EU-Japan Centre for Industrial Cooperation

Market opportunities for EU agribusinesses in
the context of the EU-Japan EPATokyo, November 2017

William FOURNEL
1

***
2

Executive summary
This report consolidates 6 months of research conducted under the MINERVA Fellowship
Programme at the EU-Japan Centre for Industrial Cooperation in Tokyo, from April to September
2017. The report aims to contribute to the support of EU exporters of food products to Japan. It
provides an analysis of the economic and demographic situation of Japan as well as of its tradeintegration in order to show how these factors affect the local demand, the domestic supply andthe market access for EU agribusinesses. Then it identifies trends in this changing market that,with the favourable context of the EU-Japan EPA, will bring many opportunities to prepared andinformed EU agribusinesses. The report concludes with several recommendations to support
this objective (Chart 1).
Major economic indicators show that Japan is entering a period of economic recovery supported
by its domestic consumption and a positive global outlook. At the same time, the market isslowly shrinking. Standard population projections show that the Japanese population will be 88
million in 2065 against 127 million today. Despite aging, the population in urban areas is
actually growing – the prefecture of Tokyo has gained 900,000 people in the last 10 years –which signifies that the market will remain large enough for EU exporters, over 575 billion EUR.
These two trends affect simultaneously the domestic demand and supply of food products,
which set growing opportunities for informed and prepared companies.
On the demand side, consumers will continue spending most of their final consumption
expenditures on food thanks to a growing middle-class that holds the highest purchasing powerin Asia at 37,484 EUR. The Japanese are now more parsimonious than during the 1990’s, yetthey have kept high quality expectations and a strong taste for novelty and Western food culture.
They are also increasingly in need for convenient and safe foods with benefits due to busy
lifestyles, aging and health concerns. As a result, food service, frozen food, organic food and foodprotected by GIs are particularly interesting trends to bet on. On the domestic supply side,production has been declining for decades, so that the food self-sufficiency ratio based on
calorific value will either remain at 38% or fall further. Japan has naturally become the largest
net importer of food products in the world with a deficit at about 48 billion EUR. Despite thisheavy reliance on imports, trade is hampered by market access issues. In such an environment,
the EU share of Japanese food imports was 11.1% in 2016; ranking 3rd after the US and China,
with 4 countries ranking among Japan’s first 20 suppliers. Thanks to the very positive image of
the EU origin and to its wide range of food products, whether highly specific and emblematic or
undifferentiated, EU agribusinesses are thus well-positioned to grasp substantial benefits in thismarket.
Moreover, the political agreement in principle reached in EU-Japan EPA negotiations on July 6th
will give a decisive advantage to EU agribusinesses over their competitors, as 85% ofagricultural tariff lines will be allowed to enter duty-free over time, more than 200 EU GIs will beprotected and a certain number of NTBs will be lifted, likely from 2019. As a consequence, thebest opportunities will lie with products adequately tailored to consumption trends and whichat the same time will benefit from a preferential framework under the EPA.

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Chart 1: Outline of the report

Recommendations to policy makers
1.

Pursue EU level dialogues with Japan on market access issues related to food products.

2.

Communicate more effectively on EU products, especially with the EU-Japan EPA around thecorner.

3.

Raise awareness of national brands.

4.

Increase investments in EU food culture promotion.
Recommendations to agribusinesses

5.

Understand the main characteristics of successful EU companies in the Japanese foodmarket.

6.

Prepare yourself and your product(s) carefully and specifically for the Japanese market.

7.

Diversify and expand your consumer base.

8.

Participate strategically in trade fairs taking place in Japan.

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Acknowledgements
The author wishes to thank Mr. Silviu Jora, General Manager of the EU-Japan Centre forIndustrial Cooperation (EU side) and Mr Fabrizio Mura, Deputy-Manager of the EU-Japan Centre
for Industrial Cooperation (EU side) for allowing the research leading to this report.
The author also wishes to thank Mrs Mervi Khalos, Mrs Megumi Kobayashi and Mr Jean-Francois
Billet of the Trade and Economic section of the EU Delegation, and Mrs Sabine Hofferer of the
Embassy of France for their continuous support and valuable comments.
Last but not least, the author wishes to thank all the interviewees who kindly accepted tocontribute to this report by finding the time to share their experience despite their busy
schedule.

Disclaimer & copyright notice
The information contained herein reflects the views of the author, and not necessarily that of the
EU-Japan Centre for Industrial Cooperation, the EU Commission, Japanese institutions or any
other organisations or individuals. While utmost care was taken in the preparation of the report,
the author and the EU-Japan Centre cannot be held responsible for any errors. This report does
not constitute legal advice in terms of business development cases.
The author can be reached at wfournel@gmail.com and would gladly receive comments for
improvement.
© EU-Japan Centre for industrial Cooperation

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Table of content
Executive summary ...........................................................................................................................................................3
Acknowledgements ...........................................................................................................................................................5
Disclaimer & copyright notice ......................................................................................................................................5
Table of content ..................................................................................................................................................................6
List of abbreviations .........................................................................................................................................................8
List of country ISO 3-digit alphabetic codes ........................................................................................................ 10
List of tables and charts................................................................................................................................................ 11
List of figures .................................................................................................................................................................... 12
Definitions .......................................................................................................................................................................... 14
I.
Introduction ........................................................................................................................................................ 15
II.
Featured contributors .................................................................................................................................... 16
III.
An economy driven by strong trends ....................................................................................................... 19
A) The early stages of a progressive economic recovery ...................................................................... 19
1. A bold and comprehensive policy to end 30 years of frozen economy ................................. 19
2. A mixed assessment despite many reforms ..................................................................................... 19
3. A promising outlook ................................................................................................................................... 20
B) An inexorable demographic decline ........................................................................................................ 21
1. A trend looming since the 1980’s.......................................................................................................... 21
2. Projections do not show any sign of reversal .................................................................................. 22
3. Urban areas are still growing ................................................................................................................. 23IV.
A growing need for imported food products ........................................................................................ 24
A) A large and westernised demand ............................................................................................................. 24
1. A wealthy and growing middle-class ................................................................................................... 24
1. Food absorbs one-fourth of monthly consumption expenditures .......................................... 24
2. The influence of Western food culture ............................................................................................... 28
B) A declining domestic supply ....................................................................................................................... 30
1. Underexploited land and fragmented farms limit the output ................................................... 30
2. An old and scarcer agricultural workforce ....................................................................................... 31
3. The low productivity has caused the food self-sufficiency ratio to fall ................................. 32
C) A leading importer of food products ....................................................................................................... 36
1. About following figures ............................................................................................................................. 36
2. Reading indications .................................................................................................................................... 36
3. A huge trade deficit ..................................................................................................................................... 37
V.
Trends in a changing market ....................................................................................................................... 44
A) Consumption patterns ................................................................................................................................... 44
1. Increasingly parsimonious consumers have kept high quality expectations and taste fornovelty ....................................................................................................................................................................... 44
2. A need for convenience and proximity due to busy lifestyles and population aging ...... 44
3. Growing concerns over food safety and health are generating a demand for food with
benefits ...................................................................................................................................................................... 46
B) Overview of several key market segments ........................................................................................... 49
1. Alcoholic beverages .................................................................................................................................... 49
2. Meat ................................................................................................................................................................... 54
3. Seafood ............................................................................................................................................................. 58
4. Dairy products .............................................................................................................................................. 60
5. Olive oil ............................................................................................................................................................ 67
6. Confectioneries ............................................................................................................................................. 68
VI.
The wind of trade integration ..................................................................................................................... 72
A) Trade policy as a shield ................................................................................................................................. 72

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B)
C)

The multiplication of FTA negotiations .................................................................................................. 75
Toward a more open trade policy ............................................................................................................ 77
1. The TPP: the tragic fate of an ambitious FTA ................................................................................... 77
2. The EU-Japan EPA: the most ambitious agreement concluded by Japan ............................. 78
VII.
Conclusion and recommendations ............................................................................................................ 82
A) Recommendations to policy makers ....................................................................................................... 83
1. Pursue high-level dialogues with Japan on market access issues related to foodproducts .................................................................................................................................................................... 83
2. Communicate more on EU products, especially with the EU-Japan EPA around thecorner ......................................................................................................................................................................... 83
3. Raise awareness of national brands .................................................................................................... 83
4. Increase investments in EU food culture promotion .................................................................... 84
B) Recommendations to agribusinesses ...................................................................................................... 85
1. Understand the main characteristics of successful EU companies in the Japanesemarket ........................................................................................................................................................................ 85
2. Prepare yourself and your product carefully and specifically for the Japanese market 86
3. Diversify and expand your consumer base ....................................................................................... 87
4. Participate strategically in trade fairs taking place in Japan ..................................................... 87
Annexes ............................................................................................................................................................................... 90
References ....................................................................................................................................................................... 102
A) Statistics and figures ................................................................................................................................... 102
B) Reports, publications and presentations ............................................................................................ 102
C) Articles and papers ...................................................................................................................................... 104

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List of abbreviations
AOC
ARIC
ASEAN
B2B
B2C
BoJ
BSE
CAA
CCAJ
CAGR
CAO
CIGS
CJK
EBC
EEZ
EIF
EPA
EU
EUR
FAO
FHC
FOSDU
FOSHU
FTA
FY
GDP
GI
GMS
ICCJ
IFOAM
IOV
ISO
ITC
JAS
JETRO
JMA
JPY
K.K
MAFF
METI
MIC
MIPRO
MoFA
MoF
MRI
MRL
N.E.C.
NIPSS
NRIAppellation d’origine controlée
Asia Regional Trade Integration Centre
Association of South-East Asian Nations
Business to BusinessBusiness to Consumer
Bank of Japan
Bovine Spongiform Encephalopathy
Consumer Affairs Agency
Chocolate and Cocoa Association of Japan
Compound Annual Growth Rate
Cabinet Office
Canon Institute for Global Studies
China-Japan-(South) Korea (Agreement)
EU Business Council
Exclusive Economic Zone
Entry into Force
Economic Partnership Agreement
European Union
Euros
Food and Agriculture Organisation
Food s with Health Claims
Food for Special Dietary Uses
Foods for Specified Health Uses
Free Trade Agreement
Fiscal Year
Gross Domestic Product
Geographic Indication
General Merchandise Stores
Italian Chamber of Commerce in Japan
International Federation of Organic Agriculture Movements
International Organisation of Vine and Wine
International Organization for Standardization
International Trade Centre
Japan Agricultural Standard
Japan External Trade Organization
Japan Macro Advisors
Japanese JPY
Kabushiki Kaisha
Ministry of Agriculture, Forestry and Fisheries
Ministry of Trade, Economy and Industry
Ministry of Internal Affairs and Communications
Manufactured Imports and Investment Promotion Organization
Ministry of Foreign Affairs
Ministry of Finance
Mizuho Research InstituteMaximum Residue Levels
Not Elsewhere Classified
National Institute of Population and Social Security Research
Nomura Research Institute

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NTA
NTB
OEM
OECD
P4
PM
PP
QoQ
QQE
RCEP
RTD
SME
TPP
TPSEP
TRIPS
UAL
UNESCO
USD
USDA
VAT
WB
WCO
WEF
WHO
WTO
WWII
YoY

National Tax Agency
Non-Trade Barriers
Original Equipment Manufacturer
Organisation for Economic Cooperation and Development
Pacific 4
Prime Minister
Percentage Point
Quarter over Quarter
Quantitative and Qualitative Easing
Regional Comprehensive Economic Partnership
Ready-To-Drink
Small and Medium Enterprises
Transpacific PartnershipTrans-Pacific Strategic Economic Partnership
Trade-Related Aspects of Intellectual Property Rights
Utilized Agricultural Lands
United Nations Educational, Scientific and Cultural Organisation
American dollars
United States Department of Agriculture
Value-Added Tax
World BankWorld Custom Organisation
World Economic Forum
World Health Organisation
World Trade Organisation
World War 2
Year over Year9

List of country ISO 3-digitalphabetic codes
Argentina
Australia
Austria
BelgiumBrazilBulgaria
CanadaChile
China
Colombia
Croatia
CyprusCzech Republic
Denmark
EcuadorEstonia
European Union
FinlandFranceGermany
GreeceHungary
India
Indonesia
Ireland
Italy
Japan
Korea, Rep.

ARG
AUS
AUT
BEL
BRA
BGR
CAN
CHL
CHN
COL
HRV
CYP
CZE
DNK
ECU
EST
EUN
FIN
FRA
DEU
GRC
HUN
IND
IDN
IRL
ITA
JPN
KOR

LatviaLithuania
Luxembourg
Malaysia
Malta
MexicoNetherlands
New Zealand
NorwayPhilippines
PolandPortugal
Romania
RussiaSaudi Arabia
Singapore
Slovak Republic
Slovenia
Spain
SwedenTaiwanThailandTunisia
TurkeyUnited Kingdom
United States
Vietnam
World

LVA
LTU
LUX
MYS
MLT
MEX
NLD
NZL
NOR
PHL
POL
PRT
ROM
RUS
SAU
SGP
SVK
SVN
ESP
SWE
TWN
THA
TUN
TUR
GBR
USA
VNM
WLD

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List of tables and charts
Table 1: Sample of forecasts on Japan’s real GDP growth .............................................................................. 20
Table 2: Recommended minimum amount of money per capita in EUR for a food basket 2,400
calories in Brussels and Tokyo in 2017 ................................................................................................................. 27
Table 3: Food self-sufficiency ratios in 2015 ....................................................................................................... 33
Table 4: Harmonized Commodity Description and Coding System ........................................................... 37
Table 5: Main constraints weighting on organic food development ......................................................... 47
Table 6: International comparison of protectionist policies......................................................................... 72
Table 7: Domestic support for agriculture in Japan in 2016 ......................................................................... 73
Table 8: Average tariffs effectively applied in Japan in 2015 ....................................................................... 73
Table 9: Prohibitive ad-valorem tariff rates ........................................................................................................ 73
Table 10: Sample of the most recurring non-tariff barriers in Japan ........................................................ 74
Table 11: Sample of EU-Japan EPA benefits for the EU regarding exports of agricultural products
to Japan................................................................................................................................................................................ 80
Table 12: Samples of major trade fairs related to food & beverages in Japan ....................................... 91
Table 13: Categories of food products and their sub-divisions by HS 2012 codes .............................. 97
Table 14: Sample of services to SMEs provided by the EU-Japan Centre for Industrial
Cooperation .................................................................................................................................................................... 101
Chart 1: Outline of the report ........................................................................................................................................4
Chart 2: Categories of food products exported by the EU .............................................................................. 39
Chart 3: Japanese label for specified organic food ............................................................................................ 47
Chart 4: Japan FTA coverage as of March 2016 .................................................................................................. 76
Chart 5: FTA ratio in Japan’s trade, as of March 2016 ..................................................................................... 77
Chart 6: EU-Japan EPA benefits for the EU ........................................................................................................... 79
Chart 7: Web of opportunities ................................................................................................................................... 82
Chart 8: APAC countries with corresponding ISO 3-digit alphabetic codes ........................................... 90

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List of figures
Figure 1: Contribution to percent change in real GDP growth ..................................................................... 20
Figure 2: Population projections based on standard assumptions* .......................................................... 22
Figure 3: Population growth in the prefecture of Tokyo (left scale) and net migration from otherprefectures (right scale) ............................................................................................................................................... 23
Figure 4: International comparison of population, purchasing power and old-age share in 2016................................................................................................................................................................................................ 24
Figure 5: Average monthly food expenditures (left scale) and Engel’s coefficient (right scale) per
age of household’s head in 2016............................................................................................................................... 25
Figure 6: Share of monthly food expenditures for home cooking per age of household’s head in2016 ...................................................................................................................................................................................... 26
Figure 7: Change in seafood and rice caloric consumption to the benefit of meat and wheat ....... 28
Figure 8: International comparison of average calorie intake per capita ............................................... 29
Figure 9: International comparison of average calorie intake structure in 2011 ................................ 29
Figure 10: Exploitable land area ............................................................................................................................... 31
Figure 11: Rural population (left scale) and pace of demographic decline in rural areas (rightscale) .................................................................................................................................................................................... 32
Figure 12: Long-term growth in agriculture value-added, overall sector (left scale) and per
worker (right scale) ....................................................................................................................................................... 33
Figure 13: Products excluded from the study (non-edible products)....................................................... 37
Figure 14: Change in import shares by regions .................................................................................................. 38
Figure 15: Principal countries supplying the Japanese market ................................................................... 38
Figure 16: Specialization by principal supplying countries based on products’ value ...................... 39
Figure 17: Imports of food products from the EU by specialization and based on products’ value................................................................................................................................................................................................ 40
Figure 18: All food products in Japanese imports by descending EU shares and based on
products’ value ................................................................................................................................................................. 41
Figure 19: Indices of sales in retail stores ............................................................................................................ 45
Figure 20: Alcoholic beverages consumption in share of total sales in the period of August to
October 2016 .................................................................................................................................................................... 49
Figure 21: Change in imports of alcoholic beverages by regions ................................................................ 50
Figure 22: Change in imports of alcoholic beverages by products ............................................................. 50
Figure 23: Imports of alcoholic beverages by principal supplying countries ........................................ 51
Figure 24: Change in imports of wines by principal supplying countries ............................................... 52
Figure 25: Change in imports of meat by regions .............................................................................................. 55
Figure 26: Change in imports of meat by products ........................................................................................... 55
Figure 27: Import of meat by principal supplying countries ........................................................................ 56
Figure 28: Change in imports of seafood by regions ........................................................................................ 58
Figure 29: Change in imports of seafood by products ..................................................................................... 59
Figure 30: Imports of seafood by principal supplying countries ................................................................ 60
Figure 31: Change in imports of dairy products by regions .......................................................................... 61
Figure 32: Change in imports of dairy products by products ....................................................................... 61
Figure 33: Imports of dairy products by principal supplying countries .................................................. 62
Figure 34: Cheese and butter supply (left scale) and consumption (right scale) ................................ 63
Figure 35: Fluid milk and skimmed milk powder supply (left scale) and consumption (rightscale) .................................................................................................................................................................................... 65
Figure 36: Olive oil imports (left scale) and consumption (right scale) .................................................. 67
Figure 37: Change in imports of olive oil by regions ........................................................................................ 67
Figure 38: Change in imports of olive oil by products ..................................................................................... 68
Figure 39: Chocolates supply (left scale) and consumption (right scale) ............................................... 69

12

Figure 40: Change in imports of confectioneries by regions ........................................................................ 69
Figure 41: Imports of confectioneries by products .......................................................................................... 69
Figure 42: Imports of confectioneries by principal supplying countries ................................................ 70

13

Definitions-

Abandoned farmland: Land that has been dilapidated due to abandonment of cultivationand that is objectively not arable through usual agricultural practices.

-

Ad-valorem tariff: Customs duty calculated as a percentage of the value of the product.

-

Applied tariff: Customs duty levied on imports of merchandise goods.

-

Basic wage: The amount a person earns before additional payments such as overtime.

-

Certified farmers: Farmers who have submitted their agricultural management
improvement plants to local municipalities as per the Agricultural Management Framework
Reinforcement Act and have received approval and specially designated agricultural
corporations that have been deemed equivalent to certified farmers.

-

Commercial Farm households: Households with cultivated land under management of 0.3
hectares and over, or with annual sales of agricultural products amounting to 4,168 EUR(500,000 JPY) or more.

--

Consumer Confidence Index: Measure of households’ sentiment toward consumption
activities. The index consists of four sub-categories: overall standard of living, income
growth, employment and willingness to buy durable goods.
Deflation: Sustained fall in the general price level.
Economic Watchers Survey: Survey of people who are working in industries that are
sensitive to economic trends, such as household activity, corporate activity, andemployment.

-

Elderly households: Households with members 65 years of age or over.

-Engel’s coefficient: The proportion of money spent on food in household expenses.

-

Farm households: Households engaged in farming and managing cultivated land of 10 ares
or more, or earning more than 1,250 EUR (150,000 JPY) per year from sales of agricultural
products.

-

Food self-sufficiency ratio: The percentage of food that is produced domestically.

-

Functional food: Food that has a potentially positive effect on health beyond basic
nutrition.

-

Nutraceuticals: Products derived from food sources with extra health benefits in addition
to the basic nutritional value.

-

Per capita: Per individual.

-

Prevalence of trade barriers: The extent to which non-tariff barriers limit the ability ofimported goods to compete in the domestic market.

-

Primary balance: The fiscal balance before interests’ payments on the public debt.

-

Private households: All households excluding institutional households such as students inschool dormitories.

-

Purchasing power parity: The ratio between the currencies of two countries at which eachcurrency when exchanged for the other will purchase the same quantity of goods as itpurchases at home excluding customs duties and costs of transport.

-

Working-age population: Those aged 15 to 64.

14

I. Introduction
The Japanese demand of food products is among the largest and wealthiest worldwide and is
evolving due to the rapid aging of the population. The domestic supply is characterized by adeclining agricultural system which produces less and less every year and requires a strong
state support and border measures. Although Japan heavily relies on imports of foreign food,market access is often difficult for EU agribusinesses. In this context, the EU ranks 3rd in Japanese
imports of food products, after the United States and China.
This report has been drafted on the basis that it is possible to increase EU exports of foodproducts to Japan by taking full advantage of the changing demand and the future entry into
force of the EU-Japan EPA, which will provide EU agribusinesses with a preferential frameworkover their competitors. As such, the report will not give technical advice as the current literature
is sufficiently documented with exhaustive guidebooks on how to export to or import in Japan,
from EU Business in Japan, JETRO, Taste of Europe and Mipro to cite a few sources. Instead it
will reflect as much as possible opinions of EU and Japanese experts from various backgrounds:
EU embassies’ trade and agricultural counsellors, representatives of business organisations andprofessionals with an extensive experience of the Japanese food market in order to bring readers
as close as possible to its reality. Following this introduction, the report is structured in 7
sections:
A presentation of all contributors featured throughout the following sections.
A description of economic and demographic trends including recent estimates of key
indicators and population projections.
A brief analysis of the domestic demand and supply of food products, which explain why
Japan will remain a net importer of food products for years to come.
A description of major trends, subdivided in an analysis of consumption patterns and an
overview of key market segments.
An analysis of the Japanese trade policy, from evidences of protectionism to recent signs oftrade openness, notably characterised by the recent agreement in principle reached in EUJapan EPA negotiations.
A conclusion followed by several recommendations.

--Nota bene-

All underlined words are defined in the Definition section.

-

Countries and groups of countries indicated on figures and in tables are labelled with their ISO
3-digit alphabetic codes.

-

Many amounts have been converted before appearing in euros. The exchange rates used are the2016 annual average, from FXtop. Thus they are all given in 2016 constant EUR unlessotherwise indicated:-

1000 JPY = 8.336833 EUR
1 USD = 0.903890 EUR

15

II.

