JAKARTA - PT Lovina Beach Brewery Tbk (STRK), an alcoholic beverage producer company from Indonesia, represented by the President Director of the Company Bona Budhisurya and Hirokazu Inose, Chief Executive Officer Nayoshi Co. Ltd., has signed a Letter of Intent (LOI) with Naoyoshi Co., Ltd. from Japan to form a strategic joint venture in the Japanese market.
The signing took place in Singapore on September 3, 2025, marking STRK's first major step in entering the alcoholic beverage segment in Asia apart from Indonesia.
This partnership aims to take advantage of Naoyoshi's national logistics and distribution network with the STRK portfolio that continues to grow in innovative alcoholic beverages, in order to seize opportunities in the fast-growing Japanese market in the ready-to-drink (RTD) category and other alcoholic beverages.
Why Japan And Why Now
Japan has long been a trendsetter in Asia in the beverage sector, with premiumization trends, practicality, and healthier consumption patterns as the main driver of consumer demand. Based on industry reports, the RTD alcoholic beverage market in Japan has grown by more than 7% per year in recent years, driven by young consumers and professionals looking for drinks with low- sugar, premium and practical choices.
"Japan is a very strategic market for us," said Bona Budhisurya, President Director of STRK.
Partnering with Naoyoshi allows us to bring Balinese skills and innovations to Japan, as well as take advantage of their proven expertise in distribution, logistics, and market access.
Strategic Vision
With this collaboration, STRK and Naoyoshi will jointly focus on:1. Local Manufacturing: Building production capabilities in Japan to reduce export costs and waiting time. 2. Distribution Network expansion: Using existing Naoyoshi infrastructure to achieve wide market coverage outside Tokyo and Osaka to regional cities. 3. Marketing & Brand Building: Creating a Japanese special brand narrative that combines STRK culture in Bali with Japanese aesthetics and premium lifestyle trends.4. Compliance & License Regulation: Ensuring compliance with manufacturing regulations, labeling, and strict Japanese alcohol distribution.
Joint Benefits And Long-Term Potential
For STRK, this joint venture is a platform to enter one of the most profitable beverage sectors in Asia, while increasing brand visibility, sales growth, and operational efficiency.
For Naoyoshi, this partnership expands their business portfolio in addition to logistics, including added-value food and beverage businesses, with the potential for joint investment in cold-chain technology and data-based warehouse management systems to increase operational efficiency.
"By combining Naoyoshi's logistical and distribution capabilities with STRK products and brands, we aim to build a strong and equitable network across Japan and open a path to other East Asian markets," added Bona Budhisurya.
About Naoyoshi Co., Ltd.
Founded in 2009, Naoyoshi Co., Ltd. focuses on warehousing services with cold space and temperature temperatures, as well as a fleet of trucks for the food industry, which serves a number of leading food and beverage brands in Japan. The company also operates a data center that supports a cloud-based Warehouse Management Systems (WMS) system to improve logistics efficiency across Japan.
Next Step
With the LOI signed, the two sides will then take final and binding steps to sign the Joint Venture Agreement in the coming months, by aligning capital commitments, operational targets, and brand development strategies ahead of the official launch.
Along with the rapid development of the alcoholic beverage market in Asia, STRK views this partnership as the gateway to expansion, starting from Japan and potentially reaching South Korea, Taiwan, and China in the future.
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