker is stepping up efforts to boost its overseas sales, especially in the rest of Asia, an urgent task considering the shrinking population at home.

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