Unicharm Announces Full-Scale Operation of East African Subsidiary "SOFY UNICHARM EAST AFRICA," Unveiling Direct Sales Strategy and 2030 Goals

TOKYO--(BUSINESS WIRE)--Oct 22, 2026--

Unicharm Corporation (TOKYO: 8113) announced the full-scale operation of its East African joint venture with Toyota Tsusho Corporation, "SOFY UNICHARM EAST AFRICA LIMITED." To mark this milestone, Unicharm held a business presentation and inauguration ceremony in Nairobi, Kenya, on October 14, 2026. The event, attended by local distributors, business partners, and government officials, highlighted the company's strategic shift to a direct sales system and outlined its ambitious goals for 2030, aimed at strengthening its business foundation in the rapidly growing East African market.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261021502795/en/

Transition to Direct Sales and Strengthening Distribution

With the establishment of the new company, Unicharm will transition from its traditional wholesale system to a direct sales-led model managed by SOFY UNICHARM EAST AFRICA. This shift will enable Unicharm to drive in-house marketing strategies and build a more robust distribution network. Working in close collaboration with local sales agents, the company aims to accelerate market penetration within Kenya and expand exports to neighboring countries. The subsidiary is the first overseas entity to bear the "SOFY" brand name, reflecting Unicharm's strong commitment to supporting the possibilities of women in East Africa.

Business Strategy and 2030 Goals

At the ceremony, Unicharm outlined its commitment to meeting local needs by offering products such as the premium "SOFY Deep Absorb," the high-quality yet affordable "SOFY Long Lasting" produced through local outsourcing, and the highly accessible "SOFY Long Lasting Single Sachet." Furthermore, the company announced its four basic policies to drive future growth: expanding safe and affordable options to eliminate Period Poverty (Portfolio & Access), expanding networks to deliver proper hygiene knowledge and products (Distribution & Reach), investing in local female talent and career support (Talent Investment), and building partnerships with communities and the government (Partnership & Cohesion). Through these initiatives, Unicharm aims to achieve 1.5 billion Kenyan Shillings (KSH) in net sales by 2030 and deliver its products to 2 million women across the East African region.

(Related sites)
News Release: https://www.unicharm.co.jp/en/company/news/2026/1015-03.html
Unicharm Corporation Website: https://www.unicharm.co.jp/en/home.html
Toyota Tsusho Corporation Website: https://www.toyota-tsusho.com/english/
SOFY UNICHARM EAST AFRICA LIMITED Website: https://www.sofy-africa.com/en/home.html
"SOFY" Brand Website (Africa): https://www.sofy-africa.com/en/sofy/home.html

About Unicharm

Under the Corporate Brand Essence "Love Your Possibilities," Unicharm aims to realize a "Cohesive Society" where everyone can be independent and supportive. Operating in over 80 countries and regions worldwide, it provides innovative solutions for baby care, feminine care, wellness care, and pet care.

(From left) Daigo Fujiwara, Managing Director, SOFY UNICHARM EAST AFRICA LIMITED; H.E. Mr. Hiroshi Matsuura, Ambassador Extraordinary and Plenipotentiary of Japan to the Republic of Kenya; Takahisa Takahara, President & CEO, Unicharm Corporation; Hon. Rebecca Miano, EGH, Cabinet Secretary, Ministry of Tourism and Wildlife; Hon. Lee Kinyanjui, EGH, Cabinet Secretary, Ministry of Investments, Trade and Industry; Amb. Dennis Awori, Chairman, CFAO Group Kenya and Country Delegate; and Kazuyuki Urata, CEO for Circular Economy Division, Toyota Tsusho Corporation.

U.S. Rep. Ilhan Omar will move out of her Washington, D.C., home that federal agents searched last week, she said Wednesday, noting that attention brought on by the raid has made her feel unsafe there.

Federal authorities are investigating potential fraud in her family's immigration paperwork and have issued grand jury subpoenas to some of her relatives, a person briefed on the investigation told The Associated Press on condition of anonymity because they were not authorized to discuss an ongoing investigation.

Omar, who was born in Somalia and is a naturalized U.S. citizen, said Wednesday in her first interview since the search that she is “confident in the fact that I didn’t do anything wrong.”

The progressive Minnesota Democrat has been a frequent critic and target of President Donald Trump, who has on multiple occasions pushed for the prosecution of his perceived political enemies.

In the interview with MS NOW, Omar said she was rattled by the search weeks out from the Nov. 3 midterms, which will decide control of the House and Senate. She is running for reelection in a deep blue district centered in Minneapolis and is expected to retain her seat.

Omar recalled waking around 6 a.m. to Homeland Security investigators banging on her door with a warrant. They searched for four or five hours and seized 17 items, including phones, notebooks, a Somali language children’s book and a vintage camera that her husband had received as a gift, she said.

The Justice Department has shared few details about the case other than saying it was a criminal investigation.

Omar came with her family to the U.S. at age 12, after they obtained asylum. She became a U.S. citizen five years later, in 2000.

“It would be a huge undertaking to, I suppose, indict a 12-year-old for so cleverly conspiring to defraud immigration services to come to the United States. I'm sure there are a lot of smart 12-year-olds, but that seems like a leap,” she said in the interview.

The search drew sharp condemnation from congressional Democrats, who also questioned the timing. The Justice Department has historically avoided overt investigative actions involving candidates in the immediate run-up to an election.

Omar said the agents were “intrusive but polite,” logging the items they took and putting back everything else in its place.

Associated Press reporter Alanna Durkin Richer contributed from Washington.

Community members rally in support of Democratic Rep. Ilhan Omar, D-Minn., Monday, Oct. 12, 2026, at Powderhorn Park in Minneapolis. (AP Photo/Ellen Schmidt)

Homeland Security officers leave the Washington residence of Rep. Ilhan Omar, D-Minn., after a search, Monday, Oct. 12, 2026. (AP Photo/J. Scott Applewhite)

Homeland Security officers carry boxes from the Washington residence of Rep. Ilhan Omar, D-Minn., Monday, Oct. 12, 2026, during a search. (AP Photo/J. Scott Applewhite)

FILE - Rep. Ilhan Omar, D-Minn., listens during a Congressional spotlight hearing on Capitol Hill, Sept. 22, 2026, in Washington. (AP Photo/Mark Schiefelbein, File)