Taste of Japan

The Japan Food Product Overseas Promotion Center (JFOODO) Introduction to Promotion by Product

The Japan Food Product Overseas Promotion Center (JFOODO) Introduction to Promotion by Product

JFOODO was established in April 2017 by the Japanese government as an organization specializing in the promotion of the branding of Japanese agricultural, forestry, fishery and food products. Prior to carrying out promotion, JFOODO decided on marketing strategies based on market research analysis, and is carrying out promotion towards consumers on location based on those strategies.

The Japan Food Product Overseas Promotion Center(JFOODO) | Japan External Trade Organization - JETRO

This introduces products, and countries and regions for which promotion is carried out significantly.

*JFOODO has produced promotion sites in the local languages of consumers in the countries and regions of focus.



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[Japanese Wagyu Beef]

-Significant regions: U.S., Europe

-Content carried out

“Japanese Wagyu beef” has become famous across the world for its melting tenderness and juicy savoriness. The secret of the melt-in-the-mouth deliciousness of Wagyu beef lies in its marbling. The special features appealing to the five senses (particularly sight, smell and taste), evoked by the marbling in Wagyu beef, present their appeal through videos, websites, various types of event, etc.

Promotion site aimed at the U.S. (English): https://wagyu-jfoodo.jetro.go.jp/us/




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[Japan-produced Marine products (scallops, yellowtail, sea bream]

-Significant regions: Hong Kong, Taiwan, U.S. (yellowtail only)

-Content carried out

Japan, surrounded by sea, is blessed with the choicest fruits of the sea. Focusing on the cultural background of often eating fish for auspicious reasons at Chinese New Year in Greater China, such as Hong Kong and Taiwan, promotions are carried out linked to consumption at restaurants and retail stores with Japan-produced marine products presented as auspicious items. In the U.S., the allure of Japan-produced yellowtail (young yellowtail) is conveyed to the maximum, presenting its appeal through recipes, etc.

Promotion site aimed at Hong Kong (Traditional Chinese [Hong Kong] and English): https://seafood-jfoodo.jetro.go.jp/hk/index.html

Promotion site aimed at Taiwan (Traditional Chinese [Taiwan]): https://seafood-jfoodo.jetro.go.jp/tw/index.html

Yellowtail promotion site aimed at the U.S. (English): https://seafood-jfoodo.jetro.go.jp/us/index.html




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[Japan-produced Rice flour]

-Significant regions: U.S., France, Germany

-Content carried out

Rice flour, as the name suggests, is rice ground into a powder for use as an ingredient. While there is focus overseas on gluten free, Japan-produced rice flour presents its appeal to people in the restaurant business as an ideal gluten-free bakery ingredient that does not lump up or crumble.

Promotion site (English, French, German, Italian, Spanish): https://riceflour-jfoodo.jetro.go.jp/index.html






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[Japanese Tea]

-Significant regions: U.S.

-Content carried out

Japanese tea, called the gift of Japanese history and culture, has a background deep in the generations. A boom has emerged among the youth of the U.S. for mindfulness (method of relaxation and strengthening concentration), so that green tea has drawn attention not just for its health benefits as to date, but also for its psychological benefits. Seizing that opportunity, Japanese tea, a rich source of theanine, is presented and promoted to consumers as a “mindfulness beverage” aligning the mind and body.

Promotion site aimed at the U.S. (English): https://greentea-jfoodo.jetro.go.jp/





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[Japanese Sake]

-Significant regions: China, Hong Kong, U.S., U.K., France, Singapore

-Content carried out

Japanese sake, made from rice and rice koji starter, is divided by raw ingredients and production methods into Daiginjoshu (50%-refined rice sake), Ginjoshu (60%-refined rice sake), Junmaishu (purely rice sake), Honjozoshu (brewage sake), etc. Each can be enjoyed for its fragrance and flavor. JFOODO presents its appeal focusing on creating associations, such as “seafood means Japanese Sake”. Japanese sake has established a position as “the alcoholic beverage best suited to seafood”, while enforcing the merits of Japanese sake based on scientific evidence that it conceals the raw smell of seafood and enhances its savoriness.

Promotion site aimed at the U.S., France (English, French): https://sake-jfoodo.jetro.go.jp/index.html

Promotion site aimed at Hong Kong (Traditional Chinese [Hong Kong] and English): https://sake-jfoodo.jetro.go.jp/hongkong/english/main.html

Promotion site aimed at China (Simplified Chinese [China]): https://sake-jfoodo.jetro.go.jp/cn/index.html



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[Japanese Wine]

-Significant regions: Hong Kong

-Content carried out

“Japanese wine” signifies wine produced in Japan from domestically grown grapes only as raw ingredient. The largest export destination of Japanese wine is Hong Kong, where two varieties unique to Japan, “Koshu” and “Muscat Bailey A”, present their appeal to people in the wine business, restaurants and consumers. Of focus is their pairing with food supported by characteristics not seen in European and American varieties.

Japanese wine promotion site aimed at Hong Kong (Traditional Chinese [Hong Kong] and English): https://wine-jfoodo.jetro.go.jp/hk/index.html

*Surveys and promotions are also carried out for products, and countries and regions other than those mentioned above, based on export expansion implementation policies of the Japanese government.