At FOODEX JAPAN 2026, one of Asia’s largest food and beverage exhibitions (held March 10–13 at Tokyo Big Sight), Italy again occupied the largest space in the overseas pavilions. A record 250 companies exhibited at the venue, including fresh cheese, olive oil, wine, and more (about 185 in the “Italy Pavilion” and about 65 outside the pavilion), creating an atmosphere more lively than ever.
As a recent development, Italian cuisine was registered as UNESCO Intangible Cultural Heritage in December last year. Gianpaolo Bruno, Director of the Trade Promotion Section at the Italian Embassy, said he feels this “will further enhance the power of storytelling, which is one of our strengths.”
Regarding relations with Japan, he said, “It goes without saying that Japan is an important market for exporting Italian ingredients. In particular, it is a sophisticated market that seeks high quality and added value, and it also serves as a hub for Asian countries.”
At this year’s FOODEX JAPAN, an “Italian Rice Corner” was newly set up. Staff from the industry organization also came to Japan, displaying several varieties including Carnaroli rice suitable for risotto. Director Bruno said, “Italian rice is widely recognized in Europe for its deliciousness. At present, sales to Japan are limited to certain uses such as risotto for Italian restaurants, but we would like to eventually make it part of the everyday table. We are aware that it will not be easy to root it in Japan, but we will work on it with a medium- to long-term perspective.”
For future major promotions, the company plans the annual “World Week of Italian Cuisine” in the third week of November. It will widely promote its appeal through cooking demonstrations and tastings.
