Inochi is a Vietnamese premium houseware brand developed by Tân Phú Vietnam Joint Stock Company (Công ty Cổ phần Tân Phú Việt Nam). Officially launched in 2018, the brand positions itself through Japanese-inspired design, practical functionality, product safety, and modern living aesthetics. The name Inochi (いのち / 命) translates to “life” in Japanese. The company also associates the name with “Innovation”, reflecting its focus on product improvement and functional design.

Initially focused on plastic household products, Inochi has expanded into a broader premium lifestyle and houseware ecosystem. Its portfolio now covers kitchenware, food storage, home organization, cleaning products, drinkware, ceramics, glassware, children’s products, and small household appliances. While primarily sold throughout Vietnam, the brand exports to international markets.

It is important to distinguish that Inochi is a Vietnamese brand inspired by Japanese aesthetics and standards, rather than a Japanese brand. All products are developed and manufactured by Tân Phú Vietnam within Vietnam.

Pre-Inochi Background

The development of Inochi is closely tied to Tân Phú Vietnam’s long-standing history in plastics and industrial packaging. Tân Phú’s manufacturing roots extend back several decades, beginning with predecessor businesses producing plastic packaging before expanding into modern plastics manufacturing. The entity became a joint-stock company in 2005, establishing manufacturing operations in Bắc Ninh, Long An, and Ho Chi Minh City in subsequent years. In 2016, Tân Phú joined the DNP Corp ecosystem.

This industrial foundation was critical for Inochi, as the brand was not merely a retail label but was built upon an existing production platform.

2018: Launch

In 2018, Tân Phú officially launched Inochi as a premium houseware brand inspired by Japanese design and quality. The strategic motivation behind this launch was to transition from primarily contract manufacturing to building a consumer-facing brand, thereby capturing more value from their production capabilities. Additionally, the company identified a market gap between inexpensive domestic household goods and expensive imported products from Japan, Korea, the United States, and Europe.

The brand’s core proposition can be summarized as:

Japanese-inspired quality and aesthetics, developed for Vietnamese consumers at accessible prices.

2022: Vietnam National Brand Recognition

Inochi was recognized as a Vietnam National Brand in 2022. It retained this designation in 2024, becoming a two-time consecutive recipient of the award.

2023: Expansion into Mother-and-Baby Products

The Inochi ecosystem expanded in 2023 to include the mother-and-baby category with the introduction of Aoi, a related line of baby bottles and accessories.

2024–2025: International Growth

By 2024, Inochi reported having 785 SKUs and a presence in 20 countries, including markets across Asia, Europe, and Australia. Recent corporate reports indicate that Inochi generated approximately VND 847 billion in revenue in 2025, maintaining its export footprint in 20 countries.

The word Inochi (いのち) is Japanese for “life.” This concept is central to the brand’s philosophy, which views household products not just as utilitarian objects, but as elements that participate in everyday life—cooking, eating, organizing, cleaning, exercising, caring for children, and relaxing.

The brand aims to help consumers create a tidier, more organized living environment and support a positive, sustainable lifestyle. The logical progression of the brand name is described as:

INOCHI → LIFE → Everyday Living → Products designed to make daily life easier and better.

Core Pillars

Inochi’s philosophy rests on three main pillars:

1. Modern Lifestyle: Emphasizing clean, contemporary designs that fit various lifestyles and allow for personal expression. The visual language is restrained, featuring soft colors, simple shapes, compact forms, and a focus on usability.
2. Sustainable Development: Increasingly focusing on environmentally conscious products and manufacturing. This includes energy-saving solutions, the expansion of the “Green Inochi” range, efforts to reduce plastic emissions, and the use of renewable energy.
3. Organization of Living Spaces: A significant part of Inochi’s identity revolves around organization. Storage boxes, baskets, racks, food containers, and cleaning products are designed with the premise that a well-organized home simplifies daily life. This reflects a strong Japanese influence, presenting products as solutions for organizing the home rather than isolated items.

Inochi has evolved significantly from its original plastic-houseware identity into a broad catalog organized into several major categories.

Kitchen

One of the largest segments, including:

• Pots and pans
• Knives and cutting boards
• Food-storage containers and boxes
• Colanders and baskets
• Water bottles
• Ice trays
• Ceramic products
• Glassware
• Kitchen accessories

Home & Life

Products focused on making domestic spaces more organized and functional:

• Storage racks and baskets
• Household organizers
• Bathroom accessories
• Cleaning products
• Garbage bins
• Household utility products
• Hangers and organizational tools

Sports & Outdoors

Items for active lifestyles:

• Sports bottles
• Tumblers and cups
• Lunch boxes
• Portable food and drink containers

Kids / Mother & Baby

Specialized containers and products for children and families, integrated with the wider Aoi mother-and-baby ecosystem.

Small Appliances

Recently, Inochi moved beyond conventional housewares into small electrical appliances, particularly under lines such as Akiba and Okina. Current offerings include air fryers, rice cookers, electric kettles, and electric oral-care products.

