Japan, a bet for Catalan companies

Catalonia will again be present at Foodex Japan 2025, one of Asia's leading food and drink fairs. The event, held in Tokyo from 11 to 14 March 2025, will feature an Espai Catalunya hosting five companies from the sector:

• WINEINTUBE
• MAS RODÓ VITIVINÍCOLA
• OLIVITE EXPORT
• GARCÍA CARRIÓN – JAUME SERRA
• PORXAS

Other Catalan companies will also be at the fair, such as Bonàrea, Borges Branded Foods, Maheso and Vallformosa.

During the fair the Catalan Government Delegate to Japan, Mònica Castellà Pujadó, will visit Prodeca's stand to support the Catalan companies and strengthen trade relations with the Japanese market. There will also be networking activities and strategic meetings with local importers and distributors.

Foodex Japan 2025 is a great opportunity for Catalan agri-food companies, not only to enter a demanding, sophisticated market but also to consolidate trade relations and strengthen their presence in the Asian region.

Aimed exclusively at food and drink sector professionals such as importers, distributors, supermarket chains, wholesalers, retailers and restaurateurs, Foodex Japan is Japan's most important international food and drink fair and one of the leading events in the Asia-Pacific region. This year it celebrates its 50th edition and expects to exceed the 2,879 exhibitors (1,073 Japanese / 1,806 international) from 68 countries and regions and the 76,183 visitors of last year's edition. 

An attractive, competitive market

Japan is a high-value market for Catalan agri-food products. Its advanced economy, dependence on imports and high quality standards make it an ideal setting for companies looking to expand in this Asian country. With an ageing population and demanding consumers who value health, safety and innovation, entering the Japanese market requires strategy and adaptation.

It is the world's 3rd largest economy and one of the main food importers. Around 42% of its food demand is met by imports, a major opportunity for Catalan companies. Consumption trends also point to growing demand for healthy, organic, gourmet and convenience products, areas where Catalonia has a recognised quality offering.

It currently Japan is the 10th destination worldwide for Catalan agri-food exports and the 4th outside the European Union, with exports reaching €456 million in 2023, and one of the fastest-growing in recent years: over the past 10 years Catalan food and drink exports have grown by more than 85% in value. 

The meat sector stands out most, accounting for more than 77% of export value. Pork is the most exported product. Other significant products are cava, olive oil and Fine Food items such as vegetable juices, waters, beers, snacks, ready meals, sweets and cocoa. 

Consumption trends and opportunities

Japanese consumers show a growing preference for healthy, sustainable food. This opens up opportunities in areas such as:

• Organic and health products: foods without additives, free of pesticides or with functional properties.
• Quality cheeses and wines: there is growing interest in artisan cheeses and designation-of-origin wines.
• Healthy snacks and ready meals: these meet the demand of a fast-paced lifestyle with quick, nutritious options.
• Premium non-alcoholic drinks: natural juices and plant-based drinks are booming.

Market access: challenges and strategies

Japan is a demanding market with strict food safety and labelling rules. The EU-Japan Economic Partnership Agreement has removed most tariffs, making exports easier, but product-specific requirements must be taken into account. Prodeca's Catalan Food Trade on the Japanese food market sets out key strategies for entering it, such as partnerships with importers, adapting to local preferences, taking part in trade fairs and brand building and storytelling. 

For more information, you can see the full report at Prodeca.