Featured contributors

The following contributors have kindly accepted to share their knowledge and experience of theJapanese market. Although their contribution has been slightly reorganised to fit the sections, thecontent has not been altered in any ways and has been approved. This section introduces each ofthem in their own words, except otherwise mentioned.
Francesco Rinarelli, Deputy General Manager, Italian Chamber of Commerce
The ICCJ is a Chamber of Commerce Abroad, which in the Italian legal context means that we are
publicly recognized by the Italian Ministry of Foreign Affairs to be an association of companies,
aimed at fostering Italian business interests in a foreign country. As an association of Italian aswell as Japanese businesses, we are interested in promoting the bilateral business community inJapan.
Sabine Hofferer, Agricultural Counsellor for Japan and Korea, Embassy of France
The Agri-Food division of the Embassy’s Regional economic department is responsible for several
missions: firstly, it monitors Japanese sectors and agricultural policies, Japanese positions in
multilateral fora on various subjects such as food security, sustainable agriculture, environmental
issues related to agriculture, the contribution of agriculture to mitigating the effects of global
warming, and so on. Secondly, it conducts bilateral cooperation activities to share knowledge andexperiences and strengthen ties between our two countries. Finally, it supports the French
agricultural sector in exporting to Japan both on market access issues and on the promotion of our
products to Japanese consumers.
Takuji Okubo, Managing Director and Chief Economist, Japan Macro Advisors
JMA is a website that runs its own data analytics. What I started partly as a hobby 5 years ago
because I thought there was a need for such a website, now became the most popular andcomprehensive source of macroeconomic data on Japan, which also comes with analysis, for free. I
think that statistics should be available for the public in a convenient way because good data helps
everyone in the economy.
Bénédicte Laine, Asia-Pacific Key Account Manager, Rians
Rians is a French family business of 1,410 employees created in 1952 but whose know-how goesback to 1901. We produce fresh and refined cheese and high-quality dairy desserts in 9 factories inFrance, from cow, goat and sheep milk. Rians started exporting in the 1980’s. After a successful
implementation in Europe and the United States, where we have factories, we are now developingin the Middle East and Asia, especially in Japan since 2014.
Thierry Arnould, Quality and Food Safety Director, Danone Japan Co., Ltd
Danone is divided into 4 businesses according to our products: dairy products, mineral water,
infant nutrition and medical nutrition. There is also a specific division for Africa. Danone iscurrently present in Japan in mineral waters with Evian and yogurts with the brands Bio, Danone,
Oikos, Densia, Baby Danone and Petit Danone, all produced in Japan for practical reasons: theshort life of the products (between 33 and 39 days) and the prohibitive tariffs on dairy products.
Michiko Ono, President, Aeon Saveur Co., Ltd

16

Aeon Saveur co, Ltd is a subsidiary of Aeon Co., Ltd, the largest food retailer in Japan with morethan 626 outlets (GMS). Picard is the most popular French operator of high quality frozen foodsupermarkets. Several years ago, Picard understood that there was a sleeping demand and a
growth phase of supply for high quality frozen food on the Japanese market. At the same time, Aeon
felt that the Picard concept could be imported to Japan. After successfully testing a selection of
products in Aeon stores corner since 2014, they set up a franchise to open the first Picard store in2016. The brand has now 3 stores in the South of Tokyo.
Martin Stuchlík, Representative Director, Ravy Japan K.K.
Ravy is a meat products manufacturer established in the Czech Republic in 1992. Our key productis Bohemia Meatloaf (roasted meatloaf), which we export to 16 EU countries. With a daily
production of up to 50 tonnes of meatloaf, Ravy is arguably the largest European roasted meatloaf
manufacturer. Our strategy includes an expansion to new international markets. Following the
Foodex 2015 & 2016, we decided to enter Japan in 2016 as the first step to expand to Asia. Our
subsidiary Ravy Japan K.K. was incorporated in Tokyo in April 2016. Subsequently we entered into
a cooperation agreement with a local food manufacturer and started to develop a production
capacity in Toyama. The first production tests started in October 2016 and we hit the retail shelves
for Christmas 2016 season. At present, we focus on expansion of our distribution channels andmeatloaf promotion among Japanese consumers.
Pascal Gerbert-Gaillard, Manager, Bio c’ Bon Japon Co., Ltd
Bio c’ Bon is one of the most recent actors in the European organic food distribution. The company
was founded in 2008, has rapidly in 2012 and has developed in Europe from 2015 (in Italy, Spain,
Switzerland and Belgium) with more than 130 stores. Japan was not part of the initial plan for
obvious practical and logistical reasons. At the end of 2015, Aeon, the first Japanese distributor,
approached Bio c’ Bon because organic food (like gluten-free, non-GMO, etc.) is a major
development axis for the group. This quickly led to the creation of a joint venture and the first Bio c’
Bon store in Japan opened in December 2016 in the Azabujuban neighbourhood of Tokyo in lessthan a year. In the meantime, we have launched the direct import of about 1,000 new references in
the Japanese market, which has never been done before on this scale. We were able to place 500
references for the opening and we currently have more than 700.
Richard Ledu, President, Pierre Hermé Paris Japon K.K.
I am a trained cook and I have long worked for starred restaurants. I wanted to perfect myself inthe world of pastry. I was introduced to Pierre Hermé who was for 11 years the pastry chef ofFauchon. My first contact with Japan happened under the license agreement between Takashimaya
and Fauchon. Pierre Hermé subsequently created his own advisory structure, which had La Duréeamong its first clients. In 1996, we started promoting the Pierre Hermé brand in Japan. We
observed in France that there were luxury bakeries and restaurants but nothing in the field of
pastry. So we imagined a different pastry based on the concept of fashion, or which we started
talking about collections, high-pastry, etc. After several stays in Japan we opened the first Pierre
Hermé shop in the world in August 1998, 14 m² in the district of Aoyama in Tokyo. We willcelebrate the 20th anniversary of the brand next year.
Kazuhito Yamashita, Research Director, the Canon Institute for Global Studies
The Canon Institute for Global Studies (CIGS) is a private non-profit think tank that was established
as a general incorporates foundation in December 2008 to commemorate the 70 th anniversary ofCanon Inc. in 2007. The Institute conducts various research activities in line with Canon’s corporate
philosophy with the aim of contributing to global prosperity.

17

Frédéric Morin, President, Faye Japan Co., Ltd
Faye Japan is a joint venture created in 2013 with Faye Gastronomie International, a SME based in
Rungis, France, whose business is the export of gourmet products all over the world. Faye Japan
imports these products, especially foie gras, poultry, smoked salmon, farmed caviar, truffles, etc. forhotels and restaurants of high standing as well as for some bistros and pastries in Japan. Faye
Gastronomie International is a ”consolidator“ that realizes for us the health and customs
documentation and the logistics.
Elio Orsara, owner and Chef, Elio Locanda Italiana
I grew up in Calabria in the South of Italy. After completing my catering school, I moved to Milan
then to England, Spain where I opened my first restaurant at 20, then to America. I was in Los
Angeles and was very disappointed by the local culture. I came back to Europe where I met theowner of the Japanese supermarket chain Daiei. He invited me to Japan, of which I had very little
knowledge of. I was so amazed and fascinated by the elegance of the culture and really fell in lovewith Japan in an old-style Japanese restaurant where I was served a “kaiseki-ryōri” (a traditional
multi-course Japanese dinner). It was completely new to me because in Europe or America, I neverfelt that I could learn anything about food or food presentation. Since then, I have stayed 26 years
in Japan, working in several restaurants before opening mine in 1996. My mission is to “makepeople (of Japan) know the true culture, taste the true flavour and experience the true joy of Italy”.
Dr. Evert Jan Krajenbrink, Agricultural Counsellor, Embassy of the Kingdom of theNetherlands
The Netherlands are the 2nd exporter of food products worldwide. We have approximately 30
Agricultural Counsellors in the world. In Tokyo, my 3 colleagues and I are first tasked to keep
markets open by engaging in policy dialogues with Japanese authorities, notably on market accessand SPS issues. We also help connect Dutch entrepreneurs from the Netherlands with Japaneseintermediaries in order to support their business development on the Japanese market.
Jean-Marc Lisner, President, CEO, Castel Japan K.K.
The Castel group is the 3rd wine producer in the world. We are at the same time producer, owner ofChâteaux in France and mostly a wine trader. We buy wines from cooperative wineries totransform it, create brands and distribute it. We represent about 60% of the wines sold in massretail in France with brands like Baron de Lestac or Roche Mazet, of which we sell nearly 50 million
bottles. We carry out 20% of our export business and have been present in Japan for more than 15
years. We distribute our main brands but we also make brands for distributors such as Aeon for
example. We work with the four major Japanese brewers and major wholesalers.

18

III.

An economy driven by strong
trendsA) The early stages of a progressive economic
recovery
1. A bold and comprehensive policy to end 30 years of frozen
economyJapan has been stuck in deflation and declining GDP growth since the burst of the asset pricebubble in the early 1990’s. While consumer price indices have been flat since mid-1990’s, theannual real GDP growth fell from 4% on average between 1980 and 1990 to 2% between 1993
and the aftermath of the financial crisis. Meanwhile, major structural issues such as population
aging and the weak integration of Japan in the world economy gained momentum. Shortly after
being elected Prime Minister in December 2012, Shinzo Abe implemented his “Abenomics”, anaggressive set of monetary and fiscal policies, combined with structural reforms, aiming torevitalise the Japanese economy by improving the virtuous cycle from corporate performance toprivate consumption. The three “arrows” of this policy consist of:
1.
2.
3.

A “flexible” fiscal stimulus in the short term, coupled to a return to primary balance in 2020.
An unprecedented asset purchase program by the BoJ, which aims to achieve a 2% inflation
target as early as possible.
A program of structural reforms in order to boost Japan’s competitiveness, by slashingbusiness regulations, liberalizing the labour market and agricultural sector, cutting
corporate taxes, and increasing workforce diversity, accelerating Japan’s trade integration
with the rest of the world through major FTAs, among other things.

In addition to these arrows have been introduced three new objectives in fall 2015:
1.
2.
3.

Increase the nominal GDP from 491 trillion JPY in 2014 to 600 trillion JPY in 2020 (from 4.1
to 5.0 trillion EUR).
Increase the fertility rate from 1.4 to 1.8 in 2020.
Build a society in which people would not have to quit their job in order to provide healthcare to their aged relatives.

2. A mixed assessment despite many reforms
On the one hand, Japan has been successfully driven out of deflation although the country is notcompletely out of the woods, corporate profits are higher than ever recorded at 176 billion EUR
in the April to June 2017 quarter, unemployment has fallen to 2.8% since February 2017 for the
first time since 1994, GDP growth approaches its 2020 target, etc.
On the other hand, inflation is actually quasi-null, basic wages are not taking off, growth remains
supported by fiscal stimuli and public spending is rising dangerously, pushing gross public debt
up and raising concerns about fiscal sustainability. More importantly, profits made overseas bymultinational companies have not filtered down to SMEs as promised, so that most households
have not benefited from sharp increases in wages. Companies have retained cash and wealthy
households have benefited from the rapid rise of the Nikkei 225 stock index. As a result, private
19consumption, which account to 60% of GDP, has risen slower than expected. The raise of the
VAT from 5% to 8% in April 2014 has also severely altered consumption that year. Another raisefrom the actual level to 10% is so far scheduled for 2019.

3. A promising outlook
After a subdued real GDP growth of 1.1% in 2015 and 1.0% in 2016, the Japanese economy isaccelerating its recovery through 2017 thanks to fiscal support packages and a better than
expected outlook in Asia and especially in Europe that has been boosting exports since mid2016. Private consumption is finally picking up after years of relative sluggishness. The
Consumer Confidence Index has been rising regularly, yet moderately, since the financial crisis.
Similarly, the Economy Watchers Survey indicates that the Japanese economy is on a positive
footing. The increased capital investment related to 2020 Tokyo Olympic Games and the recent
productivity gains are also contributing to the outlook. Therefore, Japan recorded its 6thconsecutive quarter of GDP growth In the April to June 2017 quarter. The last time thishappened was between the 1st quarter of 2005 and the 2nd quarter of 2006 (Figure 1). Forecasts
see the Japanese economy growing in 2018 but at a slower pace as the effect of fiscal stimuli
wanes (Table 1).
Table 1: Sample of forecasts on Japan’s real GDP growth
BoJ (July)IMF (June)
OECD (June)
MRI (August)2017
1.8 (FY)
1.3
1.3
1.7

2018
1.4
0.6
1
1.2

2019
0.7
0.8
/
/

Note: Forecasts for 2019 take the potential effect of the next VAT hike on private consumption into
account, hence the weaker growth.
Sources: BoJ, IMF, OECD, MRI
Figure 1: Contribution to percent change in real GDP growth4%2%Previous longest
period of consecutive
GDP growth

0%
-2%
-4%
-6%

Post VAT hikerecession

GlobalfinancialcrisisPrivate Demand
Public Demand
2005

2007

2009

2011

2013

External Demand
GDP
2015

2017

Source: CAO

20

Featured contributors
Takuji Okubo, Managing Director and Chief Economist, Japan Macro Advisor
What is your assessment about the Abenomics?
Japanese media are quite good at reading the direction of the wind in the Japanese society. They
are turning against PM Abe and the Abenomics simply because they feel that the public opinion is
on their side. I used to be very critical on the Abenomics. My view has not changed but I may appear
less critical compared to the shift in the opinion. It is true that PM Abe seems to be failing on thepolitical scandals control front but on the economic front, he has shown some achievements.
Despite the failure of structural reforms, because very little has been effectively done when it comesto deregulation, there are actually positive signs that the inflationary policy is working and many
economists are too dismissive about this. Some criticisms state that there is still no inflation after
over 4 years of the current monetary policy. I believe that it was a mistake in the first place topromise a short-term inflation target of 2 years. But today, inflation expectations are turning
favourably. Also on wages, the general perception is that they are not raising but they haveactually stopped declining for the first time in 20 years. If we look closely, wages have increased by
3.1 % YoY in June for part-time workers, which account for almost 40% of the workforce. This is
the highest rise since August 2008. Even if full-time workers’ wage growth is rather flat, theirworking hours have decreased by 1.5% over the last 5 years, which is not taken into account whencalculating wage inflation. On a per-hour basis, wages are actually raising.
What is your outlook for the coming years?
The Japanese economy is currently enjoying a steady positive growth for the 6 th consecutive
quarter. It is surely debatable to what this growth should be attributed to. Perhaps it has nothing
to do with the Abenomics and has more to do with the uptrend in the global economy, particularly
in Europe. When it comes to assessing the situation, I must say that Japan is now doing well: there
is positive growth, unemployment is falling to record-low levels and corporate profits have doubled
over the last 5 years. It is of course difficult to foresee what will happen next but I do not see any
obvious “dark cloud” on the horizon, at least in Japan: there is no tax hike until 2019, thegovernment doesn’t seem to be working on fiscal tightening measures and the BoJ will probably
maintain the current easing. In that sense, it is reasonable to think that the Japanese economy willcontinue growing in the coming years.

B) An inexorable demographic decline
1. A trend looming since the 1980’s
In 2015, the population of Japanese and foreign residents was 127 million according to the lastcensus. Japanese are also the 2nd oldest population in the world, after the Monegasquepopulation, with a median age of 46.9 years old in 2016. The population started aging in the
1980’s, when the share of children started to decrease, followed in the 1990’s by the share of theworking-age population. Finally in the 2000’s, baby-boomers reached retirement age. However,the population only declined from 2010, after peaking over 128 million (Figure 2).
As a result, the average size of households has actually dropped from 2.82 to 2.34 in 20 years
and the number of private households has increased from 43.9 million in 1995 to 51.9 million in
2015. That year, 57.3% of households were nuclear-family households, against 58.3% in 1995.
32.6% were single-person households, against 27.6% in 1995. This increase is attributed to21young people waiting to marry (at 31.1 years old for grooms and 29.4 for brides, against
respectively 28.5 and 26.3 in 1995) notably because female labour participation increases and toaging people living alone. 41.5% of single-person households were elderly households. 10.8%
were one-person elderly households and women are twice more represented than men in thiscategory. Japanese businesses have started shifting their focus to senior and single-household
consumers across a wide range of products. For instance, they offer delivery services bytelephone (instead of internet delivery only) and sell more individual portions of prepared
meals.

2. Projections do not show any sign of reversal
According to the NIPSS, which has conducted population projections released in April 2017, theJapanese population would eventually range from 97 million in the most optimistic scenario(high fertility/low mortality) to 80 million in the most pessimistic scenario (low fertility/highmortality) in 2065. People of 65 and over would, at maximum, account for more than 42.2% of
the population given low fertility/low mortality assumptions, against 26.6% in 2016. In theseprojections, fertility rates range from 1.25 to 1.64 and only a stable net migration of nonJapanese origin is considered. In 2015, the fertility rate was 1.45 and the number of migrants of
non-Japanese origin was about 70,000.
According to auxiliary projections, only a fertility rate superior to 2.2 or, taken separately, a net
migration superior to 500,000 people from 2035, could maintain the Japanese population at its
current level. In other words, the solution to the Japanese demographic issue could only begrasped with a combination of both. Authorities are increasing the support for families withchildren to boost the fertility rate. They also appear to be moving gradually toward allowing amore permanent form of immigration. Nevertheless, the demographic decline is inevitable under
the current fertility rate and the absence of a proper immigration policy. Assuming bold policies
could be implemented in the short term, population growth would not return before decades.

Millions

Figure 2: Population projections based on standard assumptions*
150

Actual125

Projections

Total:
88 M

65 +

100
75

34 M

15-64
50

45 M

25
0

0-14
1970

1985

2000

2015

2030

2045

9M
2060

Note: *Medium fertility/medium mortality scenario
Source: NIPSS

22

3. Urban areas are still growing
The demographic decline is a national trend that first affects rural areas, where the population isalready quite old. Major urban areas still attract population as rural areas get depopulated.
About 93% of the population is urban. The grand area of Tokyo is the 2nd most populated in theworld with 42.8 million people, much less than the delta of Hong-Kong (65.7 million) but much
more than Jakarta (30.3 million). As it represents consumers that are approximately equivalent
to half of the German population on only 9.1% of its territory, the area of Tokyo alone would be
able to cover export prospects of EU food products. The prefecture of Tokyo itself, counted asmuch as 13.4 million inhabitants in 2015 (about 10.5% of Japan’s total population), which isalmost 900,000 more than in 2005 (Figure 3). Future retirees in urban areas will spend moreout of the wealth they accumulated in the past. This will reasonably boost households’ final
consumption expenditures.

15

100
80

10

60
40

5

0

Thousands

Millions

Figure 3: Population growth in the prefecture of Tokyo (left scale) and net migration fromother prefectures (right scale)

20

Japanese
Foreign residents
Net internal migration
2005

2010

2015

0

Source: Statistics Bureau
Featured contributors
Takuji Okubo, Managing Director and Chief Economist, Japan Macro Advisor
What is the impact of ageing on private consumption?
Ageing affects consumers in at least two ways. On the one hand, I am sure there will be a decreasein the size of the overall private consumption because pensioners generally have less disposable
income than the working population. They also switch their spending to healthcare goods andservices. On the other hand, ageing brings new opportunities as consumption behaviour evolves.
The size of households is shrinking so the old-age population will cook less, buying more prepared
meals. When you go to convenience stores, the quantity of many items is small because it isdesigned for single consumers.

23

IV.

A growing need for imported
food productsA) A large and westernised demand
1. A wealthy and growing middle-class
Japan is one of the largest developed markets with consumers among the wealthiest in the world(Figure 4). The GDP per capita based on purchasing power parity reached 37,484 EUR in 2016
according to the WB. This is much lower than in the US at 51,944 EUR but is slightly higher thanin the EU at 35,821 EUR. Inequalities will increase with the rise of single-person households,
which generally have lower disposable incomes. Nevertheless, the middle-class will remain the
2nd largest of all developed economies according to the Brooking Institute. The Instituteestimates that Japan’s median income will grow to 56,957 EUR per household in 2030 to be oneof the highest in APAC, giving Japanese middle class households a comfortable spending
capacity.
Figure 4: International comparison of population, purchasing power and old-age share in2016

GDP per capita PPP, thousands

€60
USA
SAU

AUS

€40

DEU
GBR

ESP

KOR

CHN
IND

LTU
POL

MEX

€20

FRA

EUN
511.6 M;
€35,821;
19.5%

ITA
JPN
127.1 M;
€37,484;
26.6%

€0
0%

15%
Population ages 65 or above

30%

Source: WB

1. Food absorbs one-fourth of monthly consumption expenditures
Food expenditures represent the largest category of final consumption expenditures for a
Japanese household. In 2016, households spent 2,021 EUR monthly on average, of which 519
EUR (25.7%) were allocated to food. Of these, 97 EUR were spent outside and 71 EUR werespent on prepared meals. The rest was spent on ingredients for home cooking (Figure 5).
Japanese under 29 years old, whose income, and thus consumption expenditures are lower,
spend on average 354 EUR on food. They also spend 60% less on food for home cooking, 62%
more on prepared meals and they tend to eat a lot more cakes, sweets and soft drinks than their24

elders. These categories represent more than 36.2% of their home cooking expenses, against
20.2% on average for their elders. They also appear to eat fewer vegetables and fish (Figure 6).
Japanese tend to visit several food outlets to purchase high quality and fresh food products andthere is a slow movement away from daily shopping to weekly shopping trips due to timepressures. Women are usually the primary decision makers for grocery purchases because they
traditionally cook the family meal. As households’ income rises, a lower proportion of theirincome is spent on food even if this amount actually increases. When aging and getting
wealthier, Japanese eat less outside and cook more. Households translate the rise of their living
standard into more expensive food products and ingredients since the level of prepared mealsbought is relatively constant. Engel’s coefficient is lower for households between 30 and 59
years old and is higher for younger and older people. In Japan, Engel’s coefficient has been risingin recent years, from 23.5% in 2012 to 25.7% in 2016, as prices rose faster than net wages dueto the VAT hike in 2014 and to the depreciation of the yen, which pushed up the cost of imported
food.
The average 2,400 calories basket of Western food is 1.5 more expensive in Tokyo than inBrussels with prices of some items, such as vegetables and fruits multiplied by 3. Even the Asianfood basket is cheaper in Brussels. In contrast, the price of eating out in Tokyo restaurants ishalved compared to Brussels (Table 2).
Consumers’ lifestyle is also changing because of the demographic trend. A decline in the size ofhouseholds and a rise in the number of families in which both parents work have led people toeat out and purchase prepared meals more often — practices that are typically more expensive
than home cooking. Food expenses per capita are also higher for small households than larger
ones, typically for single elderly households. Furthermore, the purchase of food is no longer adaily necessity. According to a 2015 survey by the NRI that examined the changes in life values
and spending behaviour of 10,000 Japanese aged 15 to 79, food was among the items on which
respondents said they want to actively spend their money. It also cited dining out, eating
expensive food and trying out well-known restaurants as increasingly popular leisure activities.
Figure 5: Average monthly food expenditures (left scale) and Engel’s coefficient (rightscale) per age of household’s head in 2016
€700

30%

€600
€500

27,6%

28%

26,7%

26,5%
25,7%

€400

24,6%

26%

24,6%

€300

23,3%

24%

€200
22%

€100
€0

350

139

286

371

374

400

350

Overall

…-29

30-39

40-49

50-59

60-69

70-…

Home cooking

Eaten out

Prepared meals

20%

Engel's coefficient

Source: MIC

25

Figure 6: Share of monthly food expenditures for home cooking per age of household’shead in 2016100%

-21.6%-18.2%-14.9%-14.5%
-7.0%
-1.0%
+2.2%

75%
50%

+14.7%

25%
0%Overall…-29

FruitsDairy products and eggs
Meat
Soft drinks

30-39

40-49

Fish and crustaceans
Oils, Fats and Seasonings
Cakes and sweets

50-59

60-69

+23.3%+36.7%
70-…

Vegetables and algae
Cereals
Alcoholic beverages

Source: MIC

26

Table 2: Recommended minimum amount of money per capita in EUR for a food basket
2,400 calories in Brussels and Tokyo in 2017
Cheaper in Tokyo: green⩽0.5<light green<1
1<light orange<2⩽orange<3⩽dark orange: cheaper in Brussels
Western basket
Milk (regular), (0.25 litre)
Loaf of Fresh White Bread (125 g)
Rice (white), (0.10 kilo)
Eggs (regular) (2.40)
Local Cheese (0.10 kilo)
Chicken Breasts (Boneless, Skinless), (0.15 kilo)
Beef Round (0.15 kilo) (or Equivalent Back Leg Red Meat)Apples (0.30 kilo)
Banana (0.25 kilo)
Oranges (0.30 kilo)
Tomato (0.20 kilo)
Potato (0.20 kilo)
Onion (0.10 kilo )Lettuce (0.20 head)
Daily
Monthly
Asian basket
Loaf of Fresh White Bread (50 g)
Rice (white), (0.25 kilo)
Eggs (regular) (2.40)
Chicken Breasts (Boneless, Skinless), (0.20 kilo)
Beef Round (0.10 kilo) (or Equivalent Back Leg Red Meat)Apples (0.25 kilo)
Banana (0.25 kilo)
Oranges (0.15 kilo)
Tomato (0.20 kilo)
Potato (0.20 kilo)
Onion (0.10 kilo)
Lettuce (0.10 head)
Daily
Monthly
Eaten out
Meal, Inexpensive Restaurant
Meal for 2 People, Mid-range Restaurant, Three-course
Meal at McDonalds (or Equivalent Meal)
Domestic Beer (0.5 litre draught)
Imported Beer (0.33 litre bottle)
Cappuccino (regular)
Coke/Pepsi (0.33 litre bottle)
Water (0.33 litre bottle)

BEL
0.2
0.4
0.2
0.5
1.6
1.3
2.1
0.6
0.4
0.5
0.4
0.2
0.1
0.2
8.7
269.2
BEL
0.2
0.4
0.5
1.8
1.4
0.5
0.4
0.3
0.4
0.2
0.1
0.1
6.2
191.3
BEL
15
60
8
3.8
3.8
2.8
2.1
1.8

JPN
0.4
0.4
0.4
0.4
1.6
1
2.1
1.9
0.7
1.6
1.2
0.7
0.3
0.4
13.1
404.6
JPN
0.2
0.9
0.4
1.3
1.4
1.5
0.7
0.8
1.2
0.7
0.3
0.2
9.7
299
JPN
7.7
38.6
5.3
3.1
3.5
3
1
0.9

