The brand is owned by Leverage Inc., which operates a search site specializing in finding fitness gyms and personal trainers across Japan.
VALX’s first overseas pop-up store in Hong Kong was a “huge success”, receiving positive feedback from local consumers, according to chief branding officer Omori Yohei.
“We ran a two-month pop-up store at the bustling K11 Art Mall, which allowed us to reach people of all ages and backgrounds. Many of those who tried the samples loved the taste and even bought it on the spot. This gave us valuable insights to grow our presence in Hong Kong.
“In response to customer requests for a place where they can continue to purchase our products, we have decided to begin selling our products on HKTV Mall, a major online shopping platform in Hong Kong. We have also launched an English version of our domestic e-commerce site and an official Instagram account.” Mr. Omori Nutrients – Asia.
Going forward, the brand plans to expand its presence in Hong Kong by selling its products in bakery stores, vending machines in fitness centers, opening new pop-up stores, and even opening a brick-and-mortar store with a “tasting lounge” where customers can sample its products.
“Hong Kong people have always been health conscious, and their average life expectancy is among the highest in the world, alongside Japan.
“In recent years, the number of small 24-hour gyms has increased dramatically, lowering the barrier to entry for gym training and raising health awareness. This trend reflects the potential of the active nutrition market in the country.”
Beyond Hong Kong, the company is exploring expansion opportunities across Asia, including major cities in China, Singapore, Taiwan, South Korea and India.
“The protein and fitness supplement market is dominated by Western brands, but as a Japanese brand, we believe VALX has a competitive edge in terms of taste, strict quality control, and commitment to safety. We hope people in Asian countries will be able to experience VALX firsthand.”
Build a bigger portfolio
VALX’s best-seller is its whey protein powder series, and the reason for its popularity is that it “provides a balanced combination of deliciousness, high quality, and functionality.”
By introducing a range of flavours including chocolate, cafe au lait, matcha, mixed berry, banana and royal milk tea, the brand aims to overturn the conventional perception that whey protein is tasteless.
Whey protein powder is also said to dissolve easily and have a smooth texture.
VALX products are developed in collaboration with Yoshinori Yamamoto, a renowned Japanese bodybuilder and trainer with over 700,000 subscribers on his YouTube channel and over 1.3 million total followers on social media.
“People with an active mindset who exercise and train regularly are our main target audience. Our first step in promoting VALX was to strengthen our engagement with the active community through collaborations with top athletes and sportspeople from around the world, together with Yoshinori Yamamoto.
“Furthermore, we aim to support everyone, regardless of age or gender, to boldly take on life’s challenges. Through VALX, we want to provide energy and strength, and support a lifestyle that makes people more positive and happy.” Omori said.
The company aims to expand its line of protein products and EAA9 (nine essential amino acids) supplements by exploring the addition of new ingredients, functionalities and appealing flavors.
“These include high-function, high-added-value supplements tailored to specific needs and user groups, such as beauty supplements for women, growth promotion for young people, and health support for the elderly. In addition, we are considering developing convenient packaging for high-protein, low-carbohydrate foods and beverages.”
Active Lifestyle Nutrition is a key theme at the Growth Asia Summit 2024. Join us at the Summit in Singapore to learn about market opportunities and gain insights from leading industry experts. Learn More here.
