Food event in Tokyo “Danish Days in Daikanyama”

For Danish exporters, 30 October - 3 November 2024, with B2B and B2C focus

We are happy to invite you to join our B2B and B2C 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.

Program/ Concept

The events are organized in a close cooperation with the Danish embassy in Tokyo, giving you the opportunity to tap into the embassy’s vast network and experience in the sector during many years.

We have 2 consecutive programs, starting with the one aimed at b2b in the first 2 days, followed by the b2c during the weekend. You can freely choose between either the b2c part or the b2b part, or take part in both, which is entirely up to you. You can also choose to arrive before the program start or leave later to follow-up on your leads or organize additional meetings via the embassy in Tokyo.

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


Arrival to Japan, afternoon market briefing, followed by internal dinner

B2B events: seminar, b2b meetings and presentations at major players

B2C events: food stands in the embassy courtyard during a local festival.

B2B days

The first 2 days will consist of activities targeted the B2B segment: a business seminar and pre-arranged b2b meetings will be held, as well as site visits and visits at major players in the industry (decision makers from retail, importers, distributors, industry, HoReCa, etc.). The embassy’s network and status can give access to otherwise unreachable potential business.

B2C days

During the weekend the local Tokyo festival in the Daikanyama area “Sarugaku Matsuri” will take place. We use this opportunity to make the Danish Embassy’s courtyard into a small piece of Denmark in Tokyo, where we normally attract around 3,000 people during the 2 days. B2B customers will also be invited.

In the courtyard you will have your own small tasting stand with a table and a graphic wall behind you. Here you can showcase your products, make tastings, sell your products and have a direct dialogue with the high-end consumer segment. Tasting tools, storage facilities, cold/ frozen storage is included. Joint transportation will be offered (self-payment) as well as customs clearance assistance provided.

At the stage in the courtyard, you can shine for 30 minutes: you can organize storytelling, tasting event, workshop/masterclasses with your products highlighted. 

Key take-aways

Our aim is to provide you as a participant with the following take-aways: sales leads, market insight and internal networking within the group of participants.

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:

  • Meat
  • Dairy
  • Seafood
  • Food Ingredients
  • Bakery & Pastry
  • Beverages, beer (with and without alcohol), soft drinks, pre-mixed drinks
  • Snacks & Confectionary
  • Wine & Spirits


The price for participation in both programs is DKK 12,600 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.

You can also choose to participate in either the b2b part or the b2c part, in this case participation is DKK 7,500 excl. flights, hotels, and VAT per company for 1 participant after deduction of 50% subsidy from Trade Council and 7 companies participating. Price for extra participant is DKK 1,800.

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 1,5 mio. DKK in de-minimis subsidy within the past 3 years, including the present) 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.


Please register at the top of the site no later than 22 August 2024.


If you have any questions, please contact the organizers:

Danish Agriculture & Food Council
Michael Stahlschmidt
Mobile: +45 2124 1711

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