Ratio
2.0
1.0
2.0
0.8
1.0
0.8
1.0
3.2
1.8
3.2
3.0
3.5
3.0
2.0
1.5
1.5
Ratio
1.0
2.3
0.8
0.7
1.0
3.0
1.8
2.7
3.0
3.5
3.0
2.0
1.6
1.6
Ratio
0.5
0.6
0.7
0.8
0.9
1.1
0.5
0.5

Note: A comparison for fish or seafood product is not provided.
Source: Numbeo, Cost of Living Comparisons, July 201727

2. The influence of Western food culture
Japan has a very unique food culture. The Washoku cuisine, composed of fresh, seasonallyavailable, low-fat ingredients has been designated as an Intangible Cultural Heritage by the
UNESCO in 2014. Japan has the lowest rate of obesity among developed countries, below 4.0%
according to the FAO but the diet is evolving due to the long-time rising influence of Westernfood culture.
Breakfast usually consists of rice, miso soup, fish, seaweeds or an omelette. There is a growing
trend for young and single Japanese to skip breakfast. Lunch is often eaten quickly, outside,
given the fast-paced lifestyle of employees. It is either prepared the day before or the morning at
home or purchased at convenience stores in the form of lunch packages. These packages include
rice, vegetables, meat, rice balls, or sushi rolls. Soup bowls of ramen (buckwheat) or udon
(wheat flour) noodles are also popular. It is more common to see Japanese men eating out forlunch than women. Dinner is the most important meal of the day, is often prepared by womenand is typically consumed with family at home. The most common food products are meat, fish,
vegetables, pickled vegetables, and rice. Cereals and cereal bars are rising in popularity but
snacking throughout the day is not so common. Men are snacking more often than women. As
Japanese eat out more often, they consume more fast food products, which results in of moremeat and wheat consumed to the detriment of seafood and rice (Figure 7).
According to the FAO, the average daily calorie intake of Japanese was 2,717 in 2011. This islower than in the US (3,641), Germany (3,539) and China (3,073). The world average is also
higher since 2006 (Figure 8). The Japanese diet is mostly composed of rice (21%), wheat (14%),vegetable oils (13%), meat (12%), sugar and sweeteners (10%). Altogether, grains, sugar and fat
account for two-thirds of the average daily calorie intake (Figure 9).
Japan does not have a unique taste profile. For instance, consumers in Kanto’s major cities (onethird of the population) such as Tokyo and Yokohama, tend to be less concerned by cost andprefer saltier and spicy food. Their diet is also more diversified.
Figure 7: Change in seafood and rice caloric consumption to the benefit of meat and wheat
400

300

1 200
Other
meat

1 000

Beef
Pork

200

Poultry+52.8% for
all types of
meat

Wheat

800

+20.2%

600
400

100

Seafood200-24.6%

0
1981

1991

2001

Rice
-25.6%

2011

0

1981

1991

2001

2011

Source: FAO

28

Figure 8: International comparison of average calorie intake per capita
4 000

WLD

USA

DEU

ESP

JPN

CHN
3 641
3 539
3 187
3 073

3 000

2 870
2 717

2 000

1981

1991

2001

2011

Source: FAO
Figure 9: International comparison of average calorie intake structure in 2011
4 000

3 000
Dairy Others
products Eggs
Fish
Meat
Vegetables, fruits

2 000

Grains

1 000

Sugar, fat
0

USA

DEU

GBR

KOR

ESP

CHN

WLD

JPN

VNM

IND

Source: FAO
Featured Contributors
Takuji Okubo, Managing Director and Chief Economist, Japan Macro Advisor
How do Japanese households spend?
Japanese consumers opened their eyes on foreign goods, among which food products, in the 1980’s,
the same way Chinese consumers behave today. They are now mature and most of them do not go
for the brands automatically. Many Japanese no longer accept to buy European food products at aparticularly high price. Typically, these products are bought by wealthy Japanese consumers but
are unable to reach the vast majority of them, especially young ones. Of course, the high price of EU
food products in Japan can be attributed to transportation costs and tariffs but the way European
products are sometimes marketed in Japan, as luxury goods hence the high price, is an issue. This isimportant because Japanese have tried to reduce their nominal consumption in the last 10 years in29

order to save their budget, even to the expanse of quality. Recently however, consumers havebecome more confident about job security so I think that they might go for the quality again. We
can see that the consumer confidence index is improving and, although it is not the historical high,it has reached its highest level in the last 3 years.
Kazuhito Yamashita, Research Director, the Canon Institute for Global Studies
Will Japanese consumers continue to spend on food the way they currently are in the next decadeor so?
On the one hand the total food consumption will decrease because there will be decreasing
population and more and more senior citizens who eat less and less. The calorie intake per capita
has already been decreasing since the mid 1990’s and is now at a level previously reached after
WWII. On the other hand, the per capita income of senior citizens tends to be higher than that ofyounger citizens. In other words, senior citizens will continue benefiting from a higher spending
capacity and will likely buy high quality food products that will keep them healthy. However, thiswill depend on Japan’s ability to maintain its current social security system in the future, with thesame level of pensions. Japan’s public debt in percentage of GDP is one the highest worldwide, morethan 90% of it is being held by Japanese. Even if the debt keeps increasing, some argue thatJapanese may continue financing it.
The previous sharp rise in per capita income happened after the WWII, when the Japanese weremuch younger and used their additional income to buy foreign products. As a result, the Japanesediet has drastically changed to become more westernized, with dairy products, pork and beef being
added to the menu.

B) A declining domestic supply
1. Underexploited land and fragmented farms limit the output
Japan is a mountainous archipelago that extends over 3,000 km, with a total land area of
364,560 km². Forests cover 70% of the surface and 70% of the land has a slope greater than
15%. Of this, natural forests account for 54% while planted forests, most of which are conifers
planted after WWII in order to meet the need for building materials, account for 41%. The
seismic context and the significant precipitation give the forest an important role in protecting
soils and preventing landslides. Japan also has one of the largest fishing areas in the world withnearly 30,000 km of coastline. Today, these resources are underexploited.
Agricultural areas and arable lands are very limited (respectively 12.4% and 11.6% of the landarea in 2014) and have both been reduced severely since 1961 (respectively by 36.4% and25.4%), mainly due to the dilapidation of farmlands and land conversion for residential andother uses (Figure 10). The amount of abandoned farmlands in Japan has jumped 70% over the
past two decades, while efforts to reuse these areas remain largely limited.

30

Million hectares

Figure 10: Exploitable land area
10
Share of total land area

5

Permanent crops
Non-arable
agricultural area

Permanent
meadows andpastures

23.3%

13.1%

Arableagricultural area
-25.4%

0
1961

1971

1981

1991

2001

2011

Source: FAO

2. An old and scarcer agricultural workforce
Since the post WWII era of fast economic growth and industrial progress, authorities havestrongly supported the industry, leading to the remobilisation of the rural workforce out of
farmlands. The mechanisation of agriculture has also allowed the population to work in nonfarming jobs and farm part-time. Since the early 2000’s, the demographic decline has
accentuated a phenomenon that shows no sign of reversal as young generations are attracted bybetter perspectives in cities and aged agriculture workers continue to leave the profession.
The population living in rural areas has dropped from 36.7% in 1960 to 6.5% in 2015, which
represents a decrease of 25.7 million people while the total population increased of 33.1 million.
There are now only 8.2 million Japanese living in rural areas (Figure 11) and the farming
households fell to 2.1 million in 2015, compared to 2.5 million only in 2010. This number isabout half what it was 20 years ago. Over the same period, the farming households’ population
has fallen by 85.8% at 4.9 million people and the number of agricultural workers in percentage
of total employment has fallen to 3.5%. The average age of core farmers is 66 years old (77 forrice producers) and 65% of them are 65 years old or older, whereas only 10% of them are 40 oryounger. Overall, only 7.6% of farming households (164,790 farmers) earned their income
mainly from farming in 2015 and only 4.9% of households were certified farmers. In 2014, thetotal income per commercial farm household was 38,349 EUR. Of that amount, only 25.9% wasfrom farming income, 32.6% was from non-farming income, and 41.5% was from pension
benefits and other sources. Rice account for 58.3% of the sales value.
The government is trying to help farmers increase their earning capacity but the industry faces
other challenges besides a labour shortage, such as difficulties in reforming the distribution
system. Another problem is the differing interests of full-time and part-time farmers. For young
people seeking jobs in agriculture, stable employment and income are crucial. There is also an
important ambiguity between the “industrial” vision and the awareness of revitalization needs
in rural areas, the conservation of know-how, and the preservation of the environment.

31MillionsFigure 11: Rural population (left scale) and pace of demographic decline in rural areas(right scale)
40

40%

20%
20
0%

0
1960

Rural population
Share of total population
Annual growth
Share of employment in agriculture
1970

1980

1990

2000

2010

-20%

Source: MAFF

3. The low productivity has caused the food self-sufficiency ratio tofall
In order to maintain production levels with fewer workers and conciliate part-time farming withanother source of income despite a low agronomic level, farmers have increased the use of
inputs such as chemical fertilizers, pesticides and agricultural machinery. According to the WB,
Japanese farmers used 240 kilos of fertilizers per hectare of arable land, compared to 161 kilos
in the EU and 137 kilos in the US. According to the OECD, the nitrogen surplus per hectare of
agricultural land in 2007-2009 was one of the highest in the OECD and around twice the OECDaverage. The use of fertilizers is especially high in small farmlands. Also, Japan used over 4,500
tractors per 100 km² of arable land in 2000, compared to 460 in the OECD on average. Thus thevalue-added per worker in agriculture has progressed “artificially” to become one of the highest
in the world, reaching 55,080 EUR in 2014, compared to 24,550 EUR in the EU (Figure 12).
Most farmlands are low-profit and micro-sized plots of a current average size of only 2 hectares(20 hectares in Hokkaido). The government wishes to consolidate farmlands with an average
size target set between 10 to 20 hectares but this policy is difficult to implement, notably given
farmland acquisition and land transaction regulations. This type of land-intensive agriculture
also benefits from high domestic prices. Profits from tariffs are redistributed through direct
support programs. According to the WB, the value added of the Japanese agriculture was about
48,340 million EUR, a level that Japan previously reached in the middle of the 1980’s.
With demographic decline, there are fewer and fewer full-time workers on fewer and fewer
farmlands, so that the Japanese agricultural production has decreased by 25% on average since1990. Cultivated areas are still dominated by irrigated rice fields, nearly 50% of the total UAL,
while rice only accounts for 20% of the production in value. Livestock, whose share of value
increases is completely dependent on imports for feeding.
As a result, Japan has by far, the lowest food self-sufficiency ratio of the OECD, at 39% in calorie
basis (Table 3). The figure is flat since 2000 but was much higher in the 1960 at 79%.

32

€100

€100

€75

€75

Milliers

Billions

Figure 12: Long-term growth in agriculture value-added, overall sector (left scale) andper worker (right scale)

55,1
€50

48,3

€50

30,1
€25

€25
10,8

€0
1970

Whole sector
Per worker
1980

1990

2000

2010

€0

Source: WB
Table 3: Food self-sufficiency ratios in 2015
Total food self-sufficiency ratio based on calorific value
Grains (including feed grains) self- sufficiency rate
Self-sufficiency ratio of grains for foodSelf-sufficiency ratio for feeding
Total food self-sufficiency ratio based on production volume

39
29
59
27
64
Source: MAFF

Featured contributors
Kazuhito Yamashita, Research Director, the Canon Institute for Global Studies
What is the problem of the Japanese agriculture?
The total output in value of the Japanese agriculture is among the highest worldwide although involume, we fall way behind other developed countries. Japanese consumers are paying very highprices for their food and the system is supported by prohibitive tariffs on foreign food products. Our
market is actually kind of isolated.
After WWII, the Japanese government used to give fiscal incentives to factories installing in rural
areas in order to reduce the income gap with the cities. Farmers could work in these factories whileworking part-time in their farm. Years after years, mechanization and the growing use of chemical
products have considerably reduced the time needed to farm. As a result, 90% of rice farmers arecalled “week-end rice farmers”, as only 30 days per year are required on a 1 hectare paddy fieldcompared to 251 days in 1951. In 1965, the rice production was more than 14 million tonnes andour consumption was about 13.5 million tonnes. Nowadays, we consume only 7.5 million tonnes.
The “week-end rice farmers” can afford to be inefficient thanks to high rice price realized byacreage reduction program and subsidies. They produce 60% of the rice. When it comes to fruits
and vegetables, less than 20% of the production is produced by part-time farmers. Similarly only
5% of the dairy production is produced by part-time farmers. The number of Japanese farming
households remained at 5.5 million until 10 years ago, because 80% are week-end rice farmer but
it has recently decreased to 2.2 million. The number of full-time households is approximately

33

280,000, so about 13%.
What is the most likely future scenario for Japanese agriculture?
The decrease in farming households also means that the average farm size has increased
substantially, from 1.6 to 2.5 hectares, given that the total farmlands do not change and thatabandoned farmlands, although increasing, are only 10% of the farmlands. Land prices are high sosome small-scaled farmers lease the land to full time farmers. But this small consolidation of paddy
fields has small effect on productivity.
They are not many people willing to enter the sector because it is very difficult to start a business.
Since the Post-war redistributions of farmlands, it is not possible to operate a farmland with jointstock company because the company cannot legally own the land; the owner had to be a natural
person, a farmer. As a result of successive small deregulations, the majority of the company (51%)
has to be owned by a natural person and some organization related to agricultural production.
Under this system, any ordinary company could only own farmlands and do farming by acquiring
at maximum 49% of joint-stock companies.
The situation is different for fruits and vegetables because this agriculture does not require large
cultivable areas but are very intensive in labor. In the dairy sector, the number of farmers
decreases by 5% every year, from 400,000 40 years ago to 20,000 today. So the remaining farms
have greatly expanded their farm size; the number of cows. The milk production quadrupled from 2
million tonnes of milk to 8 million during the same period of time. The milk production was thus
rationalized and the production per cow is among the highest worldwide. But the cost of
production is high because it depends on imported feed grain.
How did JA secure such an inexpugnable position in the Japanese agriculture?
JA is a very unique organization in Japan from a legal point of view. It can sell agricultural inputs
to farmers, buy their output and sell it to the food industry and the distribution network. It can also
provide banking services as well as damage and life insurance services.
Japanese farmers’ income dropped just after the Great Depression when Americans could no longer
afford their high-end Japanese silk products. The demand for rice also decreased and the pricedecreased consequently, also because Japan could not stop imports from the colonies. The badharvest in the Tohoku region aggravated the situation of farmers. So the MAFF set up cooperatives
that could do anything to help the farmers, including buying their output and providing banking
services. After WWII, the government added the capacity to provide insurance services. Bad
harvests just after the war drove the rice price high so that farmers were tempted to sell theirproduction to the black market rather than to the authorities which distributed rice to theJapanese nation equally, the rich or the poor alike by the rationing program. The governmenttransformed the wartime entities which were established by combining cooperatives and farmers
associations in charge of political activity and technical assistance to farmers into agricultural
cooperatives to collect and sell rice to the government. In the 1960’s the government bought up ricefrom farmers under the Food Control Law, at a high price determined annually, in order to increase
their income. Small-scaled inefficient part-time farmers could stay in the rice industry thanks to thehigh rice price and started deposing their income from their main activity that mostly come fromoutside of farming to JA bank. The high prices reduced the demand and increased supply but the
government tried to avoid stock pile the huge surplus of rice because it had spent a lot of money forits disposal. The acreage reduction program was created in 1970 and is still active today. Basically,
the government gives subsidies to not produce rice. In 1995 the government abolished the FoodControl Law and stopped buying rice from farmers. Before that, the agricultural cooperatives wereagainst the acreage reduction program because they wanted farmers to produce as much rice aspossible to sell it to the government, but they are now fully supporting it because it is the only34

instrument left that maintains the high rice price.
Now JA is the 2nd largest bank in Japan with about 1,000 billion EUR in deposits. With the decline in
agricultural production, only 1% of the deposits is leased to farmers. Farmers, full-time or parttime, large or small alike, are full members of JA forever because theoretically, you can still be a
farmer at 90 years old… Most of them are no longer farming. 30% of the deposits are leased to nonfarmers, associate members who have bought JA stocks. They can use JA services but do not havethe right to vote in the cooperatives. The rest, about 70% of the deposits, is invested on financial
markets such as the Wall Street through Norinchukin activities. So the agricultural cooperatives
flourished because the rice industry has been declining, with part-time farmers deposing theirincomeSabine Hofferer, Agricultural Counsellor for Japan and Korea, Embassy of France
Where does the Japanese agriculture stand today?
Japan produces only 40% of its caloric intake, which means that many essential products areimported. The situation has deteriorated drastically since the 1960’s when Japan was virtually selfsufficient, which has been somewhat forgotten. The Japanese agriculture was even called a"miracle for Asia" because it had succeeded in modernizing itself to rapidly improve its
productivity.
There are many reasons for such a decline. The big break was the political choice of Japan tomassively promote its industrialization to the detriment of the agricultural sector which saw alarge part of its rural labour force redeployed in the industry. At the same time, agricultural landhas been sacrificed for the benefit of individual habitats which have gradually eaten up all the
space available to the feet of the mountains. The population that is now fully engaged inagriculture is residual. Its average age is about 67 years and continues rising. As a result,agricultural productivity is currently extremely low, with an over-use of inputs, which shows that
there is no purely agronomic progress, although some sectors can be technically efficient (milkproduction, market gardening, greenhouse agriculture, etc.).
The scarcity and fragmentation of land are difficult to overcome. The average area of a Japanesefarm is between 1 and 2 hectares. There is therefore no possibility of achieving sufficient economies
of scale on these lands and of investing to improve the competitiveness of the sector. Moreover,most of the available agricultural area is devoted to rice because it is relatively easy to grow. Riceis one of the only products for which Japan is self-sufficient, with some fruits and vegetables but
only because low consumption is satisfied with low production. Fruits in general are very expensive
in Japan, which does not push consumers to eat them regularly. They are often offered, which
underlines their very special status. However, any production in small quantities requires
protecting the market to similar and much more competitive foreign products and this role isperfectly fulfilled by SPS barriers. Japanese agriculture is also one of the most assisted in the world,
setting up its competitiveness deficit. Farmers, who are often retired or wage earners, are satisfied
with high complement income in the current context and do not invest to improve theirproductivity. The high level of agricultural subsidies has a deleterious effect.
Finally, the last aspect of the problem and perhaps the most important one is the agricultural tradeunionism. JA-Zenchu, which groups together all Japanese agricultural cooperatives, is an extremely
powerful organization that holds all the rural life in its hands. With a membership of 10 million
members (of which only 2 million are mainly agricultural producers on a secondary basis), thisorganization manages the whole chain, from the supply of fertilizers, seeds and machineries to the
distribution of agricultural products. All are sold to farmers at prices well above market prices andfarmers can buy because of the level of subsidies. Their monopoly does not force them to rationalize

35the services offered to farmers. So here we are with high prices for farmers and consumers alike.
The agricultural sector is a loss-making sector for JA-Zenchu, which serves the continuation of thegroup’s more lucrative activities, such as banking or insurance. In this system, individual initiativesof producers are very limited, which favours stagnation. The group’s political lobbying is powerful
and is positioning itself as a defender of rural areas and abandoned areas, a theme that continues
to be very popular in public opinion. For example, 17,000 Japanese milk producers weigh on thenegotiation of free trade agreements (EPAs, TPP), which involve 127 million consumers but also
the interests of the Japanese industrial sector. They feel threatened by free trade agreements, while
their main production, fresh milk to drink, cannot be imported… Several agricultural reforms, both
past and future, aim to increase the competitiveness of the Japanese agriculture by liberalizing
practices, helping non-unionized producers… And weakening the influence of JA-Zenchu.
Nevertheless, these reforms are timid and have no real effect. Yet, some sectors are doing well: thedairy sector is a good example. The technical results of Japanese breeders are very good.
Individually, they produce as much as the best producers in the world even if their production costs
are twice as high. Some sectors can also be quite innovative, especially urban agriculture. Japan
also created the first short consumer circuits in the 1960’s when we thought we had invented thisconcept 15 years ago. In Europe, farmers suffer from too low prices and high market volatility. The
right approach is probably in the middle, with well-adapted regulation and protection
mechanisms. In Japan, the agricultural sector is overprotected or even suppressed.

C) A leading importer of food products
1. About following figures
EU-Japan trade in food products is sufficiently documented on the EU side, thus following figures
have been built with data extracts from the Japanese MoF. This allows comparisons on the same
basis with other exporting countries to Japan. Food products refer exclusively to sections I to IV(chapters 1 to 24) of the Harmonized Commodity Description and Coding System of the WCO.
This standard harmonizes tariff lines’ codes until the 6th digit (Table 4).The report uses the2012 classification for data up to 2016 although the 2017 classification has been released with
updates, as it is the case every five years.
Data has been classified based on the Directorate-General for Agriculture and Rural
Development’s products classification. Then, these categories have been adjusted. For example,
wine is no longer included in processed agricultural products but in beverages. Similarly, petfood is no longer included in food preparations but in non-edible products, which are not taken
into account (Figure 13). Two categories for seafood products have been added. A list of
categories’ sub-divisions is provided in the Annexes (Table 13).

2. Reading indications
1.
2.
3.
4.

5.

APAC countries are listed in the Annexes (Chart 8).
Specific colours are associated to regions: the US; China; the EU; other APAC; othercountries.
2016 is the year of reference unless otherwise indicated.
Colours are not associated with categories of products. However, some are associated to thenature of products, except non-edible food products: commodities; primary agricultural
products; processed agricultural products; primary seafood products; processedseafood products; food preparations; beverages.
Amounts are indicated only when significant.

36

Table 4: Harmonized Commodity Description and Coding System
Sections
Chapters (HS 2)
Headings (HS 4)
Subheadings (HS 6)
Statistics subdivisions

Sections are the largest classification units, composed of ‘Section 1
Live animals; animal products’ to Section 4 “Prepared food stuffs;
beverages, spirits and vinegar; tobacco and manufactured tobacco
substitutes’ (21 sections).
Chapters are the classification units which divide sections, given by 2
digits (97 chapters).
Headings are the classification units which divide chapters, given by 4
digits.
Subheadings are the classification units which divide headings, given
by 6 digits.
“Statistic subdivisions” are the classification units which divide HS
subheading based on Commodity Classification for Foreign Trade
Statistics, given by 3 additional digits.
Source: WCO€4 000Fatty acids
and waxes

Plaiting
materials

312

Raw
tobacco259

Hair,feathers,
bones, etc.

