The Japan Food Product Overseas Promotion Center (JFOODO)

Message from the President

It has been four years since the Japan Food Product Overseas Promotion Center (JFOODO) within the Japan External Trade Organization (JETRO) was established as a new organization to take charge of consumer promotion to brand Japanese agricultural, forestry, and marine products and food.

During this period, the importance of Japan's policy to promote exports of agricultural, forestry, fishery and food products has been increasing, and in 2020, the Cabinet decided to set export value targets of 2 trillion yen by 2025 and 5 trillion yen by 2030.

In order to achieve this goal, the "Action Strategy for Expanding the Export of Agricultural, Forestry and Fishery Products and Foods" (hereinafter referred to as the "Action Strategy") was agreed upon at the Ministerial Meeting on Expansion of the Export of Agricultural, Forestry and Fishery Products and Foods as a Response to Restrictions by Importing Countries in November 2020, and established by the government in December 2020.

In the Action Strategy, 27 products have been selected as priority items, and for many of them, JFOODO is expected to develop overseas markets through promotion in cooperation with production areas and organizations.

In order to meet the growing expectations for JFOODO, we will actively endeavor to introduce new products, in new fields, by new approaches.

Taking into account the opinions of private business operators, we at JFOODO- are committed to branding Japanese products and promoting them to the world with a new spirit, in a joint public-private sector effort.

We want to make Japanese producers and the consumer around the world happy by promoting the Japanese superior produce and provisions.

Please stay tuned to our new approach.

Eizo Kobayashi