How an MBA Internship Led Mitsubishi to E-Commerce Platform Yami—And Into the U.S. Snacks Market

Why It Matters

The alliance accelerates Mitsubishi’s overseas expansion, providing a fast‑track channel to the lucrative U.S. snack market without the lengthy retail onboarding process. It also signals a broader shift toward digital distribution for Japanese food brands targeting diverse American consumers.

Key Takeaways

• Mitsubishi Shokuhin partners with Yami for US online distribution.
• MBA internship sparked strategic collaboration between Japanese wholesaler and e‑commerce.
• Yami reaches ~4 million customers, expanding Japanese snack exposure.
• Partnership bypasses slow US retail shelf‑space negotiations.
• Non‑Asian shoppers now fastest‑growing segment on Yami platform.

Pulse Analysis

Japan’s food exporters have enjoyed a record surge, with agricultural and fishery shipments hitting ¥1.7 trillion in 2025 and tourism driving ¥9.5 trillion in visitor spending. Yet many travelers return home unable to source the snacks and beverages they discovered abroad, creating a gap that traditional wholesale channels struggle to fill. Mitsubishi Shokuhin, the nation’s biggest food wholesaler with ¥2.1 trillion in annual revenue, recognized this friction point and sought a digital conduit that could reach U.S. consumers instantly, sidestepping the slow‑moving process of securing shelf space with American retailers.

The solution emerged through an unlikely conduit: an MBA internship at Yami, a Los‑Angeles‑based e‑commerce platform specializing in Asian groceries. Yami, founded in 2013, has grown to nearly four million registered users and generated close to $100 million in revenue within three years, all without external funding. The internship forged a relationship that highlighted Yami’s robust logistics, deep supplier network, and ability to serve both Asian diaspora and a rapidly expanding non‑Asian customer base. By integrating Mitsubishi’s extensive product portfolio with Yami’s online marketplace, both parties gain immediate market access and shared growth potential.

The partnership underscores a broader industry pivot toward direct‑to‑consumer channels for ethnic food brands. For Mitsubishi, the deal accelerates its overseas expansion, reduces reliance on brick‑and‑mortar negotiations, and leverages Yami’s data‑driven insights into U.S. taste trends. For Yami, the endorsement of a heavyweight like Mitsubishi enhances credibility with Japanese manufacturers and strengthens its supply chain resilience amid tariff volatility. As non‑Asian shoppers increasingly explore Asian snack and beauty categories, the collaboration positions both companies to capture sustained demand and set a template for other Japanese producers eyeing the digital marketplace.