481

330
278

Cut
plants€0

1 378

Ethanol€1 000441

Liveplants€2 000

1 082

Pet
food

€3 000

Cigarsandcigarettes

Millions

Figure 13: Products excluded from the study (non-edible products)

Source: MoF

3. A huge trade deficit
Japan imported 53.1 billion EUR of food products in 2016. With exports amounting to 5.0 billion
EUR, Japan’s trade deficit in food products was 48.0 billion EUR. In 2016, commodities, primary
agricultural and seafood products represented three-fourth of the deficit with only three
products fuelling it up to one-fourth: fish, pork meat and maize (corn). Japanese imports haveincreased by 12.9% in the last decade and by 27.9% since a 10-year low reached in 2009, wheninternational trade slowed down after the global financial crisis. In 2016, the US, China and the
EU are Japan’s 1st, 2nd and 3rd suppliers with 21.6%, 13.7% and 11.1% of imports of foodproducts (Figure 15). Separately, EU countries lag behind the first APAC countries, which
accounted altogether for 43.0% of imports. France, Italy and Spain accounted to more than halfof imports from the EU, and only 5 products generated half of these imports: pork meat, still andsparkling wine, fish and spirits.
Food imports from the EU have been resilient during the last 10 years, ceding only 0.1 PP invalue at 11.1 %. In comparison, the US and China have lost 0.7 PP and 3.2 PP at 21.6% and13.7%, respectively, to the benefit of countries outside APAC (Figure 14). The 5 countries which37

have gained the most are Brazil (+1.7 PP), Thailand (+1.7 PP), Spain (+0.9 PP), Norway (+0.8 PP)
and Mexico (+0.7 PP). The 5 countries that have lost the most are China (-3.1 PP), Australia (-2.1
PP), France (-0.7 PP), the US (-0.7 PP) and Denmark (-0.7 PP). Countries’ market shares inJapanese imports show their trade specialisation (Figure 16, 17 & 18). Japan imports most of
its commodities from the US (cereals, soybeans and wheat), most of its processed food from
China and Thailand (seafood, meat, fruits and nuts) and most of its beverages from the EU. The
US, Australia and emerging countries such as Brazil tend to export large volumes of commodities
and primary agricultural products. EU countries often share similar trade specialisations.
France, Spain, Italy and the United Kingdom are key exporters of beverages (wine, beer andspirits), whereas Spain, Denmark, Hungary and Austria export mainly primary agricultural
products (pork meat) for example. Besides pork meat, most cheese and some other foodproducts, of which volumes are mostly undifferentiated products, EU exports tend to be very
specific food products (Chart 2). Few countries can compete with the EU on these products sothat the fiercest competition for EU countries first comes from their neighbours.
Figure 14: Change in import shares by regions
35%
29,5%

29,0%
25%

24,1%

22,3%
20,6%

21,6%

16,9%

15%

13,7%
11,2%

5%
2006

11,1%

2011

2016

Source: MoF

€14
€12
€10
€8
€6

€2
€0

11,44
7,30
5,88
3,39
3,38
3,28
2,33
1,48
1,47
1,37
1,19
1,14
1,08
1,05
0,97
0,95
0,87
0,86
0,83
0,74
0,74
0,63
0,62
0,45
0,40
0,39
0,39
0,36
0,23
0,23

€4

USA
CHN
EUN
AUS
THA
CAN
BRA
CHL
KOR
FRA
VNM
NZL
PHL
IDN
RUS
MEX
NOR
ESP
ITA
DNK
MYS
TWN
IND
NLD
ARG
GBR
SGP
DEU
COL
ECU

Billions

Figure 15: Principal countries supplying the Japanese market

Source: MoF

38

Figure 16: Specialization by principal supplying countries based on products’ value0%
Commodities

25%

50%

USA

75%
CAN

Primary agricultural products

100%

BRA

214

Primary seafood products

CHL

OthersAgricultural processed products
Processed seafood products
Food preparations

CHN

THA
KOR

Beverages

FRA

Other EUN

Source: MoF
Chart 2: Categories of food products exported by the EU

Source: Author

39

Figure 17: Imports of food products from the EU by specialization and based on products’ value
€0
FRA
ESP
ITA
DNK
NLD
GBR
DEU
BEL
HUN
MLT
IRL
AUT
PRT
HRV
POL
LVA
GRC
FIN
SWE
ROM
CZE
BGR
LTU
SVK
EST
SVN
CYP
LUX

€500

€1 000€1 500
1 375

857
831
743
455
394
360
190
137
110
91
85
50
37
32
23
23
19
18
15
14
13
6
2
2
2006

2016

Millions€2 000

0%

25%

50%

75%

100%

FRA
ESP
ITA
DNK
NLD
GBR
DEU
BEL
HUN
MLT
IRL
AUT
PRT
HRV
POL
LVA
GRC
FIN
SWE
ROM
CZE
BGR
LTU
SVK
EST
SVN
CYP
LUX
Primary agricultural products
Agricultural processed products
Commodities
Processed seafood products

Beverages
Food preparations
Primary seafood products

Source: MoF

40

Figure 18: All food products in Japanese imports by descending EU shares and based on products’ value€0
Gingerbread
Olive oil; n.e.c.
Processed cheese
Olive oil, not virgin
Blue-veined cheese
Vermouth
Olive oil, virgin
Sparkling wine
Sweet biscuits
RyeVinegar and substitutes
Couscous
Milk, cream and yogurt
Poultry
Waffles and wafers
Hop cones
Still wine
Swine
WatersSugar confectioneries
Spirits
Beer made from malt
Liqueurs and cordials
Crispbread
ButterBreakfast cereals
Malt
Rusks
Cheese of all kinds
Pork meat
Cheese; n.e.c.
Chocolates
PastasGums, resins and plant extracts
Animals; n.e.c.
HorsesIce creams
YeastsSugar n.e.c.
Bulk wine
Flavoured waters
Vegetable oils; n.e.c.
Extracts and juices
Fresh cheese
Cocoa paste and powder
Milk powder and whey
Bakers' wares; n.e.c.
Starches and inulin
Fruit juices
Vegetables preparations
Food preparations; n.e.c.
Soft drinks n.e.c.

€2 000Millions€4 000Over 90%

Over 50%

Over 30%

Over 10%€0
Cider
Coffee and tea extracts
Malt extract
Fats and oils
FloursHorse meat
Sunflower seeds
Honey
Birds' eggs, in shell
Soups and sauces
Birds' eggs, not in shell
Fish
Fruits and nuts preparations
Seeds
BarleyLocust beans
Poultry meat
Preparations
Vegetables
Black tea
Wheat
Crustaceans
SpicesCoffeeEdible offals
Molluscs
Fruits and nuts
Beet and cane sugar
Cereals and seeds; n.e.c.
Green tea
Oil seeds
Feed and feed ingredients
Oats
Maize
Grape must
Bovine meat
Live fish
Sheep and goat meat
Rice
Sorghum
Cocoa beans
Palm and palm kernel oils
Rape or colza seeds
Aquatic invertebrates
Soybeans
Ground-nuts
Bovine animals
Other animals' eggs
Tapioca and substitutes
Mate
Sheep and goats€4 000Millions€8 000Below 10%Source: MoF

41

Featured contributors
Francesco Rinarelli, Deputy General Manager, Italian Chamber of Commerce
Could you present the last figures and trends regarding Italian food exports to Japan?
Overall, exports to Japan have been positive but the picture is mixed for food products. We are on anegative trend for beverages due to the increasing competition of emerging countries. We lost the
2nd position in wines to Chile last year and the gap has widened this year. This has a lot to do withthe price of lower band wines and I do not think that we will be able to fill the gap in the next few
years. We are still competitive on mid-range and high range wines but we should not take that for
granted. We have also had a contraction on olive oil and dairy products. Italy used to be the 1 stexporter of olive oil to Japan both in volume and value but we lost to Spain in both categories.
Regarding dairy, cheese and especially natural cheese, its awareness of Japanese people has risenmodestly. It is easier today to find quattro fromaggi pizzas in a bar, blue cheese, mozzarella. Up to
5 years ago it was very difficult to find local mozzarella but now you have facilities in Hokkaido
producing mid-quality mozzarella. Of course this production cannot be compared with EU cheese
but in the end you can find it in all supermarkets. Even if the demand rises, part of it will beabsorbed by the local production.
There is some increase in charcuterie. We see that in supermarkets, which have their own
confections, lowering prices and reducing the package in order to target consumers who cannot
afford to pay too much. Charcuterie is difficult to recreate in Japan due to the seasoning process, atleast for now, which is relieving for our production. However, there are a lot of new competitors.
Although Italy has a brand for fine food in Japan, we cannot live on our past image. The Italianfood industry has to prove to Japanese consumers that its products are superior in quality andespecially on quality to price. You really need to market your products because you can no longer
send a container and hope that your products are bought.
Sabine Hofferer, Agricultural Counsellor for Japan and Korea, Embassy of France
Could you present the last figures and trends regarding French exports of food products to Japan?
The Japanese market is a demanding, remunerative, prescriptive market in Asia and is a major
market for us. France sells more than 1.2 billion euros of agri-food products in Japan, 70% of which
are wines and spirits or other beverages. They benefited from the economic boom of the 1970’s, thepassion of the Japanese for gastronomy and the fact that renowned French chefs settled in Tokyo.
This has shaped a glamorous and luxurious image in the Japanese mind-set, which is still very much
alive today. So we sell mainly high-end products: wines, spirits, jams, biscuits, foie gras, etc. It
would be appropriate to diversify our products in range and to expand our offer towards more
solid and accessible products because the current specialization tends to weaken us, especially onwines and spirits. This is very difficult because our products are expensive in Japan. Transportation
costs and customs duties sometimes position them in the high-end segment of the Japanese market
although they can be regular products elsewhere. Importers are also confining French products tothis image and will prefer to sell expensive French products because Japanese consumers do not
perceive the possibility that they can be cheaper. The strategy of these importers has changed very
little since the 1970’s and 1980’s. These actors sometimes have an archaic functioning, are not very
flexible and resist any attempt to change. In a way, we are actually suffering the consequences ofcertain problems intrinsic to the Japanese corporate system.
Some companies are importing on their own, usually for their store(s) but are facing enormous
difficulties, particularly with entry barriers. Primary-exporting SMEs have no other choice than topartner with a Japanese importer.

42

Dr. Evert Jan Krajenbrink, Agricultural Counsellor, Embassy of the Kingdom of theNetherlands
Could you present the last figures and trends regarding Dutch exports of food products to Japan?
Although Dutch exports of food products grew quickly until 2000, reaching 590 million EUR, they
were relatively stable from that year on, reaching 650 million EUR only in 2016. In contrast, Dutch
exports of food products to Hong-Kong and China reached 3 billion EUR. However, the beauty of theJapanese market is its stability, its demand and the fact that quality is highly-valued. We can sell
our finest products at a high price and there are not so many markets like that in the world. For
companies wishing to balance their risk in several markets, being active in Japan also brings a
good coverage. The Japanese market is mature and does not grow so business is about competing
to gain market shares by offering the best price based on an excellent quality as well as bringing
innovative products to the market. We are paying attention to consumers’ trends: Japanese eatmore pasta, bread and bakery products than rice, organic food is growing in popularity and ageing
consumers wish more convenient products. Regarding the products, some perform better thanothers such as pork meat, fruits and vegetables (peppers, cherry tomatoes, chicory, etc.), dairy
products and paprika. They are mostly sold to the processing industry as ingredients or in order tobe repacked as private-label foods, which explains why Dutch products are not often clearly visible
for consumers in Japanese supermarkets.

43

V.

Trends in a changing market

A) Consumption patterns
1. Increasingly parsimonious consumers have kept high quality
expectations and taste for novelty
Since the 1990’s, weakening economic conditions have exacerbated consumers’ price sensitivity.
Premium and luxury items such as specific fine food are however the exception because pricematters less. In fact, consumers prefer to spend the same amount for a greater value or to spend
less for the same value. This seems logical but it was not the case during the bubble. Productswith added value, such as better taste with exclusive ingredients are sought after.
Women increase the amount of home cooking they do, cooking more from scratch for which theytend to purchase less expensive ingredients. In order to save money, Japanese buy more in bulk
at discounted price despite having rather small living spaces. Once only considered as cheap
products, private-label foods have become more attractive and are now seen as an affordable
alternative. This means that consumers also put more time and effort in price comparisons. This
trend is likely to persist because young generations have grown up under more difficult
economic conditions than their elders.
While elsewhere, consumers often define the quality by a product’s intrinsic characteristics,
Japanese consumers always include all services provided during sales and after-sales processes
and they are willing to pay a premium for their satisfaction. Freshness, origin, taste, nutritional
intake, brand information, advertising, packaging and all possible services are important factors
in assessing quality. Products’ freshness and origin (associated with safety, particularly for old
consumers) are very important and influences purchasing decisions greatly. EU products cancapitalize on their strong regulatory framework and their very positive image in Japan.
Consumers place a high value on new experiences which benefits regularly to foreign foodproducts, bought to enjoy a piece of foreign lifestyle. They jump easily on food trends, especially
if highlighted in the numerous cooking-themed television programs, magazines and blogs. This
characteristic is independent to the age. Consumers over 50 years old are also very keen toexperience new varieties, flavours and packaging.

2. A need for convenience and proximity due to busy lifestyles andpopulation aging
Young consumers, of which more and more professional women, are willing to pay a higher
price for convenience due to their fast-paced lifestyle, which is often synonymous to individual
eating habits, so they rely more and more on packaged food. Instead of cooking at home (which
they can also do for other reasons), consumers purchase more meal replacements (preparedfood, canned/preserved food, frozen food, delivery food, etc.) Almost all Japanese households
have microwave ovens but fewer have freezers. There will be an increase in freezers as Japanese
consumers are eating more frozen food.
In contrast to young consumers who first look for a high level of convenience with cheap
packaged food products, elderly consumers demonstrate an interest in premium packaged
products in supermarkets and department stores. These elderly consumers are targeted44specifically by manufacturers because they represent a large and growing consumer base andhave a greater purchasing power. Assuming that it becomes too difficult for them to travel far
from home, they would in this case favour the proximity of convenience stores. As for singleperson households, they live in smaller living spaces and consider it a burden to cook for justone person. They will look for more packaged products with unique convenience and storage
attributes.
Supermarkets and convenience stores are the most important retailers. While sales insupermarkets are relatively flat, sales in convenience stores have grown by 55% since 2005.
Department stores, which face difficulties in their completion of other channels, have seen theirsales drop by 24%. They are usually located near train stations in upscale buildings (Figure 19)
and usually present a good offer of foreign food products at a relatively high price.
Convenience stores are the most popular shopping channels as they are located throughout
Japan and often represent the nearest and most convenient option for consumers. The threemain retailers are 7-Eleven, Lawson and Family Mart. Japanese visit convenience stores 2 or 3
times a week on average because many have an ATM machine, printers and scanners and arealso postal delivery points.
Japan is a tech-savvy society with 124 million internet users and 77 million digital buyers. In
2015, 28% of households bought some food products online. Total online grocery sales reached
1.8 billion EUR with edible grocery sales of 442 million EUR. Women aged from 35 years to 54
years frequently purchase directly from farmers or manufacturers due to past food scandals,
shop for nutritional supplements or buy heavy or bulky food products which are easier todeliver through online shopping. The ability to browse products, compare prices and makepurchases relatively anonymously is important to consumers. In 2015, almost half of online
purchases of food were conducted via mobile devices, a share that is growing. Consumers,
particularly the young, find shopping through mobile devices more convenient than shopping inphysical stores. However, most people still prefer to select their own fresh food.
Figure 19: Indices of sales in retail stores
175

Department StoreSupermarket

Convenience Store
155

150
125

105

100

76

75
50
2005

2011

2017

Sources: JMA, METI

45

Featured contributors
Michiko Ono, President, Aeon Saveur Co., Ltd
What is the situation of frozen food on the Japanese market?
It has been said during the last decade that the Japanese market for frozen food will grow rapidly
but the market has grown remarkably only since last year. In Japan, frozen food is usually used forlunch boxes and most of the market is filled with (simple and low-cost) foreign vegetables. As aconsequence, regardless of its origin foreign frozen food is often considered similarly, whether the
product is low-cost or of high quality. This perception is evolving little by little with more frozen
food being added to Japanese dinner tables. The market for high quality frozen food is growing
faster than the market for low-cost frozen ingredients, even if it remains much smaller. Highquality frozen food is able to fill the demand for more convenient food products that are prepared,
tasty and healthy. In particular there is a growing market for frozen appetizers, which Japanese
would eat with beer or wine. However, Japanese households tend to have little room to store theseproducts, which might limit the pace of the trend. Apartments are smaller than in Europe, hence
kitchens, fridges and in the end freezer compartments are rather smaller on average.
What particular difficulties do you face?
We have realized that some products could not be imported due to differences in standards
between the EU and Japan. For example, some appetizers include poppy seeds, which areconsidered as a drug in Japan if they blossom. Meat products are also difficult to import. Avian flu,
FMD (foot-and-mouth disease), transportation costs, inspection fees and tariffs increase the final
price in Japan.
What is your main objective?
It took about 40 years for Picard to reach the top of the high quality frozen food market in France
and we are working to reach the same position in Japan in 5 to 10 years. This is not about the
number of stores but about gaining the trust of Japanese consumers and building the reputation of
the products in the long-term. Our ultimate objective is to make possible that Japanese consumers
enjoy our products as much as French consumers do.

3. Growing concerns over food safety and health are generating ademand for food with benefits
With 26.6% of the population over the age of 65 in 2016 and compulsory health checks that canlead to greater medical insurance costs if one does not pay attention to his or her dietary habits,
the demand for food products with health benefits is rising. They are especially concerned about
the amount of fat and sugar they consume in line with the rise of lifestyle diseases caused by the
influence of the Western food culture. Key concerns, especially for women, are avoiding poor
nutritional habits and managing a balanced set of ingredients in a meal. Home cooking is an
attractive option for health-conscious consumers, as it enables them to choose their own
ingredients. Unique food ingredients with healthy attributes are also sought despite theassociated extra cost. This covers food products with antioxidants, with a positive impact onblood sugar or cholesterol for example, dietary supplements, functional food and nutraceuticals.
In 2015, the CAA has amended the health claims system for food and beverages with the FHC.
This updated system allows for function claims, in addition to the previously allowed nutrientand FOSHU claims. Unlike FOSHU, products with function claims do not require individual
preapproval, and claims can now be made based on scientific reviews of the functional46

ingredients the product contains. Ingredients with health benefits will be featured more
prominently on food product labels. FOSHU is one of the five categories of FOSDU, which permits
to display that the food is appropriate for specified dietary use.
One bite at time, Japanese consumers are buying
into organic food due to strong concerns for foodsafety and environmental issues, especially after thecatastrophe of Fukushima in March 2011. Importers
have a trump card to play in a market that remains
very small (less than 0.5% of the food produced andabout 2% of the food consumed) because of theheavy constraints limiting the local organic
production drastically (Table 5).

Chart 3: Japanese label for specified
organic food

The MAFF established specific JAS Standards fororganic plants and organic processed foods of plant origin in 2000 under the JAS Law (“The Law
Concerning Standardization, etc. of Agricultural and Forestry Products”). It defines agricultural
food products (plants) and agricultural processed food products of plant origin as “specified
products” and require them to be JAS organic certified and affixed with JAS organic seal in order
to be sold as organic in Japan (Chart 3). The system has been further developed in 2005 with theaddition of the JAS Standards for organic livestock products, organic processed foods of animal
origin and organic feeds. The EU benefits from the equivalency to the JAS system for its organic
products exported to Japan.
Until recently, there was no major organic supermarket regrouping all consumers’ needs oforganic products. These products were previously sold in different shops. This development,along with the diversification of organic products, is helping the demand grow. Organic is also
trendy. There are a lot of fashionable cafes and restaurants, mainly in Tokyo and other major
cities, attracting consumers with their healthy, natural or organic menus. Food service could
help raise the awareness of consumers for organic food sales of organic food through internet orin prepared food could play a similar role in boosting the market. Japanese consumers are “fingourmets” but are also shy customers. They are willing to pay a premium for organic products,
but need to be guided in their purchase. It is advised to explain the health benefits and gustative
quality of your products.
Table 5: Main constraints weighting on organic food development
On the supply

On the demand

4. The low level of awareness among
1. The scarcity of arable land, the climaticJapanese consumers despite food safety
conditions and the prevalence of small
concerns. According to the 2011 Organic
scale farming. With around 10,000
Market Research Project conducted byhectares of land in organic production,
IFOAM Japan, 97% of respondents knew
Japan ranks 88th in terms of organic
the word “organic”, but only 5%
cultivated area, Japan is forced to importunderstood its meaning.
most of organic products.
5. The premium on organic products, which
2. The long and complex certification system
makes them between 20 to 30% (and oftenwith many inspections, analysis andbeyond)more
expensivethanresearches.
conventional products.
3. The economic monopoly and political
6. The less appealing look of organic
lobbying power of JA group, which preferproducts in a country valuing theto maintain a standardised production.
homogeneity of the production.

47

Featured Contributors
Pascal Gerbert-Gaillard, Manager, Bio c’ Bon Japon Co., Ltd
What is the current state of the organic market?
The organic market in Japan is at the same stage of development as the organic market inFrance 20 years ago. It accounts for only 0.5-1% of the agri-food market and 0.5% of thecultivated area, so overall production is relatively low. The Japanese agricultural model,
promoted and organized by agricultural cooperatives, has not favoured the development of theorganic production although its circuit and vision are simply different. For agricultural products,
we work with more than 200 small Japanese producers who are on average quite old. We see inyoung farmers the desire to look for larger plots, develop direct sales and marketing. This is goodfor us but this is far from being the usual way. As it is often the case in Japan, the paradigm shift
results from a foreign impulse. Authorities have pledged to have "green" Tokyo 2020 Olympics,
which implies natural products and therefore if you follow the line, organic food. In addition,
Japanese are concerned over the consequences of the Fukushima disaster on their food. The
environment thus becomes more favourable to organic food. However, the domestic supply
remains limited and is rather difficult to access. Consumers often have to flutter from one store toanother in order to carry out all their organic groceries and we want to change that. There is no
support from the authorities, so the concept of organic food is still poorly understood by mostJapanese.
How much does organic cost?
Japanese have in mind that organic food is expensive. In Europe, the premium, compared toconventional products, is in the range of 20% to 30%. In Japan, it can be significantly greater due
to much higher production costs. We try to limit this premium while preserving our margins andwithout ruining customers. Since we import many products directly, we are able to control ourcosts to keep them affordable. It is also common for us to be cheaper than conventional products
sold in our competitors’ stores, because we do not have to use multiple intermediaries. This is thecase with most of our wines and cheeses for example.
What are the main reasons to buy?
Taste comes first and health benefits come second. Japanese, especially women, pay more
attention to what they eat but are not ready to buy products that do not taste good just for theirhealth benefits. Conversely, if products taste good, customers will come back to the store because
they are also healthy. Almost 80% of our customers place at least one imported product in theirbasket. The ecological nature of the production is not necessarily a reason for buying because
Japanese are accustomed to many layers of packaging for the least product. We sell certain
products in paper bags, such as fruits and vegetables and bulk nuts, and reusable bags to bringgroceries home. We try to explain our approach little by little without seeming to impose a wayof doing things, which would not work in Japan because it would be perceived as arrogant.
What is your typical clientele?
Women aged 25-45 who have a comfortable purchasing power and are attracted to foreign
products constitute our customer base even though we address all potential customers. Mothersof families buy healthy products for their child (ren) and young women buy “extraordinary”
products that stand out. The sports clientele buys very specific products: food supplements, pasta,
nuts and dried fruits. We do not reach elderly people as much, even though things are actuallymore complex. One third of our customers know about organic food. Our foreign customers know
more but represent only 5 to 10% of the clientele. Most of our customers do not know exactly the48

differences between the European, American and Japanese labels but some are very aware andwill look for the label on products.
What steps do you take to attract and retain your clientele?
We want to be as visible as possible, whether through our website, our participation in
conferences or through our appearances in the media. In store, we train our team to accompany
the customer, present the products, their history, how to prepare, cook and finally eat them.
Customers usually feel reassured. For processed products, we organize tastings and/or
workshops. If customers like the product, they buy it 90% of the time. For raw products such as
various flours, basmati rice, etc., less familiar to Japanese, we organize workshops every week.
Customers register via website and word of mouth does the rest.

B) Overview of several key market segments
1. Alcoholic beverages
The consumption of alcoholic
beverages is mainly driven by beerand local spirits given the strong
Japanese tradition in their making(Figure20).
However,theconsumption of beer has been
decreasing in the last decade. Beers
include Happōshu, of a lower maltcontent and third-category beers
made of malt substitutes. Wines
account for 9.2% of the consumption
but take over half of all alcoholic
beverages imports in volume. In
value, wine even reaches two-thirdsof imports.

Figure 20: Alcoholic beverages consumption inshare of total sales in the period of August to
October 2016
Whisky Spirits
1,4%
6,0%
Sake
7,7%
Wine
9,2%
ReadytoDrink
11,8% Local

Beer
49,5%

spirits
14,4%

The EU is by far the principal supplierof alcoholic beverages in value with
Source: Castel Japan
more than 1.4 billion EUR imported
by Japan in 2016. After a sharp fall between 2007 and 2009, imports have now almost recovered
their pre-crisis level. In volume, the EU is the 2nd supplier of alcoholic beverages since 2008,
after South Korea took over the 1st place by exporting large volumes of cheap beers to Japan(Figure 23)
France is by far the 1st supplier of alcoholic beverages in value with 703 million EUR of still andsparkling wine, which accounted to more than half of the supply to Japan in 2016. Other EU
countries are also important suppliers: the UK with spirits, Italy and Spain with still andsparkling wine and Ireland, Belgium and Germany with beers. However in volume, South Korea
and Chile outperform all EU countries. South Korea takes the 1st place with 167 million litres ofcheap beer and other fermented drinks.

