Japan - Exporter Guide 2012

An Expert's View about Business Environment in Japan

Posted on: 11 Jan 2013

Despite of years of stagnation in the economy, there exist tremendous opportunities for U.S. exporters who are willing to follow the strict Japanese regulations and keep up with the fast-moving trends

THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT POLICY Required Report - public distribution Date: 12/27/2012 GAIN Report Number: JA2710 Japan Exporter Guide 2012 Update Approved By: Steve Shnitzler, Director ATO Japan Prepared By: Chika Motomura, Marketing Specialist, ATO Osaka Report Highlights: Japan continues to represent one of the best opportunities in the world for U.S. exporters of food products. The total food and drink market in Japan is huge, valued at around $821.31 billion. In 2011, the United States exported $14.86 billion worth of agricultural and fish products to Japan. Despite of years of stagnation in the economy, there exist tremendous opportunities for U.S. exporters who are willing to follow the strict Japanese regulations and keep up with the fast-moving trends in this market. Post: Osaka ATO Author Defined: Table of Contents I. Market Overview 1. Current Trends 2. U.S. Advantages and Challenges II. Exporter Business Tips 1. Tips to Deal with the Japanese 2. Consumer Preferences, Tastes and Traditions 3. Export Business Reminders 4. Food Standards and Regulations 5. Import and Inspection Procedures III. Market Sector Structure and Trends 1. Retail Sector 2. HRI Food Service Sector 3. Food Processing Sector 4. E-commerce and mail-order sales 5. Population Trends IV. Best High-Value Import Prospects V. Key Contacts U.S. Government U.S. State Government Offices in Japan U.S. Trade Associations and Cooperator Groups in Japan Japanese Government and Related Organizations Japanese Associations - Food Japanese Associations - Beverages Japanese Associations - Distribution Sector Reports and Further Information Appendix: Statistics Table A. Key Trade & Demographic Information Table B. Consumer Food and Edible Fishery Product Imports Table C. Top 15 Suppliers of Consumer Foods and Edible Fishery Products Note: 1. US$1=Y79.97, the average exchange rate of 2011, is used to convert the figures in yen to US dollars in this report unless otherwise mentioned. 2. The export figure from the US is from USDA and the import figures are from Global Trade Atlas (Source: Japanese Finance Ministry). Therefore, there might be some discrepancies among the figures. I. Market Overview Japan continues to be one of the best opportunities in the world for U.S. exporters of food products. In 2011, the United States exported $14.86 billion worth of agricultural and fish products to Japan ($15.61 billion including forest products) . The total food and drink market in Japan is huge, valued at around $821.31 billion, when the food retail sector and the food service sector are combined. If you have a quality product that meets the needs and wants of Japanese consumers, that can be produced and delivered competitively, and you have patience to research both the differences in consumer tastes and government regulations, you can build an attractive market position in Japan. 1. Current Trends Japan’s food market for high-value foods and beverages continues to change dramatically, with the latest trends toward functional, healthy and nutritious foods. While traditional menus and tastes still generally guide the average Japanese consumer’s consumption habits, Western and other Asian ethnic cuisines are making a major impact in the market. The Japanese consumers tend to be willing to accept high prices for quality and convenience. However, at the same time, due to the protracted sluggish economy in the country, the consumers, in general, demand good value in the products they purchase as well. Major supermarket chains are coping with this situation by introducing a wide variety of their own private brands, while many restaurant chains are dealing with the situation by further reducing their prices in order to stay competitive in the industry. As the Japanese population is predicted to decline due to a low birth rate, the Japanese food market may weaken in the future. Food retailers and food service operators are competing for consumers on a number of fronts, including price, convenience, variety and safety. Some companies are seeking a way to survive in the industry through mergers and acquisitions or tie-ups with partners beyond their traditional business channels. However, as the market continues to segment and as the population gets older and wealthier, the opportunities for high quality, high value foods that meet the demand of the market will only increase. 2. U.S. Advantages and Challenges The Japanese market offers a number of benefits to U.S. exporters, but it is not without difficulties. To put these opportunities in perspective, here is a list of the most important U.S. advantages and challenges: Table 1. Advantages and Challenges U.S. Advantages U.S. Challenges Weak dollar Increasing food safety concerns and demands for U.S. food cost/quality competitiveness food production information among Japanese Wide variety of U.S. food products consumers Reliable supply of U.S. agricultural Long distance from Japan products Consumer antipathy toward biotech foods and Advanced U.S. food processing additives technology Japanese preoccupation with quality Relatively low U.S. shipping costs Consumers’ preference of domestically produced Science-based U.S. food safety products procedures High cost of marketing in Japan Growing Japanese emulation of U.S. Complicated labeling laws cultural and food trends High duties on many products Japanese food processing industry Increasing competition with China and other food seeking new ingredients exporting countries Changes in the Japanese distribution Exporters are often expected to commit to special system, becoming similar to that of the contract requirements and long-term involvement U.S. Japan’s dependence on foreign food supply II. Exporter Business Tips The following are suggestions on exporting food products to Japan. 1. Tips to Deal with Japanese Buyers and Traders Japanese business people, no matter how Western they may appear, do not always approach business relations in the same way as Americans. Some differences are simply due to the language barrier, others are due to differences in deeply held traditions and practices. To help bridge these gaps, we suggest that you: Speak slowly and clearly, even if you know that your business counterparts speak English. Use clear-cut, simple words and expressions when writing in English. Use e-mail and fax, rather than telephone, whenever possible. Make appointments as far in advance as practical. Carry plenty of business cards (meishi). Present them formally at each new introduction—and be sure they have your personal information in Japanese on the back. Be on time for all meetings; the Japanese are very punctual. Be braced for negotiations which require a number of meetings and probably several trips to reach an agreement. Be prepared for misunderstandings; use tact and patience. Be aware that in Japanese, “Hai,” (yes) may mean, “I understand,” not, “I agree.” Limit the discussion of business at evening meals, or when drinking with new Japanese counterparts; these occasions are for getting to know one another and building trust. Be aware of major Japanese holiday and business break periods, e.g., the New Year holiday (approximately from December 30 to January 3); Golden Week, a combination of national holidays (April 29 - May 5); Obon, an ancestor respect period lasting for a week in mid-August during which many companies close and business people take vacations. 