50th Anniversary of Foodex Japan 2025 - with NL Pavilion featuring 'Future Food Lounge'
Foodex Japan 2025, a 4-day annual trade show, a crossroads that connects exporters and buyers of food and beverage products from Japan and surrounding countries, was held from 11 to 14 March at Tokyo Big Sight with more than 72.000 visitors.
At this year’s exhibition, which marks the 50th anniversary of the fair, some 3.000 major brands from 70 countries were exhibited. The Netherlands is a dedicated exhibitor with its national pavilion since the start of the show 50 years ago. This year again, the Netherlands Pavilion was present with a total of 14 Dutch companies, joining forces in conveying the strengths of the Netherlands F&B industry: sustainability and innovation. The Pavilion included the Future Food Lounge where novel products, alternative proteins and healthy products from the Netherlands – land of future food, were introduced to Japan
NL Pavilion with Future Food Lounge
The pavilion, radiating a bright orange colour, was organized by ExportPartner B.V.
Visitors from retail, food service, trade firms and media showed interest in a wide variety of Dutch products: smoked Atlantic salmon, frozen dough and 3D butter, healthy granola bars, authentic cheeses, protein bars and powders, plant-based butter, cream and cheese, edible insects, high-end chocolate, and crab paste made from crab by specialized machinery. List of Exhibitors : Netherlands FOODEX JAPAN 2025 - The Eating Style
This year again, the NL Pavilion featured a "Future Food Lounge ", showcasing sustainable, healthy food products of 7 exhibitors from the country of future food. Denise Luz, Agricultural Counsellor of the Netherlands Embassy in Tokyo, opened the NL pavilion.
Briefing seminar at the Netherlands Ambassador’s Residence
On the day before the fair, Denise Lutz hosted a briefing seminar at the residence of the Netherlands Ambassador in Tokyo. The seminar enlightened the pavilion exhibitors by providing practical information from a wide line up of speakers, all of them well versed in the fields of food and beverage import procedures and market trends, as well as relevant regulations; essential information for overseas companies to set foot into the lucrative yet intricate Japanese market (Foodex Japan 2025 Briefing Seminar). After the seminar, a cocktail party was held for Dutch exhibitors to meet Japanese consultants and buyers alike.
Foodex Networking Reception
On the 3rd day of the show, Denise Lutz hosted a networking reception to introduce the NL Pavilion exhibitors to potential Japanese importers/distributors and buyers at a restaurant in Tokyo Big Sight, the show venue. The reception, attended by ca. 70 people, served as a platform for fostering bilateral commercial relationships.
Continued spotlight on Dutch F&B sector
Expo 2025 Osaka Kansai: We will shed light on Dutch food as well as greenhouse horticulture industries during the Expo 2025 Osaka Kansai, where several important missions are expected, and many events will unfold with the cooperation of external parties.
- Alternative Protein Mission (2-9 June, 2025, with OostNL)
- Personalized and Healthy Food Mission (8-12 June 2025, with OostNL)
- Greenhouse Horticulture Mission (31 August – 5 September, with Dutch Greenhouse Delta)
Foodex Japan 2026: With an eye on the upcoming Foodex Japan 2026, we, together with ExportPartner, the Pavilion organizer, will continue our endeavours to enlarge the presence of the Dutch F&B sector in Japan, in particular of sustainable and innovative food products.
Dutch Food Website: We will continue promoting Dutch food products to Japanese consumers and businesses through our website “The Netherlands Food Style”, launched in 2023.
Inquiries
Participation to Foodex Japan 2026 (10-13 March)
Daan Busscher (NL Pavilion)
daan@exportpartner.com
General inquiries on the Japanese F&B market
Denise Lutz, Agricultural Counsellor
Chitose Hatakoshi, Agricultural Officer
tok-lvvn@minbuza.nl