49€2 000€1 500USA
CHN
EUN
Other APAC
Others

1 410

Million litres

Millions

Figure 21: Change in imports of alcoholic beverages by regions€1 000

300

291
216

200

€500
€0
2006

400

2011

111

100

308
254
236
23
2016

0
2006

2011

42
13
2016

Source: MOF

Millions

Figure 22: Change in imports of alcoholic beverages by products€1 500

Cider
Still wine
Spirits
Bulk wine
Beer made from malt

€1 000
834

520
443

€500

Million litres

€0
2006

162
120
65
2011

2016

300

200

201
173
120

100

60
36
32
0
2006

2011

2016

Source: MOF
50

MillionsFigure 23: Imports of alcoholic beverages by principal supplying countries
€900

€600

Vinegar and substitutes
Vermouth
Grape must
Beer made from malt
Bulk wine
Liqueurs and cordials
Cider
Sparkling wine
Spirits
Still wine

348

60
€300
114

KOR

ITA

CHL

ESP

AUS

32

16
14

10
20

26

12

USA

ESP

GBR

VNM

GBR
46

USA
51

FRA
49

ITA

47

FRA

132

CHL

130

KOR

62

DEU

223

87

€0

250
15

167

26

0

13

CHN

125

AUS

Million litres

112

MEX

356

Source: MOF

a. WineJapan is not suited to viticulture due to high levels of humidity, heavy rainfall, acidic soil and,principally, the lack of space. Yet, 30% of the wine consumed in Japan has been produced locally.
This relatively high share is due to the fact that the Japanese definition of wine is much broader
than that of the IOV. Japan allows local products that are not exactly wine to be sold as such.
Apart from wine exclusively made from domestic ingredients (kokunaisan), most of the Japanesewine is made from imported grape must (kokusan) or imported, then bottled in Japan (yunyu).
The kokunaisan wine is a small industry and its market share is less than 4%. The production
remains unknown abroad and most of its brands are cheaper table or cooking wines. Consumers
have already established a regular purchase of wine.
Since the 1990’s, Japan has become the 2nd largest wine importing country in APAC. Over 50% ofJapanese drink wine at least once a week. In the Tokyo area, consumers of all age ranges andincome class drink on average 8 litres of wine annually. They tend to favour red wine (50%)
over white wine (38%) while their consumption of rosé is marginal (12%). Middle-aged and old

51consumers tend to prefer high-quality wines, whereas young consumers tend to favour
sparkling wines, especially women.
In 2016, wine imports represented 41% of alcoholic beverages imports in volume and 61% invalue. These shares are similar to those of 2006, reaching 1.3 billion EUR. 70% of the wine
consumed in Japan has been imported in 2016. France, Italy and Spain benefit clearly from adominant position in Japanese wine imports. Together they capture 74% of the external demandin value and 53% in volume. Consumers are not aware of the Eastern EU production (Bulgaria,
Croatia and Czech Republic), which remains rather confidential. Japan also imports wine from
Chile, the US, Australia, Argentina, South Africa, New Zealand, etc. In particular, Chile hasoutperformed all its competitors in volume over the last decade: Spain before 2006, the US in
2008, Italy in 2010 and eventually France in 2014 (Figure 24). Chilean wines face average
tariffs of 4.4% thanks to the bilateral FTA with Japan, whereas EU countries face average tariffs
of 15.6%.
The size of the market and the growing demand offer a good potential for EU wines in all rangesof price and variety. GIs and other kinds of recognition are well-understood by retailers andconsumers. Private labelling is supporting the sales of bulk wine and sparkling and organic
wines show a dynamic growth.

€1 000

FRA
USA

CHL
ESP

€750

ITA

711

€500

Million litres

Millions

Figure 24: Change in imports of wines by principal supplying countries
100
84
75
62
50
41
34
€250

178
165
107
88

€0
2006

2011

2016

25

0
2006

23

2011

2016

Note: Above figures include bulk wine, still and sparkling wine and grape must.
Source: MOF
Featured Contributor
Jean-Marc Lisner, President, CEO, Castel Japan K.K.
How has the Japanese wine market developed in recent years?
Wine accounts for only 6-8% of the alcohol consumed in Japan, whereas beer accounts for almost
half of it. Japanese first approached wine by the high-end segment in the 1990’s. Consumption wasthen somewhat democratized with daily wines, then Japanese discovered the Beaujolais Nouveau
and the Chilean wines eventually arrived. Meanwhile, the consumption increased and became moreregular so that supermarkets now display shelves of respectable size. Consumption of still wine has
increased considerably and that of sparkling wines continues its development. Distributors are very
fond of appointments (GIs, AOC, etc.), medals and notes of famous guides. They are less important52

for the final consumer but they clarify a rather complex offer. Japanese love the history of the
product built around the small local producer, which greatly benefits European wines.
What are the emerging trends in this market?
Organic wines are trendy but it is difficult to guarantee their quality after 5 weeks in boats due tothe absence of preservatives. Bringing organic wines from the other side of the world is actually notvery in tune with the ideology of organic products. RTD cocktails based on Shōchū and fruity
flavours are rapidly developing. They compete with entry-level wines because of their low price(about 100 yen a can). Sales of rosé remain marginal while they are developing enormously inEurope. Japanese do not consider it as wine and also have the image of a sweet beverage that does
not marry well their cooking. Similarly, the Japanese market does not seem to be ready for bags-inbox, which represent 30% of the shelf supply in France. We expect sales to increase even if, forlogistical reasons, Japanese would prefer to buy bulk wine and then fill in boxes in Japan.
Can you present the competition to European wines, especially the Chilean competition?
Chilean wines have shown the fastest sales growth in recent years and are now leading thevolumes. In comparison, competition from American and Oceania wines is less important. The
progressive reduction of Japanese tariffs on Chilean wines under the Japan-Chile FTA has
contributed greatly to this success, although Chile can also rely on its grape varieties, its brands,
the stability of its production, its organic wines and finally on its large financial and marketing
resources. Because of their position, part of the Japanese youth only knows Chilean wines. For us,
the challenge is to propose quality European wines in a price range that approaches Chilean wines,
in order to secure the renewal of the demand. We are setting up campaigns combining our wineswith food products such as cheese and lifestyle in order to improve our attractiveness but weespecially expect a lot from the EU-Japan EPA.
The heart of the Japanese market has a price range between 750 and 1,000 yen. In this highly
competitive segment, price plays is very elastic so that the immediate dismantlement of Japanese
tariffs on wines under the EPA would reduce the final price of a bottle by about 100 yen. Wines
currently sold between 750 and 850 yen would get closer to Chilean wines, usually ranging
between 500 and 700 yen. For such a small gap, the attractiveness of the producing country comes
into play and although Chile has a good image, European wines remain advantageous. Crossing the
1,000 yen mark is also very important. The EPA will also be extremely beneficial because ourJapanese partners really want to lower prices to return to European wines. Japanese consumers
love change but are also very classical, with traditional tastes. European wines are the most likely
to bring them this type of novelty.

b. Beer
The average volume of beer consumption is about 45 litres a year, with prefectural averages
between 35 and 82 litres, notably in Tokyo. Although it has decreased, beer remains thefavourite alcoholic beverage due to a large-scale domestic production of light lagers that hold90% of the market. Local beers diversify poorly from traditional malt beers to happōshu, oflower malt content, and third category beers. Happōshu has become more popular due to thefact that it is significantly cheaper than regular beer. Third-category beer made with malt
substitutes like soybeans, corn and even peas, is even cheaper than Happōshu. Marketing terms
such as “zero calorie” and “low alcohol” have proved very appealing for women. Recently, thelargest Japanese brewers (Asahi, Kirin, Sapporo, Suntory and Orion) have been forced toinnovate to prevent the consumption from declining further and compete with strengthening
foreign producers which propose a much larger offer.

53

The undisputed market shares of Japanese brewers and the homogeneity of the market in priceand product range mean that the best prospects for EU exporters are mainly premium artisanalbeers with original taste. This niche market exists mainly in cities due to the greater awarenessof consumers for imported beers.

c. Spirits
Spirits and liqueurs enjoy great popularity as cocktail ingredient (gin, vodka and rums) among
young consumers. Cocktails continue to be favoured by women for their sweet taste and visualappearance. Stronger spirits, either foreign (whisky, Brandy, Cognac, etc.) or local (nihonshu andShochu) are consumed by senior consumers, mostly male, who favour premium products.
Famous brands of foreign spirits are often purchased as gifts to offer in formal social andprofessional contexts. The consumption of foreign spirits is expected to grow in value to thedetriment of local spirits.
Japan is the biggest importer of spirits in APAC with every tenth alcoholic drink bought
belonging to the segment. The Japanese market is also one of the largest for the EU which cancapitalise on many GIs. Japanese distileries have also created world-beating whiskies thatcompete with the best foreign producers in the UK and Ireland. The American and Canadiancompetition is strong, whereas emerging and APAC countries such as South Korea, Mexico,
China, Vietnam and Thailand mainly export large volumes of low quality spirits.

2. Meat
The consumption of meat has been growing in line with the decline of seafood associated with
the influence of Western food culture. Consumers particularly appreciate the convenience andsimplicity of meat and are particularly fond of high-end EU delicatessen but these products
account for a relatively small proportion of the market. Japan imports most of its meat due to thelack of space for livestock and for the cultivation of feedings.
In 2016, meat and meat products was the 1st largest trade deficit in food products, at 10.6 billion
EUR. Pork meat, bovine meat, poultry and meat preparations account for 90% of the volume
imported. The rest is shared among sheep, duck and horse meat. Most of these are frozen. Major
meat exporters occupy the Japanese market and each type of meat product is dominated by one
specialized country and a few major exporters. Only 7 exporters share 93% of all meat imports(Figure 27): the US (27% with pork, bovine and processed meat), Australia (15% with bovinemeat), EU countries (14% with pork meat), Thailand (14% with processed and poultry meat),
Canada (9% with pork meat), China (7% with processed and poultry meat) and Brazil (7% withpoultry meat). Most of the meat imported from the EU is pork meat for the food processing andfood service industries (from Denmark and the Netherlands mainly). Imports of bovine meatfrom the EU are limited as some countries are still unable to export following the two-decade
ban.

54

€4 000€3 000USA
CHN
EUN
Other APAC
Others

3 337
2 965
2 297

€2 000Thousand tonnes

Millions

Figure 25: Change in imports of meat by regions

1 565€1 000

€0
2006

900
830
739
669

600

358

300

205

873

2011

0
2006

2016

2011

2016

Source: MOF

Millions

Figure 26: Change in imports of meat by products€4 000€3 000

Pork meat
Meat preparations
Bovine meat
Poultry meat
Edible offals
Sheep and goat meat
Animal fats and oils
Horse meat

3 775

2 586
2 401

€2 000

1 059
991€1 000Thousand tonnes

€0
2006

2011

2016

1 000
861
750
660
558
503

500

250

0
2006

128
65
2011

2016

Source: MOF
55

MillionsFigure 27: Import of meat by principal supplying countries€4 000Horse meat
Animal fats and oils
Sheep and goat meat
Edible offals
Poultry meat
Bovine meat
Meat preparations
Pork meat€3 000499€2 000

915
356

234

1 156

1 306

273

MEX

118

75

89

ESP

NZL

ESP

330

MEX

390

DNK

517

DNK

704

BRA

801

CHN

784

CAN

THA

USA

1 192

800

600

65
192

400
124

112

203

CHN

NLD

179

CAN

BRA

USA

273

AUS

269

264
0

50

416

200

THA

Thousand tonnes

€0

AUS

€1 000Source: MOF
Featured contributors
Martin Stuchlík, Representative Director, Ravy Japan K.K.
Did Ravy face any difficulties at its debut in Japan and how did you overcome these difficulties?
In the initial phase we had to overcome the difficulties associated with the incorporation of the newcompany and the establishment of trustful relationships with our business partners. To help toovercome the bureaucracy we received a great help and support from the JETRO and the Czech
Embassy in Tokyo. Establishing a trustful relationship is a long-term process starting with an
introduction, continues with correct communication and is nurtured by delivering on time and as
agreed. Building strong relationships is a crucial skill and requires a lot of persistence anddetermination.
Is your meatloaf entirely manufactured in Japan or do you import some ingredients from Czech
Republic or elsewhere?

56

Our meatloaf for the Japanese market is made in Toyama, Japan by our local manufacturing
partner based on our recipes and know-how. Raw materials used are mostly of Japanese origin,some are imported from various countries.
Could you present the market for processed meat product in Japan?
In our view, the processed meat market in Japan is rather stable with a few established products
and brands and a relatively low level of innovation. Well established products include roast beef,
Hamburg steaks and meatballs, prosciutto, bacon, hams and sausages. The products gained
popularity in their respective appropriate serving occasions, e.g. bacon and sausages are popularpart of Japanese breakfast, meatballs are included in bento boxes for lunch. As the taste of ourmeatloaf is perceived favourably by Japanese consumers, we believe that over time and with thesupport of appropriate marketing we can also develop our own niche on the market and become astaple product consumed by Japanese families.
What makes Ravy successful today in Japan compared to other brands?
I believe that having a new and innovative product helps us greatly to attract the attention of ourbusiness partners. Even on a stable market you shall look for innovations to attract the attention ofyour customers and gain a competitive advantage. On the other hand, being innovative is not aneasy task as that means that we have to build the market from scratch. In our case we need tocreate an image of meatloaf among Japanese consumers – present the product appropriately, gain
an interest in the product, provide ideas about serving... and ultimately create a need to purchaseour product. Only the upcoming years will tell if the path we choose is the right one and we could
be considered as a success case.
How do you adapt to the Japanese consumers?
In the beginning we started with adjusting the product properties. In case of our product thismeans to adapt the size to Japanese consumers’ needs. Common size of our European product is
500/800/1000g. We had realized that Japanese needs are different and we started with the
production of 350g meatloaf. Still the first feedback we received from our customers was a desire
for a significantly smaller size; therefore, we introduced Bohemia Meatloaf 175g. Still I believe wewill consider further options to adapt the size of our products to Japanese consumer needs in the
future. Furthermore, we adapted our marketing communication to suit the Japanese environment
and to reflect the way we believe we can reach our consumers in a better way. With respect toproduct characteristics, we aim to keep the design, shape, texture and taste of the products
comparable to our European production as our desire is to create an internationally recognisable
and universally appreciated product.
What opportunities do you foresee on the Japanese market for your product in the medium-term?
In the medium-term we need to focus on building product recognition. This translates to focus onmarketing activities and broadening our distribution channels. Furthermore, we can introduce
additional flavours and packaging options if suitable.
What pieces of advice would you give EU SMEs, in particular in Eastern Europe, which areinterested in the Japanese market?
From our experience of the Japanese market, its trends and the consumer behaviour is very difficult
to understand well and manage. Japanese consumers are conservative and with a strong
preference for domestic products. A good start is to step out of the crowd and present theconsumers with something new and truly unique. Our approach includes: a) stick to the basics andadapt where necessary, b) reach out to your consumers, and c) persist and persist.

57

3. Seafood
The influence of demographics and the Western food culture have negatively impacted theconsumption of seafood, which has been declining for decades. Seafood is often perceived
negatively as it tends to smell, which Japanese typically have a low tolerance for. Also, theyoungest generations are lacking the skills and time to prepare and cook fish. Major changes in
how seafood is sold and packaged could boost the consumption because consumers are aware of
its health benefits. The catastrophe of Fukushima has however had a strong impact on
consumers, who are now less willing to buy seafood for safety concerns. Last but not least, prices
are likely to remain high due to the dynamism of the global demand and to the decline in world
reserves.
Although Japan enjoys one the largest EEZ, the country is very dependent from imports because
there are not enough fisheries and fishermen. In 2016, seafood was the 2nd largest trade deficit
in food products of Japan, at 10,512 billion EUR. Alone, this segment accounts for 20% of the
deficit in food products. Fish, alive or not, represent more than half of imports in value andalmost two-thirds in volume. Crustaceans (mostly shrimps), molluscs and other aquatic
invertebrates represent 28% of imports in value. Processed seafood represents only 20 % invalue. Countries with a vast EEZ and/or APAC countries that are close to Japan are able to flood
the market with large volumes (Figure 28). China’s market share in imported seafood is about
18.1% in value. In contrast, the share of the US is 12.9% and that of the EU is only 4%, mainly
imports of frozen Pacific salmons and tunas. Denmark, Ireland, the United Kingdom, theNetherland and Spain are the main EU exporters.

€6 000€4 000USA
CHN
EUN
Other APAC
Others

4 507
4 051

1 000

750

709
663

500
406

2 245

€2 000

1 112
509
€0
2006

Thousand tonnes

Millions

Figure 28: Change in imports of seafood by regions

2011

2016

275

250

0
2006

63
2011

2016

Source: MOF

58

MillionsFigure 29: Change in imports of seafood by products€7 000€5 250

Fish
Seafood preparations
Crustaceans
Molluscs
Fats and oils
Live fish
Aquatic invertebrates
Extracts and juices

5 947€3 5002 536
2 214€1 750

1 036

Thousand tonnes

€0
2006

411
2011

2016

1 600
1 242

1 200

800

400

0
2006

389
218
206
2011

2016

Source: MOF

59

MillionsFigure 30: Imports of seafood by principal supplying countries€2 500€1 875Extracts and juices
Fats and oils
Aquatic invertebrates
Live fish
Molluscs
Crustaceans
Seafood preparations
Fish

316
97

€1 250
1 225
363

138

KOR

TW
N

380

24
84

30
40
29

84

28
45

25

KOR

286

IDN

262
160

TW
N

324

VNM

CHL

USA

CHN

317
548

VNM

Thousand tonnes

NOR

462

405
€0

837

THA

858

RUS

955

RUS

€625

500

375
89
250
206
186

86

THA

CHL

NOR

33

USA

0

CHN

88

141

37

IDN

260

125

Source: MOF

4. Dairy products
Dairy products are not part of the traditional Japanese diet, so there is no “cheese education” asin many EU countries. Butter is mainly used in pastries but it is more common to find margarine.
Cheese is mostly spread on pizzas or eaten as a side dish with alcoholic beverages. Dairy
products are not regular ingredients in daily home cooking either.
Australia, New Zealand and the US account for most dairy product imports in value (Figure 31 &
33). The main exporting EU countries are the Netherlands, Italy, France, Denmark, Germany andthe United Kingdom. There is room for growth in EU exports as the consumption of dairy
products is relatively low. Butter does not show a positive trend as Japan applies too many
restrictions to the import of foreign butter. As for many other products, EU exporters’ advantage
is based on their added-value: product differentiation, GI recognition and taste make adifference.

60

€800

€600

USA
EUN
CHN
Other APAC
Others

563

€400

349

€200

€0
2006

Thousand tonnes

Millions

Figure 31: Change in imports of dairy products by regions
250
200

125
97
53

148
32
2011

0
2006

2016

18
2011

2016

Source: MOF

Millions

Figure 32: Change in imports of dairy products by products€1 200CheeseMilk powder and whey
ButterMilk, cream and yogurt

887

€800

€400

163

Thousand tonnes

€0
2006

2011

2016

300
258
200

98

100

0
2006

13
2011

2016

Source: MOF
61

MillionsFigure 33: Imports of dairy products by principal supplying countries€300

Milk, cream and yogurt
ButterMilk powder and whey
Cheese

22
18
39

€200

33

262
€100

195
115

DEU

KOR

14

14

10

9

7

DEU

KOR

ARG

DN
K

13

DN
K

37

FRA

53

FRA

58

ITA

NLD

USA

NZL

68

ITA

Thousand tonnes

€0

AUS

59

120

13
80

40

6
24

86

24

22

NLD

USA

NZL

0

AUS

29

ARG

61

Source: MOF

a. Cheese and butter
Little of the domestic milk production is transformed into cheese (42 M tonnes) or butter (63 M
tonnes) because, as for wine, there is no tradition in their making. Furthermore, the Japanese
production is far from presenting the same heterogeneity in taste as in Europe. Most of thecheese is imported (Figure 34). EU exporters are well-positioned and can capitalise on their richknow-how, with many diversified products associated to national gastronomy and recognised by
GIs. The growing popularity of wine and bread is supporting the consumption of EU cheese athome. On some segments however, the competition is fierce with the US, Australia and New
Zealand. The production of butter is decreasing as is the consumption. Imports are small but
have been relatively increasing in the recent years in order to fill the production gaps. Despite
shortages almost every year, Japan continues to apply prohibitive taxes and a very restrictive
import scheme.

62

400

2,5

CheeseProduction
Imports
Consumption

2,0

300

1,5

Per capita kilos

Thousand tonnes

Figure 34: Cheese and butter supply (left scale) and consumption (right scale)

200
1,0
100

0,5

1990

120

2000

2010

0,0

1

Butter0,7580

Per capita kilos

Thousand tonnes

0
1980

0,5
40
0,25

0
1980

1990

2000

2010

0

Source: USDA, based on Japanese data
Featured contributors
Bénédicte Laine, Asia-Pacific Key Account Manager, Rians
Why targeting the Japanese market?
After the United States, Japan is the 2nd largest French cheese market outside Europe, reaching
10,500 tonnes in 2016. Japanese consume only 2 kilos of cheese per year, compared with about 26
kilos in France. This leaves a comfortable margin of development. For cheese, most of the imported
volume consists of low-range soft-cheese with a simple taste, fresh cheese and cheddar from
Australia, New Zealand and the United States. However, it is also possible to find more complex,
tasty, typical and well-selling products even if you have to pay the price for it. Japanese appreciate
French products and do not hesitate to taste new products. So there are a lot of opportunities.
Finally, Japan is a stable, highly organized and less complicated market than China or other Asian
countries despite a certain complexity at first glance.

63

What products do you export to Japan?
We sell a log of fresh cheese, hand-rolled, the "Roulé", made from cow’s milk and which comes in 3
flavours (garlic and herbs, cranberry and pineapple). This very tasteful and textured cheese is very
suitable for export. The packaging, on which we loudly claim the French origin, is also adapted toexport markets. As for goat cheese or sheep cheese, Japanese are not ready to consume them yet,although these products are common in France.
We mainly sell to department stores, which correspond to the premium positioning of our products.
However, Japanese department stores are falling apart as they are caught up in the paradigm of
the 1990’s. Their clientele is relatively old and broadly the same as 30 years ago. There is little
renewal in terms of products and merchandising. In South Korea, department stores are very
attractive. All ages are represented and the products are fashionable.
What are your main difficulties?
Japanese need elaborate explanations on origin, manufacture and consumption patterns in order
to become familiar with the product because they have a much less developed cheese culture thanin Europe. That is why we adapt our products to local consumption by developing recipes with aJapanese cook. The first "recipe", which explained how to spread cheese on bread, is a good
example of this necessity.
Japanese are intransigent with quality, whether it concerns the products or its package. Sanitary
documentation and certification must be perfect as well. Once we had a certificate rejected becauseof a deletion of the veterinarian who signed the document. It is a cultural problem on both sides:
Japanese are very rigorous and pay a great attention to details while French are more pragmaticwith a global view of things. As a representative in Japan, my role is to foster a good understanding
between these two cultures.
As for business, things go well once the relationship with the importer is installed. We chose ours,
specialized in cheese after first contacts at European fairs. Regular monitoring with the importerand distributors is necessary, which is not always the case in other countries. Having an office inJapan helps clearly, or even is essential. Finally, we must also take into account the fact that Japanis a very traditional country. It is not always easy in business when you are a young woman.
The distribution circuit is complex because it includes many intermediaries. This increases the priceof our products after already high custom duties. In reality, the Japanese model has been striving
since the 1990’s to convince consumers that a foreign product, particularly a French dairy product,is expensive. That has worked and has not changed since
What is your vision of the Japanese consumer?
Even if Japanese consumers have high purchasing power, they will seek the best value for money.
They like novelty and limited editions. In addition, they focus on practical and ready-madeproducts, in a small, single format. Since cheese is not part of their eating habits, they will notconsume it at the time of the meal, as we traditionally do, but as snacks, often accompanied withalcohol.

b. Milk and yogurt
Japan is entirely self-sufficient for fresh milk so there is no import. However, Japan imports nonfat dry milk (or skimmed milk powder). Regional dairy products exporters such as New Zealandare specialised in this production. The domestic milk production is large on a Japanese scale but
has been decreasing since 1996 (Figure 35). Milk is consumed natural or flavoured. The
64

consumption of yogurts is rather small but has increased recently because these products claim
many health benefits.

