ES Consulting Vietnam Accompanies SSF Holdings in Expanding into the Food Sector in Vietnam

From establishment and licensing support for 「さつまいも と たまご」 (“Sweet Potato and Egg”) store in Ho Chi Minh City

Client Introduction

SSF Holdings Co., Ltd. has been a valued client of ES Consulting Vietnam from the initial stage of exploring and developing its business activities in the Vietnamese market. Under the service orientation of “One-stop support for your business in Vietnam”, ES Consulting Vietnam has been providing comprehensive advisory and support services to SSF Holdings’ subsidiaries, as well as its Representative Office in Vietnam.

In Japan, SSF Holdings operates in three main sectors: infrastructure, agriculture, and food. The Group’s development orientation is built upon the spirit of “Supporting a Safe Future” - contributing to the creation of a safe and sustainable future.

In Vietnam, SSF Holdings has conducted its business activities through its subsidiary, SS CONSTRUCTION VIETNAM COMPANY LIMITED, in the construction sector. After its business operations gradually stabilized, the Group continued to set its objective of expanding into the food sector in Vietnam.

Services Provided by ES Consulting Vietnam

ES Consulting Vietnam accompanied the client from the legal preparation stage until the store commenced operations, with the main scope of services including:

• Advising on the legal conditions for an enterprise to conduct business in the food and food-and-beverage service sector in Vietnam;
• Supporting the establishment of SS FOODS VIETNAM COMPANY LIMITED with the business line of restaurants and mobile food service activities;
• Advising on the selection of, and reviewing the legal dossier for, the business location, including documents relating to land use rights, construction, and store operation conditions;
• Supporting procedures relating to food hygiene and safety, and fire prevention and firefighting;
• Working with, providing explanations to, and coordinating with competent state authorities during the appraisal and licensing process;
• Continuing to support post-opening business operation services, including accounting, tax, labor, and corporate governance matters;
• Advising and supporting the registration for trademark protection of “Sweet Potato and Egg” (さつまいも と たまご), in order to protect intellectual property assets and establish a long-term foundation for brand positioning in the Vietnamese market.

In the food-and-beverage service sector, conditions concerning business locations, food safety, and fire prevention and firefighting are always closely inspected by state management authorities. Therefore, ES Consulting Vietnam not only supported the client in preparing the required dossiers, but also accompanied the client throughout the process of risk review, communication with relevant parties, and ensuring that the licensing schedule proceeded smoothly and in compliance with applicable regulations.

Project Results

With the motto “meet our customers’ needs with uncompromising quality”, ES Consulting Vietnam supported SSF Holdings in completing the necessary preparations to bring its first store in the food sector in Vietnam into operation.

On 27 May 2026, 「さつまいも と たまご」(“Sweet Potato and Egg”) store officially opened at 17/6 Le Thanh Ton Street, Sai Gon Ward, Ho Chi Minh City. The store introduces to customers a range of signature products, such as roasted sweet potatoes served with ice cream, crepes, and various desserts made from fresh ingredients and presented beautifully in a Japanese style. 

The opening event not only marked a new development milestone for SSF Holdings in Vietnam, but also demonstrated the accompanying role of ES Consulting Vietnam in supporting foreign enterprises to realize their business expansion plans in a systematic, safe, and effective manner.

Commitment to Long-term Support

From company establishment, licensing, and legal advisory services to accounting, tax, labor, and operational governance, ES Consulting Vietnam is always committed to providing comprehensive, practical solutions tailored to each client’s needs. In the coming time, ES Consulting Vietnam will continue to accompany SSF Holdings and its member companies in their sustainable development process in the Vietnamese market.