Unicharm Starts Full Operations at SOFY UNICHARM EAST AFRICA in Nairobi

Unicharm Corporation announced the full-scale operation of its East African joint venture, SOFY UNICHARM EAST AFRICA LIMITED, and set a 2030 target of 1.5 billion Kenyan Shillings in net sales, with products to reach 2 million women across the region. The announcement was made by Business Wire. Unicharm is a Japanese maker of baby care, feminine care, wellness care and pet care products, operating in more than 80 countries and regions.

Unicharm's Nairobi Ceremony and Direct Sales Shift

Unicharm held a business presentation and inauguration ceremony in Nairobi, Kenya, on October 14, 2026, attended by local distributors, business partners and government officials. The event marked the start of full-scale operations for the joint venture with Toyota Tsusho Corporation.

With the new company, Unicharm will move from its traditional wholesale system to a direct sales-led model managed by SOFY UNICHARM EAST AFRICA. The company said the shift will let it run in-house marketing strategies and build a more robust distribution network. Working with local sales agents, Unicharm aims to speed up market penetration in Kenya and expand exports to neighboring countries.

SOFY UNICHARM EAST AFRICA is the first overseas entity to bear the SOFY brand name. The company outlined products for local needs, including the premium SOFY Deep Absorb, the high-quality yet affordable SOFY Long Lasting produced through local outsourcing, and the accessible SOFY Long Lasting Single Sachet. Unicharm also announced four basic policies: expanding safe and affordable options to eliminate Period Poverty, expanding networks to deliver hygiene knowledge and products, investing in local female talent and career support, and building partnerships with communities and the government.

Unicharm's Earlier Steps Toward the Kenya Venture

Mori Hamada & Matsumoto advised Unicharm on a joint venture with Toyota Tsusho and CFAO Kenya in Kenya, Law.asia reported in August 2026. The Sofy Unicharm East Africa joint venture was to start operations in September 2026, strengthening distribution of sanitary products and disposable diapers.

Unicharm reported a 4.9% increase in global net sales for the first half of 2026, driven by revenue growth across its personal care and pet segments, Folha reported in August 2026. The company released its Integrated Report 2026 and Sustainability Report 2026, outlining its 13th Medium-Term Management Plan, "Project Renaissance," which aims to create absolute value through AI utilization and circular business models by 2030, according to FinancialContent Business Page.

Unicharm's 2030 Targets for East Africa

Unicharm's stated goal is 1.5 billion Kenyan Shillings in net sales by 2030, with products delivered to 2 million women across East Africa. The company said the four policies will drive that growth.