Arabfields, ilhem Saàdoun, Correspondent, Kobe, Japan — Japanese-backed logistics startups are expanding temperature-controlled food distribution networks in Malaysia and Vietnam, seeking to capture growing demand for fresh products while reducing the costs and inefficiencies that have long affected regional agricultural supply chains.

The expansion reflects a broader shift in Southeast Asia’s food industry, where rising incomes, urbanisation and changing consumer habits are increasing demand for fresh produce, meat, seafood and refrigerated products. For logistics companies, the opportunity lies in connecting farmers and food suppliers directly with supermarkets, restaurants, hotels and other large buyers.

In Malaysia, companies developing digital food distribution platforms are increasingly combining online ordering with refrigerated collection, storage and delivery. The approach allows smaller producers to reach commercial customers without having to build their own distribution infrastructure.

One example is SECAI MARCHE, a Japanese-linked business that has attracted investment from MOL PLUS, the corporate venture capital arm of Mitsui O.S.K. Lines. The company is developing an integrated cold-chain model designed to connect producers with restaurants and retailers across Southeast Asia.

Its expansion comes as demand for more reliable food distribution systems grows. A Japan External Trade Organization-backed project previously reported that SECAI MARCHE’s Malaysian fresh-food e-commerce operations generated monthly sales exceeding 70 million yen, while its network had attracted 449 producers by December 2024. More than 1,650 restaurants and hotels were purchasing fresh products through the platform.

The model offers a potential economic advantage for smaller farmers, who often struggle to negotiate favourable prices or secure consistent access to urban markets. By consolidating orders, handling quality inspections and coordinating refrigerated deliveries, logistics operators can reduce the number of intermediaries between producers and customers.

In Vietnam, the expansion of modern retail and food-service businesses is creating another significant opportunity. Japanese logistics companies are investing in warehouses and transport infrastructure capable of maintaining controlled temperatures across long distances.

Konoike Transport, which entered the Vietnamese market in 1993, announced plans in October 2026 to develop a new refrigerated and frozen warehouse in Bac Ninh province. The facility is expected to cover 12,300 square metres, with storage capacity for approximately 11,600 pallets. Construction is scheduled to begin in June 2027, with operations expected to start in January 2028.

The planned facility will connect with the company’s approximately 2,000-kilometre north-south temperature-controlled transport service, linking distribution operations in southern Vietnam with retailers, restaurants and hotels in the north.

For food businesses, reliable refrigeration can mean fewer damaged products, longer shelf life and more predictable deliveries. For farmers, it could also reduce the financial losses associated with produce spoiling before reaching consumers.

The commercial opportunity extends beyond food distribution. As supply chains become more sophisticated, demand is likely to increase for refrigerated warehouses, specialised trucks, inventory-management software and digital platforms capable of forecasting demand.

Over the next three years, investment in these services is expected to remain a priority for Japanese operators seeking to strengthen their position in Southeast Asia. Malaysia could offer opportunities in digital food commerce and consolidated deliveries, while Vietnam’s growing retail market is likely to support further investment in large-scale storage and cross-country transportation.

However, the expansion faces challenges. Refrigerated infrastructure requires substantial capital investment, reliable electricity supplies and specialised technical expertise. Smaller suppliers may also struggle to meet the quality standards and delivery schedules required by large retail chains.

Competition from established regional logistics companies could put additional pressure on profit margins, particularly as new facilities enter the market.

Despite these constraints, the development of integrated cold chains is becoming an increasingly important part of Southeast Asia’s food economy. By bringing Japanese logistics expertise together with local producers and retailers, companies are positioning themselves to benefit from a structural transformation in how food is stored, transported and sold across the region.

For farmers and consumers alike, the success of these investments could ultimately be measured not only in faster deliveries, but also in reduced food waste, more stable supplies and better access to fresh products.