2. Consumer Preferences, Tastes and Traditions These ideas may help you consider your product approach. Japanese consumers: Are highly concerned about food safety and traceability – commonly used terms are anzen and anshin that respectively mean ‘safety’ and ‘peace of mind’; Place great importance on quality—producers that fail to recognize this will not succeed; Appreciate taste and all of its subtleties—and will pay for it; Are well-educated and knowledgeable about food and its many variations; Are highly brand-conscious—a brand with a quality image will sell; Care a great deal about seasonal foods and freshness—promotion of these characteristics can significantly build product sales and value; Are increasingly health-conscious; “Eat with their eyes” and often view food as art. A food product’s aesthetic appearance—on the shelf, in the package, and on the table—is important in building consumer acceptance; Have small families and homes with minimal storage space, thus, large packages are impractical. Although stores such as Costco continue to do well, reflecting the increasing need for value, not just quality. 3. Export Business Reminders Below are some important reminders about exporting to Japan: Limit your number of trading partners, but try to avoid exclusive agreements with any one company. Use metric terms. Quote price in CIF (cost, insurance and freight), unless the importer requests FOB (Free on Board). Price competitively; exclude U.S.-based costs such as domestic sales, advertising, marketing, etc. Be patient regarding requests for information on ingredient, production process and quality assurance. Ensure that all the information is correct and respond with diligence and in a timely manner. Use letters of credit to reduce risk. Hedge export values with your U.S. bank if you are concerned about exchange rate risk. Set up wire transfers for payments. 4. Food Standards and Regulations U.S. exporters often find Japanese food standards difficult to deal with. Here are a few tips: Read the USDA’s “Japan: Food and Agricultural Import Regulations and Standards (FAIRS) Country Report.” This concise document, covering food laws, labeling, packaging, import procedures, and other key regulations, should be a helpful guide for all food exporters. It is updated annually. (At the URL, http://gain.fas.usda.gov/Pages/Default.aspx, click “search reports,” and set your search to select “Country: Japan”, and “Categories: FAIRS Subject Report” under “Exporter Assistance”.) Read other USDA Japan reports and information. Go to the USDA Japan homepage (http://www.usdajapan.org ) and click the "Reports" menu button to get market information and reports. Check the JETRO report, “Specifications and Standards for Foods, Food Additives, etc. under the Food Sanitation Law” (http://www.jetro.go.jp/en/reports/regulations/). This summarizes specific technical import procedures especially for processed food products. Read the Japan Food Sanitation Law. Make sure that the labeling you plan to use meets Japanese requirements: (http://www.jetro.go.jp/en/reports/regulations/) Carefully check your food additive admissibility: (e.g., preservatives, stabilizers, flavor enhancers). For information on U.S. laboratories approved by the Japanese Government, visit the Ministry of Health, Labor and Welfare’s website at http://www.mhlw.go.jp/topics/yunyu/5/dl/a3.pdf. Verify all relevant import requirements with your Japanese customers. They will normally have update information on Japanese regulations. Provide a detailed list of product ingredients to your Japanese partners to allow them to verify their acceptability. Do not assume that U.S. approval means Japanese approval. For organic foods in the United States, make sure you obtain USDA’s National Organic Program approval. Then, working with your importer, you can register your product under the Japan Agriculture Standard (JAS). (http://www.ams.usda.gov/AMSv1.0/nop) After you have completed the above steps, check with the Agricultural Affairs Office at the U.S. Embassy in Tokyo (agtokyo@fas.usda.gov) with any remaining questions on issues such as standards, tariffs, regulations, labeling, etc. Depending on content, the ATO Japan offices may also be able to directly respond to your inquiries. 5. Import and Inspection Procedures Your job is not complete when your product has been ordered and shipped. You still must get it through Japanese customs and port inspectors. The points outlined below should aid in this process: Review the USDA’s “Japan: Food and Agricultural Import Regulations and Standards (FAIRS) Country Report” to get a better understanding of these procedures (At the URL, http://gain.fas.usda.gov/Pages/Default.aspx, click “search reports,” and set your search to select “Country: Japan”, and “Categories: FAIRS Subject Report” under “Exporter Assistance”.) Confirm the specific tariffs that apply to your product before pricing to potential customers. Remember that tariff rates in Japan are calculated on a CIF basis and that Japan adds a 5% consumption tax to all imports. Do not send samples for preliminary checking without an actual request from your importer. Be aware that many parcel delivery companies recently adopted the policy of not handling any animal or plant quarantine items (including dried fruit and nuts) due to possible delay in delivery caused by quarantine inspection. Make sure the delivery service you are going to use deals with your product before sending it to Japan. Recognize that customs clearance officials’ application of the law and interpretation of regulations may differ from one port to another. Thus, the least expensive or most convenient port may not be the best choice. Check with your local customer or in-country agent representative. Be sure to complete all documentation thoroughly and accurately. Send copies of documentation in advance especially for the first-time shipments, which can assist your importer in getting timely release of your cargo from customs and clarifying matters with quarantine officials. For fresh products, check phytosanitary and other requirements in advance and obtain proper USDA inspections in the United States (www.aphis.usda.gov and www.fsis.usda.gov). Approval for biotech agricultural products and ingredients is regulated by the Japanese government. These products will also require specific labeling to be admitted to Japan. Make sure you have the proper import documents accompanying shipment: 1) Import Notification; 2) Health Certifications; 3) Results of Laboratory Analysis; 4) Manufacturer’s Certification showing materials, additives and manufacturing process. (Note: Products imported for the first time may require more documentation.) III. Market Sector Structure and Trends One of the exporter’s important strategic decisions—other than those dealing with the product itself—is how to position the product and get it to the Japanese consumer, i.e. through retail, food service, and/or food processing channels. The following is the brief description of the three sectors. 