EU agri-food business mission to Japan 2025

Europe is renowned for the uniqueness and quality of the food and drink products that it produces. From golden Mediterranean olive oils to high-quality meat, poultry and dairy products, or from authentic confectionery produced using traditional recipes, European produce reflects a rich culinary heritage.  

Complemented by world-class wines, beers and spirits, the quality of European produce is underpinned by strict health and safety standards, ensuring excellence at every stage. 

The Japanese market highly values on quality, authentic products, making Japan a key market for EU food and drinks. When food and drinks from the European Union meet Japan’s appreciation for excellence, it creates a Perfect Match, which is the focus of an ongoing campaign aimed at enhancing the visibility and profile of EU food and drinks on the Japanese market. 

In this context, the agri-food business mission will be an additional element in a series of promotion and communication activities targeting the Japanese market and consumers since 2019, such as the annual presence with the EU Pavilion at Foodex fair in Tokyo, the ongoing promotion campaign in Japan launched in spring of 2019 and planned tasting and cooking activities during the EXPO Osaka. 

Raising the visibility  and profile of EU agri-food products by highlighting their key merits of quality, authenticity, sustainability and safety will also be one of the objectives of a business mission to Japan, which will take place in Tokyo & Osaka on 8-13 June 2025. Agri-food business mission to Japan is organised by the European Commission – DG for Agriculture and Rural Development (DG AGRI).