Opening on Tuesday March 11, FOODEX JAPAN 2025, Japan’s largest international cuisine exhibition, is being held at the Tokyo Big Sight. Celebrating its 50th anniversary this spring, the world-renowned trade fair is continuing its tradition of promoting unrivalled business success for both exhibitors and visitors. This edition, the event is boasting an unprecedented level of international participation, featuring 2,000 companies exhibiting from abroad, which is approximately twice the number of Japanese exhibitors. On each of the first two days, almost 20,000 attendees gathered to discover the latest trends in food, beverages, and processing machinery from across the globe. Leading Japanese MICE news outlet POP Inc.’s reporters were on the scene to learn what makes FOODEX Japan so enticing to foreign exhibitors.
Divided into National Pavilions, each country is able to display its own unique charm and characteristic products. Out of a total of over 40 pavilions, the countries with the largest representation are China, Italy, Taiwan, and Spain. Nevertheless, though their areas may be smaller in size, other countries are not easily overshadowed, and each exhibitor has their own story to tell.
Indonesia: CV Cariza Khansa Pratama is showcasing its banana chips mixed with various flavors, including cheese, which is surprisingly a popular combination with bananas in Indonesia. The pavilion is organized by the Embassy of the Republic of Indonesia and sponsored by Bank Indonesia, explained Tokyo-based public policy student and Bank Indonesia intern Amelia. In addition, Bank Indonesia helps support Indonesian SMEs in international expansion and exporting to Japan.
CV Cariza Khansa Pratama homepage: https://smesta.kemenkopukm.go.id/ukm/bananania-keripik-pisang-aneka-rasa
New Caledonia: New Caldeonia Export Service (NCES) is the sole exhibitor hailing from New Caledonia, a French island territory in the South Pacific. NCES is promoting their “Lagoon Salt,” which is collected sustainably from sun-dried salt farms fed by the UNESCO world natural heritage lagoons of New Caledonia. Japan coordinator Taichi Stanny Furukawa elaborated that Lagoon Salt is healthier than regular table salt because it is made from 100% natural ingredients. Next, sommelier and wine educator Yumi Furukawa introduced their locally-crafted alcoholic beverage lineup. The popular Manta Citron is a refreshing lemon-flavored fruity beer that has been recognized across the globe. On the stronger side, NCES offers their iconic Blue Gin, which as the name suggests is a vibrant blue color due to the Asian Pigeonwings flower from which the spirit is made. Furukawa demonstrated how when mixed with tonic, the Blue Gin changes to an unexpected color: pink!
NCES homepage: https://www.s-tym.com/nces
Turkey: RDM Trade specializes in importing and exporting chicken products and animal feed. The company is taking advantage of the Turkey pavilion to exhibit for the first time at FOODEX in the hopes of securing connections in order to break into the Japanese market. Sales Executive Seyhmus Kacan was optimistic about their potential for success, revealing that RDM had already gained several customers just during the morning of the first day.
RDM Trade homepage: https://rdmtrade.com/en/
Armenia: Organized by the Vine and Wine Foundation of Armenia, this pavilion is located in the FOODEX WINE section of the event. Throughout the multitude of brands being presented, Koor wines by Highland Cellars are the only Armenian wines available for purchase in Japan at this time, explained Commercial Director Zori Mkrtichyan. Despite being relatively less-known, the pavilion has been experiencing a constant influx of visitor traffic, and exhibitors are hopeful that more Armenian wines will soon find a home in Japan.
Highland Cellars homepage: https://koor.am/
Slovakia: MIGHTY WINE, an importer specializing in Slovakian wine, is representing the country’s pavilion in the FOODEX Global Wines Exhibit Zone. Offering tastings of several Slovakian wines, Wine Advisor and Sommelier Yoichi Ooka clarified that it has proven difficult for the country’s wines to enter the restaurant market in Tokyo since Slovakia is not as well-known as other wine-making regions. Currently they have only been made available at one wine bar in Ginza. Ooka added that FOODEX is crucial for Slovakia because it allows local sommeliers a chance to try the wines, though he worries that the exhibition’s Tuesday through Friday dates may not be optimal for restaurant professionals to visit.
MIGHTY WINE homepage: https://mighty-wine.com/
Mexico: San Cosme Mezcal is being imported to Japan by JDOX Co., Ltd. Though San Cosme is produced in Mexico, the owners are actually based out of Germany. According to a San Cosme representative, the German parent company originally began by exporting Jagermeister to Mexico before creating their own mezcal. Now, after partnering with JDOX, San Cosme has become the best-selling mezcal in Japan. 2025 is San Cosme’s third year participating in FOODEX, and the exhibitors are delighted with the visibility of their booth compared to previous years.
San Cosme homepage: https://sancosme.mx/
Hawaii: Kuleana Rum Works is exhibiting for the first time at a Japanese trade fair to test the demand for their all-natural rum Agricole. Distilled from native Hawaiian heirloom sugarcane, Kuleana does not use any added sweeteners or flavors in crafting its four varieties of rum. And the dedication to perfection has paid off; Kuleana’s “Hokulei” blend was named Best American Aged Rum in 2024. Building off this success, the company has decided to attempt expansion outside the United States, said Vice President of Hospitality Keith Mallini, and chose Japan as a likely contender due to the proliferation of Hawaiian-themed bars and restaurants and the general Japanese affinity for Hawaiian culture.
Kuleana Rum Works homepage: https://kuleanarum.com/
FOODEX JAPAN 2025 will continue until Friday, March 13. Admission is free of charge for food, beverage, and hospitality industry professionals after completion of online pre-registration.
