Exporter Guide - 2011 Update

An Expert's View about Food , Beverages and Tobacco in Japan

Posted on: 12 Jan 2012

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 $745 billion.

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: 12/20/2011 GAIN Report Number: JA1711 Japan Exporter Guide - 2011 Update Approved By: Steve Shnitzler, Director ATO Japan Prepared By: Chika Motomura, Marketing Specialist/ ATO Osaka Report Highlights: Japan was poised to reverse years of stagnation in the economy until the March 11 Great Eastern Japan Earthquake and Tsunami hit. Despite that setback, 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 $745 billion. In 2010, the United States exported $12.5 billion worth of agricultural and fish products to Japan. 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 Table of Contents I. Market Overview 1. Current Trends 2. Impact of March 11th Earthquake 3. Appreciation of Japanese Currency 4. 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. Online Sales in Japan 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 U.S. Laboratories Approved by the Japanese Government 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=Y88.09, the average exchange rate in 2010, is used in this report unless otherwise noted. 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 are 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 2010, the United States exported $12.5 billion worth of agricultural and fish products to Japan ($13.2 billion including forest products) . The total food and drink market in Japan is huge, valued at around $745 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 pay high prices for quality and convenience. However, at the same time, due to the sluggish economy in Japan, the food industry has recognized that consumers in general demand reasonable prices in addition to quality. Consequently, the industry is responding with 100-yen (about $1.14) produce stores and other types of discount food outlets. Some major retail chains are vying for differentiation by introducing their own private branded products with a lower price than nationally branded products and safety assurance by making their meat and produce products traceable back to growers and producers. As the Japanese population is predicted to decline due to a low birth rate and lack of immigration, 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 the population gets older and wealthier, the opportunities for high quality, high value foods will only increase. 2. Impact of March 11th Earthquake on the food market Due to the massive earthquake which hit the Northeast part of Japan on March 11, 2011, the distribution network was disrupted and the market was hampered by a shortage in supply of necessities including food in the eastern part of Japan. The Fukushima Daiichi nuclear power plant accident aggravated the situation with radioactivity leakage spreading around the agricultural producing areas in Fukushima and neighboring prefectures. Some food products such as beef, vegetables, and tea were found to be contaminated with radiation and shipments were suspended. Japanese consumers have always been very concerned about the safety of their foods, and now the radioactivity issue only adds to those concerns. Some retailers are measuring radioactivity level by themselves and provide the information to their customers. Others are starting to indicate the origin of food products in detail. Domestic grown products were considered to be the safest in Japan. However, with this incident, consumers‘ perception on food safety is beginning to change, in many ways, to the advantage of the United States. In the wake of the triple disasters of March 11, the U.S. military launched ―Operation Tomodachi (friend)‖ and deployed more than 20,000 U.S. servicemen to help the Japanese recover. The operation further cemented positive feelings for the U.S. and a recent poll found that 82 percent of Japanese citizens have a positive view of the U.S. 3. Appreciation of Japanese currency The monthly average rate of US dollar in Nov.2011, the latest available figure at the time of issuance of this report, is 77.29 yen, making U.S. products a good value for Japanese importers. Chart 1. Exchange Rate (JPY per US$) 2002-2011 Source: Ministry of Finance 4.