Gunma Seifun grew rice-flour exports through French chefs and workshops
International business story | Work with French wholesalers and chefs helped develop demand; 2025 export sales were about 3.5 times 2020.
Editorial desk
This is a review of export growth from 2020 to 2025. JETRO’s September 2026 case says Gunma Seifun’s 2025 export sales were about 3.5 times their 2020 level. It is a five-year comparison, not one-year growth or immediate sales from one event.
Based in Shibukawa, Gunma, the company traditionally supplied rice flour for Japanese confectionery. A mature domestic market prompted it to develop exports as another business pillar. Growing gluten-free interest suggested an overseas role for its confectionery and breadmaking expertise.
France was selected for its pastry and baking culture. With expert advice and networks, Gunma Seifun worked with a local wholesaler that understood quality ingredients and value-added proposals, bringing rice-flour applications closer to professional users.
Ingredient descriptions alone were insufficient. The company exchanged information with chefs and pastry makers, supported trials and product development, and addressed the perception that gluten-free food could be healthy but disappointing in taste. It presented rice flour as an ingredient for flavour and new value.
Proposals combined Japanese ingredients and European techniques, including daifuku and brown-rice-flour pastry and bread recipes. Workshops with the wholesaler let French professionals handle the products and explore their own applications, helping the company understand practical needs.
The benchmarks differ: French rice-flour-related exports reached five times the first-year level, while total 2025 export sales were about 3.5 times 2020. French channels and knowledge also supported Italy and Germany. Workshops continued; these historical results are not a promise of recurring growth.
Sources
Some images in this article are generated illustrations.