By 1919 Nichibei Fuji was exporting Fuji branded bikes throughout Asia. In 1971 Fuji was innovating lighter chromoly frames and became the first Japanese brand to sell their bikes under their own brand name into the United States. They played a part in the cycling boom of the 1970’s by introducing the first successful mass-produced 12-speed bicycle.
Fuji has long been involved in the road racing scene in Japan and around the world. In the 1930’s Fuji established Japan’s first stage race between Osaka and Tokyo and sponsored the winning team to showcase their bikes. In 2010 Fuji made its debut at the Tour de-France with the pro team Footon-Servetto.
In the 1990’s Fuji fell on hard times and were one of the last Japanese bike companies to move production from Japan into Taiwan. Taiwanese built Fuji’s were not a well regarded as the Japanese built bikes and the brand saw a drop-in sales.