7 500

60

5 000

40

2 500

20

0
1980

Thousand tonnes

80

Fluid milk

Production
Imports
Consumption

1990

400

2000

0

2010

3,0

Skimmed milk powder

Per capita litres

10 000300
2,0Per capita kilos

Thousand tonnes

Figure 35: Fluid milk and skimmed milk powder supply (left scale) and consumption(right scale)

200
1,0
100

0
1980

1990

2000

2010

0,0

Source: USDA, based on Japanese data
Featured contributors
Thierry Arnould, Quality and Food Safety Director, Danone Japan Co., Ltd
What are your main difficulties?
To make yogurts, you need milk and depending on the recipe, usually sugar and/or fruit. The sugar
comes from Hokkaido sugar beets and fruits are imported in the form of frozen preparations. We
only use Japanese milk but the Japanese production is insufficient for the industry and decreases
continuously by 2 to 3% every year while the consumption of dairy products increases. This is
primarily a problem related to the decline of the Japanese agricultural sector. Therefore, it issometimes difficult to secure the quantities of milk we need for our yogurts. Then there is a verystrong seasonality. One of the biggest impacts on the demand for yogurt is the Japanese policy of65

promoting the consumption of dairy products in school canteens so the demand drops sharply in
July and August. As for the supply, it declines in summer when production is of lower quality due tohigh temperatures. The cooperative JA Zennoh organizes the collection and distribution of milk,
and manages the quotas allocated to each. We do well but we import milk powder to avoid thehazard of our milk supply because the powder can be kept two years. If possible, we import it mixed
with sugar to reduce tariffs.
What is the current situation of the yogurt market?
The growth of the yogurt market has accelerated in recent years. The market is more and morefunctionalizing. Several years ago we were talking only about facilitating intestinal transit,
whereas for the last three or four years, there are all kinds of products with a certain claimed
benefit, true or not, and for which consumers are willing to spend more. Previously, the legislation
on food claims contained a legal vacuum. There was only the FOSHU (Food of Special HealthUtility) label, a strict recognition that must be scientifically proven after long and costly procedures
and limited to a certain type of health benefits. In 2015, the authorities created the FHC (Food with
Health Claims), an intermediate recognition without predefined categories of benefits, lessexpensive and more accessible for us. This goes in the right direction because the supply needs to berationalized by providing a better framework for food claims.
In Japan, yogurt is primarily consumed for its health benefits and not for pleasure. They should be
distinguished from flans, creams, jellies and desserts for which consumption opportunities arefundamentally different. Yogurts are eaten in the morning during breakfast or as snacks whiledesserts are rather consumed at the end of dinner. Danone launched the Chocolate “Danette” about
10 years ago. It worked very well at the beginning and then the trend has subsided because
consumers are avid for new products, which shortens the life cycle of products. Moreover, thissegment requires perfection in production and sophistication (for example, with a small biscuit at
the bottom, cream, half a strawberry, whipped cream, etc.), which can only be achieved byinvesting considerably in Japan due to the very short life span of fresh products. Consumers want
freshness, quality and prefer small packages because their refrigerators are rather small.
What are the rules of the Japanese distribution channels to comply with?
It is extremely necessary to understand how market access works in Japan, from the boat or planeto the store, which requires a good preparation. You cannot get to Japan with a full container andsimply ask “who wants my product?". The Japanese distribution circuit is a complex model, highly
fragmented despite a consolidation process in progress and with many intermediaries. Secondly, it
is important to understand the level of quality expected. This level is often even higher for retailers
as it is for consumers because any product of insufficient quality is likely to strongly tarnish its
image among its customers. This is not a barrier aimed at foreign products in particular since
Japanese suppliers play by the same rules but a challenge that can become a barrier if you do notgive your company the means to provide the optimal quality. This includes the product itself, its
immediate package and even cardboards during transportation. Finally, the Japanese distribution
complies with the “three-thirds” implicit rule requiring the delivery of the product in store at onethird of its life cycle. For a life cycle of 30 days, we must deliver within 10 days, so that the
distributor and the consumer each have 10 days. However, validation and quality control
procedures necessarily take time, as does transport. We can take up to two days to deliver Okinawa
for example.

66

5. Olive oil
The olive oil production is mostly localised in Kyushu. The consumption of olive oil is becoming
regular; a couple of times a week in pastas or salads but Japanese still prefer cheaper anddiversified sauces for dressings (Figure 36). They are not used to cook with olive oil so common
seeds oils are preferred for frying. There is a need to explain consumers to cook with olive oil inorder to increase the regular consumption. The market has boomed a few years ago and is
expanded at a more regular pace now, with adjusted prices. Although the consumption is
expected to decrease slightly in volume, it is also expected to grow in value with consumers
looking for premium oils that have health benefits. Small bottles should be favoured as prices
are high and Japanese kitchen are small. Olive oil represents 35% of all imported oils ofvegetable origin for less than 7.0% of the volume. In 2016, EU countries’ share of the market was
97% thanks to Spain and Italy (Figure 37). The popularity of Mediterranean cuisine in Japan has
helped building this dominant position. Nowadays, Japanese consumers associate olive oil withthese two countries and are more eager to look for imported oils made in Spain or Italy.

80

Imports

0,6Consumption

60
0,4

Per capita litresThousand tonnes

Figure 36: Olive oil imports (left scale) and consumption (right scale)

40
0,2
20

0
2007

2011

2015

0,0

Source: USDA, based on Japanese data

€300

EUN
Others256€200

Thousand tonnes

Millions

Figure 37: Change in imports of olive oil by regions
80

60

57

40

€100
20

€0
2006

8
2011

2016

0
2006

2011

1
2016

Source: MOF
67

€300

Olive oil, virgin
Olive oil, not virgin
Olive oil; n.e.c.

€200

201

€100

Thousand tonnes

Millions

Figure 38: Change in imports of olive oil by products
60

41

40

20

15

57
€0
2006

2011

6
2016

0
2006

3
2011

2016

Source: MOF
Featured contributors
Francesco Rinarelli, Deputy General Manager, Italian Chamber of Commerce
What exactly happened with the recent olive oil boom in Japan?
Marketing campaigns in the media use keywords such as “healthy food” or “Mediterranean diet” tocreate short-term trends. In other words, if it has been decided that this year will be that of lemon,
everything is lemon flavoured and then the trend dies off. That is what happened to olive oil, prices
have climbed fast a few years ago before contracting suddenly. Maybe olive oil is leaving the
spotlight to coconut oil or other healthy food, I don’t know. So middle age women who buy at highprice because they think it is healthy have a new favourite product in mind. If you look at the longterm, olive oil has known at least three booms and burst linked to some kind of fashion. This is also
due to the fact that relatively few importers command the price. Olive oil has maybe a dozen
importers of mid-range to high-range quality all over Japan for 90-95% of the market. It is easy forthem to drive trends.

6. Confectioneries
Although Japanese consumers tend to prefer bakery products over sweet confectioneries,
chocolate products are growing in popularity. Chocolates accounted for slightly less than half ofthe confectionery market in 2014. Per capita annual consumption has increased from 1.6 kilos in1996 to 2.0 kilos in 2014 (Figure 40), which is the highest per capita consumption in Asia,
compared to 5 to 10 kilos in the EU. For a long time, eating chocolate was perceived as unhealthy
but creative flavours and healthy natural foods have changed consumers’ mind-set. The market
is developing toward high-range products made with premium cacao. Consumers prefer soft
chocolates than hard and sugary ones and favour individual packages that are perfectly adaptedfor gifts, which are traditionally bought by women for Valentine’s Day and during Christmas.
Due to the dynamic domestic chocolate industry, imports represented only 10.9% of theconsumption in 2014. Overall, imported chocolates accounted for 81% of all imported
confectioneries. The EU is the 1st exporter of chocolate confectioneries to Japan with 167 million
EUR. While EU countries, mainly Belgium, France, Italy and Germany, usually export high-end
chocolates, Asian suppliers favour large volumes of cheaper ones.

68

300

3,0

200

2,0

100

1,0

0
1985

1995

Per capita kilos

Thousand tonnes

Figure 39: Chocolates supply (left scale) and consumption (right scale)

0,0

2005

Source: CCAJ

€400

€300

Other APAC
EUN
USA
CHN
Others
245
224

€200

Thousand tonnes

Millions

Figure 40: Change in imports of confectioneries by regions
150
124
100

50
€100

€0
2006

30

61
32
2011

0
2006

2016

8
2011

2016

Source: MOF€600

Chocolates
Sugar confectioneries
Ice creams

476

€400

Thousand tonnes

Millions

Figure 41: Imports of confectioneries by products
160
147
120

80

€200
40
90
€0
2006

2011

24
2016

0
2006

17
7
2011

2016

Source: MOF
69

Ice creams
Sugar confectioneries
Chocolates

€100
7
9

USA

4

NZL

6

FRA

9

CHN

7

AUS

0

12 11

THA

31 25 22 26 24 11
10

BEL

25

MYS

€0

49 44

56
20

SGP
BEL
USA
FRA
KOR
ITA
CHN
AUS
MYS
DEU

67

40

KOR

€50

117

60

SGP

€150

Thousand tonnes

Millions

Figure 42: Imports of confectioneries by principal supplying countries

Source: MOF
Featured Contributor
Richard Ledu, President, Pierre Hermé Paris Japon K.K.
How did you adapt to the Japanese market?
When I arrived in Japan, I did not know much about the local market. I was wondering what thetrends and customers’ expectations were. Do they want pastry with less sugar and smaller than inFrance? Do they prefer to buy several small pastries instead of a big cake? In the end, we did notchange anything, neither recipes nor sizes, compared to what was done in French pastry shops
because the first wish of Japanese customers is to find the authentic taste of Paris in our pastries.
Later, I wondered about the attractiveness of the brand, how to make it affordable and readable?
Selling luxury pastries in Japan is about selling dreams, exotic products that are "non-essential".
What difficulties did you face?
The real difficulty is to adapt to other’s culture, to accept the difference, especially in terms ofmanagement and marketing. The key word is "adaptation". You cannot talk to the Japanese theexact same way you talk to the French. Customs are different, as are religions and education for
example. People will not evolve for you so you must adapt yourself. Beyond adaptation, thedifficulties are essentially technical and my philosophy is to not consider technical difficulties asproblems. We must give ourselves the means to succeed, not going half-way through, and above allto persevere. In the end we realize that there is always a way to move forward.
How has the consumer changed since you started in Japan?
I think that Japanese want new things and turn their back on conservative companies that havebeen selling the same products for years. With all the choices that currently exist in terms of shops,
concepts and products, customers want to be treated differently or even individually. They come tobuy pastries but also for the cultural, commercial and human experience. I think that it is the samething everywhere, not only in Japan.
How do you see the next ten years for Pierre Hermé in Japan?
I see a really great potential in the Japanese market so we are in a development phase. We haveopened shops and hired, we are looking for a new production site, we have set up a website on
70which customers can order, and we make licensed products with many companies to stay visible
because we have noticed that it does not harm the brand. Events such as the Rugby World Cup in
2019 and the Olympics in 2020 will put Japan in the international spotlight. There will be newlarge shopping centres, casinos and residential complexes. All these locations will need branded
stores able to sell a story to customers.
What advice would you give to European companies willing to reach the Japanese market?
There are hundreds of possible ways and patterns to succeed in Japan. Of course, there are always alot of questions at the beginning and there are risks to take. If you arrive with a purely commercial
purpose, it does not work. Wherever you are, you wake up in the morning to work for yourcustomers and they are willing to accept many things and follow you if you are able to sell them abeautiful story. They like brands but they also want you to think out of the box and be creative,
innovative, take risks. In other words, you need to be an entrepreneur. Also, the European side of
the company must trust the recommendations of the representative or the team in Japan. From
there, there are two types of companies, those that decide to settle in Japan and really adapt andthose who decide to adapt but for which it will be fundamentally difficult.

71

VI.

The wind of trade integration

A) Trade policy as a shield
The Japanese trade policy has been shielding the agricultural sector and the food processing
industry from international competition for decades. The World Economic Forum ranks Japan
115th out of 151 countries for the prevalence of trade barriers, whereas the US and the EU arecomparatively more accessible to foreign products (Table 6). In practice, foreign exporters facesignificant tariffs and non-tariff barriers and usually have to comply with a complex andsometimes redundant regulatory environment. Cultural barriers are also important but are partof the country’s identity to which foreign businesses must adapt.
In fact, the current system does not benefit to consumers. According to the OECD, producers’
prices in Japan are estimated to be 78% above border prices on average (Table 7). Besides alarge impact on purchasing power, there is also less diversity in Japanese supermarkets. EU foodproducts, and not only high-end items, are particularly overpriced and scarcer in Japan than inalmost any other part of the world. The situation is a little different for most commodities andprimary food products, simply because the Japanese food processing industry needs foreign
inputs that the domestic production cannot supply alone. The most protected food products arerice, dairy products, cereals, beef and swine meat and sugar. They are so sensitive that they havealmost always been excluded from trade negotiations.
Concretely, Japan imposes high tariffs on many food products. Severe inflation in the cost ofingredients and transport, coupled with high import duties, make some imported food products
prohibitively expensive (Table 8 & 9). Japan imposes tariffs on both sparkling wine (182yen/litre) and still wine (125 yen/litre), which are around five and three times higher than thelevels imposed in the EU. Other examples include butter (with an import duty rate of 35% plus
1,159 yen/kilo), cheese (from 26 to 40%), chocolate for professional use (29.8%), confectionery(25%), syrup (24% plus sugar tax related to quota), fruit juice and fruit puree for babies(21.3%), and herbal tea (15%). Tariffs also coexist with a complex system of restrictive quotas,
for brewing-malt, some dairy products and sugar for instance. Non-tariff barriers reduce thecapacity of EU countries to access the Japanese market (Table 10) and their effect can be evenmore hampering than tariffs. The EBC reviews progress regarding the elimination of Japanese
NTBs in its Annual White Paper available online.
Table 6: International comparison of protectionist policies
Ranking, out of 141 countries
based on GCI 2015
JPN
USA
EUN (average)
FRA
DEU
ITA
ESP

Trade-weighted
average tariffs
36
33
5
5
5
5
5

Prevalence oftrade barriers
115
52
40
76
64
48
86

Source: WEF Global Competitiveness Report 2015-2016

72

Table 7: Domestic support for agriculture in Japan in 2016
GDP PPP in billion €Estimated number of full-time farmers in million
Total support to the farm sector as % of GDP (including support
to individual farmers, the sector and consumer subsidies)
Same as above in billion €Per capita estimated support in €Support to individual farmers trough public measures as % ofGDP
Same as above in billion €Per capita estimated support in €Producer Nominal Protection Coefficient (ratio between theprice received by producers and the border price measured at
the farm gate)

JPN
4,734
0,4

EUN
18,085
8,7

USA
16,784
3,2

1,09

0,68

0,49

51,6
129,002123,0
14,13582,225,701

0,9

0,61

0,18

42,6
106,515110,312,680

30,2
9,441

1,78

1,06

1,02

Sources: OECD Producer and Consumer Support Estimates, IMF, Author’s calculation
Table 8: Average tariffs effectively applied in Japan in 2015
Section
code
I
II
III
IV

Description

JPN

EUN

USA

Live animals; animal products
Vegetable products
Animal or vegetable fats and oils and theircleavage products; prepared edible fats; animalor vegetable waxes
Prepared foodstuffs; beverages, spirits andvinegar; tobacco and manufactured tobacco
substitutes

19.67%
14.93%

8.11%
2.69%

4.78%
2.03%

3.42%

3.26%

2.03%

11.01%

5.31%

5.70%
Source: ITC

Table 9: Prohibitive ad-valorem tariff rates
Ad-valorem
tariffs
Over 1000%
500-1000%
300-500%
200-300%

JPN
Tubers of konnyaku
Rice, peanuts
Butter, pork
Wheat, barley, skim milk powder, starch, beans and raw milk
Source: CIGS, Kazuhito Yamashita73

Table 10: Sample of the most recurring non-tariff barriers in Japan
Wine definition
Lot codes

Food additives
MRL

BSE risk status

Multi-needle
injections formeat

The Japanese definition of wine is much broader than the definition of the
IOV.
Although it is recommended in administrative guidelines, the display of
producers’ lot codes is not compulsory under the Food Sanitation Law. By
contrast, the EU makes it obligatory. Despite the fact that most importers of
EU liqueur products ensure that lot codes are in good order, some tradersimport products with lot codes that have been erased, tampered with orcovered up
Japan is not following international standards.
Some EU products cannot be exported to Japan due to the non-harmonizationof MRL. Moreover, Japan uses a positive list of products and levels, and any
product not on the list must have a residue level of 0.01 ppm or less – anunsubstantiated low level – even if the base input material has a higher level.
After a slow approval process, the number of EU countries approved forexport of beef to Japan has increased but there are still countries waiting togain this approval. They are designated as having “negligible BSE risk” – thesame risk status as Japan.
In most countries, meat is cured by injecting multiple needles because thismethod is more efficient than using a single needle. However, Japan does notallow multi-needle injections for meat that is unheated or for meat that will
be consumed without further preparation.
Source: EBC, Annual White Paper

Featured contributors
Francesco Rinarelli, Deputy General Manager, Italian Chamber of Commerce
What are the most recurring issues and obstacles faced by Italian exporters?
It is difficult to export some kind of EU fine food because Japanese people have been educateddifferently by other food exporting countries. The US has a highway in Japan and thus has imposeda certain culture for meat and cheese. It is difficult to propose cured meat when you have a
tradition of barbecue for which they import large volumes of meat from the US. It is also difficult topropose blue-veined cheese when American or Australian processed cheese is everywhere. Why
should the consumer buy this cheese with weird blue lines inside when the other is sweet, soft, muchcheaper and has a better package? This is really hard to overcome. We have to keep our efforts to
educate Japanese consumers about our food products otherwise EU exports will not break a certain
glass ceiling. This is even harder because other countries could stop every attempt in that direction.
As a Chamber of Commerce, our duty is to try to coordinate efforts of individual companies to enter
the market. Sometimes you have to convince them that they should renounce to small and quick
wins in order to contribute to more food education, which helps to be present in this market in thelong run. So we organise educational events with strong media coverage. Companies may notalways get very high returns the first year but it also helps raising the brand awareness, which
normally leads to more sales the next years. It is also not very easy because there had been previous
attempts.
Dr. Evert Jan Krajenbrink, Agricultural Counsellor, Embassy of the Kingdom of theNetherlands
What are the most recurring issues and obstacles faced by Dutch exporters?
The first difficulty is the distance, of course. Then, doing business in Japan takes time because
74imports and labelling requirements are very different. It also requires being able to provide thehighest food quality and safety. In that regard, the Netherlands produce fruits and vegetables invast greenhouses where the environment is controlled. And last but not least, the business culture isdifferent. The decision making is slow, and many detailed questions are asked before a contract issigned. Despite the difficulties, Dutch companies in Japan are very satisfied by the market and theirclients. Japanese also do not always know our products, which is why we are active in promoting
Dutch food products in B2B mainly, less in B2C. For example, we have recently promoted veal meat,
which Japanese do not eat (yet), to the food service sector. We organised an event showing
Japanese Chefs how to prepare and eat veal meat. Also, I was in Nagoya for the “EU Trusted Pork
Contest”, which was organized with the Japanese Chefs Associations. We also promote cheese
because Japan is still at an early stage of being a cheese consuming country. Another example isDutch herring (matjes).
Frédéric Morin, President, Faye Japan Co., Ltd
As a SME, what are your main difficulties to import EU food products in Japan?
Japan has banned our main product range since November 2015 due to avian flu. This is a difficult
situation but we were able to rely on our stock and expand our supplier network in Hungary,
Bulgaria, Spain and then in Canada when all European producing countries were affected by theembargo. We also sought to expand our range of imports. In order to validate a new product, theinitial formalities are often complicated and sometimes costly (analyses), but they are amortized if
quantities are sufficient.
In order to sell directly to luxury hotels, you need to be approved by their purchasing department,
which is not easy. Knowing the Chef is not enough. If they want our products, we often have to go
through an intermediary. This situation may last for some time and then they want a direct
relationship with us, but not systematically.
Compared to countries like Hong Kong or Singapore, where orders are directly taken in France, thesituation is difficult in Japan. Many products are banned, subject to quotas or complicated andcostly import procedures, with analyses for each batch, extensive requests for information on
ingredients, certificates of non-radioactivity for truffles, etc. This situation often makes the activity
unfeasible. In addition, the documentation must be perfect to the comma. However, we haveproblems with almost every arrival: errors in the certificates, quantities that do not correspond,errors in labelling, faulty packaging... Suppliers are aware of Japanese requirement and they knowthat they should pay a particular attention to products prepared for Japan but some often lackrigor and sometimes misunderstand the claims we present to them, often refusing to acknowledge
their errors and sometimes offering only rough explanations: “it must be said to the Japanesethat...” . In reality, you have to meet their requirements, period. These incidents damage our image
and result in additional costs. When a particularly difficult problem arises, we can generally counton the support of embassies, but Japanese authorities have the final answer.

B) The multiplication of FTA negotiations
Despite being the 2nd largest regional economy, Japan did not participate in the first waves of
FTA negotiations that emerged in Asia in the early 1990’s. Japan ideally favoured the multilateralapproach at the WTO in order to avoid creating distortions in international trade. Meanwhileother countries such as Singapore and New Zealand paved the way with the first FTAs in theregion. The conjunction of three factors later pushed Japan to look for FTA partners in the early
2000’s:

75

1.
2.
3.

The failure of the Doha Round characterised by slow discussions on relatively narrow setsof issues, which was the main reason behind the growing number of bilateral FTA
negotiations in the region from the 1990’s.
The growing integration of Japan’s value chains in South-East Asia, notably in China.
The risk of being “left behind” if all neighbouring countries benefit from a preferential
access to each other’s market.

As of today, Japan has negotiated 17 FTAs with 20 countries. At first, this seems to be a lot but
the FTA ratio in Japan’s trade (the ratio of trade value with countries which have FTAs alreadysigned or entered into force with Japan to the total trade value) is a little higher than 20%. In
fact, these FTAs were negotiated with modest” and/or “little ambitious” countries “in terms oftrade liberalisation (Brunei, Chile, India, Mongolia and Peru) and with others that are deeply
integrated in its value chains (the ASEAN block, Indonesia, Malaysia, Philippines, Thailand andVietnam). The FTA with Switzerland in 2009 and the FTA with Australia in 2014 are considered
as “training agreements”, before entering negotiations with the US and with the EU, respectively.
A bilateral agreement with China is currently not at the agenda. Japan is negotiating with China
inside the CJK FTA and the RCEP (Chart 4).
Given its regional economic power and its careful selection of partners for FTA negotiations,Japan has almost always been able to offer little concessions while getting many in return.
Japan’s agricultural sector is one of the most protected among advanced countries. At minima,
rice, wheat, meat, dairy products and sugar remain protected and at maxima are simply
excluded from negotiations. In exchange of a rather limited access to its domestic market,
Japan’s offensive interests are principally market access for its vehicles, car parts, electronic andmanufacture goods, as well as advantageous investing conditions for its exporters having
delocalised their production. The revitalization of WTO negotiations is an important goal for theJapanese trade policy, as is the fight against protectionist measures worldwide – despite being
lightly criticized for using similar measures – notably in the US, Indonesia, China, Russia andBrazil. Japan also advocates a better integration of FTAs into the multilateral system.
Chart 4: Japan FTA coverage as of March 2016

Source: MoFA, Diplomatic Bluebook 201676C) Toward a more open trade policy
The Japanese government gives the priority to the conclusion of large FTAs in order to increase
the FTA ratio in Japan’s trade to 70% by 2018 (Chart 5). The first successes of this policy were
the Agreement in Principle reached on the TPP in October 2015 in Atlanta and its signature in
Auckland in February 2016. The second success is the Agreement in Principle reached in JapanEU EPA negotiations in July 2017.
Chart 5: FTA ratio in Japan’s trade, as of March 2016

Source: MoFA, Diplomatic Bluebook 2016

1. The TPP: the tragic fate of an ambitious FTA
At the very beginning, the TPP was built on the TPSEP, also known as the P4. This FTA enteredinto force in 2006 after being signed in 2005 by Brunei, Chile, New Zealand and Singapore. With
the will of creating a larger and strategic economic area in Asia, the US joined the P4 in 2010,
quickly followed by other members until Japan in July 2013. The TPP could have been one of themost successful existing FTAs but the US decided to withdraw from the Agreement. Japan andother members are quite reluctant to give up on an agreement that took so much time and effort
to draft. Japan is now seeking the enforcement of a TPP-11 pack with the other members, withthe possibility for the US to re-join anytime.
Featured Contributors
Kazuhito Yamashita, Research Director, the Canon Institute for Global Studies
Where is the TPP heading for?
Last year, I was the only person suggesting to go for the TPP-11 without the US. Everyone,
including PM Abe thought that the TPP without the US is meaningless but he eventually changed
his mind at the beginning of 2017 because the US demanded a bilateral FTA to replace it, which
Japan does not want at all. Japanese officials were afraid that the US would pry open the Japanese
agricultural market more than TPP negotiations. It is true that there are security ties to be taken

77into account but Japan would prefer to favor the trade agenda.
With the TPP-11, the risk of losing big is on the US. For example, the US would suffer from thecurrent 38.5% tariff on beef, whereas Australia would benefit from a much lower rate, 9%. At somepoint the US would beg to enter the TPP-11 and at that time, existing members could ask themanything, just as existing members of the WTO ask anything to acceding members. For example
Japan could ask for a faster tariff reduction in the automotive sector. But it remains to be seen.
There is now a consensus among the 11 countries that no substantial parts of the original
agreement will be changed. The TPP-11 could be agreed before the end of the year.