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. products - consumers including fresh, ingredients, and Distance from Japan processed foods Consumer antipathy toward biotech foods and Reliable supply of U.S. agricultural additives products Japanese preoccupation with quality Advanced U.S. food processing Consumers‘ preference of domestically produced technology products (image problem with imported food in Relatively low U.S. shipping costs general) Science-based U.S. food safety High cost of marketing in Japan procedures Complicated labeling laws Growing Japanese emulation of U.S. High duties on many products cultural and food trends Increasing competition with China and other food Japanese food processing industry exporting countries seeking new ingredients Exporters are often expected to commit to special Changes in the Japanese distribution contract requirements and long-term involvement system, becoming similar to that of the U.S. High dependence on foreign food supply II. Exporter Business Tips The following are suggestions on exporting food products to Japan. 1. Tips to Deal with the Japanese Japanese business people, no matter how Western they may appear, do not always approach business relations in the same way as Americans do. 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. (http://gain.fas.usda.gov/Pages/Default.aspx) 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. 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/pdf/food-e.pdf 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. 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 (see link above). 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 $476.50 billion (41.98 trillion yen) in 2010. 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 is strong competition with suppliers from 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 (2010) 19.6% 4.7% 12.3% 63.4% 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 (2010); ATO estimates on import growth and receptivity. Chart 2. Retail Food Distribution Channels Source: METI Commercial Census 2010 1) 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 opt for direct purchase and offer excellent opportunities to U.S. food exporters. 2) Supermarkets / SM Supermarket 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. 3) 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. 4) 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. 5) 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. 6) 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, 2. HRI Food Service Sector The food service sector generated $268.4 billion (23.65 trillion yen) in sales in 2010, the same level as in the previous year following a 0.5% and a 3.5% decline in 2008 and 2009. Whereas spending per person on dining out showed a slight increase, a downward trend in the corporate spending on entertainment offset the house hold spending growth. 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 serving schools, hospitals, and corporate facilities. 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 (2010) 53.7% 12.6% 19.7% 13.9% 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 Table 4. Share of Restaurant Sales by Type of Outlet General restaurants 70.3% Noodle shops 8.5% Sushi shops 10.4% Others 10.8% 100.0% Source: Food Service Industry Research Center 1) Restaurants The restaurant segment generated approximately US$144.2 billion in sales in 2010 and offers the best export prospects to the United States among the four food service segments. Restaurants generate more than a half of the current food service sales and comprise four main types of outlets as shown in the Table 4. When looking into the figures in detail, only ―sushi shops‖ declined by 1.4% while the others showed an increase. It is noticeable ―Others,‖ which includes fast food shops, have been showing a continuous growth in past years amid the current slumping economy in Japan. Like the retail sector, the HRI sector is quite fragmented and most restaurant businesses are small. However, small family-owned restaurants have been disappearing due to increased competition with HMR, food retailers and restaurant chain operators. Several 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. 