About

A new kind of trading company for the Reiwa era

The role of a trading company is evolving — from moving goods to crossing businesses over borders. We melt the walls between Japan and the world through technology and global networks, and send out the next generation of heroes.

Mission

Uncover dormant people, products, and stories from around the world — and bring new heroes into being.

Numbers

Eifer in numbers

A snapshot of what we've built since founding.

Founded: 2019
Brands supported: 58+
Countries: 10+
Cumulative GMV: ¥1.3B+
Team members (incl. contractors): 20
Business areas: 5

Message

Message from the CEO

Yuki Nojiri, CEO

Founder & CEO

Born in Tokyo in 1996. My journey began when I studied abroad in Germany during my time at International Christian University.

Traveling through Europe and across Asia, I encountered Mongolia — a small market of just 3 million people. And yet, I was convinced that possibilities invisible from Japan lay dormant there. While still a student, I founded a company in Mongolia, partnered with a local university, and launched a profitable tour business. This experience was honored with the Special Jury Award at the 2020 Keizaikai "Golden Eggs" Grand Prix.

Through studying abroad and entrepreneurship, I came to believe something: the world is full of people, products, and stories that have not yet reached Japan. Discovering them and turning them into new heroes — that is the origin of Eifer.

In 2019, I founded Eifer, Inc. Across five business lines spanning borders and industries — exclusive distribution of overseas brands, cross-border expansion support for Japanese companies, web marketing, AI implementation, and executive X branding — we have put this mission into practice.

The role of a trading company is evolving — from moving goods to crossing businesses over borders. Melting the walls between Japan and the world with technology and global networks, and sending out the next generation of heroes. That is the new form of trading company that Eifer aspires to be.

Team

The people putting Eifer's mission into practice across borders and industries.

Yuki Nojiri
Founder & CEO
Born in Tokyo, 1996. Studied abroad in Germany during International Christian University. While a student, founded a profitable tour business in Mongolia partnered with a local university. Special Jury Award, Keizaikai Golden Eggs Grand Prix 2020. Founded Eifer in 2019.
Alex Ming
Head of Partnerships
Joined Eifer after handling overseas negotiations for Outin, the China-born coffee maker brand selling in 40+ countries. A native English and Chinese speaker, he leads negotiations between Eifer and overseas brand holders and channels, and brings deep expertise in cross-border commerce.
Suguru Toda
Head of Operations
Joined Eifer after leading customer success at a fast-growing matching app and an education venture. He oversees the localization of 10+ Eifer brands and the operational partnership with overseas manufacturers, anchoring execution quality on the ground.

Facts

Company Facts

Company: Eifer, Inc
CEO: Yuki Nojiri
Address: 5F Wako Miyamasuzaka Building, 2-19-19 Shibuya, Shibuya-ku, Tokyo, Japan
Founded: July 16, 2019
Capital: ¥28.51M (including capital reserves)
Employees: 20 (including contractors)
Business: Import and sale of overseas EC brands; cross-border sales support for Japanese companies; domestic marketing support; Japan entry support for overseas companies
Bank: Mizuho Bank, Marunouchi Chuo Branch
Investors: Nissay Capital

Recognition

Awards

Special Jury Award, Keizaikai Golden Eggs Grand Prix 2020