Masaya Watanabe has served as the Deputy General Manager of Yakult (China) Corporation since 2022, overseeing the sales department. With extensive overseas experience in Mexico and Vietnam, he leverages a global perspective to develop sales strategies tailored to local needs, making outstanding contributions to business expansion.
He excels in rugby and was once a member of the company’s professional team. He highly values teamwork and leadership, applying these principles in his work. His guiding philosophy is “Personal Growth and the Spirit of Challenge,” and he advocates the slogan in Chinese: “‘Yi’ Xin Xiang Shang, Du Yue Wu Xian,” striving to drive continuous growth and challenges for both talent and the organization.
As consumer demand for health-conscious, high-quality products grows, the food and beverage industry faces both rapid transformation and fierce competition. In China, the sugar-free tea market surged 110% in 2023 (Nielsen), yet brands struggle with price wars and homogeneity. Meanwhile, global expansion is accelerating, but breaking into mainstream overseas markets remains a challenge.
Leading brands have successfully navigated these shifts through innovation: Calbee revived its potato sticks with a unique texture, achieving a V-shaped sales rebound; Kirin Nama-cha sold 100M+ units in seven weeks via brand revitalization; Meiji turned bitter chocolate into a hit by leveraging the "cocoa polyphenol" concept; Fruit Ripe disrupted the market by integrating into convenience store channels……
This dialogue gathers global industry leaders to explore:
· Product innovation: How to create products that truly resonate with consumers?
· Brand longevity: How to build enduring competitive advantages?
· Global expansion: How to move beyond exports and establish a lasting presence?
By examining case studies and industry trends, this discussion will uncover strategies for sustained growth in an evolving market.