2) Hotels and Other Travel-Related Facilities 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 Universal Studio 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. 3) Bars and Coffee Shops These establishments account for 19.7% of the total food service sales and are a major market for foreign beverages and snack foods. The sales from the segment showed 1.9% decrease in 2010 following 4.6% decrease in the previous year. While coffee shops in general had been hit by a major blow due to the bad economy in Japan, they finally showed a sign of recovery with 0.6 % growth for the first time in several years. Bars and others are lagging behind in the recovery. 4) Institutional Food Markets The institutional market comprised of cafeterias at factories, offices, hospitals and schools, generated $37.3 billion in 2010, accounting for 13.9% 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. The institutional catering market showed a 0.4% growth in 2010. While school segment slightly decreased, the other segments such as offices, hotels, and nurseries went up. 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, 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, 4. Online Sales in Japan In 2009, the total number of Internet subscribers in Japan reached 99 million, more than doubled what it was in 2000 when the number of users recorded was 48 million. Nowadays, online shopping is becoming more and more popular among the Japanese and e-commerce is gaining popularity as well. The Japanese Ministry of Economy, Trade and Industry stated that the market size for e-commerce was approximately $55 billion in terms of annual sales in 2009. Japan‘s largest online mall, Rakuten, experienced a 19.4% increase in net sales from FY2008-2009. It appears that other online-based retailers are also experiencing continuous growth in Japan. While online sales are often dominated by electronics and clothing, food is a growing sector 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. Currently, it appears that growth of food sales on the net is mainly organic food and natural food. But 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 2010, Japan‘s population was estimated at 128.06 million. 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 enjoy a high standard of living and are relatively wealthy compared to younger generations. 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 2010 2010 5-Yr Import Key Constraints Market Attractiveness Category Code Market Size World Avg. Tariff to Market for U.S.A. Imports Annual Rate Development Import Growth Cheese 0406 Total market 199,000 World: 20-30% The Japanese cheese The market has started size : MT -1% for natural market experienced picking up again from late 262,000 MT US: cheese and steady growth up to 2009. Lower market prices, (Majority 52% 40% for 2007 and then coupled with a favorable JP being processed experienced a major Yen exchange rate against imported cheese slump and drop in other major currencies, have cheeses) consumption in 2008 created fairly positive due to soaring market conditions. international prices. Specific to American cheese, a major breakthrough is European exporters expected in 2010 with have established a Japan‘s imports well strong brand image of exceeded the 10,000 MT supplying high-quality level for the first time and cheese to the market. reached all time high of Domestic natural 13,700 MT. Japanese cheese production has importers expect favorable recently been conditions for future U.S. expanding, supported exports and are eager to by subsidies. explore business opportunities. Sausage 1601 Total 43,400 MT World: 10% The supply of sausage Market conditions started to market: 6% in Japan has change following a series of 337,400 MT US: historically been food safety related Domestic 10% dominated by scandals/incidents involving Sausage domestically Chinese foods a couple of P roduction: manufactured years ago. Japanese traders 294,000 MT products. began to look for other (80% is supply sources such as the imported United States and R Imported products from aw material C Thailand. Specific to hina are relatively frozen American sausage, Japan‘s po low priced, and have a rk) imports have grown by competitive edge that Import: average 10% a year over the 43 has