“Rather than stocking large quantities of sugary treats,” COO Nguyen Hoang Viet of B&Company told Nikkei, “households are prioritizing nutritious options that can be shared.” Candied ginger and other sweets used to be big holiday indulgences, but much of this tradition has given way to a growing emphasis on health and food safety. Some consumers are willing to shell out for certain items, including gifts that package imported delicacies like wagyu beef from Japan and cherries from Australia, B&Company said.

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