Japan's Sh2 billion bet on Kenya's hygiene market

Japan’s Unicharm, Toyota Tsusho and CFAO Kenya launch a Sh2b hygiene products venture targeting East Africa. [Courtesy]

Japan's Unicharm Corporation and Toyota Tsusho Corporation have partnered with CFAO Kenya Limited to launch a Sh2 billion joint venture in Kenya that will make and sell sanitary pads and disposable diapers, targeting East Africa's fast-growing consumer market.

The new company, SOFY Unicharm East Africa Limited, brings together Unicharm's expertise in personal hygiene products, Toyota Tsusho's regional reach and CFAO Kenya's distribution network. Operations began in September 2026.

The venture will handle product development, manufacturing, sales and marketing in Kenya, with plans to export to neighbouring East African countries.

Unicharm is a Japanese maker of hygiene products, best known for its Sofy brand of sanitary pads and MamyPoko baby diapers. Toyota Tsusho is the trading arm of the Toyota group, with a wide presence across Africa. CFAO Kenya is a distributor with deep local knowledge of Kenyan retail and logistics.

The three say the combination of Japanese technology and local market know-how will help them make products that are both affordable and reliable for Kenyan consumers.

Mr Daigo Fujiwara, Managing Director of SOFY Unicharm East Africa speaking at the event. [Courtesy]

The launch comes as Kenya pushes to expand local manufacturing and reduce reliance on imports. Hygiene products support a wider value chain, including packaging, raw materials and distribution, creating jobs and business opportunities for small suppliers.

Speaking at the launch in Nairobi, Investment, Trade and Industry Cabinet Secretary Lee Kinyanjui welcomed the investment and urged the company to increase the share of locally sourced materials over time.

"I therefore welcome the focus of this investment on quality and affordability," he said. "Its value will be felt most clearly when these products reach girls and women in underserved communities, including those for whom the cost of sanitary products remains a challenge."

About 54 per cent of girls in Kenya have faced difficulties accessing sanitary products, according to official estimates, a problem known as period poverty. Many miss school during their periods, hurting their education and confidence.

Sofy entered Kenya in 2023 with a premium product. In January 2025, it began local production of a cheaper line, Sofy Long Lasting, and introduced single-pad sachets after consumers said the cost of full packs was a barrier.

The company has also invested in menstrual health education in schools and communities, working with organisations including JICA, UNFPA and UN Women Kenya.

"By providing reliable feminine care solutions, promoting better hygiene habits and addressing period poverty, we aim to empower women to live with greater confidence and participate fully in society," said Daigo Fujiwara, Managing Director of SOFY Unicharm East Africa.

The company says the venture will also make disposable diapers, building on Unicharm's global baby-care business. It plans to use Kenya as a base to serve the wider East African Community and the African Continental Free Trade Area, which Kenya sees as a path to growing exports of locally made goods.

Unicharm President and CEO Takahisa Takahara said the Kenyan unit is the first Unicharm subsidiary anywhere to carry the Sofy name in its corporate title, calling it a sign of the company's long-term commitment to women in East Africa.

The company said sustainability will be part of its growth plan, including responsible waste management and resource use, as it seeks to build a business that creates social, environmental and economic value.