Localise European Food and Drink in Japan Effectively

By Melissa Francis

Japan is the fourth largest market for EU agri-food products and with the Japan-EU EPA in force since February 2019, European food and drink in Japan can enjoy a more notable presence as producers take advantage of the revised tariffs and rules. According to the European Commission, the total value of the European agri-food exports to Japan is around €6.6 billion EUR.

Here, we explore how Japanese companies and organisations are promoting Europe by importing goods from regional producers, but also how the very idea of something being ‘European’ as a concept can be a key selling point for Japanese consumers even when the items are not necessarily authentic.