Tokyo – Parmigiano Reggiano, the celebrated “King of Cheeses” from Italy, is once again focusing on the Japanese market, reaffirming its commitment to expanding its presence in Asia. The consortium representing this protected designation of origin (PDO) product is participating in the 51st edition of Foodex Japan, a major food and beverage trade show currently underway at Tokyo Big Sight, running from March 10th to 13th. This renewed push comes as Italy solidifies its position as a leading dairy supplier to Japan, capitalizing on growing consumer demand for high-quality imported cheeses.
Japan represents a strategically important market for Parmigiano Reggiano, currently receiving approximately 800 tons of the cheese annually. The consortium’s presence at Foodex Japan isn’t merely about showcasing the product; it’s a multifaceted strategy encompassing retailer engagement, professional training and innovative pairings designed to elevate Parmigiano Reggiano beyond a simple ingredient to a recognized gastronomic icon within Japanese culture. This commitment is underscored by a recent agreement extending a transitional period for trade benefits under the Economic Partnership Agreement (EPA) between the European Union and Japan until February 1, 2029, facilitating continued growth in exports.
Expanding Palates: Parmigiano Reggiano and the Japanese Market
The appeal of Parmigiano Reggiano in Japan isn’t a recent phenomenon. According to data from 2017, Japan was already the fourth-largest importer of the cheese outside of the European Union, receiving 793 tons. The Parmigiano Reggiano Consortium has consistently recognized the potential of this discerning market, particularly its appreciation for products with Geographical Indication status. However, the market has continued to grow significantly in recent years. In 2024, Italy exported 12,700 tonnes of cheese to Japan, valued at €106.9 million (approximately $114.3 million USD), a 14% increase in volume and an 11% increase in value compared to the previous year. Italianfood.net reports that Japan is now Italy’s second-largest non-EU dairy market by volume and third by value.
This growth is driven by increasing demand for specific Italian cheese varieties, including mozzarella (+23%), burrata and ricotta (+36%), grated cheeses (+87%), and both Grana Padano PDO and Parmigiano Reggiano PDO (+12%). Italy, is now Japan’s largest EU dairy supplier, accounting for 9% of the country’s total cheese imports. The consortium’s strategy at Foodex reflects this upward trend, focusing on strengthening relationships with key retailers and implementing targeted promotional activities within stores to enhance consumer awareness and appreciation.
Showcasing Tradition and Innovation at Foodex Japan
The consortium’s activities at Foodex Japan extend beyond simply displaying the cheese. A key element is the demonstration of the traditional “Parmigiano Reggiano Cutting Show,” where a representative performs the age-old ritual of breaking open a wheel of cheese. This spectacle, performed on multiple days during the fair, offers visitors a firsthand look at the texture and quality of the product. The consortium is leveraging the expertise of the Accademia Parmigiano Reggiano, offering technical seminars and tasting sessions to educate professionals about the nuances of the cheese.
Recognizing the importance of collaboration, the consortium is similarly partnering with the Cheese Professional Association to delve into the organoleptic characteristics of Parmigiano Reggiano. This includes demonstrations of the wheel-splitting process, vertical tastings to showcase different aging stages, and pairings with Italian wines. A particularly innovative aspect of their presence is a seminar dedicated to Sake Professionals in Tokyo, exploring the surprising and harmonious pairings between different ages of Parmigiano Reggiano and various types of sake, highlighting the potential for a unique umami-rich experience.
Beyond Retail: Cultivating a Deeper Appreciation
The consortium’s efforts aren’t limited to direct sales and professional training. They are also engaging with influential figures in the Japanese cheese community, including members of the Guilde des Fromagers Japan, a branch of the prestigious international association of cheese lovers and experts. These interactions aim to foster a deeper understanding and appreciation of Parmigiano Reggiano among key opinion leaders and promote the proper techniques for cutting and serving the cheese throughout Japan.
This holistic approach reflects a long-term commitment to establishing Parmigiano Reggiano as a staple in the Japanese culinary landscape. The consortium is actively working to implement specific projects within retail locations to showcase the cheese’s versatility and quality, moving beyond its role as a simple ingredient to position it as a true gastronomic icon. This includes educational materials, in-store demonstrations, and promotional offers designed to encourage consumers to explore the diverse flavors and textures of Parmigiano Reggiano.
Navigating Trade Agreements and Future Growth
The continued success of Parmigiano Reggiano in Japan is also supported by favorable trade conditions. The extension of the transitional period under the EU-Japan Economic Partnership Agreement (EPA) until February 1, 2029, provides a stable framework for trade and investment. This agreement, which came into force in February 2019, has helped to reduce tariffs and other trade barriers, making it easier for Italian producers to export their products to Japan. The consortium highlighted the importance of the EPA upon its initial implementation, recognizing its potential to unlock further growth in the Japanese market.
Looking ahead, the consortium plans to continue investing in communication and marketing efforts to highlight the distinctive characteristics of Parmigiano Reggiano and solidify its position as a premium cheese in the eyes of Japanese consumers. This includes exploring new retail partnerships, developing innovative product offerings, and expanding its educational initiatives to reach a wider audience. The consortium’s presence at Foodex Japan serves as a clear signal of its long-term commitment to the Japanese market and its confidence in the continued growth of demand for this iconic Italian cheese.
The next key development to watch will be the ongoing monitoring of export figures throughout 2025 and 2026, as the consortium assesses the impact of its latest initiatives and adapts its strategy accordingly. The success of Parmigiano Reggiano in Japan serves as a compelling example of how strategic market engagement, coupled with a commitment to quality and tradition, can drive international growth for premium food products.
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