1. Retail Sector Japan’s food retail market generated about $533.11 billion (42.63 trillion yen) in 2011, 1.6% up from the previous year. Although it is a huge market, it is highly fragmented. Unlike in North America and the EU, Japan’s retail food sector is characterized by a relatively high percentage of specialty/semi-specialty stores, including “mom-and-pop” stores and local grocery stores. Such small retailers, however, are losing ground to larger general merchandise stores (GMS), supermarkets (SM), and convenience stores (CVS). These three categories offer excellent opportunities to U.S. food exporters although there exists severe competition with suppliers of other countries as well as domestic manufacturers. Food retailers in Japan are classified into following major segments. The characteristics of these channels are listed in the table below: Table 2. Retail Store Opportunities for U.S. Food Exporters GMS SM Department CVS Specialty Semi General Supermarkets Stores Convenience Stores Specialty Merchandise stores Stores stores Share (2011) 19.8% 4.5% 12.6% 63.1% Future growth M H to M L to M M D D expectations* Receptivity to H to M H to M M H to M M M imports** Suitable for: Established H to M H to M H M M M brands H to M H to M H H to M M M High quality/high H H M H M M price H H H H M M Good quality/low price New products *Growth expectations: H - high; M - moderate; L - low; D - decline **Receptivity ratings: H - high; M - medium; L – low Sources: METI Commercial Census (2011); ATO estimates on import growth and receptivity. Chart 2. Retail Food Distribution Channels Source: METI Commercial Census 2011 General Merchandise Stores / GMS Japan’s general merchandise stores (GMS), like supercenters in the United States, offer shoppers the convenience of one-stop shopping for groceries, perishables, clothing, household goods, furniture, and electrical goods. Food sales, which typically used to make up one third of the total sales at GMS’s, now reach a half of the total sales or even more at some chains. GMS’s are operated by major national chains that have nationwide networks with hundreds of outlets and central purchasing is typical. GMS’s are generally receptive to foreign products, although they often demand product modification to suit market tastes and preferences. They often purchase foreign products via trading companies. Inventory risks, long lead times, and communication problems make GMS buyers hesitant to import products directly. However, as Japan’s retail market becomes more competitive, some GMS’s are opting for direct purchase and offering excellent opportunities to U.S. food exporters. Supermarkets Supermarkets (SM) stores are smaller in size than GMS’s and are more specialized in food and household goods. On average, food items such as perishables, readymade-meals, bakery, and refrigerated foods account for 70% or more of the total sales of these stores. Supermarkets are facing higher purchasing costs than GMS’s. They are seeking a way to survive in the market through product/service differentiation, private brand development, and global sourcing. To gain economies of scale, regional supermarkets are forming alliances, such as joint merchandising companies, with non-competing retailers. Thus, although individual retailers are not large enough to engage in direct offshore sourcing, through joint merchandising companies, they offer excellent opportunities to U.S. food exporters. These retailers carry imported products particularly as a mean to differentiate themselves from other competing stores in their region. Department Stores Department store sales have been declining in recent years due to the economic downturn as well as to increasing competition with GMS’s and other retailers. Food sales made by department stores currently account for less than 5% of the total retail food sales. Nevertheless, department stores offer excellent opportunities for imported high-end food products and they are an under-exploited channel for U.S. exporters. Most department stores have extensive basement concessions (i.e., small, independently operated retail stands), otherwise known as ‘depachikas’. There are also outlets operated by department stores themselves, offering an opportunity for U.S. exporters to launch pilot stores or to conduct marketing trials. Department stores provide a showcase of imported, novelty, and high-end products and thus provide U.S. exporters of high-quality and fancy foods with an excellent opportunity to showcase their products. Convenience Stores Convenience stores (CVS) are becoming an extremely important sales channel in Japan. They have small floor space, about 100 m² on average, and typically stock about 3,000 products. They are well known for their high turnover and advanced inventory management. Convenience stores derive their competitive advantage from high turnover and efficient supply chains. Thus, short lead-time and nationwide distribution are essential in dealing with major CVS operators. While this presents a significant challenge to many overseas companies, indirect business with CVS, nevertheless, offers huge potential to them. Global sourcing of ingredients and raw materials, especially for the use of fast food, has become more popular. CVS operators not only work with consumer product manufacturers but also with trading firms and ingredients manufacturers. In order to differentiate themselves from their competitors, major CVS operators are constantly searching for novelty items and new concepts, which offer good opportunities to U.S. food exporters. Local General and Specialty Stores Predominantly, Japan’s food retail trade still consists of local specialty stores and grocery stores, most of which are small, family-run operations. These retailers, however, offer limited market potential to exporters. They are served by secondary or tertiary wholesalers, which, in turn, are supplied by Japan’s major wholesalers. This sector has been shrinking as the food market has become more competitive. Deregulation of liquor licensing, for example, led to the closure of many small family-owned liquor shops. There are only a small group of retailers who specialize in imported products in Tokyo and other metropolitan areas who may be able to offer opportunities to U.S. exporters. Home Meal Replacement (HMR) As in North America, the growth of the HMR sector is one of the most important developments in the Japanese food sector in recent years. Examples of popular products in this sector are prepared foods sold at supermarkets, takeout meals sold at specialty store chain operators, and various readymade foods sold at convenience and department stores. (There is thus some overlap with the channels outlined above.) Although the growth in the HMR sector is slowing down as well due to the current sluggish economy, the sector is expected to be an important market as the number of working women, single households and the elderly rises. The sector consists mostly of small regional companies and is now going through a series of consolidation. Larger companies in the sector are suppliers for major supermarket operators, convenience stores and tenants in department stores. There are a number of constraints facing U.S. exporters in this sector. High-volume buyers are still relatively rare; global sourcing and direct transactions with foreign suppliers are also uncommon. In addition, relatively high turnover for menu items often makes companies hesitant about global merchandising. Nevertheless, HMR’s are potentially an ideal customer for U.S. food exporters, especially for those who are willing to meet stringent cost, quality, and size specifications. There is a separate report on Retail Food Sector in Japan. Please visit: http://gain.fas.usda.gov/Pages/Default.aspx, and click “search reports,” and set your search to select ”Country: Japan,” and “Categories: Retail Foods” under “Exporter Assistance”. 