How an MBA internship led Mitsubishi to e-commerce platform Yami—and into the U.S. snacks market

Mitsubishi Shokuhin, Japan’s largest food wholesaler and a part of the Mitsubishi Corporation, has found an innovative way to break into the U.S. market. With increasing interest in Japanese products among American consumers, the company sought a more efficient method to reach these shoppers. Traditional methods, such as establishing relationships with individual retailers, proved to be slow and cumbersome.

The Catalyst: An MBA Internship

The breakthrough came from an unexpected source. An MBA student sponsored by Mitsubishi took an internship at Yami, a growing U.S. e-commerce platform that specializes in selling Asian products, including those from China, Japan, and Korea, to Asian Americans and the wider Asian diaspora. This internship laid the foundation for a strategic partnership between Mitsubishi Shokuhin and Yami, enabling the former to connect directly with millions of American shoppers.

Strategic Partnership with Yami

Yami’s founder, Alex Zhou, noted that they were not actively seeking investment when Mitsubishi approached them. The company had already achieved a break-even point and was generating positive cash flow. However, the partnership with Mitsubishi offered more than just financial support; it provided access to established Japanese supply chains. Zhou explained, “A name like Mitsubishi can really help with our Japanese supply chains.”

According to Kazuo Ito, a senior vice president at Mitsubishi Corporation, Yami gives brand owners instant access to consumers, allowing Japanese manufacturers to bypass the lengthy process of securing shelf space with U.S. retailers. This partnership is expected to enhance the visibility of Japanese food and beverage brands in the U.S. market.

Mitsubishi Shokuhin’s Background

Mitsubishi Shokuhin was established in 2011 when four long-standing food wholesalers merged. The company supplies a diverse range of products, including processed foods, beverages, and confectionery, to approximately 3,000 retailers in Japan, such as the convenience store chain Lawson and the lifestyle retailer Muji. In a move to accelerate its international expansion, Mitsubishi Corporation took Mitsubishi Shokuhin private last year through a significant tender offer.

Japan’s Tourism Boom and Market Opportunities

Several factors are driving Mitsubishi Shokuhin’s interest in international markets, particularly the U.S. One significant factor is Japan’s booming tourism sector. In 2025, the country welcomed a record 42.7 million foreign visitors, who spent around 9.5 trillion yen (approximately $60 billion). Many tourists purchase Japanese products as souvenirs but struggle to find them upon returning home. Ito emphasized that platforms like Yami can help convert these one-time purchases into ongoing demand by providing a way for consumers to re-experience their time in Japan.

Yami’s Growth Story

Alex Zhou’s journey mirrors the gap that Yami aims to fill. After moving to the U.S. from mainland China in 2007, he found himself in Kansas, where the nearest Asian grocery store was two hours away. After graduating and relocating to Los Angeles, he launched Yami in 2013. Within three years, the company achieved nearly $100 million in revenue without external funding. Yami has since attracted institutional investment, including a $50 million Series B round led by Altos Ventures and Balsam Bay Partners.

Yami positions itself as a comprehensive online marketplace for Asian products in North America, offering a wide range of items, including snacks, beauty products, health supplements, and household goods. The platform has amassed close to four million registered customers.

Challenges and Adaptations

Despite its success, Yami has faced challenges. In 2018, the company underwent a period of cost-cutting. Zhou learned the importance of making decisions based on the company’s best interests, even when it meant making difficult choices regarding staffing. More recently, increased U.S. tariffs on Asian goods have tested Yami’s supply chain and pricing strategies. However, Zhou views these challenges as opportunities, stating, “We knew Asian supply chains better than others. That created an opportunity to thrive during this crisis.”

Changing Demographics of Yami’s Customer Base

Initially, Yami was designed to serve Asian Americans and the Asian diaspora. Zhou felt a personal obligation to improve the overseas experience for immigrants like himself. However, the customer base has expanded to include a growing number of non-Asian shoppers who are increasingly interested in Asian snacks, beauty products, health supplements, and cultural items like K-pop and Japanese manga. Ito noted that the fastest-growing segment of Yami’s customer base is non-Asian, which is appealing to brand owners looking to enter the U.S. market.

Conclusion

The partnership between Mitsubishi Shokuhin and Yami represents a significant step towards bridging the gap between Japanese products and American consumers. By leveraging e-commerce, Mitsubishi can tap into the growing demand for Asian goods in the U.S. market, driven by both Asian Americans and an increasingly diverse customer base.

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