been welcomed, ,400MT past five years. especially by the value segment in Japan. The Japanese trade is increasingly aware of American sausage. A favorable exchange rate has added to the competitiveness of American products. Demand for certain products uniquely suited for use in American style foods including hot dogs and pizza toppings continues to grow. Watermelons 080711 333,600 MT 799 MT 39.9% 6% The Japanese The Japanese trade is watermelon market is increasingly aware of U.S. heavily dominated by watermelons, especially its domestic products. high quality. A favorable The sales of imported exchange rate has added to watermelons are fairly the competitiveness of limited (less than 1% American products. of the nation‘s total U.S. watermelon is available sales.) before the peak sales season The imported of domestic products. U.S.‘s watermelons are large and steady supply mainly used when the source is attractive. domestic supplies are short. The sales of U.S. watermelons in the Japanese market are relatively new and need promotional activities. Onions 070310 1,362,000 340,000 -1% 8.5% The Japanese onion The Japanese domestic MT MT market is dominated by onion supplies have been domestic products declining in the recent years since the majority of at an annual rate of Japanese consumers approximately 10%. believe the food safety The Japanese trade is aware of domestic products. of U.S. onions as a high Although the imports quality product. play a minor role (27% A favorable exchange rate of the nation‘s total has added to competitiveness distribution) in Japan‘s of U.S. products. onion market, China can provide with semi- prepared onions to serve Japan‘s food service needs. Frozen 071010 44,600 MT 18,200 MT 63.5% 8.5% The key suppliers of The Chinese imports had Potatoes frozen potato products dominated this category for (excluding frozen many years in the past, but French fries) are recently the U.S. imports domestic processors (HS 071010) surpassed the (59% of the total Chinese ones. supply in 2010.) Imports from the U.S. The majority of showed an average growth Japanese consumers of 220% annually. Japanese believe the food safety snack food manufacturer of domestic products. developed new products using this as the major ingredient. Japanese food processing companies are becoming more active in pursuing overseas products. Head Lettuce 070511 516,000 MT 5,700 MT 8.8% 3% The key constraint for The Japanese production of importing head lettuce lettuce is significantly from the United States volatile due to the weather is plant quarantine changes. The Japanese food issues (Cosmopolitan service sector demands pests‘ issues). The steady supply of lettuce all Japanese government year round. orders fumigation The Japanese trade is aware treatment on lettuce if of U.S. lettuce with its high insects found at the quality. The U.S. has very Japanese port of entry stable supply sources of in order to import to fresh lettuce. The Japanese Japan. imports of U.S. lettuce have When the lettuce is grown 42% annually. fumigated with Methyl bromide, it completely loses its market value. Salmon 0302.11 450,000 191,123 -3.0% 2.5% Farm raised frozen Generally Japanese 0302.12 MT MT salmon from Chile appreciate ―natural‖ and 0303.11 continues to dominate ―wild‖ salmon as opposed to 0303.19 the market with its the farm raised salmon. 0303.21 market share hovering 0303.22 56% in 2010. The U.S. is in the 4th position, following Chile, Norway, and Russia. Norway is a major supplier of high value fresh salmon to Japan. Fish prices have been increasing as fish consumption in the world has been rising due to heightened health consciousness. Whiskey 220830 84.464 kl, 19,640,659 1.9% Free Creating brand Since 2008, whiskey is (2009) kl recognition is often making a comeback in the difficult without Japanese alcoholic beverage partnerships with market thanks to the new leading Japanese liquor Highball boom. Japanese manufacturers who manufacturers‘ promotions have close ties with have boosted demand for distributors. The whiskey notably among the robust growth driven young generation, who by the revival of hardly consumed whiskey Highball might be hard before. Bourbon whiskey to sustain. (bulk, 220830-011) as well as other U.S. whiskeys (220830-032) has