SHERIDAN, WYOMING – Feb. 5, 2025 – Vondelmolen, a Belgian family business founded in 1867 and the market leader in gingerbread in Belgium, is unveiling a new line of products specifically designed for Japan. Inspired by the famous novel A Dog of Flanders, published in 1872 and immensely popular in Japan, where it is even part of the school curriculum, this collection symbolizes a major step in the company's international strategy, under the leadership of its new management.
A “Flemish Folk Tale” More Popular in Japan than in Belgium
The story A Dog of Flanders, written in 1872 by the English writer Marie Louise de la Ramée (under the pseudonym Ouida), has iconic status in Japan. Since 1908, reading this novel has been compulsory in Japanese schools, and more than 120 million copies have been sold to date. Although it takes place in Flanders, this story is considered in Japan as a symbol of perseverance and loyalty. The characters of Nello and his dog Patrasche are widely known there, and the book is considered a classic by many. In the story, the children enjoy gingerbread, a nutritious treat that offers them a little moment of happiness in the difficult world in which they live. The story takes place in a typical Flemish red mill, like the one on the Vondelmolen logo.
"Japan has a deep cultural connection with Flanders thanks to this story. We wanted to take advantage of this unique affinity to create a product line that reflects both our Belgian roots and our international ambitions," says Rafaël De Gendt, CEO of Vondelmolen.
A Product Line Specially Developed
The new range consists of three exclusive variations developed specifically for the Japanese market. The almond gingerbread is inspired by the traditional recipe from the story, taken from the archives for the occasion. The cranberry gingerbread offers a modern touch with its fresh and fruity taste, and a high fiber content. The honey and pearl sugar gingerbread is a refined classic that reflects Vondelmolen's artisanal tradition, based on a recipe that has existed for more than 100 years.
The products will be on sale for the first time at the Belgian pavilion of the Osaka World Expo, which will be held from mid-April to October 2025. In the meantime, several discussions are underway with Japanese retailers to make the gingerbread (“Flanders Sweet Gingerbread”) as widely available as possible.
Strengthening International Growth
This launch in Japan is part of a broader Vondelmolen strategy to conquer new markets. At the same time, the company remains firmly committed to its main markets, such as Belgium and France.
"We are focusing on sustainable growth, remaining true to our traditions while pursuing innovation. The Japanese market offers us a unique opportunity to share a piece of Flemish heritage with an international audience," says Rafaël De Gendt.
Official Launch in Lebbeke
The new product line was officially presented this Friday, January 31, at an event held at the Vondelmolen factory in Lebbeke by Rafaël De Gendt, CEO, Charlotte van 't Klooster, CMO, and Jan Borms, owner of the company for five generations. All in the presence of the Commissioner General Pieter De Crem and Izumi Fuji, delegate of the Japanese Embassy. Representatives of leading Japanese companies and key Belgian organizations such as Fevia, Voka, Unizo, Flanders Investment & Trade and BelExpo also participated in the event, highlighting the close economic and cultural ties that unite the two countries.
About Vondelmolen
Vondelmolen is a Belgian family business specializing in the production of gingerbread since 1867. Recognized as a regional product of Flanders, its gingerbread is made according to traditional recipes, refined over the generations and produced to the highest industrial quality standards. As the Belgian market leader, the company combines tradition and innovation and strives to ensure sustainable growth, both nationally and internationally.
About Gingerbread
Gingerbread is an authentic Flemish regional product that enjoys a long tradition. Consumed for centuries, it is a nutritious pastry made from rye flour, honey or sugar, spices and "lace cake". The origins of gingerbread date back to the Middle Ages, when honey cake was introduced to Europe from China via the Silk Road. In the 13th century, the first European varieties appeared, including Flemish gingerbread, which continued to develop and refine over the centuries. From the 17th century onwards, gingerbread was produced on a larger scale in Flanders and became a popular food product. Today, it is still made according to traditional recipes and remains a popular treat enjoyed around the world.