SECAI MARCHE Farm-to-Restaurant Platform

SECAI MARCHE (株式会社SECAI MARCHE) is a Japanese company, listed in the PR TIMES release as headquartered in Tokyo, with bases in Kuala Lumpur and Singapore. It was founded in July 2018 and operates e-commerce, import/export and wholesale businesses for food ingredients in Southeast Asia.

The platform connects farmers directly with chefs and buyers, supporting ordering, logistics and sales-channel development in one flow. Its site says more than 1,700 hotels and restaurants use it and that it aims to be the leading farm-direct platform in Southeast Asia. A partnership with NTT DATA is planned to add digital invoicing, online payments and payment-status visibility.

• Direct sourcing: farmers connect directly with chefs and restaurant buyers.
• Ordering: online order placement for hotels, restaurants and retailers.
• Logistics: delivery of fresh ingredients handled end to end.
• Sales-channel development: supplier customer acquisition handled by the platform.
• Planned payments: digital invoicing and online payments with NTT DATA.
• Regional footprint: operations in Malaysia and Singapore with a Southeast Asia focus.

A Vietnamese hotel group could source fresh produce directly from cooperatives. Restaurant chains could consolidate supplier ordering and invoicing. Vietnamese farm cooperatives could reach regional restaurant buyers through such a platform.

Restaurants and hotels source fresh, high-value ingredients directly from producers. Farmers gain customer acquisition without running sales themselves. Ordering, logistics and market development are covered in one service. Planned payment and invoicing tools target cash-flow visibility; BNPL and supply chain finance are only under consideration.

HORECA buyers in Southeast Asia are moving from fragmented wholesalers to digital procurement with traceable sourcing. Vietnamese hotels, restaurant groups and exporters face the same sourcing and payment friction, and regional platforms may extend toward Vietnam.

Founded July 2018; Series A reported in 2024; additional funding announced 2026-05 from NTT DOCOMO Ventures and Synexia Ventures, with NTT DATA as business partner. Tokyo HQ per the PR TIMES profile (sources list two different Tokyo addresses); offices in Kuala Lumpur and Singapore.