October 16, 2026
CFAO Kenya Limited (Managing Director: Akira Wada), a member of the Toyota Tsusho Group, is pleased to announce that SOFY UNICHARM EAST AFRICA LIMITED, the joint venture established by Unicharm Corporation, Toyota Tsusho Corporation and CFAO Kenya, held its business presentation and establishment ceremony in Nairobi on Wednesday, October 14, 2026.
■ Highlights of the Ceremony
Message from Unicharm President & CEO Mr. Takahisa Takahara
Mr. Takahara introduced Unicharm’s history, which began with addressing the challenges faced by women, and positioned East Africa — a region with high growth potential — as a key area in the company’s ambition to be a global “Lifetime Partner.” He explained that naming an overseas subsidiary after the SOFY brand for the first time reflects Unicharm’s commitment to staying close to the women of East Africa and supporting their possibilities.
Business strategy presented by Mr. Daigo Fujiwara, Managing Director of SOFY UNICHARM EAST AFRICA
Mr. Fujiwara reviewed the product line-up developed to match local needs and purchasing power — the premium “SOFY Deep Absorb” and the locally produced “SOFY Long Lasting”. With the establishment of the new company, the business will transition from the traditional wholesale system to a direct sales-led system by the new company, promoting in-house driven marketing and the construction and management of a distribution network. In strong collaboration with local sales agents, market penetration in Kenya and exports to neighboring countries will be accelerated.
He also presented the company’s four basic policies:
2030 Goals:
SOFY UNICHARM EAST AFRICA aims to achieve net sales of KSh 1.5 billion by 2030 and to deliver its products to 2 million women across the East African region.
■ CFAO Kenya’s Role in the Joint Venture
CFAO Kenya has been part of the SOFY journey in Kenya from the beginning. Since 2023, the company has imported and distributed SOFY Deep Absorb, manufactured at Unicharm’s plant in Egypt, and in January 2025 it worked with Unicharm and Toyota Tsusho to launch the locally produced SOFY Long Lasting.
As a shareholder of the new company, CFAO Kenya is fully committed to empowering Unicharm’s market expansion, both within Kenya and across the broader East African region.
■ Future Outlook
Guided by the Toyota Tsusho Group’s “With Africa, For Africa” philosophy, CFAO Kenya will continue to work alongside Unicharm and Toyota Tsusho to strengthen the business foundation of SOFY UNICHARM EAST AFRICA, improve access to feminine hygiene products, and contribute to addressing social issues such as period poverty in Kenya and across the region.
■ Overview of the Joint Venture
| Company name | SOFY UNICHARM EAST AFRICA LIMITED |
| Location | Nairobi, Republic of Kenya |
| Start of operations | September 2026 |
| Managing Director | Mr. Daigo Fujiwara |
| Shareholders | Unicharm Corporation: 75.0%
Toyota Tsusho Corporation: 17.5% CFAO Kenya Limited: 7.5% |
| Business | Manufacturing and sales of sanitary products, disposable diapers, etc., and export to East African countries |
| Website | https://www.sofy-africa.com/en/sofy/home.html |
■ Related Releases
Toyota Tsusho Corporation (August 14, 2026): Toyota Tsusho’s Joint Venture with Unicharm Begins Operations in Kenya
https://www.toyota-tsusho.com/english/press/detail/260814_006901.html
Unicharm Corporation (August 14, 2026): Notice of Registration Completion and Start of Operations for “SOFY UNICHARM EAST AFRICA LIMITED”
https://www.unicharm.co.jp/en/company/news/2026/0814-01.html
Toyota Tsusho Corporation (June 18, 2025): Toyota Tsusho and Unicharm Establish a Joint Venture Company in Kenya
https://www.toyota-tsusho.com/english/press/detail/250618_006620.html