2.HRI Food Service Sector The food service sector generated $288.20 billion (23.48 trillion yen) in sales in 2011, 1.7% down from the previous year. The sector has been stagnant for several years due to the economic downturn in the country. In particular, it was adversely affected as consumers refrained from dining out and traveling after the Great Earthquake in March 2011. This sector can be divided into four major segments by business category: 1) restaurants; 2) hotels and other accommodation facilities; 3) bars and coffee shops; and 4) institutional food service companies. The following is the update by category. Table 3. Food Service Opportunities for U.S. Food Exporters Restaurants Hotels/ Bars/ Institutional Travel related Coffee shops Sales Share (2011) 53.1% 12.3% 20.4% 14.2% Future growth H to M H H to M M expectations* Receptivity to imports** H H H to M H Especially suitable for: High quality/high price H to M H M L Good quality/low price H H H H New products H H H H *Growth expectations: H-high; M-moderate; L-low; D-decline **Receptivity ratings: H-high; M-medium; L-low Sources: Food Service Industry Research Center; ATO estimates of import growth and receptivity. Chart 3. Food Service Distribution Channel Source: Food Service Industry Research Center Restaurants The restaurant segment, the leading segment of the HRI food service sector, generated approximately US$ 152.9 billion in sales in 2011, 2.1% down from the previous year. The restaurant segment is highly fragmented and most restaurants are small. However, small family-owned restaurants have been disappearing due to increased competition against large chain restaurants as well as with HMR. Major “family restaurant” chains are becoming increasingly important for international suppliers. Because they compete primarily on price, they are active in global sourcing. These chains, thus, represent a significant opportunity for U.S. food exporters. Chain restaurants are particularly interested in semi-processed or precooked foods. Premixed ingredients, seasonal fruits and vegetables, specialty sauces and seasonings, and desserts are particularly attractive products for chain operators. Japan has a large and competitive fast food segment made up of both domestic and overseas operators. Generally, fast food restaurant operators are volume buyers of specific raw materials. In addition to low cost, suppliers must provide a stable supply of products at a specific quality to compete effectively in this segment. Exporters can approach most large restaurant chains directly but for the smaller chains, exporters must build relationships with trading companies or major food service wholesalers. Hotels and Other Travel-Related Facilities This segment suffered severely, 3.1% down from the previous year. As consumers refrained from traveling after the Great Earthquake in March, 2011, the vacancy rates of hotels softened. However, from the latter half of the year, the business prospects started improving. Major hotels are attractive markets for U.S. exporters. They are more oriented toward Western food and frequently have “food fair” promotions featuring a variety of countries’ cuisines. Exporter’s challenge lies in developing effective distribution channels to reach them. Hotels offer high consumer visibility and thus promotional value for exporters. Highlighting the fact that a particular exporter’s product is used by a major upscale hotel chain, for example, is a good way to promote the product to retailers and other prospective buyers. Railway companies and domestic airlines operate kitchens in Tokyo and Osaka, while the overseas airlines tend to use contract caterers. These Japanese companies tend to feature Japanese cuisine. But there are companies who are actively procure imported foods as well. Theme parks are also an important part of the sector. Restaurants and snack outlets at both Tokyo Disneyland and DisneySea, as well as Universal Studios Theme Park, for example, draw millions of visitors every year. Other theme parks around the country also attract thousands of visitors a day and offer opportunities to U.S. food exporters. Bars and Coffee Shops These establishments account for 20.4% of the total food service sales and are a major market for foreign beverages and snack foods. The sales from the segment showed 0.6% decrease in 2011, following 0.5% decrease in the previous year. Among this segment, coffee shops are down by 0.1%, while bars and beer hall were down by 0.9%. However, these establishments tend to be small and difficult to reach. The best way to reach these outlets is to work with the large food distributors. Institutional Food Markets The institutional market comprised of cafeterias at factories, offices, hospitals and schools, generated $40.9 billion in 2011, 0.1% down from the previous year, accounting for 14.2% of the total food service sales. The cafeteria operations of these institutions are typically served by contract caterers. Building relationships with caterers is, therefore, essential to crack this market. Both contract caterers and institutions with their own kitchens are typically serviced by large food service wholesalers. Because the most important criterion for these institutional suppliers is cost competitiveness, the sector offers huge market potential to U.S. exporters. Long-term prospects are brighter as higher demand from contract caterers, serving the hospital and social welfare segments, is expected to grow due to an increasing aging population. There is a separate report on HRI Food Sector in Japan. Please visit: http://gain.fas.usda.gov/Pages/Default.aspx, and click “search reports,” and set your search to select “Country: Japan,” and “Categories: Food Service – Hotel Restaurant Institutional” under “Exporter Assistance”. 3.Food Processing Sector Food manufacturers in Japan offer a number of opportunities to U.S. exporters and they have the capacity to buy the following types of products from overseas: Ingredients for production in Japan; Finished products to be sold under their own labels; Finished products to be sold under the exporter’s brand, but distributed through the importer’s channels. Dealing with food processors offers advantages as follows: They often buy in large volumes; They have sophisticated distribution systems; They have a good understanding of their suppliers’ businesses. Exporters should be prepared for requests from Japanese manufacturers, as they are very demanding regarding the release of data on product quality, origin of ingredients, and other related information. In large part, regulations from the Government of Japan require manufacturers to protect themselves from risks. Such information is also increasingly important because of growing concerns about food safety and traceability among Japanese consumers. U.S. exporters must be prepared to deal positively and promptly with these issues to compete in this market. There is a separate report on Food Processing Sector in Japan. Please visit: http://gain.fas.usda.gov/Pages/Default.aspx, and click “search reports,” and set your search to select ”Country: Japan,” and “Categories: Food Processing Ingredients” under “Exporter Assistance”. 