Activity Reports

Supporting Indonesian Pavilion and Seminar at FOODEX JAPAN 2024

The ASEAN-Japan Centre as part of the bilateral trade promotion activity, supported the Indonesian pavilion and seminar at FOODEX JAPAN 2024 held from March 5th to 8th, 2024.

This activity was in collaboration with the Indonesian Embassy in Tokyo, Ministry of Trade of Indonesia, Indonesia Trade and Promotion Centre in Osaka, Ministry of Agriculture of Indonesia, Bank Indonesia Tokyo branch, and Bank Negara Indonesia Tokyo branch. The pavilion and seminar’s purpose were to promote Indonesian food and beverage products to Japanese buyers, as well as providing a platform for Indonesian food and beverage businesses to advertise, network and learn the Japanese food and beverage market trends.

Indonesian Pavilion 
Opening Remarks by Kunihiko Hirabayashi, Secretary-General of ASEAN-Japan Centre
at the Opening Ceremony of Indonesian Pavilion

Increasing visibility of Indonesian products to Japanese visitors.

The Indonesian pavilion, located in a high traffic area displayed a wide range of Indonesian food and beverages from 20 companies. By compiling all products into one Indonesian pavilion, rather than having separate pavilions for each company, visitors were able to see at first glance the array of products and discover “hidden gems” which would’ve otherwise remained undiscovered.

Strategic planning for Indonesia and other ASEAN countries to succeed in Japan.

For any foreign businesses, the Japan is a difficult and competitive market. Nonetheless, with strategic planning there is ample opportunity for Indonesia and other ASEAN countries to succeed in Japan. Below are some of the takeaways from the seminar by Mr. Duco Delgorge, Co-President and CEO of Joft Co., Ltd. on March 6th.

  • Indonesia and Japan have a very strong trading partnership, with both countries in the top 10 importers/exporters respectively. H.E. Heri Akhmadi during his opening remarks stressed the success of Indonesian edamame and eel in the Japanese market.
  • There is an increase in the number of Japanese retailers wishing to source from Southeast Asia, moving away from Europe because of the cost of transport. Moreover, geographically Japan can import directly from Southeast Asia, and do not require storages in near by countries like when importing from Europe, which is attractive for importers and retailers.
  • Sweet and savory snacks have the most opportunity for Indonesian and ASEAN Member States. Small packaging, longer shelf life, high intake, etc. makes the field more likely to attract Japanese consumers. A challenge, however, is increased competition. Mr. Kenny Tjahyadi from Kopikalyan Tokyo added that the localization of packaging is also crucial.
Participants of the Seminar: “Elevating the Promotion of Indonesia’s Food and Beverage Products for the Untapped Potential of the Japanese Market”
Presentation by Mr. Duco Delgorge Co-President & CEO Joft Co., Ltd.

Way Forward

ASEAN-Japan Centre along with the Indonesian embassy will follow up with the Indonesian exporters and those participating in this event and aid their entry into the Japanese market. Furthermore, the Centre will continue to work together with trade attaches and other organizations from ASEAN to support trade between the two regions, especially in trending areas of halal, health conscious, freeze dry, and frozen products.

About the Event: 

The 49th International Food and Beverage Exhibition FOODEX JAPAN 2024
Dates: 5-8 March 2024
Venue: Tokyo Big Sight *Largest international food and beverage exhibition in Asia, 2,879 businesses from 68 countries and regions joined.
Visitors: 76,183 (4 days)

Seminar Title: “Elevating the Promotion of Indonesia’s Food and Beverage Products for the Untapped Potential of the Japanese Market”
Presentation: “Understanding the Japanese Market: Market Trends, Consumer Preferences, Regulatory Requirements, Cultural Considerations, Common Challenges in Exporting to Japan”
Speaker: Mr. Duco Delgorge, Co-President & CEO Joft Co., Ltd.
Date: 6 March 2024, 13:30-15:30
Venue: 9F East Wing, TFT Building
Participants: Approx. 25 from Japanese and Indonesian F&B stakeholders

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