Japan’s farm and food exports reached a new high in 2023, totaling JPY 1.45 trillion, according to data released this week, as shifting trade patterns favor Japanese agricultural products and culinary experiences. The surge in exports comes as the country navigates ongoing geopolitical challenges and tariff considerations impacting global trade.
The increase represents eleven consecutive years of record-breaking figures for Japan’s food-related exports. While advanced manufacturing remains a key component of the country’s export economy, food products and tourism-linked consumption are increasingly driving growth, according to recent analysis of trade data.
A growing interest in Japanese cuisine and ingredients abroad is fueling demand. This trend is being actively cultivated through initiatives like “Hakko Tourism in Japan,” a campaign launched in October 2022 that brought American food professionals to fermented food producers in the Hokuriku region. The program facilitated direct engagement between Japanese manufacturers and potential U.S. Market entrants, including a tasting session where producers received feedback on products intended for export. Takashi Sato, president of tamari soy sauce manufacturer San-J, co-hosted the fermentation tourism project, highlighting the importance of understanding international market preferences.
Beyond fermented foods, Japan is also promoting industrial tourism as a means of showcasing its craftsmanship and agricultural practices. JETRO, the Japan External Trade Organization, actively promotes factory tours, farm visits and brewery tours as part of its industrial tourism offerings. These experiences span regions from Kyushu/Okinawa to Hokkaido, and cover categories including food, agriculture, and fisheries, as well as art, design, and traditional goods.
Specific examples of this tourism-linked consumption include experiences in the Uetsu area of Japan, where private tours offer opportunities to observe traditional weaving techniques and explore local cuisine. In Yamagata City, guided cycling tours combine cultural visits with artisan workshops. The Mishima Croquette, produced by Tohei Trading, exemplifies the success of Japanese food products gaining international recognition.
In 2019, Hiraku Ogura held an exhibition in Shibuya, Tokyo, titled “Re-discovering Japan through Fermentation,” which attracted 50,000 visitors and garnered foreign media attention. This exhibition subsequently toured to Fukui Prefecture, evolving into an attempt to redefine the concept of an exhibition by integrating tourism and experiential learning.
The Diplomat reported earlier today that these emerging trade patterns are characterized by growth in food products, tourism-linked consumption, and advanced manufacturing. No official statement has been released regarding the long-term implications of these shifts or potential adjustments to trade policy.