2. The EU-Japan EPA: the most ambitious agreement concluded byJapan
The EU and Japan agreed to open trade negotiations in 2011 and their first round took place in2013. The fate of the TPP has been a game changer for the EU-Japan EPA. While Japan
continuously favoured the conclusion of the TPP since joining its negotiations in 2013, Japan has
accelerated its efforts to conclude the EPA during the first semester of 2017. Japan and the EUreached a political agreement in principle on July 6th, addressing together a message of openness
to the rest of the world and in particular to the US (EU Commission’s press release).

a. EU-Japan EPA benefits for the EU
Overall, the EU-Japan EPA is as ambitious as the TPP on tariffs although it depends on each tariffline and on the product concerned (Chart 6 & Table 11). EU countries will gain easier access to
the Japanese food market and will benefit from more opportunities to sell their products.
Around 85% of tariff lines concerning food products exported to Japan will be allowed to enter
duty-free over time, corresponding to 87% of current exports value for agricultural products.
Furthermore, the EPA solves many pending NTB and SPS issues, which Japan never had to deal
with in previous FTAs. In the TPP, Japan and the US were asking for a better market access inemerging Asian Countries. In other words regarding non-tariff issues, Japan was offensive in the
TPP but was defensive in the EPA.
Moreover, Japan will recognise more than 200 EU GIs that indicates the authenticity, the quality
and the tradition behind the product (Roquefort, Aceto Balsamico di Modena, Prosecco, Jambon
d’Ardenne, Tiroler Speck, Polska Wódka, Queso, Manchego, Lübecker Marzipan, Irish Whiskey,etc.) so that only products with this status would be allowed to be sold in Japan under thecorresponding name. This will help EU producers and exporters develop their marketing inJapan; where the trade mark system dominates under the US influence, and reassure Japanese
consumers that they are buying authentic EU product. The agreement contains the following
provisions:--High level of protection: TRIPS art 23.
Direct protection of GIs under the FTA and removal of all associated charges or taxes for any
user registration.
Protection of GIs in relation to trademarks: rejection of subsequent trade marks in the otherParty’s system, also in the case of GIs which have only been published, while coexistencewith pre-existent trade mark is addressed.
Administrative enforcement of protection in addition to enforcement on request and civil
remedies.
Phasing out of prior uses identified on the Japanese market within 5 years after entry into
force of the Agreement for alcoholic beverages, and within 7 years for foodstuff GIs.
Possibility to add new GIs to list of GIs protected under the agreement.

78

Chapters on Trade in Goods and on GIs have not been disclosed yet. The EU Commission has
however published a summary of the Agreement (EU-Japan EPA – the Agreement in Principle) as
well as several factsheets and other documents presenting key outcomes (Agriculture, Foodsafety and sanitary and phytosanitary measured). For more information, the documentation on
the EPA can be accessed from the EU Commission’s dedicated webpage.

b. EU-Japan EPA benefits for JapanFor Japan, the first objective of the negotiation, as far as agricultural products are concerned,
was to keep agricultural market access limited for some of its more defensive products, whichsymmetrically, gives the picture of what the EU did not obtain:-

The state trade system will be maintained for wheat, barley, skimmed milk powder andbutter.
Butter and whey will be subject to a tariff quota.
Cheese will be subject to a long tariff phasing period or to quite restrictive tariff quotas
depending on the kind to protect the small domestic production of soft type cheese.
The sugar-price adjustment system and the gate-price system for pork meat will bemaintained.
Pork and beef meat will be subject to a long tariff phasing period and safeguards against
import surge have been obtained.

Japan also gained access to the EU market for emblematic products such as soy sauce, green tea,
beef, yellowtail, yuzu, yam potato, etc. which will see their tariffs immediately removed.

c. Necessary steps before the entry into force
The political agreement in principle is only the first step of the process. From July 6 th on, the two
negotiating teams have been working on the finalisation of the agreement. Once the final text is
agreed on, the legal revision (“scrubbing”) will start, followed by the translation in all EU official
languages. The whole process is aimed to be completed by mid-2018 and the entry into force is
projected for early 2019.
Chart 6: EU-Japan EPA benefits for the EU

Source: Author
79

Table 11: Sample of EU-Japan EPA benefits for the EU regarding exports of agricultural
products to JapanMeat
50 yen/kilo in 10 years
0 in 10 years
27.5% from EIF to 9% in 15 years
Wine
Still wine
0 from EIF
Sparkling wine
0 from EIF
Dairy products
Hard cheese
0 in 15 years
Fresh and processed
TRQ
Whey
Duty-free TRQ
Whey with specific protein content
Reduced by 70%
Skimmed milk powder for feeding
Reduced by 95%
Processed products
Pasta
0 in 10 years
Chocolates
0 in 10 years
Pure cocoa powder
0 from EIF
Candies
0 in 10 years
Confectionery
0 in 10 years
Biscuits
0 in 5 to 10 years
Lactose and lactose syrup
0 from EIF
Gelatine
0 from EIF to 15 years
Malt and potato starchDuty-free TRQ
FishBlue-fin tuna
0 in 5 years
Pig meat (low-value cuts)
Pig meat (high-value cuts)
Beef

Source: European Commission
Featured contributors
Sabine Hofferer, Agricultural Counsellor for Japan and Korea, Embassy of France
What do you think of the Agreement in Principle reached in July in EU-Japan EPA negotiations?
I prefer to remain cautious for the moment because the devil is in the details. As far as GIs andwines and spirits are concerned, I think the agreement is very favourable and clear. For the rest,
there are still quotas and long dismantling periods of 10 to 15 years on certain products such as
cheese. Our companies need to prepare for it now because it is an undeniable advantage over ournon-European competitors. It will be necessary to jump on the future entry into force tocommunicate on price cuts in order to introduce mid-range products; on the quality of productsthat meet the most stringent food and environmental safety standards in the world compared to US
and Chinese products; on GIs by showing and explaining Japanese consumers that they purchaseproducts that are part of the European heritage and are of great value. Attention should also be
paid to importers, to ensure that they do not confiscate our margins by not passing on the
reduction of customs duties on their final prices. Perhaps we should warn consumers.

80Dr. Evert Jan Krajenbrink, Agricultural Counsellor, Embassy of the Kingdom of theNetherlands
What do you expect from the EU-Japan EPA?
We see a lot of opportunities for different kind of food products. Hopefully it will be lessbureaucratic and complicated for especially the SME’s to enter the market. We would like to use
the EU-Japan EPA to focus more on high quality final products, like cheese, chocolates and coffee
for Japanese consumers. The EPA also puts us in a better position than the US and improves ourcompetitiveness vis-a-vis Australia. The competition is fierce among EU countries too but we are allon the same page so this competition is healthy.
Frédéric Morin, President, Faye Japan Co., Ltd
What future opportunities do you foresee on the Japanese market?
There is a demand from chefs for products that are currently banned, such as fruit and vegetables,
potatoes, etc., game meat, sausages and other delicatessen or very specialized products (molecular
cooking ingredients). On this side, we hope that the EPA will open the borders a little more.

81VII. Conclusion andrecommendations
Given the maturity and the complexity of the Japanese food market, there is no “magical”
product that sells rapidly, easily and regularly over the long term. However, plenty of specific EU
food products can represent an opportunity if they are tailored to the changing demand andconsumption patterns of which price-sensitivity, convenience and health are the keywords. In
particular, this report identifies 4 trends that will count: food service, frozen food, organic foodand food protected by GIs (Chart 7).
EU agribusinesses are already very well-positioned to seize these opportunities despite market
access issues having constantly reduced their reach over the years. Fortunately, this situation is
set to change with the EU-Japan EPA. As soon as the agreement enters into force in a couple ofyears, EU agribusinesses will benefit from the highest level of trade concessions ever granted by
Japan regarding food products. This preferential access will appear even greater for
undifferentiated EU food products as long as the US remains out of the TPP.
As a consequence, the best opportunities lie with products adequately tailored to the forementioned trends and which at the same time will benefit from the reduction of customs duties
and the immediate lift of some NTBs: organic pasta, high-end chocolate for professional pastry
chefs, highly nutritive breakfast cereals, feta cheese and extra virgin olive oil (GIs), Eastern EUwines, premium frozen preparations for consumers and restaurants, etc.
The improved market access of EU products will gradually lead to more choice in Japanesestores. This new paradigm will support EU food culture in Japan and bring more competition to a
standardised domestic production for the benefit of 127 million consumers. Now is the righttime to consider entering the Japanese market and the following recommendations aim tosupport this objective.
Chart 7: Web of opportunities

Source: Author82A) Recommendations to policy makers
1. Pursue high-level dialogues with Japan on market access issues
related to food productsHigh level dialogues between the EU and Japan have shown positive results, often accelerating
negotiations engaged bilaterally by Member States, some of which were pending for years, andsupporting those with limited capacity to engage in bilateral discussions. It is important tocontinue these dialogues at the EU level after the entry into force of the EPA in order to prevent
new issues from arising, which would likely happen given the high level of protection of theJapanese market.
Furthermore, Japan always wants to deal with Member States bilaterally regarding market
access issues, whereas in the EU, market access is a harmonised competency so that any issue
raised by Japan is dealt with multilaterally. So there is an obvious imbalance to the detriment ofMember States’ interests. This is hard to justify because the EU has a growing market of morethan 510 million consumers, more than 4 times that of Japan.

2. Communicate more on EU products, especially with the EU-Japan
EPA around the corner
Individually, EU countries have a long experience in selling their national flagship food products
in Japan; many of them having successfully created powerful brands based on their trade
specialisation, that resonate in consumers’ mind-set. Collectively however, EU food products arefound at the extreme sides of the spectrum, either highly specific or undifferentiated. This leads
to difficulties when promoting EU food products together, for example Danish, Spanish, French
and Italian pork meat. So it could be useful to assembly the common characteristics of EU foodproducts, whether talking about cheese, meat, seafood or chocolates, in a clear andencompassing EU brand. This appears to be necessary for at least two reasons:
1.

2.

The EU benefits from a rich gastronomic heritage, which is sometimes difficult tounderstand from outside. In comparison, most competitors have a simpler and/or
homogeneous offer to present to the Japanese market. A drastic homogeneity is not good
but a little of it simplifies the purchasing decision.
The future entry into force of the EU-Japan EPA would require promoting food products atthe EU level and communicating on EU food products should not only be about summing as
many individual communication strategies as there are of EU countries.

The two common advantages to all EU food products are the very high standards that ensure thehighest level of food safety and the long history and traditions behind the making of theseproducts.

3. Raise awareness of national brands
Sometimes, local agribusiness support organisations, collectivities or associations of producers
focus on promoting their local brand instead of the national brand. However, it is more efficient
to promote local products under the national umbrella because strong and coherent national
brand have a much wider reach on the Japanese market. These brands benefit from an image of
quality, safety and taste that has been associated with EU products during decades. It is
important to keep developing and protecting this status when non-EU competitors are all
striving to build a similar image for their products. Little by little however, this image is losing
its lustre because traditional customers are aging and young consumers, in comparison, are83

relatively less responsive to the image of EU food products. In some cases, this image should be
modernised to appeal more to these consumers.

4. Increase investments in EU food culture promotion
The EU has one of the densest and most diverse food cultures with specific food products andbeverages that are well-known all over the world. They are often attached to countries andregions, sometimes very locally. This is illustrated by the high number of GIs, more than 2,700.
Japan has one of the most different food cultures compared to ours. So it is normal that EU foodproducts are not consumed as regularly in Japan as in Europe. Prospects of EU exports would
thus remain limited by a certain glass ceiling in the long term. Fortunately, Japan’s culinary
traditions are also among the most renowned in the world, so that Japanese understandperfectly food culture. There is definitely a demand to show and explain consumers the way toprepare, accommodate and eat EU food products. Increasing investments in events or projects
promoting EU food culture in Japan would enable to raise the regular consumption andtherefore push theglass ceiling for exports further up.
Featured contributors
Francesco Rinarelli, Deputy General Manager, Italian Chamber of Commerce
How and why is Italian food so popular in Japan?
The good thing is that Italy used to be known for just pasta and pizza and now we are known formuch more. Italian restaurants have been increasing steadily in quality and quantity, which
triggers more imports and participate in food education. For example, you see more and more
espresso machines in Tokyo. The boom is not on coffee itself but on a more “educated”
consumption. Sometimes, we create events during which we partner with restaurants to introduce
a certain product to consumers. We coordinate in a way that is beneficial for everyone. The
producer gets to send its product to Japan, the restaurant gets recognition and more clients, andconsumers have a pleasant experience. The 1st non-Japanese restaurant on charts of the best
restaurants in Tokyo is now Italian (Elio Locanda Italiana). After years of Italian cuisine sold in
low quality restaurants, consumers are more aware that this is not the real Italian cuisine. They
are particularly eager to compare by checking on the internet if it really is what Italian people eat.
Thanks to the diversity of EU cuisine, there are always dishes to discover for Japanese and it is easy
for the media to put them in the spotlight. It is likely to continue because Japanese people
particularly enjoy this kind of show. Exporters need to be careful because these trends die out very
quickly. Your product will be forgotten if you are not in the spotlight during the right period. We
should foster the curiosity but at the same time, we should not respond superficially to that because
we would burn out our products otherwise.
Elio Orsara, owner and Chef, Elio Locanda Italiana
Could you explain your mission and what motivates you?
I want to bring my traditions to Japan and food is culture. Sometime after opening my restaurant, I
needed to be special, original, so I created a company to import food products from Calabria suchas wine and olive oil. Years later, I bought Italian technology and machineries and brought Italians
to Japan to open a salami factory and a cheese factory. In Italy we have 5,000 years of know-how incheese making thanks to the Arabs, the Greeks and so on. Japanese started eating cheese 50 years
ago. Their production costs 3 times more than similar foreign cheese from Australia and New
Zealand for example. The difference is that in these countries, the production results from the84

gradual assimilation of the European food culture from the many people who moved there,
whereas Japan always tried to keep foreigners out. They prefer to study the making process abroad
and reproduce it domestically. That is how they learned how to make Hokkaido Camembert but
beside that, there is nothing. So I was the first foreigner who was given a licence to make cheese!
I also want to provide healthy food to future generations. I have my own vegetable land and I evenhave a fishing boat in Hokkaido. All my food comes from either Hokkaido or Kyushu because therest of the land is too polluted to grow organic food in my opinion. Nobody realizes that. However,there are things that I cannot produce in Japan and things that I do not want to import. Ricotta
should be made in the morning to be eaten the same day. A mozzarella that you can store one
month is not a cheese; it is a ball of chemical products! The mozzarella I produce here is only madeof water and salt and you need to throw it away after 5 days because it does not have any
conservatives. I want to make sure that the food I serve does not poison people.
How has food culture evolved in Japan since your beginnings?
One of my biggest battles was to bring real Italian food to Japan. When I arrived 26 years ago,
Japanese were eating “Italian food” and drinking “Italian” wine that simply did not exist in Italy.
This type of food was brought to Japan after WWII by Italian-American soldiers. At the time,
putting an Italian flag above the front door of your restaurant was enough to make it Italian andnobody knew the difference between red and white wine. Also, coffee was only consumed long, inlarge cups and you could not find espresso anywhere in Japan. In my restaurant, some customers
even asked me “Elio, your pastas are too salty, what’s wrong?” or “Elio, where are the chopsticks?”
Explaining my Italian food culture was very hard at the beginning and the slope was very steep but
if you explain with passion what our culture and background is and why we eat this or this kind offood, Japanese will really appreciate and will learn. Today, you need to explain which part of Italy
you come from and what kind of Italian food you serve and my average customers can ask me very
specific questions about wine. When I brought espresso to Japan, everyone told me that Japanese
will never drink this kind of coffee. Look at the situation now! The food culture in Japan has grown
to be the best, so that Tokyo has become the best dining out place in the world for price, quality anddiversity.

B) Recommendations to agribusinesses
1. Understand the main characteristics of successful EU companies in
the Japanese market
The difficulty to enter the Japanese market should not be solely reduced to its high tariffs andNTBs. Although their impact is far from being negligible and sometimes can even kill any
commercial opportunities. Successful EU businesses often share the following characteristics:
1.

They are committed to a long-term business objective. The Japanese market has highentry costs but is very rewarding for those who succeed in translating punctual exports into
regular flows. To the contrary, doing business in Japan for short-term gains is the best way
to let your product die off when consumers will naturally jump on newer products. And
once out of the Japanese market, it is very difficult to return with the same product or eventhe same brand. Recruiting a representative with already some experience of Japan, who
speaks Japanese and who is able to deal directly with local intermediaries is a good firststep.
Of course, the smaller the company, the more difficult it is. Many SMEs rely onintermediaries which help enter the market for a margin on the retail price. However, the85

reduction of time and investment is sometimes paired with the loss in control overmarketing and intellectual property rights. Also, each intermediary takes it margin, so
several of them can weigh considerably on the final price which can become
overwhelmingly high for consumers. Therefore, selecting the right partner must be done
carefully in light of its coverage for distribution, type of stores (important for image
building), logistical capabilities and current foreign references.
2.

They adapt their product to the Japanese market and do not expect consumers tochange for their product. This requires being flexible and often start by listening to you
representative’s or importer’s recommendations. If you are dead set against changing
anything, it means that you are not entirely committed and thus not ready for the Japanesemarket. It is advised to take the following steps:-

3.

Study consumption patterns.
Raise your quality to Japanese standards. Some companies have reached the same levelat lower costs (better efficiency) and others have even taken advantage of theirresearch in this domain for the Japanese market by implementing new production
processes, not only for the Japanese markets but for everywhere.
Create a package designed specifically for the Japanese market: easy to use, convenient,storable and neat, with the story of your product.
Provide explanation regarding your brand and your product and dispatch as muchinformation as possible in Japanese on internet and social media for curious customers.

They are problem-solving and creative organisations, able to play by Japanese rules
to appeal to the most. This is usually reflected by the following initiatives.
-

Explain consumers how to prepare, accommodate and eat your product.
Build your image conscientiously.
Make your product visible by any means.

2. Prepare yourself and your product carefully and specifically for theJapanese market
The lack of preparation has always resulted in additional difficulties. Doing business withJapanese partners requires a certain amount of preparation given the cultural specificities
involved. A minimum training is an advantage. Many rules can be destabilizing at first:
negotiations take much more time than in Europe, are extremely codified, require a pedagogic
approach and a decent amount of politeness in order to succeed; partnerships are built in thelong run and even the way of thinking or the logic is different. Besides, the market itself iscomplex (organisation, distribution channels, rules, trends, etc.). Major EU exporters of foodproducts are industry giants able to export everywhere. In contrast, EU SMEs are more likely toface potential issues because their knowledge of the Japanese market is much lower.
Member States’ business supporting structures, agencies, trade offices and other trade-relatedorganisations greatly facilitate internationalisation. These structures provide a wide range of
information, from the way of doing business in Japan, to the identification of key importers andall the necessary certificates for a given product. So do not hesitate to get in touch with them!
The EU-Japan Centre for Industrial Cooperation manages the EUBusinessInJapan website, an
online portal of information for all EU SMEs seeking to do business with or in Japan. Moreinformation is provided in the Annexes (Table 14).

86

3. Diversify and expand your consumer base
In Japan, EU food products are often considered or marketed as high-range products. While thispositioning creates important cash flows, it limits volumes and market range drastically. A lesspartitioned positioning would enable EU exporters to capture facets of the demand that are notaccustomed to EU food (typically young consumers and/or less wealthy households) and toreset the competition with countries heavily competing in prices. These competitors, who haveentered the Japanese market through the low to mid-range segments, tend to be aggressive inthe upper segments once well-established. The large choice of food products in Europe allows
exporters to compete on every segment of the market with different products.

4. Participate strategically in trade fairs taking place in JapanEU exporters with a long term strategy in Japan should consider visiting major Trade fairs. The
JETRO provides an Online Trade Fair Database called J-Messe, which allows interested parties tosearch for business opportunities by industry. This base is however not exhaustive. A calendarof trade fairs for 2018 is provided in the Annexes (Table 12).
Featured contributors
Francesco Rinarelli, Deputy General Manager, Italian Chamber of Commerce
How does the ICCJ support companies?
One of our main activities is to provide services to members, such as networking events orinformation services but not only. As far as business support is concerned we provide more services
to non-members because most members are already present in Japan with a stable organisation.
90% of the requests we receive come from Italian companies. They want us to find them suitable
Japanese partners to access the market, so we search and arrange meetings. We also organise B2B
events, especially for clusters of companies, for example food companies from the province of Milan,
or national consortiums. We usually create a container event for their visit, with B2B meetings,
seminars and visits to Japanese companies. We have also recently started providing digital services
to help create and manage a Japanese website or a Facebook page, to optimise search engine
referencing, etc. We have noticed that Italian companies need to focus more on B2C, while in thepast they used to focus only on B2B, leaving B2C to importers. Companies in Italy feel that there is
not much push to consumers in order to create some demand or to create a brand that is suitableto fuel their sales. So we also try to help them in this case.
What pieces of advice does the ICCJ usually give to SMEs willing to export to Japan?
Normally we fist say that Japan is not an easy market. It is far geographically, linguistically,
culturally, and very different from other markets. I tend to tell them that Japanese consumers love
our products but do not need us. Do not take for granted that you can easily enter the market atyour terms because they love our products. If your bottle of wine or oil has a drop or dirt on its
label or if your package has even a little scratch, retailers or importers will certainly send back all
the products and tell you that they will not pay for anything. Actually dirty label complains are themost frequent complains because this is not such a big deal in Italy. In Japan, it is perceived as asign that your production chain has some defaults or is not mastered. Here quality goes beyond the
product itself. In fact, Japanese consumers would prefer a product with a nice package and a goodnarrative even if it is made with industrial ingredients, rather than a premium product with aminimalist package and no narrative at all.
Once I have had the occasion of talking to a Japanese whisky producer who told me: “We do not87really care about traditions or method, we put everything in the silo with chemicals and then it isfine” because they package it well and nobody really cares as long as the product is safe and thequality is coherent. Any variation of quality or taste should not only be explained but justified andsometimes apologized for. In comparison, if I take the example of an Italian biscuit producer, they
put their high quality biscuits in a plastic bag and then close it with a tape before hand-writing or
printing the label. You do not get to the Japanese market this way. It is sad because they improve
the quality of their biscuits for years but do not spend a few hours designing a descent package. If
your product has value, then you should also show it commercially by communicating properly,
Japanese will not understand your product because they haven’t lived in Italy. Instead they ask
themselves: “Is it safe? Can I give it to my child, does it have health benefits?” If you want to convey
your cuisine and traditions, you need a good narrative. We try to help producers in that regard.
If you do not follow these steps, most importers will not follow them for you. They are usually 60
years old gentlemen that were in love with Italy in the 1980’s and 1990’s. They were successful inthose years and now often live on that. You have little chance to enter the market without themand they know it. Dealing with an importer is better than dealing with 30 retailers that do not
speak English. So they might buy your products but they are not really eager, or I would even say
up to date, to consider marketing campaigns. They prefer to focus on physical channels. Of course
we are extremely grateful to them for importing our products but they do not care about making
them more famous and sometimes they do not even realize their potential. Food education is also
important to help the new generation of importers emerge. I would really like to see models relying
less on full-fledge importers or models through Amazon with food storage for example. Japanese
consumers do not mind waiting a week for a premium product that is not available in Japan but for
main stream products, they wonder why the product has not arrived the next day. So there is aneed for storage and it can be quite cumbersome at the moment because you need a partner inJapan, which will absorb a portion of your margin. Also if you choose e-commerce, you need tocreate a website culturally adapted to Japanese consumers and be prepared to answer their calls inJapanese anytime. They can complain for anything, as soon as the picture on the label is not exactly
the same as the food in their plate. Small Italian producers cannot really afford to do that but I
think it is the future in general.
What else could be done to improve the penetration of EU food exports to Japan?
I would like to see EU players in Japan coordinate events and projects more strategically. We
already discuss between Chambers of Commerce and have joint events regularly but we are notalways able to see the big picture and the opportunities to do something together. It is the samething when Italian companies come to Japan and compete with each other. If you go alone, you
may get nothing, if you go together, everyone gets a little something. You cannot keep playing
alone when you are losing big to competitors such as Chile. An improved common approach of theJapanese market would require gathering information at a high level to drive national players inthe same direction as well as a funding system that allows short term joint-projects.
Sabine Hofferer, Agricultural Counsellor for Japan and Korea, Embassy of France
What pieces of advice do you give to French companies willing to export to Japan?
First of all, it should be stressed that the Japanese market will remain interesting, broad, solvent,stable, with consumers who appreciate European gastronomy for the next 20 or 30 years. In
comparison, I find it unfortunate that the appetite of companies for the Chinese market turns themaway from the Japanese market. Everyone wants to go to China while it is complicated, local
players are sometimes unreliable and the required volumes are such that the French industry is notoften able to supply. I think we under-exploit the opportunities in Japan especially in the foodservice. The Japanese eat two out of three meals outside. Although we are not able to supply thesame volumes as the Americans, Australians or Chinese, we would progress on some niche markets
because our agri-food industry has a know-how in this field, it benefits from demanding European
88standards which could be better valued among Japanese consumers. The EU-Japan EPA is an
opportunity that will come true. Unfortunately, many of the major French exporters remain
focused on the European market, which is much easier compared to a distant and relatively closed
Japan. I think we also have to try new ideas because Japan is a great market for testing newconcepts. There is, for example, a "Kiri" restaurant which has just opened. This reflection should bebased on the accompaniment of demographic trends and on the Japanese interest in healthy eating
habits by offering convenient, well-packaged, easy-to-open, chewable food products, which take
into account the fact that people do not always have an oven at home, etc. I particularly believe inthe development of organic food in Japan even though the Japanese JAS standard is less demanding
than the European standard and certifies plants only. SPS barriers prevent the export of organic
fruits and vegetables, but the export of grocery or processed products is easier.
Dr. Evert Jan Krajenbrink, Agricultural Counsellor, Embassy of the Kingdom of theNetherlands
What pieces of advice do you usually give SMEs willing to export food products to Japan?
It is not easy for SMEs to grasp opportunities because they usually have small exports teams, they
do not have a lot of budget and they sometimes cannot afford to be patient enough. Overall, theyneed to be well-prepared, visit exhibitions and fairs, go to seminars and try to get in touch withagents and buyers because the processing industry does business mainly through them. We provide
information and advice but we especially tell them to be patient. Furthermore we provide themlists of importers. Japanese businesses still prefer to do business with their intermediaries instead of
direct sales from import.
Frédéric Morin, President, Faye Japan Co., Ltd
What pieces of advice would you give to EU SMEs willing to export food products to Japan?
In all circumstances: quality of service, rigor, responsiveness, tailor-made, availability, technicalcompetence, and patience. We must respond to all requests from our customers. This can be an
express request, a rare product in small quantities such as beet extract or red quinoa, a specificpackaging. These one-off operations are rarely beneficial, but customers often call you back formore normal products. For a producer, it is always difficult to give exclusivity to an importer in amarket that may seem potentially important, but rather than having several importers who are
cannibalizing and are likely to be discouraged, we advise instead to trust a partner and to givetime to develop. Japan is not the country of immediate results.

