Fuji is a symbol of strength and endurance for the Japanese. Nichibei Shokai translates as 'Japanese-American trading company', a relationship that continues to this day with Fuji bikes being distributed in America as well as throughout Asia, Europe, Africa and of course, Australia.Īlthough its headquarters are now over 19,000 kilometres from the original spiritual home, Mt. Founded in 1899 by Okazaki Kiyujiro in Japan, the Japanese brand began importing and distributing American products under the trade name Nichibei Shokai.
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