Fuji Bikes

1899 to 1998

The company was founded in 1899 in Japan by Okazaki Kyūjirō. In 1900 it was established under the trade name Nichibei Shōkai (literally 'Japanese-American Trading Company'). At first, it was importing and distributing US products, but later it began bicycle production in Japan.

By the late 1920s, Fuji was Japan’s most popular bicycle. In the 1930s, Fuji established the first national stage race between Osaka and Tokyo and sponsored the winning team. Today, this race remains a premier race in Asia. The first Asian games were held in New Delhi in 1951. Shoichiro Sugihara, riding a Fuji, won the first race.

During World War II the company name was changed to Dainippon Cycle, which after the war was changed back to Nichibei Fuji Cycle Company.[2]

In the 1950s, Toshoku America acquired distribution rights to Fuji-made bicycles in the United States.[3] Toshoku America sold private-label Fuji-made bicycles as house brands through U.S. retailers such as Sears & Roebuck and Montgomery Ward.

During this period, Fuji became a partner with several contractors supplying parts for Japanese bicycles, including Sugino Cycle Industries and