particularly benefited from the popularity. U.S. brands are price-competitive thanks to the strong yen. . Sources: Global Trade Atlas; ATOs; Ministry of Agriculture, Forestry and Fisheries; Ministry of Economy, Trade and Industry; Ministry of Finance; Japan Frozen Food Association; Note: The 2010 market size is an estimate made by ATO. Note: 5-year avr. annual growth is calculated by dividing the growth (%) made from 2005 import to 2010 import by 5. V. Key Contacts The following tables provide information on key contacts in Japan. Table 6: U.S. Government O Fax rganization Nam Telephone/e URL/E Address -mail Tel: 81(0)3-3224-5115 Ag Fax: 81(0)3-3582-6429 ricultural Trade Office Am www 1-10-5 Akasaka .usdajapan.org erican Embassy, Tokyo 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 ishitenma Am www 2-11-5 N .usdajapan.org erican Consulate-General, Osaka Kita-ku, Osaka 530-8543 atoosaka@fas.usda.gov Tel: 81(0)3-3224-5105 Ag 93 ricultural Affairs Office, Am Fax: 81(0)3-3589-07erican Embassy, Tokyo 1-10-5 Akasaka agtokyo@fas.usda.gov Minato-ku, Tokyo 107-8420 Tel: 81(0)3-3224-5000 Am Fax: 81(0)3-3505-1862 erican Embassy Tokyo, Japan 1-10-5 Akasaka http://tokyo.usembassy.gov/ Minato-ku, Tokyo 107-8420 Tel: 81(0)3-3224-5111 Fax: 81(0)3-3224-5291 Animal and Plant Health Inspection Service (APHIS) www.aphis.usda.gov 1-10-5 Akasaka, 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)3-5232-3850 1-10-2 Minami Aoyama labama www.ado.state.al.us Minato-ku, Tokyo 107-0062 Tel: 81(0)3-3556-9621 Room 307, Central Bldg. A Fax:81(0)3-3556-9623 22-1, Ichiban-cho laska www.alaska.or.jp Chiyoda-ku, Tokyo 102-0082 Tel: 81(0)3-3492-8951 Room 414, Dormir-Gotanda-En-Maison A Fax: 81(0)3-3492-8951 2-9-7 Nishi-Gotanda rizona http://www.azcommerce.com/ Shinagawa-ku, Tokyo 141-0031 Tel: 81(0)3-5447-7471 Room 806, AIOS Hiroo Bldg. A Fax: 81(0)3-5447-7472 1-11-2 Hiroo rkansas www.arkansas-jp.org / http://arkansasedc.com Shibuya-ku, Tokyo 150-0012 Tel: 81(0)3-5272-1041 Co Fax: 81(0)3-3207-6685 lorado 2-3-26 Sakata Yukio Nishiwaseda http://coloradojapan.org Shinjuku-ku, Tokyo 169-0051 Tel: 81(0)3-3230-0505 Sakamiya #2 Bldg., 5F F Fax: 81(0)3-5213-0507 10 Ichibancho lorida www.eflorida.com Chiyoda-ku, Tokyo 102-0082 Tel: 81(0)3-3539-1676 Bureau Toranomon, 205 G Fax: 81(0)3-3504-8233 2-7-16 Toranomon, eorgia www.global-georgia.org Minato-ku, Tokyo 105-0001 Tel: 81(0)7-8854-7270 Idaho Fax: 81(0)7-8854-7271 2-5-602 Mikage www.idahojapan.org Higashinada-ku, Kobe 658-0056 Tel: 81(0)3-3268-8011 Illinois Fax:81(0)3-3268-8700 2-1 Ichigaya, Ichigaya Sadoharacho www.commerce.state.il.us Shinjuku-ku, Tokyo 162-0842 Tel: 81(0)3-3234-3875 Ichinose Bldg., 5F Fax: 81(0)3-3234-3886 3-5-11, Koji-machi Indiana http://www.indiana-japan.org Chiyoda-ku, Tokyo 102-0083 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)3-3239-2844 Kioicho WITH Bldg., 4F Kan Fax: 81(0)3-3239-2848 3-32 Kioicho sas www.kansascommerce.com Chiyoda-ku, Tokyo 102-0094 Tel: 81(0)3-3582-2334 Kurokawa Bldg., 8F Ken Fax: 81(0)3-3588-1298 2-5-8 Akasaka tucky www.kentucky-net.com Akasaka, Minato-ku, Tokyo 107-0052 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 231-0001 Tel: 81(0)3-5724-3968 M Fax: 81(0)3-5724-3967 issouri 2-3-3-202, Koyamadai http://www.missouri-japan.org/office.html Shinagawa-ku, Tokyo Tel: 81(0)96-385-0782 Mon Fax: 81(0)96-381-3343 tana 6-18-1, Suizenj http://agr.mt.gov / www.bigskyjapan.com Kumamoto 862-8570 Tel: 81(0)3-3435-9301 Suzuki Bldg., 5F No Fax: 81(0)3-3435-9303 3-20-4 Toranomon rth Carolina www.nccommerce.com / http://www.nctokyo.com/ Minato-ku, Tokyo 105-0001 Tel: 81(0)3-3499-2493 Minami Aoyama First Bldg., 10F Oh Fax: 81(0)3-3499-3109 7-8-1 Minami-Aoyama io http://ohio.gov/ Minato-ku, Tokyo 107-0063 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, Tokyo 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)45-222-2042 Yokohama World Porters 6F T Fax: 81(0)45-222-2043 2-2-1 Shinko-cho ennessee www.state.tn.us / http://www.tennesseejapan.com/ Naka-ku, Yokohama 231-0001 Tel: 81(0)3-3400-1352 2-5-9 Hiroo T Fax: 81(0)3-3400-0570 Shibuya-ku, Tokyo 150-0012 exas www.state.tx.us 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)3-5305 5035 5F Shin Tokyo Kaikan W Fax: 81(0)3-5305-5036 1-34-6 Asagaya-minami ashington http://www.exportwashington.com/yunyukenzai/ Suginami-ku, Tokyo 166-0004 Tel: 81(0)52-953-9798 Sakae Nippon Life Insurance Bldg., 7F, 3-24-17 W 9795 Nishiki est Virgin Fax: 81(0)52-953-ia http://www.boc.state.wv.us/ Naka-ku, Nagoya 460-0003 http://www.westvirginia.or.jp/ 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 Fax: 81(0)3-3225-0071 26-3 Sanei-cho, laska Seafood Marketing www.alaskaseafood.org Shinuku-ku, Tokyo, 160-0008 Institute Tel: 81(0)3-5768-8411 A Fax: 81(0)3-4520-5848 lmond Board of California 3-5-27 Roppongi, http://www.almondboard.com/ Minato-ku, Tokyo 106-0032 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 1-26-4-7C Minami Aoyama Ass http://www.westernpistachio.org ociation Minato-ku, Tokyo 107-0062 Tel: 81(0)3-3501-2131 Am Fax: 81(0)3-3501-2138 erican Softwood Japan AIOS Toranomon 9F Off http://www.softwood.org ice 1-6-12 Nishi Shinbashi http://www.americansoftwoods.jp Minato-ku, Tokyo 105-0003 Tel: 81(0)3-5563-1414 KY Tameike Bldg., 4F Am Fax: 81(0)3-5563-1415 1-6-19 Akasaka erican Soybean A www.soygrowers.com Minato-ku, Tokyo 107-0052 ssociation 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)3-3584-7019 Residence Vicountess, Suite 310 Ca Fax: 81(0)3-3582-5076 1-11-36 Akasaka lifornia Cherry Advisory Bo www.calcherry.com Minato-ku, Tokyo 107-0052 ard Tel:81(0)3-3560-1811 Ca Fax: 81(0)3-3560-1813 lifornia Fig Advisory 4-14-14-2912 Akasaka Bo http://californiafigsjapan.com/ ard 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 ttp://www.pomegranates.jp/ Shinjuku-ku, Tokyo 160-0004 PR Office h Tel: 81(0)3-3584-0866 Ca Fax: 81(0)3-3505-6353 lifornia Prune Board www Pacific Bldg..3F .californiadriedplums.org 1-5-3 Higashiazabu http://www.prune.jp/ Minato-ku, Tokyo 106-0044 Tel: 81(0)3-5770-7533 Ca Fax: 81(0)3-5770-7534 lifornia Strawberry 9-1-7-581 Akasaka Comm www.calstrawberry.com ission Minato-ku, Tokyo 107-0052 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 Comm www Pacific Bldg..3F .walnuts.org ission 1-5-3 Higashiazabu http://www.californiakurumi.jp/ Minato-ku, Tokyo 106-0044 Cherry Marketing Institute Tel: 81(0)3-5770-7533 Fax: 81(0)3-5770-7534 81 Akasaka http://www.choosecherries.com 9-1-7-5/ Minato-ku,,Tokyo 107-0052 Tel: 81(0)6-6231-2665 Co Fax: 81(0)6-6231-4661 tton Promotion Institute, 5-8 Bingomachi 2-chome http://www.cotton.or.jp/ Japan 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 Fax: 81(0)3-3582-5076 1-11-36 Akasaka lorida Department of Citrus www.floridajuice.com Minato-ku, Tokyo 107-0052 Tel: 81(0)3-3505-0601 KY Tameike Bldg.., 4F G )3-3505-0670 1-6-19 Akasaka rains Coun Fax: 81(0cil, U.S. www.grains.org / http://grainsjp.org/ Minato-ku, Tokyo 107-0052 Tel: 81(0)6-4560-6206 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 Tel: 81(0)80-5051-1151 3-28-10 Sakura, Office Fax: N.A. Setagaya-ku, Tokyo Tel: 81(0)3-3221-6410 Seibunkan Bldg.. 5F Na Fax: 81(0)3-3221-5960 1-5-9 Iidabashi tional Dry Bean Council www.usdrybeans.com Chiyoda-ku, Tokyo 102-0072 Tel: 81(0)3-3584-7019 National Watermelon Fax: 81(0)3-3582-5076 1-11-36 Akasaka Promotion Board http://www.watermelon.org/ Minato-ku Tokyo 107-0052 Tel: 81(0)3-5770-7533 No Fax: 81(0)3-5770-7534 rthwest Cherry Growers www -1-7-581 Akasaka .nwcherries.com 9 Minato-ku, Tokyo 107-0052 Tel: 81(0)3-3266-9978 Oregon Fax: 81(0)3-3266-9299 Wine Board 291-1-502 Yamabuki-cho http://oregonwine.org/ Shinjuku-ku, Tokyo 162-0801 Tel: 81(0)3-5530-8441 Ariake Frontier Building Tower B, 9F. 3-7- P Fax: 81(0)3-5530-8442 26 Ariake, Kotoku, et Food 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 Comm www.raisins-jp.org Chiyoda-ku, Tokyo 102-0072 ittee Tel: 81(0)3-4570-3197 Rice Fax: 81(0)3-3486-7502 Federation, USA www.usarice.com Totate International Bldg., 2-12-19 Shibuya http://www.usarice-jp.com/ Shibuya-ku, Tokyo, 150-8343 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)3-5770-7533 W ashington State Fruit Fax: 81(0)3-5770-7534 9-1-7-581 Akasaka Commission http://www.nwcherries.com/index.html Minato-ku, Tokyo 107-0052 Tel: 81(0)78-854-7270 W Fax: 81(0)78- 854-7271 ashington Wine 2-2-5-602 Mikage Comm http://www.washingtonwine.org/ ission Higashinada-ku, Kobe 658-0056 Tel: 81(0)3-5524-0300 Nihon Kochiku Bldg., 6F. W Fax: 81(0)3-5524-1102 2-9-12 Kyobashi estern Growers Association www.wga.com Chuo-ku, Tokyo104-0031 Tel: 81(0)3-5614-0798 Seifun Kaikan 9F Wh Fax: 81(0)3-5614-0799 15-6Nihonbashi Kabutocho eat Associates, U.S. 