Vietnam-based B2B food delivery platform, KAMEREO , successfully raised USD 7.8 million in Series B funding. In this investment, KAMEREO received capital from investors including Sumitomo Corporation, Inspire Co., Ltd., SMBC Venture Capital Co., Ltd., Mitsubishi UFJ Capital Co., Ltd., REAZON HOLDINGS, INC. , and several other individual investors.
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With this round of funding, KAMEREO has successfully increased its total capital raised to over 15 million USD . This capital is expected to be used to expand business operations across Vietnam, strengthen its product portfolio, implement import activities, launch new services such as the marketplace model, and develop additional product features.
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KAMEREO has successfully overcome the challenges caused by the nationwide lockdown in Vietnam due to the Covid-19 pandemic until the end of the third quarter of 2021. Since then, the company has witnessed strong growth in sales and significant improvements in profits. With a customer-centric approach, KAMEREO is not only limited to restaurants but is expanding to supermarkets, convenience stores, factories, educational and medical institutions and many other fields; In addition, the company is increasingly perfecting its product portfolio to comprehensively meet customer needs.
While developed countries such as Japan and the United States are dominated by large wholesale companies and agricultural cooperatives in the food supply chain, the Vietnamese market lacks these factors and instead consists mainly of private distributors. With a market value of up to 100 billion USD, a compound annual growth rate (CAGR) of over 5% in the next 5 years, Kamereo is a pioneer in this supply market.
In December 2024, KAMEREO expanded its operations to Hanoi in the North, in addition to Ho Chi Minh City in the South, establishing coverage in the two largest cities, accounting for more than 50% of the country’s GDP. To develop and ensure product quality, Kamereo has built a daily cold transport system connecting the North and South of Vietnam. In the future, located between these two regions,
KAMEREO also plans to establish logistics and sales operations in the central cities. Recently, KAMEREO is rapidly deploying a system capable of covering the whole of Vietnam due to witnessing the increasing demand for purchases from customers in cities outside Ho Chi Minh City and Hanoi.
Marketplace Business Model
KAMEREO is strongly developing its marketplace business by leveraging its detailed last-mile delivery network, warehouse system capable of providing 3 levels of storage temperature, and infrastructure serving more than 3,000 customers . Unlike the traditional model of direct warehouse management, KAMEREO ‘s model allows manufacturers and suppliers to store goods in KAMEREO ‘s warehouse , while the company will take care of sales, delivery and collection.
By listing their products on KAMEREO ’s marketplace , suppliers can start selling to the HORECA (hotels, restaurants, cafes) segment – a previously difficult-to-reach market – without incurring upfront costs or building an operational system.
As the first project in this segment, KAMEREO has established a comprehensive business partnership with Gyomu Japan , the operator of Gyomu Super in Vietnam, under Kobe Bussan Co., Ltd. Through this partnership, approximately 450 products from Gyomu Super are now available on the KAMEREO platform . This partnership has been well received by customers, and is considered a partnership that brings high-quality products to Vietnamese consumers.
Kamereo Branded Products
KAMEREO has been strengthening its private label development since last year and plans to use part of the newly raised capital to further promote this model. The strategy focuses on two main points:
Develop and Increase Sales of Pre-Cut Vegetables for Supermarkets and Convenience Stores
In urban areas in Vietnam, the trend of shifting from traditional markets to modern trade is accelerating rapidly. With the quality of available raw materials and modern packaging systems, Kamereo has launched products that match this trend. They plan to develop products that meet the long-term needs of food safety, traceability and health.
Private Labeling for Consumer Products to Increase Brand Awareness and Increase Price Competition
In Vietnam, many factories operate as OEM (contract manufacturers) to serve overseas markets. By placing large orders during the low production period, KAMEREO can produce high-quality private-label products at lower costs. This method helps KAMEREO reduce costs while maintaining or improving product quality, thereby increasing price competitiveness.
Hiroki Takeno – Executive Director, Head of Retail Division, Sumitomo Corporation: “KAMEREO has been addressing the needs and challenges of the restaurant, cafe and food service industries, gradually gaining widespread support through meticulous innovation. This has contributed significantly to the development of the food supply industry in Vietnam. After this round of funding, we plan to cooperate with the Fujimart retail chain that we are operating in Hanoi to support KAMEREO ’s business expansion. Through this partnership and new services, we hope to bring high-quality, safe and reliable food sources to more customers.”
Manabu Fujimoto – Director of Inspire Investment Co., Ltd.: “For over 10 years, our company has been supporting the overseas expansion of Japanese companies, especially in the ASEAN region. In addition to straightforward investments and export promotion activities, we have also been involved in efforts related to the implementation of international development strategies, such as strategic cooperation to establish joint ventures. In Vietnam, one of the key growth markets in the ASEAN region, we believe that KAMEREO ’s vertically integrated supply chain provides essential value and is beneficial for business expansion, while always meeting the needs of customers and the market. Through this investment, we hope to create opportunities for cross-industry collaboration with the companies supported by our fund, and strive to enhance corporate value by taking advantage of interaction effects.”
Motohiro Takeuchi – Deputy General Manager, Investment Division IV, SMBC Venture Capital Co., Ltd. “KAMEREO , under the leadership of a Japanese CEO with a unique corporate culture that values “Kaizen” (Continuous Improvement) as its core value, has been solidified through persistent sales activities and continuous operational improvements. This has created a virtuous cycle of growth and attracting more customers, which has helped improve the purchasing process, thereby making it easier to acquire more customers. We are delighted to support KAMEREO , under the leadership of CEO Tanaka, one of the most promising Japanese entrepreneurs in Vietnam and a role model for Japanese entrepreneurs operating globally, through this investment. We also look forward to leveraging the group’s network to provide various forms of support in realizing its vision of “redefining the food industry.”
Taiki Goto – Deputy General Manager, Investment Division II, Mitsubishi UFJ Capital Co., Ltd. “With a population exceeding 100 million by 2023 and a continuing economic growth, Vietnam is a market with great potential, especially in the food distribution network sector, where there is still much room for efficiency improvement. KAMEREO has demonstrated its potential by building a highly complex, integrated supply chain from source to destination, ensuring stable prices, quality and delivery times. In addition, we are impressed by the spirit of CEO Taku Tanaka, who has successfully led the business in a foreign country despite challenges such as the COVID-19 pandemic. We are honored to invest in KAMEREO and will support their efforts by leveraging MUFG’s Southeast Asia network to help realize their ambitions.”
About KAMEREO
Founded in 2018, KAMEREO is the first B2B food supplier using the power of technology in Vietnam, which is the best solution to optimize the purchasing & sourcing process for F&B store owners. It has a wide range of products for your restaurant with the best prices on the market.