89

Annexes
Chart 8: APAC countries with corresponding ISO 3-digit alphabetic codes

Afghanistan
American Samoa
Australia
Bangladesh
BhutanBritish Indian Ocean Ter.
Brunei
Cambodia
China
Christmas Island
Cocos (Keeling) Islands
Cook Islands
East Timor
Micronesia, Fed. Sts.
Fiji
French Polynesia
Hong Kong, China
India
Indonesia
Japan
Kiribati
Lao PDR
Macao
Malaysia
Maldives
Marshall Islands
Mongolia
Myanmar

AFG
ASM
AUS
BGD
BTN
IOT
BRN
KHM
CHN
CXR
CCK
COK
TMP
FSM
FJI
PYF
HKG
IND
IDN
JPN
KIR
LAO
MAC
MYS
MDV
MHL
MNG
MMR

Nauru
Nepal
New Caledonia
New Zealand
Niue
Norfolk Island
Korea, Dem. Rep.
Northern Mariana Islands
PakistanPalau
Papua New Guinea
Philippines
Pitcairn
Samoa
Singapore
Solomon Islands
Korea, Rep.
Sri Lanka
TaiwanThailandTokelau
Tonga
TuvaluVanuatu
Vietnam
Wake Island
Wallis and Futura Isl.

NRU
NPL
NCL
NZL
NIU
NFK
PRK
MNP
PAK
PLW
PNG
PHL
PCN
WSM
SGP
SLB
KOR
LKA
TWN
THA
TKL
TON
TUV
VUT
VNM
WAK
WLF

90

Table 12: Samples of major trade fairs related to food & beverages in JapanIn Green, planned for 2018
In Orange, held at the same time in 2017, not indicated for 2018 yet
Souvenir Show (Spring)“Local specialty products (confectionery, food, liquor, beverage,
craft, general merchandise, equipment, parts, etc.)”
JETRO

18 – 19
Jan.

Tokyo metropolitan
Industrial Trade
Centre, Tokyo

24 – 25Jan.

Makuhari Messe –International
Convention
Complex, Chiba

24 – 25
Jan.

Tokyo International
Exhibition Centre(Tokyo Big Sight),
Tokyo

24 – 25
Jan.

Sunshine City Bunka
Kaikan, Tokyo

24 – 25
Jan.

Sunshine City Bunka
Kaikan, Tokyo

6 – 7 Feb.

Asia and PacificTrade Centre, Osaka

24 – 26Jan.

Makuhari Messe –International
Convention
Complex, Chiba

WebsiteHealth & Beauty Products Expo Tokyo (Spring)“Body care, cosmetics, beauty appliances, hair care, nail, organic,
fitness related items,etc.”
JETRO
WebsiteCare Show Japan“Care food, swallowing food, medical food, nutrition formula diet,home-delivered meal, home-based care for food, hospital foodbusiness, seasonings, functional materials, kitchen equipment,
cooking equipment, catering equipment, other.”WebsiteIzakaya Japan“Stocking support (ingredients, drink), Menu suggestion, Store
property, Furniture and utensils, Shop design/construction, Cost
reduction, Financing, Personnel training, etc.”
JETRO
WebsiteMeat Food Expo – Yakiniku Business Fair
“Mead food, Seafood, Agricultural food, Side menu, Korea
ingredients, Alcohol, Drink, Sauce, Seasoning, Dessert, Sweets,
Kitchen apparatus, Kitchen utensil, Store facilities, Tableware,
Uniform, Hygiene connection, Eating out shop, Rotisserie openingof business support, etc.”
JETRO
Website8th Beauty & Health Week
“Cosmetics (Skincare, Colour Cosmetics, Body care, etc.),
Cosmetics Ingredients, Packaging, Contract Manufacturing, etc.
Beauty Drinks/Food, Vitamins, Superfoods, etc. Heath Appliance,91

Aromatics, Beauty Goods, etc.”
JETRO
Website1st Inner beauty Expo Tokyo – Beauty & health Foods“Beauty Drink/Foods, Vitamins, Superfoods, etc.”
JETRO

24 – 26Jan.

Makuhari Messe –International
Convention
Complex, Chiba

31 Jan. –02 Feb.

Tokyo International
Exhibition Centre(Tokyo Big Sight),
Tokyo

31 Jan. –02 Feb.

Tokyo International
Exhibition Centre(Tokyo Big Sight),
Tokyo

31 Jan. –02 Feb.

Tokyo International
Exhibition Centre(Tokyo Big Sight),
Tokyo

7 – 9 Feb.

Tokyo International
Exhibition Centre(Tokyo Big Sight),
Tokyo

14 – 16
Feb.

Makuhari Messe –International
Convention
Complex, Chiba

WebsiteTokyo Health Industry Show
“Health foods, health-oriented foods, natural foods, medical
treatment foods, sports foods, health-care foods, foot-care goods,
mental health goods, fitness machines, training systems, healthequipment, water-related equipment, hair-care goods, naturalcosmetics, bath goods, etc.”
JETRO
WebsiteFood Produce Japan“Functional ingredients, Original equipment manufacturing,Containers, Packaging materials, etc.”
JETRO
WebsiteJapan Int’l Franchise Show
“The biggest franchise exhibitions and earned one of the mostrespected names in food and beverage franchise in Japan.”
WebsiteThe 23rd Gourmet & Dining Style Show (Spring)“Food-related knowledge and systems, premium foods of highproduct quality with high added value, quality kitchen / dining
items of excellent design, and promotes approaches to a varietyof goods categories and business models.”
WebsiteSupermarket Trade Show
“Foods and miscellaneous goods sold at self-service stores & retailstores and facilities, equipment and systems for sales of suchproducts.”
JETRO

92

Website
Private Label Trade Show Japan“Private Label, OEM, Professional Use Products and Services.”
Website20 – 23
Feb.

Tokyo International
Exhibition Centre(Tokyo Big Sight),
Tokyo

20 – 23
Feb.

Tokyo International
Exhibition Centre(Tokyo Big Sight),
Tokyo

21 – 22
Feb.

Asia and PacificTrade Centre, Osaka2 – 5 Feb.

Tokyo International
Forum, Tokyo

6 – 9 Mar.

Makuhari Messe –International
Convention
Complex, Chiba

16 – 18
Mar.

Makuhari Messe –International
Convention
Complex, Chiba

11 – 13
Apr.

Tokyo International
Exhibition Centre

HCJ – Hoteres/Caterex/Japan Food Service Equipment
Show“Japan’s Largest Exhibition for Hospitality, Food servie Catering
industries.”
WebsiteThe 15th Seafood and Technology Expo
“Seafood, Processed seafood, Seasonings & food additives, Foodprocessing machinery and related equipment, Packaging andphysical distribution equipment and services, Machinery forcleaning fresh fish, shellfish, etc.”
JETRO
WebsiteSalon du Chocolat“Chocolate related, hotels, food service industry.”
WebsiteFoodex Japan“Asia’s largest exhibition dedicated on food and drink acrossJapan and the whole world. Agricultural products, Meat products,
Dairy products, Egg products, Seafood products, Ready-madeBakery Noodles & Pasta, Confectionery & Desserts, Seasonings
Organic & Natural food, Alcoholic beverage, Soft drinks, Tea &Coffee Mineral water...”WebsiteJapan Drugstore Show“OTC (Medication), Medicine, cosmetics, cosmetics miscellaneous
goods, Functional foodstuffs. Healthcare, Beauty Care,
Supplement, Prescription Systems and Care Products, Food andDrink, Home Care, Life Enjoyment, Store Facilities, Publishing andOthers.”
JETRO
WebsiteWine & Gourmet Japan“The only trade fair in Japan which focuses on Wine, Beer, Spirits

93

(Tokyo Big Sight),
Tokyo

and Gourmet Food.”
WebsiteHalal Market Fair
“Food and seasoning, kitchen tools.”
JETRO

11 – 13
Apr.

Tokyo International
Exhibition Centre(Tokyo Big Sight),
Tokyo

11 – 13
Apr.

Tokyo International
Exhibition Centre(Tokyo Big Sight),
Tokyo

11 – 13
Apr.

Tokyo International
Exhibition Centre(Tokyo Big Sight),
Tokyo

11 – 13
Apr.

Tokyo International
Exhibition Centre(Tokyo Big Sight),
Tokyo

18 – 21
Apr.

NagoyaInternational
Exhibition Hall,
Nagoya18 – 19
Apr.

Tokyo International
Forum, Tokyo

16 – 18
May

Tokyo International
Exhibition Centre(Tokyo Big Sight),

WebsiteFood & Drink OEM Matching Expo
“Food / processed food, fresh food, health food, noodles,
seasoning, supplements, confectionery, desserts, etc. Beverage /soft drinks, carbonated drinks, fruit and vegetable drinks, milk
drinks, coffee, tea, alcohol, mineral water, etc.”
WebsiteFabex – The World Food And Beverage Great Expo
“Food & ingredients, agricultural/stockbreeding/marine foods,
choice foods, container & packaging, shop fittings, kitchen,franchising business, publication, dessert & drink.”
WebsiteDessert Sweets & Bakery Festival“Japanese sweets, confectionery, beverages,
ingredients/equipment/containers and packaging.”
WebsiteChubu Pack
“Packaging machinery, food machinery, bakery/confectionery
machinery, product distribution machines, environmental
protection equipment, packaging materials, food materials.”
JETRO
WebsiteHealth Food Expo
“Raw ingredients, science-based materials, functional foods,
healthy food.”
JETRO
WebsiteIFIA Japan – The 22nd International Food Ingredients &Additives Exhibition and Conference“Antioxidants, Acidulants, Additives, Cereal Products,
Confectionary Ingredients, Dairy Products, Dietetic Foods, Egg

94

Products, Emulsifiers, Enzymes, Fats & Oils, Fibers, Food
Colouring, Other.”Tokyo

WebsiteHFE JAPAN – The 15th Health Food Exposition & Conference“Vitamins, Minerals, Proteins, Amino Acids, Lecithin, Lactic Acid,
Essential Oils, Fruit/Vegetable Products, Soya Products, Juices
and Concentrates, Milk Products, Poultry Products, Organic
Ingredients, Dietetic Foods, Enzymes, Supplements, Healthy Foods& Beverages, Nutraceuticals etc.”

16 – 18
May

Tokyo International
Exhibition Centre(Tokyo Big Sight),
Tokyo

13 – 15
Jun.

Tokyo International
Exhibition Centre(Tokyo Big Sight),
Tokyo

13 – 15
Jun.

Tokyo International
Exhibition Centre(Tokyo Big Sight),
Tokyo

13 – 15
Jun.

Tokyo International
Exhibition Centre(Tokyo Big Sight),
Tokyo

25 – 27 Jul.

Tokyo International
Exhibition Centre(Tokyo Big Sight),
Tokyo

31 Jul. – 2
Aug.

Tokyo International
Exhibition Centre(Tokyo Big Sight),
Tokyo

24 – 26
Aug.

PACIFICO
Yokohama,

WebsiteTokyo Cafe Show & Conference“Coffee, Tea, Beverage & Liquor, Bakery, Ice-cream, Raw
Material, Machine & Equipment, Chocolate, Appetizer, Dessert,
Cafe Interior & Consulting, Franchise & Start up, Kitchen Home
Appliance,Restaurant and more...”WebsitePizza and Pasta Show
“Pasta and pizza dough,Ingredients andtoppings,Seasoning,Dedicated Machinery,Cooking
tools,Tableware and To-go supplies.”
WebsiteInternational Tea Show
“Tea leaf, Tea things(cup, dish, pot), Tea Room service &equipment or operation, Tea Machine & Equipment, Dessert for
tea or Teacakes, Tea Interior & Consulting, Franchise & Start up,
Kitchen Home Appliance, Restaurant and more...”WebsiteWellness Food Japan“Health food, health food drinks, sports drinks/food, supplements,
food ingredients, organic food, food consultant, food CRO.”
WebsitePatisserie & Bakery Japan“Bakery related materials, ingredients, seasoning, production
technology, machine, marketing tool, etc.”
WebsiteInternational Organic Expo
“Organic food and beverages, Organic raw materials and semi-95

finished products, Organic frozen food and convenience products,
Organic vegetable and fruit products, Organic meat, dairy, andseafood products, Organic baby food, Organic pet food, Naturalcosmetics and accessories, Body care, etc.”

Yokohama

WebsiteTokyo International Packaging Exhibition“Packaging materials, packaging machinery, packaging material
processing machinery, food machinery, packaging-related
equipment and materials, distribution equipment.”

2 – 5 Oct.

Tokyo International
Exhibition Centre(Tokyo Big Sight),Tokyo

4 – 6 Oct.

Tokyo International
Exhibition Centre(Tokyo Big Sight),
Tokyo

11 – 13Oct.

INTEX Osaka, Osaka

17 – 18
Oct.

Prince Park Tower
Tokyo, Tokyo

JETRO
WebsiteHealth Ingredients/Food Ingredients for Taste/Safety andTechnology Japan“Functional ingredients, healthy ingredients, natural ingredients,
food additives, quality control, analyzers, sterilizers, Food Eco,
Packaging and Label.”WebsiteOlive Oil Kansai International“Domestic and imported edible Olive Oils, Table Olive, Olive (oliveoil)-made foods, Consumer products made by/for Olive materials.
Packaging, Production supply chain, Cultivation, Dressings,
Machinery for extraction/harvesting, Agricultural materials &ICT Technology.”
WebsiteVinexpo Tokyo“Wine and spirits.”
WebsiteSources: Extract from J-Messe, above-mentioned fairs and shows’ website

96

Table 13: Categories of food products and their sub-divisions by HS 2012 codes
Product
category

Meat

Alcoholicbeverages

Seafood

Subdivisions
Bovine meat
Pork meat
Sheep and goat meat
Horse meat
Edible offals
Poultry meat
Fats and oils
Preparations
Beer made from malt
Sparkling wine
Still wine
Bulk wine
Grape must
Vermouth
Cider
Spirits
Liqueur and cordials
Vinegar and substitutes
Live fish
Fish
Crustaceans
Molluscs
Aquatic Invertebrates
Fats and oils
Extract and juices
Preparations

HS headings or sub-headings
0201/02
0203
0204
0205
0206/08, 0504
0207
0209, 1501/02/03, 151610
0210, 1601/02
2203
2204102204212204292204302205
2206
220820/30/40/50/60/90
2208702209
0301
0302/03/04/05
0306
0307
0308
1504/10/20/30
1603
1604/05

Nature of productPrimary agricultural products
Primary agricultural products
Primary agricultural products
Primary agricultural products
Primary agricultural products
Primary agricultural products
Primary agricultural products
Processed agricultural products
Beverages
Beverages
Beverages
Beverages
Beverages
Beverages
Beverages
Beverages
Beverages
Beverages
Primary seafood products
Primary seafood products
Primary seafood products
Primary seafood products
Primary seafood products
Primary seafood products
Primary seafood products
Processed seafood products

97

Dairyproducts

Olive oil
Confectioneries

Processed
cereals andbakers’ wares

Cereals and seeds

ButterCheese of all kinds
Blue-veined cheese
Processed cheese
Cheese, n.e.c.
Fresh cheese and curds
Milk powder and whey
Milk , cream and Yogurt
Olive oil, virgin
Olive oil, not virgin
Olive oil, n.e.c.
Sugar confectioneries
Chocolates
Ice creams
Malt extract
PastasCouscous
Breakfast cereals
Crispbread
Gingerbread
Sweet biscuits
Waffles and wafers
Rusks
Bakers’ wares n.e.c.
YeastsWheat and meslin
RyeBarley
Oats
Maize
Rice
Grain sorghum
Cereal n.e.c.

0405
0406200406400406300406900406100402/04
0401/03150910150990151000
1704
1806
2105
1901
190211/19/20/30
1902401904
190510190520190531
190532190540190590
2102
1001
1002
1003
1004
1005
1006
1007
1008

Commodities
Agricultural processed products
Agricultural processed products
Agricultural processed products
Agricultural processed products
Agricultural processed products
Commodities
Primary agricultural products
Agricultural processed products
Agricultural processed products
Agricultural processed products
Food preparations
Food preparations
Food preparations
Food preparations
Food preparations
Food preparations
Food preparations
Food preparations
Food preparations
Food preparations
Food preparations
Food preparations
Food preparations
Food preparations
Commodities
Commodities
Commodities
Commodities
Commodities
Commodities
Commodities
Commodities

98Oil seeds
and oleaginous
fruits

Cocoa and sugar

Coffee, tea, mateandspicesEggs and honeyLive animals

Other
preparations

Soybeans
Ground-nuts
Oil seeds
Rape or colza seeds
Sunflower seeds
Oil seeds and oleaginous fruits, n.e.c.
Flours and meals
Seeds
Hop cones
Locust beans
Beet and cane sugar
Sugar n.e.c.
Cocoa beans
Cocoa paste and powder
Unroasted coffee
CoffeeGreen tea
Black teaMate
SpicesCoffee and tea extracts
Birds’ eggs, in shell
Birds’ eggs, not in shell
Honey
Other animals’ eggs
HorsesBovine animals
Swine
Sheep and goats
Poultry
Animals n.e.c.
Tapioca and substitutes
Soups and sauces
Preparations n.e.c.

1201
1202
1204
1205
1206
1207
1208
1209
1210
1212
1701
1702/03
1801/02
1803/04/05/06
090111/12
090121/22/90
090210/20
090230/40
0903
0904/05/06/07/08/09/10
2101
0407
0408
0409
0410
0101
0102
0103
0104
0105
0106
1903
2103/042106

Commodities
Commodities
Commodities
Commodities
Commodities
Commodities
Commodities
Primary agricultural products
Primary agricultural products
Primary agricultural products
Commodities
Commodities
Commodities
Commodities
Commodities
Agricultural processed products
Agricultural processed products
Agricultural processed products
Commodities
Primary agricultural products
Food preparations
Primary agricultural products
Primary agricultural products
Primary agricultural products
Primary agricultural products
Primary agricultural products
Primary agricultural products
Primary agricultural products
Primary agricultural products
Primary agricultural products
Primary agricultural products
Food preparations
Food preparations
Food preparations

99

Products ofthe millingindustry

Vegetables, fruits
and nuts

Soft drinks

Miscellaneous

Malt
Starches and inulin
GlutenFloursVegetables
Fruits and nuts
Vegetables preparations
Fruits and nuts preparations
Fruit juices
Waters
Flavoured waters
Soft drinks n.e.c.
Gum, resins and plant extracts
Fats and oils
Feeds and feed ingredients

1107
1108
1109
1101/02/03/04/05/06
0701/02/03/04/05/06/07/
08/09/10/11/12/14
0801/02/03/04/05/06/07/
08/09/10/11/12/14
2001/02/03/04/05
2006/07/08
2009
220110/90
2202102202901301/021507/08/11/12/13/14/15/
16/17
2301/02/03/04/06/07/08

Commodities
Commodities
Commodities
Commodities
Primary agricultural products
Primary agricultural products
Agricultural processed products
Agricultural processed products
Beverages
Beverages
Beverages
Beverages
Commodities
Commodities
Commodities
Source: Author’s dataset

100Table 14: Sample of services to SMEs provided by the EU-Japan Centre for Industrial
Cooperation
Market Entry-Business Plan Support (“Keys to Japan”)“Keys to Japan” is a European Commission-funded initiative, managed by the EU-Japan Centre. If
you are considering marketing a product in Japan and if you are a SME from an EU MemberState or COSME Third Country, you can get a detailed and personalised market entry businessplan, prepared by JMEC (Japan Market Expansion Competition).
Logistical Support (“Step in Japan”)“Step in Japan” is a support initiative for SMEs, offered free of charge. It acts as a landing pad for
SMEs based in the EU or COSME partnering country, planning on entering into or expanding
within Japan. The initiative encompasses a full range of essential support measures forbusinesses:--

Free office space in Japan: a “hot desk” in Tokyo on the Centre’s premises that includes aninternet connection and telephone (unlimited local calls) for up to 1 month (a maximum of
2 beneficiaries per time slot).
Full access to meeting and seminar facilities within the Centre’s premises.
A help desk for information inquiries on business in Japan.
Assistance with using the Enterprise Europe Network service while in Japan.

Information about Japan (“EU Business In Japan”)
In accordance with the objective of the European Commission DG GROWTH (DirectorateGeneral for Internal Market, Industry, Entrepreneurship and SMEs) to develop a global platformto provide EU companies with relevant information about business with third countries, the EUJapan Centre for Industrial Cooperation manages the EU Business in Japan, a website which
serves as an online portal of information for all EU SMEs seeking to do business with or in Japanand offers:-

Current information on a wide range of Japanese business sectors: Everything fromnanotechnology to forestry!
Practical information on overcoming various legal, regulatory and financial obstacles to theJapanese market.
Useful guidelines on Japanese business meeting etiquette as well as broader cultural
practices.
An online library of expert publications, e-learning resources and webinars, as well as
information on upcoming trade fairs and other public events.

European SMEs interested in obtaining full access to this information are invited to visit the site
and to register for free!
For more information about available services, please visit the EU-Japan Centre’s website

101

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C) Articles and papers
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The Japan Times, Opinion. “Engel’s coefficient rising in Japan”, August 21st, 2016:
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Research Institute of Economy, Trade and Industry (RIETI). “Free Trade is the Way to Achieve Japan’s
National Food Security”, Yamashita Kazuhito, Senior Fellow, 2010:
http://www.rieti.go.jp/en/papers/contribution/yamashita/65.html

104