4. E- Commerce and mail-order Japan’s proportion of Internet users reached 78.0%, equivalent to that of the U.S. (79%) in 2009. With this increase in the Internet users, online shopping is becoming more and more popular among the Japanese. According to Japan Direct Marketing Association, the total mail-order sales including e-commerce reached 63.65 billion, 9.0% up from the previous year in FY2011 (April to March). The sales were doubled in a decade and e- commerce is the main growth engine in the industry. While online sales are often dominated by electronics and clothing, food, in particular organic food and natural food, is a large category within the area of e-commerce. According to the Japanese Ministry of Internal Affairs and Communications, online sales are expected to continue to expand as customers cite that internet shopping has many advantages such as that it can be done 24/7, saves time with no transportation cost, makes comparing products and prices easy, and allows for a larger selection. Now major supermarket chains are expanding their service through the Internet as well. 5. Population Trends Japan’s population has undergone dynamic shifts in age proportions since the 1980’s with decreasing number of births and a growing aging population. Until recently, Japan had been experiencing small but steady annual population growth. It was not until the first half of 2005 that Japan experienced negative population growth, when the number of deaths outnumbered the number of births. According to Ministry of Health, Labor, and Welfare, Japan experienced a -0.01% population decline in 2005 for the first time since 1988 when Japan began compiling population statistics. According to the national survey in 2011, Japan’s population was estimated at 127.80 million, 0.2% down from the previous year. By the year 2050, Japan’s population is predicted to decrease to 95 million, with the ratio of individuals over 65 climbing from 7%, in the 1970’s, to 40%. While one may consider this to be a negative, the older population in Japan enjoys a high standard of living and is relatively wealthy. The aging of Japan will present opportunities for high value, high quality products. Chart 4. Japan’s Population Growth and Expected Decline Source: National Institute of Population and Social Security Research IV. Best High-Value Import Prospects The following presents a list of products, which are considered to hold “best” import prospects. They have been selected based on a number of criteria—high volume, demonstrated growth, and U.S. competitiveness. Table 5. Best Import Prospects Product HS Code 2011 2011 5 year Avg.* Impor Key Market Category Market World Annual Import t Constraints Attractiveness Size Imports Growth Tariff to Market for U.S.A. (2006-2011) Rate Development (volume) Fresh Fruit Sector: World Import Value (2011):$ 2,186 million Watermelo 080711 Volume: World Volume growth: 6% The Japanese The n 309,200 volume: watermelon market Japanese MT 3,055MT W is heavily trade is orld: 110.45% value: dominated by increasing $3.7 domestic products. ly aware million US:127.77% U.S. watermelon is of the relatively new to features of U the Japanese U.S. S market, and watermelo volume: consumers and ns, 1,839MT trade are not aware especially value: of their attractive its high $2.0 mi features. quality llion and taste. The ongoing growth in the packaged cut fruits market provides additional opportunit ies. Domestic production is declining. Processed Fruits & Vegetables Sector: World Import Value (2011):$ 4,589 million Frozen 071010 N.A. World Volume growth 8.5% The key Japanese consumers Potatoes volume: supplier have become more (Uncooked 40,576 MT s of cost-conscious, or cooked v World: alue: frozen making U.S. products by $47 43.65% .5millio potato look more attractive. steaming or n products Japanese trade and boiling in food service industry w U.S.88.87% (excludi ater) US ng have yet fully taken Frozen advantage of the volume: French variety and versatility 29,682MT fries) of U.S. products. value: are U.S. potatoes, $34.1millio domesti including non-fried n c frozen potatoes, fit processo well into the healthier rs. eating styles, a Consum growing trend in ers Japan. prefer domesti c products . Peanuts 200811 volume: World Volume growth: 10% - Producti U.S. will need to (Ground volume: 23.8% on of meet Japanese MRL N uts), 83,404 63,104MT peanuts and aflatoxin Prepared or MT v World: alue: continue regulations, develop Preserved, $146 minus 0.42% s to the ability to N esoi, million decline accommodate including US:23.13% in Japanese P eanut Japan. specifications, and Bu US tter Only a build strong and long volume: few term relationships 3,566MT prefectu with importers and value: res processors. In the $16.3millio produce meantime, Japanese n peanuts. peanuts processors In fact, have started thinking 75% of of importing shelled the total peanuts or investing domesti farmers and shellers c supply in the U.S. in order to comes produce peanuts from meeting Japanese one demands. single prefectu re, Chiba. China has been the main exporter of peanuts to Japan, but the Japanese peanut industry realizes that it needs other reliable supplier s to avoid shortage s in the future. Lack of consume r awarene ss of the health benefits of peanuts. Peanuts World Import Value (2011):$ 60 million Peanuts- 1202 volume: World Volu 10% within quota The same as The same as (Ground 51,210MT volume: me above. above N uts), 30,910MT growt (HS2008.11) (HS2008.11) Not v 617 yen/kg – alue: h: Roasted or $60 above quota .6milli O therwise on Japan Cook W orl maintains a ed, W h d Free for oil : quota ether or no US minu extraction. system.10 % t Shelled o volume s tariff applies r Broken 8,078MT 5.70 to the value: % quantity $14.5milli within the on U quota. S: Above the 22.17 % quota, 617 yen/kg applies. Prepared Red Meat Sector World Import Value (2011):$ 3,176million Sausage 1601 Total World Volume growth: 10% No major trade Majority Supply volume: constraints. of volume: 45,702 MT W domesticalorld : 2.35% value: ly 391,912 $252 produced MT million US: 8.82% sausages in Japan U use S: imported vo lume: frozen 9,231 MT pork raw value: material $ 49.8 mi cuts such llion as picnic plus some imported seasoned ground pork as raw materials. Japanese sausage market appears to be a growing niche market for imported specialty sausages (finished products) cater well to needs of food service industry. Fresh/Chilled/Frozen Red Meat Sector: World Import Value (2011):$ 8,534million Chilled/Fr 0201, 0202 Total World Volume growth: 38.5% Overall growth for Ongoing ozen Beef Supply volume: Japanese beef talks to Cu t volume: 517,231 been relax 1.24 MT W market has orld 2.35% constrained by Japan’s million value: various BSE import MT $ 2.65 US: 75.14% restrictions restriction billion imposed both on s on U.S. domestic and beef, US imports since pending a 2001. Japan successful volume: restricts imports of conclusion 120,605 MT US beef allowing , may only beef cuts likely value: derived from result in $687.5 mi animals aging 20 increased llion months or younger imports of with strict import U.S. beef, conditions especially specified under the filling the Export Verification demand Program (EV). for medium grade grain fed cuts, by expanding its market share in Japan. This would help overall growth of Japanese beef market. Beef 0206.100206.210206.22 Not Total Volume growth: 12.8% The same with beef The same Offal, 0206.29 availabl Import cuts as the EV as above. T ongue e volume: program applied to and so on 44,192 MT World: 8.43% high value offal value: item such as $ 412 US: 74.37 % tongue. million US : volume: 17,186 MT value: $173 million Cheese Sector: World Import Value (2011):$ 1,114million Cheese 0406 Total Total Volume growth: Natural Japan still Over the past five Supply Import Cheese maintains a years, the United volume: volume: W s: high tariff on States is an emerging orld: 0.74% 215,262 22.4% imported supplier of natural 270,000 MT - process cheeses to Japan MT value: $ US: 34.3 % 29.8% cheese (40%) (Top three after 1,114 Proces to protect Australia and New mi llion sed domestic Zealand). Cheese dairy. Food service industry U : 40% is the major client of S: American natural volume: cheeses, especially 21,424 MT for shred purpose for value: pizzas and so on. $112.7 million Wine & Beer Sector: World Import Value (2011):$ 1,412 million Craft Beer 2203 General Total Volume growth: free - Low - U.S. craft beer (statistics in beer import recognition producers brew high the right market: volume: on higher quality products that columns volume 42 World: 2.36% ,370 KL price than can attract Japanese are on 5,813,00 value: regular beer consumers who general 0 KL $68.2millio US: 3.35% in the market distinguish high- beer) (2010), n - Bigger value products includin presence and - Growth of number g h U more beer of high quality S: apposh pubs relate to