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)3-5253-1111 Fisheries (MAFF) Fax: 81(0)3-3595-2394 1-2-1 Kasumigaseki www.maff.go.jp Chiyoda-ku, Tokyo 100-8950 Tel: 81(0)3-5253- Min 1111 istry of Health, Labor and 1-2-2 Kasumigaseki Welfare Fax: 81(0)3-3595-2394 (MHLW) Chiyoda-ku, Tokyo 100-8916 www.mhlw.go.jp Ark Mori Bldg., 6F Japan e, External Trade Organization Tel:81(0)3-3582-5511 12-32, Akasaka 1-chom (JETRO) www Minato-ku, Tokyo 107-6006 .jetro.go.jp Tel: 81(0)3-3245-7111 1-8-3 Otemachi Zen Fax: 81(0)3 3245 7442 -noh Chiyoda-ku, Tokyo (JA) www.zennoh.or.jp 100-0004 Tel: 404-681-0600 245 Peachtree Center Avenue NE, Marquis One JETRO A Fax:404-681-0713 Tower Suite 2208, Atlanta, GA30303 tlanta www.jetro.org/atlanta/ Tel: 312-832-6000 JETRO Ch Fax: 312-832-6066 icago One East Wacker Drive, Suite 600 www.jetro.org Chicago, Illinois 60601 Tel: 713-759-9595 JETRO Hous Fax: 713-759-9210 ton 1221 McKinney Street, Suite 4141 www.jetro.org Houston, TX 77010 Tel: 213-624-8855 JETRO Los Fax: 213-629-8127 Angeles 777 South Figueroa Street, Suite 2650 www.jetro.org Loa Angeles, CA 90017 Tel: 212-997-0400 McGraw Hill Bldg., 42F JETRO New Fax: 212-997-0464 1221 Avenue of the Americas York www.jetro.org New York, NY 10020-1079 Tel:415-392-1333 JETRO San 415-788-6927 Franc Fax: isco 201 Third Street, Suite 1010 www.jetro.org San Francisco CA 94103 Table 10: Japanese Associations - Food Organization Name Telephone/Fax Address URL Tel: 81(0)3-3432-3871 A 432-4081 ll Japan Fax: 81(0)3-3 Confectionery 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 Kabutocho Japan Federation of Dry Nood Fax: 81(0)3-3669-7662 15-6 Nihonbashile Manu Chuo-ku, Tokyo 103-0026 fac www.kanmen.com tures Assoc. Japan Pasta Tel: 81(0)3-3667-4245 Assoc. 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. Chocolate & Cocoa Assoc. of Japan Fax: 81(0)3-3432-8852 6-9-5 Shimbashi 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 Ben Fax: 81(0)3-3356-1817 2-8 Yotsuya to Manufac www.bentou-shinkou.or.jp Shinjuku-ku, Tokyo 160-turers Assoc. 0004 Tel: 81(0)3-5256-4801 Kazu Kanda Bldg., 3F Japan Fax: 81(0)3-5256-4805 10-2, Sho-cho Canners Assoc. www.jca-can.or.jp Chiyoda-ku Tokyo 101-0042 Tel: 81(0)3-3261-9161 Nyugyo Bldg. Japan Fax: 81(0)3-3261-9175 1-14-19 Kudan Kita Dairy Industry 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 Indus 103-0028 try Assoc. Fax: 81(0)3-3459-4654 Tel: 81(0)3-3667-6671 Japan Fax: 81(0)3-3669-2117 Frozen 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 Fax: 81(0)3-3268-3136 Health Food and Nutrition Assoc. 2-7-27 Ichigaya Sadoharacho http://www.jhnfa.org/ Shinjuku-ku, Tokyo 162-0842 Bajichikusan Kaikan Japan 2-6-16-Shinkawa, Chuo-ku Honey Assoc. Tel: 81(0)3-3297-5645 Fax: 81(0)3-3297-5646 Tokyo 104-0033 Tel: 81(0)3-3264-3104 Japan Ice Cream Fax: 81(0)3-3230-1354 Assoc. 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)3-3639-9669 15-18 Kodenmacho Nihonbashi Japan Fax: 81(0)3-3639-9667 Chuo-cho, Tokyo 103-0001 Sauce Industry Assoc. www.nippon-sauce.or.jp * Need ID 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)3-3350-9100 Shinjuku Murata Bldg., 4F Assoc. of Japan Fax: 81(0)3-3350-7960 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 Takeda Shinedobashi Bldg. 2 Fax: 81(0)3-6202-5738 2-12-7 Nihonbashi http://www.winery.or.jp/ Chuo-ku, Tokyo 103-0027 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)3-3255-48267 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 2-5-11 Nihonbashi- Muromachi http://homepage3.nifty.com/nsk-nhk/ Chuo-ku, Tokyo 102-0022 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, and obtain the latest report. 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 ―Subject Text: FAIRS‖. Japan Food Trends At the URL, http://gain.fas.usda.gov/Pages/Default.aspx, set your search to select ―Country: Japan‖, and ―Subject Text: Japan Food Trends‖. Japan External Trade Organization (JETRO) Reports An 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 2010 Agricultural Imports from all Countries ($Mil)/U.S. Market Share (%) $50,651 / U.S. 27.37% Consumer Food Imports from all Countries ($Mil)/U.S. Market S
Posted: 12 January 2012

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