JFOODO: JAPAN'S GASTRONOMIC AMBASSADOR AROUND THE WORLD
JFOODO (Japan Food Product Overseas Promotion Center) was established by the government in 2017 as part of JETRO, the powerful foreign trade promotion office of the country of the Rising Sun. This relatively new organization aims to boost exports of Japanese agricultural, forestry, fishery and food products by giving them a brand image.
JFOODO's aim is to raise awareness of Japanese food among worldwide gastronomes. The organization has integrated marketing communications for targeted products to countries/areas determined by the government.
Why the name JFOODO? In Japanese, the kanji「道」 character (read as “dō”) literally means “the way” or “the code”. In this way, the organization aims to promote the “way of food”. In the same vein, for example, as the famous “bushido”, which could be translated as the “way of the warrior”.
Discover gastronomic Japan at Gourmet Selection
JFOODO has selected ten categories of gourmet products that are promoted in different markets. This selection includes the famous Wagyu beef. Wagyu beef has become very popular in recent years. Consumers appreciate its marbled texture, melting texture and rich umami flavor - characteristics that appeal to all five senses.
Wagyu beef (Credits : wagyuofjapan_en)
The other areas promoted by JFOODO are seafood, miso, fruit and vegetables, green tea, sake, shoshu (another alcohol), wine, rice and rice flour.
In Europe, the government is particularly intent on promoting Wagyu, green tea - including the inevitable macha - and sake (particularly in France). This does not stop many Japanese products outside these categories from being promoted. Like sauces or Japanese desserts. Visitors to the Gourmet Selection in September 2024 at Paris Expo - Porte de Versailles discovered the flavors of Kewpie, Lupiciaand OK's Delica Inc.