American restaurants u volume: and European in the market may o 1,982KL ther craft beer are provide opportunities value: low- creating better to U.S. craft beer mal $3million t image than - Young Japanese beers U.S. craft consumers are beer, because receptive to new most of American life style if specialty beer marketing efforts are pubs are concentrated in this operated by target on a long-term major basis Japanese beer brewers which have tied-up with European craft beer brewers Sources: Global Trade Atlas; Ministry of Agriculture, Forestry and Fisheries; Ministry of Economy, Trade and Industry; Ministry of Finance. *Note: 5-year avr. annual growth is compound annual growth rate from 2006 to 2011. V. Key Contacts The following tables provide information on key contacts in Japan. Table 6: U.S. Government O Telephone/Fax rganization Name URL/E Address -mail Tel: 81(0)3-3224-5115 Ag Fax: 81(0)3-3582-6429 ricultural Trade Office 1-10-5 Akasaka Am rg erican Embassy, Tokyo www.usdajapan.o Minato-ku, Tokyo 107-8420 atotokyo@fas.usda.gov Tel: 81(0)6-6315-5904 Ag Fax: 81(0)6-6315-5906 ricultural Trade Office 2-11-5 Nishitenma American Consulate-General, Os www.usdajapan.org aka Kita-ku, Osaka 530-8543 atoosaka@fas.usda.gov Tel: 81(0)3-3224-5105 Agricultural Affairs Office, American Embassy, Tokyo Fax: 81(0)3-3589-0793 1-10-5 Akasaka agtokyo@fas.usda.gov Minato-ku, Tokyo 107-8420 Tel: 81(0)3-3224-5000 Am erican Emb Fax: 81(0)3-3505-1862assy Tokyo, Japan 1-10-5 Akasaka http://tokyo.usembassy.gov/ Minato-ku, Tokyo 107-8420 Tel: 81(0)3-3224-5111 An Fax: 81(0)3-3224-5291 imal and Plant Health Inspection Service (APHIS) www 1-10-5 Akasaka, .aphis.usda.gov Minato-ku, Tokyo 107-8420 FAS Washington www.fas.usda.gov 1400 Independence Ave., SW Washington, DC 20250 USDA Washington www.usda.gov 1400 Independence Ave., SW Washington, DC 20250 Table 7: U.S. State Government Offices in Japan Organization Telephone/Fax Address Name URL Tel: 81(0)3-3655-3508 Minami Aoyama Bldg., 5F A Fax: 81(0)3-5232-3508 1-10-2 Minami Aoyama labama www.ado.state.al.us Minato-ku, Tokyo 107-0062 Tel: 81(0)3-54474530-98157471 5-13-1, Toranomon, Minato-ku A Fax: 81(0)3-54474530-98007472 Tokyo, 105-0001Room 806, AIOS rkansas http://www.arkansasedc-japan.comwww.arkansas-jp.org / Hiroo Bldg. http://arkansasedc.com 1-11-2 Hiroo Shibuya-ku, Tokyo 150-0012 Tel: 81(0)3-5272-1041 2-3-26 Nishiwaseda, Co Fax: 81(0)3-3207-6685 Shinjuku-ku, lorado http://coloradojapan.org Tokyo 169-0051 Tel: 81(0)3-3539-1676 Bureau Executive Tower Fax: 81(0)3-3504-8233 Toranomon, 205 Georgia www.global-georgia.org 2-7-16 Toranomon, Minato-ku, Tokyo 105-0001 Tel: 81(0)523-253-55483234-3875 Fax: 81(0)352-2533234-55493886 Indiana www Ichinose Bldg., 5F .indiana-japan.orghttp://www.indiana-japan.org 3-5-11, Koji-machi2-10-19, Sakae, Naka-kuChiyoda-ku, NagoyaTokyo 460-0008102-0083 Tel: 81(0)3-3222-6901 Room 903 Central Bldg Fax: 81(0)3-3222-6902 22-1 Ichibancho Iowa www.iowatokyo.com / www.iowa.gov Chiyoda-ku, Tokyo 102-0082 Tel: 81(0)45-222-2047 Yokohama World Porters 6F M Fax: 81(0)45-222-2048 2-2-1 Shinko, ississippi www.mississippi.org Naka-ku, Yokohama, Kanagawa, 231-0001 Tel: 81(0)3-5724-3968 M Fax: 81(0)3-5724-3967 issouri www 2-3-3-202, Koyamadai, .missouridevelopment.orghttp://www.missouri- Shinagawa-ku, Tokyo, 142-0062 japan.org/office.html Tel: 81(0)96-385-0782 Mon Fax: 81(0)96-381-3343 tana 6-18-1, Suizenj http://agr.mt.gov / www.bigskyjapannebraskacenterjapan.com.com Kumamoto 862-8570 6-18-1, Suizenj Kumamoto 862-8570 Tel: 81(0)3-5366-2444 Neb Fax: 81(0)3-6804-9440 raska www hinten Bldg. 3F, 20-7 Samon-cho, .bigskyjapan.com S Shinjuku-ku, Tokyo 160-0017 Tel: 81(0)3-3435-9301 Suzuki Bldg., 5F No Fax: 81(0)3-3435-93013 3-20-4 Toranomon rth Carolina www.nccommerce.com / http://www.nctokyo.com/ Minato-ku, Tokyo 105-0001 Tel: 81(0)3-6430-0771 Oregon Fax: 81(0)3-6430-0775 2-16-1, Higashi-Shinbashi http://oregon.gov / www.oregonjapan.org Minato-ku, TokTokyo 105-0021 Tel: 81(0)3-3505-5107 KY Bldg., 7F P Fax: 81(0)3-5549-4127 3-16-14, Roppongi, ennsylvania www.pa-japan.org Minato-ku, Tokyo 106-0032 Tel: 81(0)3-5642-6317 1-2-2, Kayaba-cho, Nihonbashi, Sou Fax: 81(0)3-5642-6319 Chuo-ku, th Carolina http://sccommerce.com/ Tokyo 103-0025 Tel: 81(0)45-222-2042 Yokohama World Porters 6F T Fax: 81(0)45-222-2043 2-2-1 Shinko-cho, ennessee www.state.tn Naka-ku, Yokohama Kanagawa, .us / http://www.tennesseejapan.com/ 231-0001 Tel: 81(0)3-3400-1352 2-15-9 Hiroo T Fax: 81(0)3-3400-0570 Shibuya-ku, exas www.statetexas.gov.tx.us Tokyo 150-0012 Tel: 81(0)3-5404-3424 Kamiyacho MT Bldg., 14F V Fax: 81(0)3-5404-3401 4-3-20 Toranomon, irginia www.yesvirginia.org Minato, Tokyo 105-0001 Tel: 81(0)52-953-9798 W Fax: 81(0)52-953-9795 est Virginia e Insurance Bldg., http://www.boc.state.wv.us/ http://www.we Sakae Nippon Lifstvirginia.or.jp/ 7F, 3-24-17 Nishiki, Naka-ku, Nagoya 460-0003 Table 8: U.S. Trade Associations and Cooperator Groups in Japan Organization Name Telephone/Fax Address URL Tel: 81(0)3-3225-00008 International Place A 81(0)3-3225-0071 26-3 Sanei-cho, laska Seafood Mark Fax:eting www.alaskaseafood.org Shinuku-ku, Tokyo, 160-0008 Institute Tel: 81(0)6-6315-5101 American Consulate General 10F Am Fax: 81(0)6-6315-5103 2-11-5, Nishitenma erican Hardwood Export Coun http://www.ahec-japan.org/ Kita-ku, Osaka 530-00047 cil Tel: 81(0)3-3403-8288 Am Fax: 81(0)3-3403-8289 erican Pistachio Growers 1-26-4-7C Minami Aoyama http://www.westernpistachio.org Minato-ku, Tokyo 107-0062 American Softwood Tel: 81(0)3-5301-2131 Aios Toramp,pm 9F Fax: 81(0)3-5301-2138 1-6-12 Nishishimbashi, Minato-ku, Tokyo 107-0003 Tel: 81(0)3-5563-1414 KY Tameike Bldg., 4F Am Fax: 81(0)3-5563-1415 1-6-19 Akasaka erican Soybean Association www.soygrowers.com Minato-ku, Tokyo 107-0052 Tel: 81(0)3-5226-5601 4-8-26 Kojimachi Blu Fax: 81(0)3-5226-5603 Chiyoda-ku, Tokyo 102-0083 e Diamond Growers www.bluediamond.com Tel:81(0)3-3560-1811 Ca Fax: 81(0)3-3560-1813 lifornia Fig Advisory Board 4-14-14-2912 Akasaka http://californiafigsjapan.com/ Minato-ku, Tokyo 107-0052 Tel: 81(0)3-5269-2301 Shinjukugyoenmae Annex 6F Ca Fax: 81(0)3-5269-2305 4-34 Yotsuya lifornia Pomegranate Tokyo PR Off http://www.pomegranates.jp/ Shinjuku-ku, Tokyo 160-0004 ice Tel: 81(0)3-3584-0866 Ca Fax: lifornia Prune Board 81(0)3-3505-6353 www Pacific Bldg..3F .californiadriedplums.org 1-5-3 Higashiazabu http://www.prune.jp/ Minato-ku, Tokyo 106-0044 Tel: 81(0)3-4578-9389 9F UCF Win Aoyama Bldg. Ca Fax: 81(0)50-3488-4172 2-2-15 Minami AoyamaMinato-ku, Tokyo 107-lifornia Strawberry Commission www.calstrawberry.com 0062 Tel: 81(0)3-3221-6410 Seibunkan Bldg., 5F Ca Fax: 81(0)3-3221-5960 5-9, Iidabashi, 1-chome, lifornia Table Grape Comm www.tablegrape.com Chiyoda-ku, Tokyo, 102-0072 ission Tel: 81(0)3-3505-6204 Pacific Bldg..3F Ca Fax: 81(0)3-3505-6353 1-5-3 Higashiazabu lifornia Tomato Farmers http://californiatomatofarmers.com/ Minato-ku, Tokyo 106-0044 Tel: 81(0)3-3505-6204 Ca Fax: 81(0)3-3505-6353 lifornia Walnut Commission www Pacific Bldg..3F .walnuts.org 1-5-3 Higashiazabu http://www.californiakurumi.jp/ Minato-ku, Tokyo 106-0044 Cherry Marketing Institute Tel: 81(0)3-4578-9389 9F UCF Win Aoyama Bldg. Fax: 81(0)50-3488-4172 2-2-15 Minami AoyamaMinato-ku, Tokyo 107- http://www.choosecherries.com/ 0062 Tokyo/ Tel: 81(0)90-3945-0360 Hirakawacho Mori Tower 1704 Co 2-16-2 Hirakawacho tton Promotion Institute, Japan Osaka/ Tel: 81(0)6-6231-2665 Chiyoda-ku, Tokyo 102-0093 Fax: 81(0)6-6231-4661 http://www.cotton.or.jp/ 5-8 Bingomachi 2-chome Chup-ku, Osaka 541-0051 Dairy Export Council, U.S. Tel: 81(0)3-3221-6410 Seibunkan Bldg., 5F Fax: 81(0)3-3221-5960 1-5-9, Iidabashi www.usdec.org Chiyoda-ku,Tokyo, 102-0072 Tel: 81(0)3-3584-7019 Residence Viscountess, Suite 310 F 1-11-36 Akasaka lorida Dep Fax: 81(0)3-3582-5076 artment of