November 14, 2022
Cool Japan Fund
(Cool Japan Fund Inc.)

Cool Japan Fund invests in 4P's, which operates a chain of Japanese
Italian pizza restaurants “4P’s” incorporating Japanese ingredients inVietnam and Cambodia and serves as a platform for the global
expansion of Japanese food culture
Cool Japan Fund (CJF) has decided to invest around 10 million USD into 4P’s Holdings Pte. Ltd.
(4P’s), which operates a chain of Japanese Italian pizza restaurants “4P’s” incorporating Japanese
ingredients in Vietnam and Cambodia.
Vietnam is an attractive market, with a population of nearly 100 million people. It is also a very
young country, with an average age of 31, and boasts a stable economic growth rate. Further,
Vietnam is friendly with Japan, and Japanese food culture is expected to become more popular andwidespread in the country. Meanwhile, in neighboring Cambodia, Japanese food has yet to catchon.
CJF positions Japanese food culture as a key area for investment, and has also made various
investment in the Asia region to create a cold chain for Japanese ingredients and expand
distribution of Japanese sake, for example.
Through this investment, CJF will help create a platform for Japanese ingredient manufacturers
and breweries to expand overseas, especially in Vietnam, and will help spread the word about
Japanese food culture. This investment will also have ESG angle through support for themanagement of environmentally friendly restaurants and will help promote the SDGs in the Asia
region.
4P’s was established in 2011 by Mr. Yosuke Masuko and Ms. Sanae Takasugi.
4P’s currently operates 28 restaurants offering Japanese-Italian fusion cuisine in Vietnam andCambodia. Based on the concept of “Earth-to-People”, the restaurant chain is highly rated bycustomers for its insistence on healthy and organic ingredients and its attentive Japanese-stylecustomer service with “Omotenashi” as a core value. The restaurants use Japanese ingredientssuch as scallops and matcha and are recognized as Japanese pizza restaurants among local
consumers.

In addition, 4P's has a cheese factory and two central kitchens and is also engaged in the retailproducts business, selling in-house frozen food products and cheese through five-star restaurants
and hotels, high-end supermarkets and e-commerce.
4P’s is also committed to the SDGs, issuing a sustainability report summarizing actions taken toaddress them including sourcing sustainable ingredients, making effective use of whey, a byproduct of cheese production, actively working to recycle waste, and taking the job satisfaction ofemployees and diversity into consideration.
About 4P’s Holdings Pte. Ltd.
Founded: 2011

Head office: Singapore

CEO: Yosuke Masuko

Details of business: Dining restrant, Retail products businessWebsite: https://pizza4ps.com/Inquiries about this document:
Cool Japan Fund (PR Representatives: Hashimoto/Tachibana)Tel: +81(0)3-6406-7500

(Reference)

Cool Japan Fund invests in 4P's, which operates a chain ofJapanese Italian pizza restaurants “4P’s” incorporating
Japanese ingredients in Vietnam and Cambodia and serves asa platform for the global expansion of Japanese food culture
Project Scheme

CEOOfficers/
employees

Enterprises

10 million USD
4P’s Holdings Pte. Ltd.

Platform for the global expansion ofJapanese ingredients
Charastaristics of 4P’s

①Japanese ingredients × Pizza②Earth-to-People Incorporates Hokkaido scallops and organic
Japanese sake into its menus Frequently disseminates information on its selectionof ingredients in a blog

 Sources organic vegetables from contracted farmers
 Creates a space to thank for blessings from the earth③Omotenashi and restaurant design④SDG-focused operations

 Customer service focused on Japanese-stylehospitality Omotenashi
 Restaurants designed by Japanese architects using
natural materials

 Issuance of sustainability report, holding of pizza
workshops, operation of restaurants based on zerowaste concept to reduce food loss, etc.