Try Swedish! – Food to Japan
What
Japan is the World’s 4th largest market with 127 million population. Both retail and B2B opportunities given Japan’s large F&B market size, dependence on imported food and recent high interests in sustainable foods*
* includes organic, animal well fare products, plant base products, cultured meat, vegetables from plant factories as well as land-based farm and MSC seafood.
How
Japan is the World’s 4th largest market with 127 million population. The size of processed food industry in Japan was 10.7 trillion JPY in 2022, and national alcohol consumption was 800 million k litters in 2021. There are 75 million+ online shops, 18 400 general marchendise grocery stores, 54 400 convenience stores and 226 restaurants in Guide Michelin, indicating retail and B2B opportunities for unique Swedish products. Japan is also dependent on food imports and has a food self-sufficiency rate of 37% due to larger consumer demands than domestic food production capacity. Imports of food and beverages is increasing annually by about 8,5% in 2023. What is more, the EU-Japan Economic Partnership Agreement (EPA) that entered into force 1st February 2019 offers a unique opening in the Japanese market for imported food and beverages. Import tariffs have been removed or will be gradually reduced. Japan in fact became the top 5th EU’s agri-food trade partner in the world with 7879 million euro value in 2023. Japan is also one of the priotised markets of Try Swedish! promotion, and Swedish F&B exports to Japan have increased to 300 million SEK from 200 million SEK between 2020 and 2022. In the recent years, Japanese consumers have become interested in sustainability foods as a result of Western influence. The sustainable* food market size is expected to grow by 70 % by 2030. * includes organic, animal well fare products, plant base products, cultured meat, vegetables from plant factories as well as land-based farm and MSC seafood.
Call to action
FOODEX on March 11-14th 2025: Foodex Japan is a gateway to Japan and other Asian market. In 2024, 76,183 people, including trading companies, wholesalers, manufacturers, retailers, agriculture, hotel-related suppliers and buyers visited the exhibition and 2,879 companies / 3,913 booths (1,073 companies in Japan, 1,444 booths, 1,806 companies overseas, 2,469 booths) from 68 countries and regions around the world exhibited. Wedinar is tentatively scheduled at 9am on the 3rd September
Colloaboration with Try Swedish!: Japan as Try Swedish!’s priotised market, a dedicated team can support Swedish companies to enter to and grow business in Japan. With a large network and strong official Swedish brand, Try Swedish! Japan can help Swedish F&B companies through SNS promotion, events and consultation services. Instagram Try Swedish! Japan
If you are interested, please reach out to https://www.tryswedish.jp/