Japanese Castella Cake by Suzakiya Showcased to U.S. Grocery Buyers at NGA Show 2025 | UNIVA America
As part of expanding the U.S. market presence of Suzakiya, a long-established Japanese confectionery brand, UNIVA America showcased its premium Gosan-yaki castella cake at the NGA Show 2025 in Las Vegas.
The NGA Show is one of the largest trade events for grocery professionals in the United States, bringing together buyers, distributors, and owners from independent and regional supermarket chains nationwide. It provides a key platform for brands seeking entry into the U.S. grocery market.
Introducing Traditional Japanese Sweets to U.S. Grocery Buyers
Instead of a traditional booth, UNIVA America adopted a cost-efficient sampling kiosk format, allowing attendees to directly experience the taste and texture of Suzakiya’s Gosan-yaki castella.
Made with simple, high-quality ingredients, the castella stood out for its moist texture and refined sweetness. For many attendees, this was their first experience with premium Japanese sponge cake, generating strong interest and positive feedback from U.S. grocery buyers.
Driving Market Entry Through Strategic Sampling
Through participation in the NGA Show, UNIVA America supported Suzakiya in:
- Introducing products to U.S. grocery buyers and retailers
- Generating qualified leads and distribution opportunities
- Demonstrating product value through direct sampling
- Positioning Japanese confectionery within the U.S. grocery market
This hands-on approach helped create meaningful engagement and business opportunities.
Expanding Distribution in the U.S. Grocery Market
Following the exhibition, UNIVA America is conducting targeted follow-up with leads generated at the event, aiming to secure retail partnerships and expand distribution across U.S. grocery store chains.
UNIVA America continues to support Japanese brands entering the U.S. market through exhibition strategy, localized sales support, and business development.