Citrus www.floridajuice.com Minato-ku, Tokyo 107-0052 Tel: 81(0)3-3505-0601 KY Tameike Bldg.., 4F G Fax: 81(0)3-3505-0670 1-6-19 Akasaka rains Council, U.S. www.grains.org / http://grainsjp.org/ Minato-ku, Tokyo 107-0052 Tel: 81(0)6-4560-6031 Yodoyabashi Mitsui Bldg. Haw Fax: 81(0)6-4560-6039 4-1-1 Imabashi aii Papaya Industry A http://www.hawaiipapaya.com/ Chuo-ku, Osaka 541-0042 ssociation Tel: 81(0)3-3584-3911 KY Tameike Bldg.., 5F M Fax: 81(0)3-3587-0078 1-6-19 Akasaka eat Export Federation, U.S. www.americanmeat.jp Minato-ku, Tokyo 107-0052 Napa Valley Vintners Japan Office Tel: 81(0)80-5051-1151 3-28-10 Sakura, Fax: N.A. Setagaya-ku, Tokyo, 156-0053 Tel: 81(0)3-3221-6410 Seibunkan Bldg.. 5F Na )3-3221-5960 1-5-9 Iidabashi tional Dry Fax: 81(0 Bean Council www.usdrybeans.com Chiyoda-ku, Tokyo 102-0072 Tel: 81(0)3-3584-7019 Na Fax: 81(0)3-3582-5076 tional Watermelon Promotion Bo http://www 1-11-36 Akasaka .watermelon.org/ ard Minato-ku Tokyo 107-0052 Tel: 81(0)3-4578-9389 9F UCF Win Aoyama Bldg. No Fax: 81(0)50-3488-4172 2-2-15 Minami AoyamaMinato-ku, Tokyo 107-rthwest Cherry Growers www.nwcherries.com 0062 Tel: 81(0)3-3266-9978 Oregon Fax: 81(0)3-3266-9299 Wine Board amabuki-cho http://oregonw 291-1-502 Yine.org/ Shinjuku-ku, Tokyo 162-0801 Tel: 81(0)3-5530-8441 Ariake Frontier Building Tower B, 9F. 3-7-26 Pet Food Fax: 81(0)3-5530-8442 Ariake, Kotoku, Institute www.petfoodinstitute.org Tokyo 135-0063 Tel: 81(0)3-3586-2937 Pacific Bldg., 3F Po Fax: 81(0)3-3505-6353 1-5-3 Higashiazabu tato Board, U.S. www.potatoesusa-japan.com Minato-ku, Tokyo 106-0044 Tel: 81(0)3-3403-8288 Pou Fax: 81(0)3-3403-8289 ltry and Egg Expo www 1-26-4-7C Minami Aoyama .usapeec.org rt Council, USA Minato-ku, Tokyo 107-0062 Tel: 81(0)3-3221-6410 Seibunkan Bldg., 5F Ra Fax: 81(0)3-3221-5960 1-5-9 Iidabashi isin Administrative Committee www.raisins-jp.org Chiyoda-ku, Tokyo 102-0072 Tel: 81(0)3-3292-5507 Rice Fax: 81(0)3-3292-5056 Federation, USA www M&C Bldg., .usarice.com 2-3-13 Kandaogawamachi http://www.usarice-jp.com/ Chiyoda-ku, Tokyo, 101-0052 Tel: 81(0)3-3523-0717 New River Tower, 8F Sunk Fax: 81(0)3-3523-0710 1-6-11, Shinkawa ist Pacific Ltd. www.sunkist.com Chuo-ku, Tokyo 104-0033 Tel: 81(0)3-4578-9389 9F UCF Win Aoyama Bldg. Washington State Fruit Fax: 81(0)50-3488-4172 2-2-15 Minami AoyamaMinato-ku, Tokyo 107- Commission http://www.nwcherries.com/index.html 0062 Tel: 81(0)78-854-7270 W Fax: 81(0)78- 854-7271 ashington Wine Commission 2-2-5-602 Mikage http://www.washingtonwine.org/ Higashinada-ku, Kobe 658-0056 Tel: 81(0)3-3991-3290 Uchino Bldg., #501 W Fax: 81(0)3-3991-3290 5-24-15 Toyotamakita estern Growers Association www.wga.com Nerima-ku, Tokyo176-0012 Tel: 81(0)3-5614-0798 Seifun Kaikan 9F Wheat Associates, U.S. Fax: 81(0)3-5614-0799 15-6Nihonbashi Kabutocho www.uswheat.org Chuo-ku, Tokyo 103-0026 Tel: 81(0)3-3707-8960 W Fax: 81(0)3-3707-8961 ine Institute of California www 2-24-6-403 Tamagawa .wineinstitute.org Setagaya-ku, Tokyo 158-0094 Table 9: Japanese Government and Related Organizations Organization Name Telephone/Fax Address URL Ministry of Agriculture, Forestry and Tel: 81(0)3-5253- Fisheries (MAFF) 1111 1-2-1 Kasumigaseki Fax: 81(0)3-3595- 2394 Chiyoda-ku, Tokyo 100-8950 www.maff.go.jp Tel: 81(0)3-5253- Min 1111 istry of Health, Labor and 1-2-2 Kasumigaseki W Fax: 81(0)3-3595-elfare (MHLW) 2394 Chiyoda-ku, Tokyo 100-8916 www.mhlw.go.jp Ark Mori Bldg., 6F Japan External Trade Organ 12-32, Akasaka 1-chome, ization Tel:81(0)3-3582- (JETRO) 5511 Minato-ku, Tokyo 107-6006 www.jetro.go.jp Tel: 81(0)3-3245- 1-8-3 Otemachi Z 7111 en-noh Chiyoda-ku, Tokyo (JA) Fax: 81(0)3 3245 100-0004 7442 www.zennoh.or.jp Tel: 404-681-0600 245 Peachtree Center Avenue NE, Marquis One Tower Fax:404-681-0713 JETRO A Suite 2208, Atlanta, GA30303 tlanta www.jetro.org / Tel: 312-832-6000 JETRO C Fax: 312-832-6066 hicago www One East Wacker Drive, Suite 600 .jetro.org Chicago, Illinois 60601 Tel: 713-759-9595 Fax: 713-759-9210 JETRO Houston www 1221 McKinney Street, Suite 4141 .jetro.org Houston, TX 77010 Tel: 213-624-8855 Fax: 213-629-8127 JETRO Los Angeles www 777 South Figueroa Street, Suite 2650 .jetro.org Los Angeles, CA 90017 Tel: 212-997-0400 McGraw Hill Bldg., 42F : 212-997-0464 JETRO New Fax 1221 Avenue of the Americas York www.jetro.org New York, NY 10020-1079 Tel:415-392-1333 JETRO San Fra Fax: 415-788-6927 ncisco www 201 Third Street, Suite 1010 .jetro.org San Francisco CA 94103 Table 10: Japanese Associations - Food Organization Name Telephone/Fax Address URL Tel: 81(0)3-3432-3871 All Japan Confectionery Fax: 81(0)3-3432-4081 1-16-10 Shiba Daimon Assoc. http://www.pcg.or.jp/english/index.html Minato-ku, Tokyo 105-0012 Tel: 81(0)3-3666-7900 Seifun Meeting Hall 6F Japan Federation Fax: 81(0)3-3669-7662 15-6 Nihonbashi Kabutocho of Dry Noodle Manufac www.kanmen.com Chuo-ku, Tokytures Assoc. o 103-0026 Japan Pasta Assoc. Tel: 81(0)3-3667-4245 Fax: 81(0)3-3667-4245 15-6 Nihonbashi Kabutocho http://www.pasta.or.jp/index.html Chuo-ku, Tokyo 103-0026 Tel: 81(0)3-3237-9360 Sankyo Main Bldg. #505 A Fax: 81(0)3-3237-9360 1-7-10 Iidabashi ll Nippon Spice Assoc. www.ansa-spice.com Chiyoda-ku, Tokyo 102-0072 Tel: 81(0)3-5777-2035 JB Bldg. Choco Fax: 81(0)3-3432-8852 6-9-5 Shimbashi late & Cocoa Assoc. of Japan www.chocolate-cocoa.com Minato-ku, Tokyo 105-0004 Seifun Kaikan 6F Japan 15-6 Kabutocho Nihonbashi Baking Industry Tel: 81(0)3-3667-1976 Assoc. Fax: 81(0)3-3667-2049 Chuoku, Tokyo 103-0026 Tel: 81(0)3-3356-1575 Shinichi Bldg., 10F Japan Fax: 81(0)3-3356-1817 2-8 Yotsuya Bento Manufac www.bentou-shinkou.or.jp Shinjuku-ku, Tokyo 160-0004 turers Assoc. Tel: 81(0)3-5256-4801 10-2, Japan Fax: 81(0)3-5256-4805 Kanda-Higashi Matsushita-cho Canners Assoc. www.jca-can.or.jp Chiyoda-ku Tokyo 101-0042 Tel: 81(0)3-3261-9161 Nyugyo Bldg. Japan Dairy Indus Fax: 81(0)3-3261-9175 1-14-19 Kudan Kita try Assoc. http://www.nyukyou.jp/ Chiyoda-ku, Tokyo 102-0073 Japan Dry Fruits Tel: 81(0)3-3253-1231 5-7 Akihabara Importers Assoc. Fax: 81(0)3-5256-1914 Taitoku, Tokyo 110-0006 c/o Nihon Shokuryo Shimbun Japan Freeze Dry Food Tel: 81(0)3-3432-4664 1-9-9 Yaesu, Chuo-ku, Tokyo Industry Assoc. Fax 103-0028 : 81(0)3-3459-4654 Tel: 81(0)3-3541-3003 Japan ax: 81(0)3-3541-3012 Frozen F Foods 10-6 Nihonbashi-Kobunacho Assoc. www.reishokukyo.or.jp Chuo-ku, Tokyo 103-0024 Japan Grain Importers Tel: 81(0)3-3431-3895 2-39-8, Nishishinbashi Assoc. Fax: 81(0)3-3431-3882 Minato-ku, Tokyo 105-0003 Japan Ham & Sausage Tel: 81(0)3-3444-1523 5-6-1 Ebisu Processors Assoc. Fax: 81(0)3-3441-1933 Shibuya-ku, Tokyo 150-0013 Tel: 81(0)3-3268-3134 Japan Health Food and Nutrition Assoc. Fax: 81(0)3-3268-3136 2-7-27 Ichigaya Sadoharacho http://www.jhnfa.org/ Shinjuku-ku, Tokyo 162-0842 Bajichikusan Kaikan Japan o-ku Honey Assoc. Tel: 81(0)3-3297-5645 2-6-16-Shinkawa, Chu Fax Tokyo 104-0033 : 81(0)3-3297-5646 Tel: 81(0)3-3264-3104 Japan 3-3230-1354 Ice Cream Assoc Fax: 81(0). 