Voluntary Report - public distribution

**Date:** 9/28/2005

**GAIN Report Number:** JA5526

JA5526

**Japan**

**Market Development Reports**

**Food Business Line - Periodic Press Translations from ATO Tokyo**

**2005**

**Approved by:**

![](media/image1.wmf)Kevin Sage-EL, Deputy Director, ATO Tokyo

Agricultural Trade Office

**Prepared by:**

Juri Noguchi, PR Specialist, ATO Tokyo

**Report Highlights:** *Don Quijote Co., Ltd*., a general merchandise
discounter to enter the convenience store market; *Life Corporation* to
promote the Japan Ministry of Agriculture and Ministry of Health's
shokuiku (food education) program in their stores; *Rex Holdings Co.,
Ltd* to expand its entry into the retail segment; Two major coffee bean
suppliers in Japan to create new franchise outlets to compete against
the large scale chains like *Starbucks, Japan;* Cabbages are discarded
in districts where prices remain low; The Ministry of Finance reports
liquor imports declined during the first half of the year and; USMEF
holds an "American Pork Stadium Party" for 800 guests during an NFL
pre-season game, with the Governor of Indiana in attendance.

Includes PSD Changes: No

Includes Trade Matrix: No

Unscheduled Report

Tokyo ATO \[JA2\]

\[JA\]

**Food Business Line** *Periodic Press Translations from ATO Tokyo Vol.
V, Issue 13 August 15-31,
2005*![](media/image2.png){width="0.7423611111111111in"
height="0.6381944444444444in"}

# Retail/Wholesale 

-   *Don Quijote Co., Ltd*., a general discount store chain, will be the
    largest single stockholder of the bento take-out lunch and HMR
    chain, *Origin Toshu Co., Ltd.* The move is to allow *Don Quijote
    Co.Ltd.*, to compete with late-night convenience stores and
    supermarkets. Don Quijote requested cooperation with *Origin Toshu
    Co. Ltd.,* to open outlets in some of the discounter's stores. (b.
    8/15)

-   *The Seiyu Co., Ltd*. will start opening new "Wal-Mart" supermarkets
    beginning in 2006. The Japan "Wal-Mart" stores will be jointly
    developed with Wal-Mart Stores (U.S.), which will also increase
    their investment in Seiyu within 2005. (1. 8/17)

-   *Life Corporation* has started using and promoting the "Food Balance
    Guide" created by MAFF and MHLW for the store's "Shokuiku (food
    education) program at its outlets. Display panels around the store
    relay information to the consumers about the ideal daily balanced
    diet. In addition, stores broadcast information about the ideal
    daily balanced diet every 15 minutes in the store. (f. 8/29)

-   *Rex Holdings Co., Ltd.,* recently created by *Reins International*
    as its new holding company, is the food service company operating
    the "Gyukaku" Korean barbecue restaurant chain. The holding company
    plans an expansion of its newly acquired high-end convenience store
    chain, called "Seijo Market", targeting the highest income groups.
    The expectation is to open 218 outlets in the Metropolitan area by
    the end of 2008. (Yomiuri 8/25)

# Food Service 

-   Two major coffee bean suppliers in Japan, *UCC Ueshima Coffee Co.,
    Ltd.* and *Key Coffee Co., Ltd.* will start new franchise businesses
    to stave off competition against their small café customers from the
    continued expansion of the major café chains such as Starbucks. UCC
    will start franchising a café concept called "Ueshima Kohi-Ten",
    targeting the middle-to-senior aged customer. Through its
    subsidiary, Italian Tomato Co., Ltd., *Key Coffee* started expanding
    its new café concept, "Italian Tomato Café Junior". (b. 8/15)

-   Food service companies are pressed to take measures to meet the new
    "Food Recycle Law". They must decrease annual waste accumulations by
    20% by the end of 2006 by saving and recycling waste generated by
    their food service business. (b. 8/15)

-   *Tully's Coffee Japan Co., Ltd.* will acquire the Intellectual
    Property Rights including the trademark of "Tully's" from Tully's
    Coffee Corporation (Seattle) in September. (b. 8/26)

# 

# Food Processing/New Products/Market Trends

-   Japan Millet Association will establish a Millet Sommelier system to
    offer millet experts this new qualification. Grains, particularly
    Japan's varieties of rice have been popular in Japan following the
    health boom and, the association is planning to increase exposure
    even more by use of this new qualification system. (b. 8/15)

-   Importers of French "Beaujolais Nouveu" have already started taking
    orders and planning promotional activities in advance of the opening
    day of November 17. (a. 8/17)

-   Cabbages were discarded in various producing districts, due to low
    market prices coinciding with a good harvest. (b. 8/22)

-   All major beverage companies in Japan are expected to decrease the
    weight of pet bottles, as part of their efforts to support the
    ecology of Japan and the increased price of resin due to high
    petroleum prices. (a. 8/24)

-   According to the report from the Japan Customs Office of The
    Ministry of Finance, liquor imports for the first half of the
    calendar year decreased, while 1-150 liter bulk wine increased by
    20%. (f. 8/25)

# 

# Food Safety/Consumer Awareness 

-   No significant articles.

# ATO/Cooperator/Competitor Activities/Trade Shows 

-   USMEF invited 800 guests who were VIP ticket holders of "NFL Tokyo
    2005" to the "American Pork Stadium Party"on August 6 at Tokyo Dome.
    During the game, USMEF's event promoted the good taste of U.S. pork
    using sample tasting, information display panels and pamphlets. An
    Indiana delegation led by Governor Mitch Daniels joined in the event
    to promote U.S. pork. According to the result survey, many
    participants responded that U.S. pork was more tender and moist than
    they expected. (f. 8/20)

-   California Raisin Administrative Committee's activities have been
    very conspicuous. Recently, it held a healthy menu seminar, a
    technical seminar featuring raisin in Japanese cuisine, a new
    confectionary development contest and a consumer campaign. (f. 8/29)

** Sources **

\(a\) The Japan Economic Newspaper (b) The Nikkei Marketing Journal

\(c\) The Japan Food Journal (d) The Beverage & Food News Commentary

\(e\) The Japan Food News (f) The Food Industry News

\(g\) Fuji Sankei Business I (h) Pan News

DISCLAIMER - *Food Business Line* is derived from major Japanese news
wires, mass distribution press, and food industry newspapers and
magazines. Inclusion of an item in *Food Business Line* does not imply
agreement by USDA or U.S. Embassy/Tokyo; nor does USDA or U.S.
Embassy/Tokyo attest to the accuracy or completeness of the translation
of the news item. ATO Tokyo cannot further translate or send source
materials to users.