The Perfect Match - Foodex Japan 2024

In March 2024, the EU Institutional Pavilion at Foodex Japan in Tokyo celebrated the EU as the Region of Honour. This initiative was part of “The Perfect Match” campaign, promoting EU food products in Japan.

The pavilion showcased the EU's commitment to quality, authenticity, sustainability, and safety in its food products, with a focus on Geographical Indications (GIs) and organic offerings. The event's objectives were to increase awareness and knowledge of the excellence of EU agricultural products among businesses and consumers, reinforce the “EU brand,” and highlight merits such as quality, taste, authenticity, safety, health aspects, and sustainability.

Educating Japanese audiences on incorporating EU food and beverage ingredients into their diet and cuisine was a crucial aspect. The event also provided a platform to present products to importers, restaurants, and retailers that were not yet available in the Japanese market.

The pavilion attracted a diverse range of visitors, primarily from the B2B sector, including Japanese buyers and other buyers from Asia, specialized food media and influencers, importers, traders, retailers, food distribution chains, public authorities, and other EU stakeholders attending the fair. This broad audience engagement was instrumental in achieving the event's objectives and fostering a deeper appreciation for the quality and diversity of EU food products.

Overall, the EU Institutional Pavilion at Foodex Japan was a resounding success, enhancing the visibility and reputation of EU food products in the Japanese market and creating lasting connections between EU producers and Japanese consumers and businesses.