Adyen acts as a strategic partner, helping companies overcome operational challenges and inefficiencies in their payment systems by delivering tailored solutions through a single, unified platform for payments, data, and financial services. This approach—powered by a single API, AI-driven personalisation, and deep local expertise—addresses pain points from slow cash flow to the complexities of managing multiple, siloed, legacy payment systems in large enterprises.

A prime example is Chateraise, a Yamanashi, Japan-based confectionary brand with a strong presence across Asia. At NRF 2026: Retail’s Big Show Asia Pacific, which will be held on June 2-4 at Marina Bay Sands, Singapore,  Adyen will present its case study on the Big Idea’s stage, highlighting how Chateraise’s rapid international growth was challenged by “Payment Fragmentation.” Varying payment systems across countries and stores created operational complexity and became a substantial barrier to scaling globally. Adyen’s unified solutions helped Chateraise overcome these hurdles, streamlining operations and enabling further expansion.

Adam Brownstein, Country Manager for Adyen Japan, speaks with Bernadette Walsh, Marketing Partnerships Manager at Payments Consulting Network and Merchant Advisory, to share insights about the upcoming NRF case study presentation.

BMW: Chateraise encountered a significant challenge: “Payment Fragmentation.” With payment systems varying from country to country and store to store, operational complexity increased, creating a substantial barrier to scaling internationally. Firstly, can you please explain what is meant by “payment fragmentation”?

A: “Payment fragmentation” refers to a situation where disparate payment systems are implemented on a store-by-store basis. This fragmentation has resulted in a lack of financial governance at the headquarters and has created a significant barrier to effective data utilisation.

BMW: As Chateraise expanded rapidly across Asia, what were some of these operational challenges that emerged around payments?

A: As Chateraise rapidly expands its operations across Asia, it has faced a significant challenge known as “payment fragmentation,” where payment systems vary by country and even by individual store.

Specifically, 90% of its stores are franchises, resulting in a coexistence of diverse payment systems tailored to local market environments. While this allows each store to collaborate flexibly with regional financial institutions, the centralisation of systems and the optimisation of governance from a corporate-wide perspective have become critical themes to support further global growth.

BMW: In what ways did payment fragmentation become a barrier to global scaling efforts?

A: Payment fragmentation posed a significant barrier to global business expansion, primarily in the following areas:

• Operational Complexity: Managing different payment systems for each store led to significant operational inefficiencies.
• Lack of Unified Data Management: Because headquarters could not retrieve customer insights from payment data, it was impossible to plan agile marketing initiatives or provide personalised customer service.
• Inconsistent Customer Experience: Available payment methods varied by location, preventing the brand from delivering a seamless and consistent customer experience across all stores.

BMW: Without going into too much detail ahead of NRF 2026 APAC, what strategies did Chateraise use to address the operational complexities caused by varied payment systems?

A: To address the operational complexities arising from diverse payment systems, Chateraise adopted a strategy to standardise the Adyen payment platform as part of its “Franchise Package.” Under this model, franchise owners can start accepting payments immediately simply by implementing Adyen’s system. Simultaneously, headquarters has gained robust data visibility through a single, unified platform. Furthermore, this integration has merged payment data from both phone orders and physical stores, enabling a comprehensive, cross-channel understanding of their customers.

BMW: What are some high-level lessons other retailers can take from this experience when scaling across multiple markets?

A: The high-level takeaway for other retailers expanding across multiple markets is the critical importance of implementing a global payment infrastructure early and standardising payment systems. Doing so enables improved operational efficiency, data-driven and agile decision-making, and the delivery of a consistent customer experience.

BMW: What new innovations or technologies are on your roadmap?

A: Following years of dedicated research into AI and machine learning, we launched the Adyen Uplift suite last year. By leveraging AI for real-time performance optimisation, this solution drives higher conversions while balancing robust fraud prevention with reduced payment costs. As we continue to evolve the Adyen Uplift suite, we are dedicated to pushing the limits of payment technology through continuous innovation.

BMW: This case study will be presented at NRF 2026 APAC by Takumi Sano, Head of Sales at Adyen Japan, and Masayuki Matsuoka of Chateraise, Singapore. What can attendees expect to take away from the session?

A: In this session, they will delve into why Chateraise prioritised Adyen’s single platform to unify its global payment infrastructure across Southeast Asia. The discussion will illustrate how this integration enables a more seamless and secure shopping experience for Chateraise’s customers—providing diverse payment options, faster transactions to reduce wait times, and robust security.

Attendees can expect to gain insights into the specific vision and strategies used to overcome the “payment barriers” that often hide behind rapid business growth.

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Author: Bernadette Walsh, Marketing Partnerships Manager, Melbourne, Payments Consulting Network

Bernadette’s diverse experience has given her the opportunity to observe various approaches to business and problem-solving, helping her develop a unique perspective on building relationships and addressing challenges. Her resourcefulness and willingness to think outside the box have been invaluable in finding creative solutions to complex problems.

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Adyen is a member of our Payment Service Provider panel.

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Merchant Advisory is a media partner of NRF ‘26 Retail’s Big Show Asia Pacific, happening in Singapore from June 2-4 at Marina Bay Sands. Retailers can attend the expo for free and they can get their passes on the NRF 2026 APAC website. (per request from Mellissa at NRF)

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