1-14-19 Kudan Kita www.icecream.or.jp Chiyoda-ku, Tokyo 102-0073 No.2 Muneyasu Bldg. Japan 1-23 Kanda-Nishikicho, Fish Traders Assoc. Tel: 81(0)3-5280-2891 Fax Chiyoda-ku, Tokyo 101-0054 : 81(0)3-5280-2892 www *Need Password .jfta-or.jp Tel: 81(0)3-3263-0957 Kojimachi Annex 6F Japan Fax: 81(0)3-3263-1325 4-5-10 Kojimachi Meal Replacement Assoc. www.souzai.or.jp Chiyoda-ku, Tokyo 102-0083 Tel: 81(0)3-3588-1665 Daini Watanabe Bldg., 6F Japan Fax: 81(0)3-3588-0013 1-7-3 Higashi Azabu Meat Traders Assoc. http://www.jm-ta.jp/ Minato-ku, Tokyo 106-0044 Tel: 81-(0)3-5649-8572 Kohinata Bldg., #203 Japan Fax: 81(0)3-6662-6528 2-18-10 Shinkawa Nut Association http://www.jna-nut.com/ Chuo-ku Tokyo 104-0033 Japan Peanuts Assoc. Tel: 81(0)3-3584-7311 1-9-13, Akasaka http://www.peanuts-jp.com/ Minatoku, Tokyo 107-0052 Japan Poultry Assoc./Japan Egg Tel: 81(0)3-3297-5515 Bajichikusan-kaikan Producers Assoc. Fax: 81(0)3-3297-5519 2-6-16 Shinkawa http://www.jpa.or.jp/ Chuo-ku, Tokyo 104-0033 Tel: 81(0)3-3639-9666 Japan Fax: 81(0)3-3639-9669 Processed Tomato 15-18 Nihonbashi Kodenma Indus www.japan-tomato.or.jp try Assoc. Chuo-ku, Tokyo 103-0001 Tel: 81(0)3-3562-6090 Hoei Bldg., 5F Japan Fax: 81(0)3-3561-6539 2-11-11 Kyobashi Snack Cereal Foods Assoc. http://jasca.jp/ Chuo-ku, Tokyo 104-0031 Tel: 81(0)3-3639-9667 Japan Fax: 81(0)3-3639-9669 Sauce Industry 15-18 Kodenmacho Nihonbashi Assoc. www.nippon-sauce.or.jp Chuo-cho, Tokyo 103-0001 Tel: 81(0)3-3264-3801 Japan Fax: 81(0)3-3264-3802 Soba Noodle 2-4 Kanda Jinbocho Assoc. http://www.nihon-soba-kyoukai.or.jp/ Chiyoda-ku, Tokyo 101-0051 Japan Swine Association Tel: 81(0)3-3370-5473 1-37-20, Yoyogi Fax: 81(0)3-3370-7937 Shibuya-ku, Tokyo 151-0053 Table 11: Japanese Associations - Beverages Organization Name Telephone/Fax Address URL All Japan Coffee Assoc. Tel: 81(0)3-5649-8377 6-2 Hakozakicho Nihonbashi Fax: 81(0)3-5649-8388 Chuo-ku, Tokyo 103-0015 http://coffee.ajca.or.jp Brewers Association of Japan Tel: 81(0)3-3561-8386 Showa Bldg., 4F Fax: 81(0)3-3561-8380 2-8-18 Kyobashi www.brewers.or.jp Chuo-ku, Tokyo 104-0031 The Mineral Water Tel: 81(0)3-6225-2884 Shinjuku Murata Bldg., 4F Assoc. of Japan Fax: 81(0)3-6225-2885 1-28-4, Shinjuku www.minekyo.jp Shinjuku-ku, Tokyo 160-0022 Japan Soft Drinks Assoc. Tel: 81(0)3-3270-7300 3-3-3 Nihonbashi- Muromachi Fax: 81(0)3-3270-7306 Chuo-ku, Tokyo 103-0022 www.j-sda.or.jp Japan Spirits & Liquors Tel: 81(0)3-6202-5728 2-12-7, Nihonbashi Makers Assoc. Fax: 81(0)3-6202-5738 Chuo-ku, Tokyo 103-0025 http://www.yoshu.or.jp/ Japan Wines & Spirits Tel: 81(0)3-3503-6505 Bldg. 5 Importers Assoc. Fax: 81(0)3-3503-6504 1-13-5 Toranomon http://www.youshu-yunyu.org/ Minato-ku, Tokyo 105-0001 Japan Wineries Assoc. Tel: 81(0)3-6202-5728 2-12-7 Nihonbashi Fax: 81(0)3-6202-5738 Chuo-ku, Tokyo 103-0027 http://www.winery.or.jp/ Table 12: Japanese Associations - Distribution Organization Name Telephone/Fax Address URL National Assoc. of Supermarkets Tel: 81(0)3-3255-4825 Sakurai Bldg., 4F Fax: 81(0)3-3255-4826 Uchikanda 3-19-8 www.super.or.jp Chiyoda-ku, Tokyo, 101-0047 Japan Chain Store Tel: 81(0)3-5251-4600 1-21-17 Toranomon Assoc. Fax: 81(0)3-5251-4601 Minato-ku, Tokyo 105-0001 www.jcsa.gr.jp Japan Department Store Assoc. Tel: 81(0)3-3272-1666 Yanagiya Bldg., 2F Fax: 81(0)3-3281-0381 2-1-10 Nihonbashi www.depart.or.jp Chuo-ku, Tokyo 103-0027 Japan Food Service Tel: 81(0)3-5403-1060 Central Bldg., 9-10F Assoc. Fax: 81(0)3-5403-1070 1-29-6 Hamamatsucho www.jfnet.or.jp Minato-ku, Tokyo 105-0013 Japan Food Service Tel: 81(0)3-5296-7723 2-16-18 Uchikanda Wholesalers Assoc. Fax: 81(0)3-3258-6367 Chiyoda-ku, Tokyo 101-0047 www.gaishokukyo.or.jp Japan Franchise Assoc. Tel: 81(0)3-5777-8701 Daini Akiyama Bldg. Fax: 81(0)3-5777-8711 3-6-2 Toranomon http://jfa.jfa-fc.or.jp/ Minato-ku, Tokyo 105-0001 Japan Hotel Assoc. Tel: 81(0)3-3279-2706 Shin Otemachi Bldg.. Fax: 81(0)3-3274-5375 2-2-1 Otemachi www.j-hotel.or.jp Chiyoda-ku, Tokyo 100-0004 Japan Medical Food Tel: 81(0)3-5298-4161 Forte Kanda. 5F Service Assoc. Fax: 81(0)3-5298-4162 1-6-17 Kajicho www.j-mk.or.jp Chiyoda-ku, Tokyo 101-0044 Japan Processed Foods Wholesalers Assoc. Tel: 81(0)3-3241-6568 Edo Bldg., 4F Fax: 81(0)3-3241-1469 2-3-4 Honmachi, Nihonbashi http://homepage3.nifty.com/nsk-nhk/ Chuo-ku, Tokyo 103-0023 Japan Restaurant Assoc. Tel: 81(0)3-5651-5601 BM Kabuto Bldg. Fax: 81(0)3-5651-5602 11-7 Nihonbashi Kabuto-cho www.joy.ne.jp/restaurant Chuo-ku, Tokyo 103-0026 Japan Retailers Assoc. Tel: 81(0)3-3283-7920 3-2-2 Marunouchi Fax: 81(0)3-3215-7698 Chiyoda-ku, Tokyo 100-0005 www.japan-retail.or.jp Japan Self-Service Assoc. Tel: 81(0)3-3255-4825 Sakurai Bldg., 4F Fax: 81(0)3255-4826 3-19-8, Uchikanda, Chiyoda-ku http://www.jssa.or.jp/ Tokyo, 101-0047 Reports and Further Information The following homepages and reports can provide useful information to interested exporters. Agricultural Trade Office’s homepages http://www.usdajapan.org (English) http://us-ato.jp (English/Japanese) GAIN reports on Food sectors in Japan (Retail, HRI, Food Processing) The above reports are annually updated. Please access http://gain.fas.usda.gov/Pages/Default.aspx, to obtain the latest reports. Retail report, select “Country: Japan,” and “Categories: Retail Foods” HRI report: select ”Country: Japan,” and “Categories: Food Service – Hotel Restaurant Institutional” Food Processing report: select “Country: Japan,” and “Categories: Food Processing Ingredients’ Food and Agricultural Import Regulations and Standards (FAIRS) Report The FAIRS report is a comprehensive guide to Japan's food and beverage regulations, standards and requirements for importation. At the URL, http://gain.fas.usda.gov/Pages/Default.aspx, set your search to select “Country: Japan”, and “Categories: FAIRS Subject Report”. Japan Food Trends At the URL, http://gain.fas.usda.gov/Pages/Default.aspx, set your search to select “Country: Japan”, and “Categories: All Categories”. Japan External Trade Organization (JETRO) Reports Excellent source for links to other government websites, food sector reports and English translations for the Government of Japan’s documents. http://www.jetro.go.jp/ Most relevant documents are at:http://www.jetro.go.jp/en/market/regulations/index.html Appendix- Statistics Table A. Key Trade & Demographic Information Data is for 2011 Agricultural Imports from all Countries ($Mil)/U.S. Market Share (%) $62,986 / U.S. 26.68% Consumer Food Imports from all Countries ($Mil)/U.S. Market Share (%) $32,869 / U.S. 20.79% Edible Fishery Imports from all Countries ($Mil)/U.S. Market Share (%) $16,411 / U.S. 8.58% Total Population (Millions)/Annual Growth Rate (%)/1 127.80 / -0.20% Numb /2er of Major Metropolitan Areas 12 Per Capita Gross Domestic Product (U.S. Do /3llars) $35,200 est. Unemployment Rate (%)/4 4.5% Percent of Female Population Employed/5 42.21% Exchange Rate (Japan Yen per US$ /6) 79.97 (Ann. Avg. in 2011) 1. Import data: Global Trade Atlas 2. Total Population/Annual Growth Rate: Statistics Bureau, Ministry of Internal Affairs and Communication 3. Population by city: Ministry of Internal Affairs and Communication 4. Per capita GDP: CIA World Fact book 5. Unemployment Rate: Statistics Bureau, Ministry of Internal Affairs and Communication; U.S. Bureau of Labor Statistics 5. Percent of Female Population Employed; Statistics Bureau, Ministry of Internal Affairs and Communication 6. Exchange Rate: Japan custom Table B. Consumer Food and Edible Fishery Product Imports Japanese Imports Imports from the World Imports from the U.S. U.S. Market Share % (in Millions of Dollars) 2009 2010 2011 2009 2010 2011 2009 2010 2011 CONSUMER-ORIENTED AGRICULTURAL TOTAL 24,453.96 27,653.56 32,868.77 5,059.71 5,819.83 6,834.47 20.69 21.05 20.79 Snack Foods (excl Nuts) 533.36 589.95 668.94 41.06 53.86 58.19 7.70 9.13 8.7 Breakfast Cereals & Pancake Mix 16.68 17.04 21.98 3.78 3.05 2.56 22.68 17.90 11.65 Red Meats, Fresh/Chilled/Frozen 6,414.47 7,337.45 8,533.67 2,101.82 2,422.60 3,018.78 32.77 33.02 35.37 Red Meats, Prepared/Preserved 2,270.14 2,560.37 3,176.57 335.70 375.45 444.32 14.79 14.66 13.99 Poultry Meat 881.26 1,149.93 1,716.04 34.16 69.71 121.97 3.88 6.06 7.11 Dairy Products 426.19 467.95 612.18 67.22 89.50 124.71 15.77 19.13 20.37 Eggs & Products 141.92 147.15 183.05 39.59 46.12 67.76 27.89 31.35 37.02 Fresh Fruit 2,014.19 2,028.59 2,186.15 386.57 476.14 487.95 19.19 23.47 22.32 Fresh Vegetables 623.37 875.91 972.84 87.12 136.99 149.89 13.98 15.64 15.41 Processed Fruit & Vegetables 3,360.86 3,848.81 4,589.83 689.91 759.16 825.50 20.53 19.72 17.99 Fruit & Vegetable Juices 610.21 612.04 882
Posted: 11 January 2013

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