Conventional export promotion to Japan - B2B event

We are happy to invite you to join our delegation focused food delegation to Japan, following up on our successes in 2022 and 2023.

Japan is a very interesting market for Danish producers of high-quality food and beverage products, new product categories, new flavors and healthy alternatives and supplements, plant-based products. The HoReCa segment is also interesting as a direct consequence of tourist returning to Japan after COVID19. Sustainability is also increasingly in focus and Denmark is a strong brand in Japan.

Explore our one-pagers for all the details you need! 

Japan Programme Draft

Japan Food Service One Pager

Japan Food Retail Industry One Pager

Focus on retailers and food service

The B2B export promotion consists of activities targeted buyers and decision makers from retail, foodservice and e-commerce.
The event is held together with our organic event with a similar program and focus to boost the impact of the Danish delegation.

Please be advised that there will be a B2C event during the weekend before our program starts. This event is a separate event – see more below contact.

Concept

In collaboration with The Royal Danish Embassy in Tokyo, The Danish Agriculture & Food Council invites Danish conventional food and beverage companies to a focused three-day B2B event. Through targeted 1:1 meetings, you’ll meet with buyers from selected retail chains like AEON and Natural Lawson. 

This year the export promotion will also include a dedicated foodservice focus as the post pandemic foodservice market show significant positive development partially due to an increased tourism in the country post Covid. The foodservice contacts have been nurtured during many years by the Danish Agriculture & Food Council local office in Tokyo and include among others: Saizeriya, Denny's and Royal Host.

The promotion will ensure a Danish setup tailored towards the Japanese market and contacts to retail, foodservice and e-commerce players. Get in touch with relevant stakeholders and have a dialogue on how your company should adapt your product(s) to the Japanese market.

You can participate with representatives from Denmark or if you have representatives in Japan or the region.

By joining this delegation, you will receive*

1:1 targeted meetings with different buyers from retail, foodservice & e-commerce.

Seminar and networking event with decision makers from retail, wholesalers, distributors and industry stakeholders

Exclusive networking events at the Residence of the Danish Ambassador with your products on the buffet

Networking with other Danish companies already present in the Japanese market.

Joint freight of samples

The Japanese market

Japan depends to a very large extent on imports to cover the country's needs for food and feed. The degree of self-sufficiency within these two areas amounts to 37% and 25%. In 2019, Denmark's total exports to Japan amounted to approx. 16. billion kroner, of which approx. 3.5 billion kroner in the form of meat and meat products, followed by dairy products to a value of approx. DKK 630 million and fish DKK 215 million.

The sustainability agenda in Japan is increasingly in focus, including in the food industry and among consumers. In a recent analysis carried out by Food Nation among 100 decision makers in the Japanese food industry, it emerged that 41% of these placed great importance on sustainability, while only 39% indicated that quality was crucial.

Another positive element can be added to the good story about Danish agriculture and food products through an increased focus on sustainability in both primary production and processing.

The result of this is intended to strengthen the participating Danish companies' position on the market and thus in the long term also exports.

Since there is a free trade agreement between the EU and Japan, a special effort on the Japanese market seemed particularly relevant. In addition, the Embassy in Tokyo is a "Climate Frontrunner" and in its work specifically focuses on and supports Danish initiatives within sustainability and the green transition.

Who should participate?

Danish exporters in the fields of conventional:

Meat

Dairy

Seafood

Food Ingredients

Bakery & Pastry

Beverages, beer (with and without alcohol), soft drinks, pre-mixed drinks

Snacks & Confectionary

Wine & Spirits

Price

The price for participation is DKK 14,960 excl. flights, hotels, and VAT per company for 1 participant after deduction of 50% subsidy from Trade Council and 8 companies participating. Price for extra participant is DKK 1,800 excl. VAT.

NOTE: Only Danish companies in Denmark with a Danish CVR number can register for participation, and the invoicing will always be issued in DKK to the Danish company address. However, the Danish company is free to have its local representatives represent your company in full during the event. On the registration form you can, if relevant, therefore add the contact information of the local participating person/company.

We reserve the right to offer you participation at a different price should any of the above criteria’s change. Should this result in a higher price than quoted, you have the right to cancel your participation. Other expenses not mentioned above are at own expense including visa, flights, dine & drink and hotel.

NOTE: The price is based on 8 participating companies, who are all eligible for subsidy, and 50 % subsidy (already granted) from the Trade Council of Denmark.

If your company is not eligible for subsidy due to de-minimis issues (having received more than 300,000 Euros in de-minimis subsidy within the past 3 years, including the present year) you are binding yourself to pay the full price, meaning without the subsidy. The same conditions apply if you do not wish to receive subsidy.

Registration

Please register at the top of the site no later than 20 September 2024.

Contact 

If you have any questions, please contact the organizers:

Danish Agriculture & Food Council
Michael Stahlschmidt
mis@lf.dk
Mobile: +45 2124 1711

Embassy of Denmark, Tokyo
Miho Matsumoto 
mihmat@um.dk
Senior Commercial Officer (Food and Agriculture)
Direct +81 (0)3 3780 8726
Mobile +81 (0)80 4067 0394

B2C

The festival “Denmark Open Days” (Denmark Open Days 2024 One Pager) will take place in the Danish Embassy’s courtyard in the weekend 2-3rd of November. Here there will be open access for Japanese consumers, but also organic stakeholders are invited. The Danish Agriculture & Food Council along with the Danish Embassy in Japan executed the event in November 2022 and 2023 with great success. Approximately 8.000 Japanese guests visited the courtyard during the first two days.

For “Denmark Open Days 2024”, please register directly with the Danish Embassy in Tokyo. Please contact Miho Matsumoto at: mihmat@um.dk.