Vondelmolen is putting Belgium on the Japanese map with its iconic gingerbread, or pain d’épices. This cake has been a staple of Belgian food culture for centuries, and its growing recognition in a new international market shows how Belgian food companies remain firmly rooted in sustainability.
Gingerbread conquers Japan
For Vondelmolen, exports make up two-thirds of their revenue, and Japan holds great potential. In 2024, their exports to Japan jumped by 42%. To expand even further, Vondelmolen is leveraging the World Expo in Osaka.
Literary delights
Since 1908, A Dog of Flanders has been mandatory reading in Japanese schools — a tragic Flemish folk tale that creates a cultural bond between Japan and Flanders. Thanks to the gingerbread featured in the story, Vondelmolen has a unique opportunity to win over this new market.
Vondelmolen is launching a new line of three gingerbread variations for Japan: almond-flavored, inspired by the traditional recipe from the story; cranberry, for a modern twist; and honey with pearl sugar, following Vondelmolen’s artisanal tradition.
“The Japanese market offers us a unique chance to share a piece of Flemish heritage with an international audience,” says CEO Rafaël De Gendt.
Committed to people and planet
Since 2017, Vondelmolen has been carbon neutral thanks to years of efforts to minimize energy use. They offset their energy consumption by supporting various environmental projects. In 2020, they received the UNITAR Sustainable Development Goals Pioneer certificate from the United Nations for their contribution to the 17 UN Sustainable Development Goals.
