10 Reasons Why Japanese Food Exports Are Booming

Japanese food exports have been growing steadily in recent years, reaching a record high of 1.02 trillion yen ($9.2 billion) in 2020, despite the impact of the COVID-19 pandemic. What are the factors behind this success? Here are 10 reasons why Japanese food exports are booming.

1. High quality and safety standards

Japanese food products are known for their high quality and safety standards, which are ensured by strict regulations and inspections. Consumers around the world trust Japanese food for its freshness, hygiene, and authenticity.

2. Diverse and unique cuisine

Japanese cuisine is diverse and unique, offering a variety of dishes that cater to different tastes and preferences. From sushi and ramen to wagyu beef and sake, Japanese food has something for everyone. Japanese cuisine is also recognized as an intangible cultural heritage by UNESCO, highlighting its cultural and historical significance.

3. Health benefits and longevity

Japanese food is often associated with health benefits and longevity, as it is rich in nutrients, low in fat, and balanced in carbohydrates, protein, and fiber. Studies have shown that Japanese people have one of the longest life expectancies in the world, partly due to their diet. Japanese food also promotes wellness and mindfulness, as it is prepared and consumed with care and respect.

4. Global popularity and demand

Japanese food has become increasingly popular and in demand around the world, especially in Asia, Europe, and North America. According to a survey by the Japan External Trade Organization (JETRO), there were more than 156,000 Japanese restaurants overseas in 2019, up from 118,000 in 2017. The global market for Japanese food is estimated to be worth $18 billion, according to Euromonitor International.

5. Innovation and adaptation

Japanese food exporters have been innovative and adaptive to changing consumer needs and preferences, as well as market conditions and opportunities. They have developed new products, packaging, and distribution methods that suit different markets and occasions. For example, some exporters have created halal-certified products for Muslim consumers, or frozen products that can be easily stored and reheated.

6. Government support and promotion

The Japanese government has been supportive and proactive in promoting Japanese food exports, as part of its strategy to revitalize the economy and expand trade. The government has set a target of increasing food exports to 2 trillion yen ($18 billion) by 2025, and has implemented various measures to achieve this goal, such as providing subsidies, incentives, information, and training to food exporters, as well as organizing trade fairs, exhibitions, and missions abroad.

7. Regional branding and cooperation

Japanese food exporters have also benefited from regional branding and cooperation, which have enhanced their reputation and competitiveness. Regional branding refers to the use of geographical indications (GIs) or other labels that indicate the origin and characteristics of a product, such as Kobe beef or Yubari melon. Cooperation refers to the collaboration among producers, processors, distributors, and other stakeholders within a region or industry, such as the Japan Sake and Shochu Makers Association or the Japan Wagyu Beef Export Promotion Committee.

8. Cultural exchange and diplomacy

Japanese food exports have also contributed to cultural exchange and diplomacy between Japan and other countries, as they foster mutual understanding and appreciation of each other’s cultures and values. Food is a universal language that can bridge differences and create connections among people from different backgrounds and perspectives. Japanese food exports have also helped to showcase Japan’s soft power and influence in the international arena.

9. Environmental sustainability and social responsibility

Japanese food exporters have also been mindful of environmental sustainability and social responsibility, as they strive to produce food that is not only delicious but also ethical and eco-friendly. They have adopted practices that minimize waste, conserve energy, reduce emissions, protect biodiversity, support local communities, and respect animal welfare. They have also participated in initiatives that address global issues such as food security, climate change, and poverty alleviation.

10. Future potential and opportunities

Finally, Japanese food exports have a lot of future potential and opportunities, as they face growing demand from emerging markets such as China, India, Southeast Asia, Africa, and Latin America. These markets have large populations, rising incomes, urbanization, globalization, and digitalization, which create favorable conditions for expanding Japanese food exports. Moreover, these markets have diverse cultures, cuisines, and preferences, which offer possibilities for creating new products or adapting existing ones.

Japanese Food Exports: Trends and Challenges

Japan is well-known for its cuisine, which combines tradition, innovation, and quality. Japanese food is popular around the world, and the demand for it has been increasing in recent years. According to the Ministry of Finance, Japan exported food products worth 1.35 trillion yen (about 12.2 billion US dollars) in 2021, a record high and a 10.4% increase from the previous year. However, Japan still faces some challenges in expanding its food exports, such as trade barriers, food safety standards, and consumer preferences.

The Main Markets for Japanese Food Exports

The main markets for Japanese food exports are Asia and North America, which together account for about 80% of the total value. Hong Kong is the largest destination, importing 1.28 trillion yen (about 11.6 billion US dollars) worth of food products from Japan in 2021, followed by China with 1.16 trillion yen (about 10.5 billion US dollars), and the United States with 870 billion yen (about 7.9 billion US dollars). These markets have a large population of Japanese expatriates, tourists, and consumers who appreciate Japanese culture and cuisine.

The main products that Japan exports are fishery products, such as tuna, salmon, scallops, and seaweed, which account for about 40% of the total value. Japan is also known for its high-quality agricultural products, such as rice, fruits, vegetables, tea, and sake, which account for about 30% of the total value. Japan also exports processed food products, such as instant noodles, snacks, seasonings, and confectionery, which account for about 20% of the total value.

The Challenges for Japanese Food Exports

Despite the growing demand for Japanese food products, Japan still faces some challenges in expanding its food exports. One of the challenges is the trade barriers that some countries impose on Japanese food products, such as tariffs, quotas, sanitary and phytosanitary measures, and origin labeling requirements. For example, Japan has been negotiating with China to lift the import ban on some Japanese food products that was imposed after the Fukushima nuclear accident in 2011.

Another challenge is the food safety standards that vary across different countries and regions. Japan has to comply with the regulations and certifications of each market, which can be costly and time-consuming. For example, Japan has to obtain halal certification for its food products to enter the Muslim markets in Southeast Asia and the Middle East.

A third challenge is the consumer preferences that differ across different cultures and tastes. Japan has to adapt its food products to suit the local palates and preferences of each market, which can be difficult and risky. For example, Japan has to modify its seasonings and flavors to match the spicy and sweet preferences of some Asian countries.

The Future Prospects for Japanese Food Exports

Japan has been taking various measures to overcome these challenges and promote its food exports. One of the measures is the conclusion of free trade agreements with other countries and regions, such as the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) and the Regional Comprehensive Economic Partnership (RCEP), which aim to reduce or eliminate tariffs and non-tariff barriers on Japanese food products.

Another measure is the enhancement of quality assurance and traceability systems for Japanese food products, such as the Japan Agricultural Standards (JAS) and the Global Food Safety Initiative (GFSI), which aim to ensure the safety and quality of Japanese food products and increase consumer confidence.

A third measure is the development of new products and markets for Japanese food exports, such as functional foods, organic foods, health foods, vegetarian foods, and ethnic foods, which aim to meet the diverse and changing needs of consumers around the world.

Japan has a great potential to increase its food exports by leveraging its reputation for excellence, innovation, and diversity in its cuisine. By overcoming the challenges and seizing the opportunities in the global market, Japan can contribute to its economic growth and cultural exchange through its food exports.

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