Green Inochi

A sustainability-oriented direction that connects household products with environmentally conscious living.

Leveraging Tân Phú’s expertise in plastics manufacturing, Inochi utilizes materials such as:

• Virgin polypropylene (PP)
• Tritan
• Glass
• Ceramics
• Silicone
• Other specialized materials depending on the product

While originally known for plastic goods, Inochi is no longer exclusively a plastic brand. Its portfolio deliberately spans multiple materials to compete in more premium segments of the houseware market.

“Japanese” is the primary design reference associated with Inochi, but the distinction between Japanese-inspired and Japanese-made is crucial. Inochi is a Vietnamese brand, owned and developed by Tân Phú Vietnam. Its products are positioned around Japanese-inspired aesthetics and standards, not as imported Japanese goods.

Key elements of the Japanese influence include:

• Minimalist forms
• Functional design
• Space efficiency
• Neutral and soft color palettes
• Attention to detail
• Emphasis on durability and safety
• Organization and convenience
• “Less but better” aesthetics

This allows Inochi to occupy a unique position between local Vietnamese manufacturing and Japanese lifestyle aesthetics.

Inochi generally sits in the premium mass-market / affordable-premium portion of the Vietnamese houseware market. Its proposition offers higher perceived quality and design than ordinary household plastics, while remaining more accessible than many imported premium brands.

Inochi has established a broad distribution network in Vietnam, reaching consumers through:

• Traditional trade (GT)
• Modern trade (MT)
• Supermarkets (e.g., WinMart, Big C, Bách Hóa Xanh, AEON)
• Convenience stores
• E-commerce platforms
• Brand showrooms
• International distribution channels

The company operates the Inochi Studio concept, described as an experiential retail model. Online, the official website lists hundreds of products across all categories.

Although initially created for Vietnamese consumers, international expansion has become a key strategy. As of 2024, Inochi products were present in 20 countries, including:

• Malaysia
• Philippines
• Indonesia
• Myanmar
• Hong Kong
• Qatar
• Japan
• Greece
• Switzerland
• Australia

This global footprint supports the brand’s ambition to establish itself as a Vietnamese lifestyle brand with international recognition.

The corporate structure clarifies Inochi’s origins:

DNP Holding
↓
Tân Phú Vietnam JSC (TPP)
↓
Inochi

Tân Phú became part of the DNP Corp ecosystem in 2016. In December 2025, DNP Holding itself became a subsidiary of Tasco through Tasco Investment. Thus, Inochi is ultimately part of a larger Vietnamese corporate group.

Inochi organizes its catalog into recognizable product families to create a coherent ecosystem:

• Hokkaido — Food-storage products
• Omi — Cookware
• Fuji — Thermal/insulated drinkware
• Biota — Water bottles
• Kita — Sports drinkware
• Hiro — Waste bins
• Akiba — Small kitchen appliances
• Okina — Personal-care/electrical oral-care products

Inochi’s communication emphasizes lifestyle evolution:

• Vietnamese slogan: “Bên bạn mỗi ngày” (“Beside you every day”)
• Current broader positioning: “Đẹp Phong Cách – Chuẩn Sống Xanh” (roughly “Stylish Beauty – Green Living”)
• English version: “Bold Style – Go Green”
• Descriptive tagline: “Elegant Solutions for a Modern & Dynamic Life” 1

These messages reflect a shift from functional household goods toward a lifestyle-oriented brand.

Since its launch, Inochi has experienced rapid growth:

• Revenue: Increased from approximately VND 26.5 billion in 2019 to VND 474 billion in 2022 (CAGR ~162%). By 2025, revenue reached approximately VND 847 billion.
• SKU Count: Expanded from over 600 SKUs to 785 SKUs in 2024, with recent reports citing 1,000+ SKUs.

Strengths

1. Strong Manufacturing Foundation: Backed by Tân Phú’s decades of experience.
2. Clear Visual Identity: Recognizable Japanese-inspired minimalism.
3. Broad Product Ecosystem: Covers a wide range of household needs.
4. Strong Domestic Distribution: Extensive reach in supermarkets and retail.
5. National-brand Recognition: Credibility gained from the Vietnam National Brand awards.
6. International Ambitions: Presence in 20 countries demonstrates export capability.

Inochi is not a Japanese company. It is a Vietnamese brand with a Japanese-inspired design philosophy. Its story follows a trajectory of leveraging manufacturing expertise to build a consumer brand, achieving national recognition, and expanding internationally.

“A Vietnamese premium lifestyle brand that brings Japanese-inspired simplicity, functionality and aesthetics into everyday life.” 2 3

1. Tất cả sản phẩm – Inochi
2. Sản phẩm nhựa gia dụng INOCHI | Thương hiệu quốc gia | Thương hiệu quốc gia – Chuyên trang của Báo Nhân Dân
3. Gia dụng cao cấp Inochi – bài học thành công của thương hiệu quốc gia