Global food brands forge solid trade partnerships with PH companies at Japan trade fair

The FOODPhilippines showcase at FOODEX JAPAN 2025 on March 11-14, 2025 resulted in solid deals with major global market players, and rounded out the first quarter series of overseas trade fairs for food by the Center for International Trade Expositions and Missions (CITEM), the lead promotion arm for the Philippine export industry.

Participating exhibitors were able to secure deals with Costco Japan, PepsiCo, and Walmart, retail and wholesale giants with parent companies in the United States (U.S.), along with popular Asian chains Aeon, Lawson, and Tipco, among others. These connections are crucial in strengthening the marketability and viability of more Philippine goods across the globe. The 2025 food service market in Japan alone is estimated at US$289.2B, with the global food and beverage market value projected to surpass US$7 trillion this year.

Opportunities at work (clockwise, from top left): See’s International Food Mfg. Corp., Profood International Corporation, IMAI Limited at their respective booths at the Philippine Pavilion; and CITEM Chief Trade Promotions Specialist for Food Romina Aurea Magno with trade buyers.

The Philippines was among the 74 countries that sought to capitalize on the expansive trade opportunities in the Japanese market. Event venue Tokyo Big Sight in Tokyo, Japan saw more than 72,000 registered visitors flock to the 4-day event to see thousands of food products and services from almost 3,000 exhibitors from across the globe. 

Aiming to establish a better foothold internationally through the lucrative consumer, import, and innovative-driven Japanese market were 15 companies that CITEM organized for the food show. These exhibitors under the FOODPhilippines banner program helped bring in at least US$8.5M in total sales. Composed of veteran export players and event first-timers, their offerings centered on bringing authentic, healthy, premium quality food products in flavors adapted to the Japanese and East-Asian market.

Consistent with the country’s top food exports of fruits and nuts to Japan in the past years, coconut products proved most popular for Philippine exhibitors, with Lionheart Farms (Philippines) Corporation leading the pack, followed by banana chips from Prime Fruits International and See’s International Food Mfg. Corp. Healthy grains and snacks, such as noodles from Ngosiok Marketing and sweet baked crisps from Hueza Bakery also made the bestseller list for Philippine export products at the trade event. 

(Clockwise from left) Seen on opening day at the Philippine Pavilion were Philippine Ambassador to Japan, Her Excellency Mylene Albano (left) with Lionheart CEO Christian Eyde Moeller, and Department of Agriculture (DA) Secretary Francisco Tiu Laurel, Jr. Aside from the coconut products from Lionheart, other top sellers include banana chips, sweet baked crisps, and noodles.

Completing the exhibitor lineup were: Cabadbaran Aquatech Resources; EJ Contreras Food House; IMAI Limited; JBM Food Products; KMK Food Products; Profood International Corporation; Sabroso Chocolate Manufacturing; Sonya Secret Garden. 3 Sher’s Food Products; and YanYan International Phils. Inc.

The exhibitors also participated in a merchandise visit to various supermarkets and retail stores post-trade show that included BIO-RAL Natural Supermarket and Kaldi Coffee Farm at the AEON Style Ariake Garden; Bio c’ Bon and Picard in Azabu Juban; and Seijo Ishii in Chiyoda City in Tokyo.

On location with FOODPhilippines exhibitors for a merchandise visit to some of Japan’s top food retailers, such as (clockwise, from top L) Bio c’ Bon, BIO-RAL, Kaldi Coffee Farm, Seijo Ishii, and Picard.

A day before the opening of FOODEX JAPAN 2025, the Philippine delegation paid a courtesy visit to the Philippine Consulate in Japan and showed their products to the Philippine Ambassador to Japan, Her Excellency Mylene Albano. She welcomed the exhibitors together with the delegation and officials from the Department of Agriculture (DA), Provincial Government of Isabela, and the Department of Trade and Industry (DTI) Region ) II, and Philippine Trade Investment Center (PTIC)-Tokyo.

Ambassador Albano then graced the Philippine Pavilion opening with DA Secretary Francisco Tiu Laurel, Jr., PTIC-Tokyo Commercial Counselor Dita Angara-Mathay, DA Assistant Secretary for Export Development Philip Young, among other government officials. Together, they made the rounds visiting the participating exhibitors, lending full support to the delegation.

These FOODPhilippines exhibitors will again make waves as they showcase their best at the much-awaited 18th edition of IFEX Philippines this coming May 22 to 24, 2025 at the World Trade Center Metro Manila in Pasay City, Philippines. Registration for trade buyers and exhibitors is still open by visiting https://www.ifexconnect.com/ or check out the official site of CITEM at citem.gov.ph for more export industry campaigns and updates.