Japan's food and farm exports gaining groundーNHK WORLD-JAPAN NEWS

Key Concepts

• Agricultural Exports (Japan): Rising trend in exports of agricultural, forestry, and fishery products and food items.
• Virtuous Cycle: The positive feedback loop created by inbound tourism driving export demand.
• Export Destinations: Current key markets (US, Hong Kong, China) and future focus (EU).
• Government Support: Initiatives to meet export goals, including adapting products for different markets and assisting with EU standards.
• Market Cultivation: The need to identify and develop new and smaller export markets.

Rising Japanese Agricultural Exports: A Weekly Overview

This report focuses on the continuing growth of Japan’s exports of agricultural, forestry, and fishery products, and food items, analyzing recent figures and future strategies. The core argument presented is that a “virtuous cycle” fueled by inbound tourism is driving this expansion, but sustained growth requires diversification of export markets and adaptation to stringent international standards.

2024 & 2025 Export Performance

Japan’s exports in this sector reached a record high in 2024, totaling 1.5 trillion yen (approximately $9.88 billion USD). Preliminary data from 2025, up to November, already shows exports exceeding 1.4 trillion yen, indicating continued momentum. This represents a significant increase and establishes a strong foundation for future growth.

The Virtuous Cycle of Tourism and Exports

Miwa Yasuumi, Chief Specialist at the Japan Research Institute, highlights the crucial role of inbound tourism in this success. He states, “Inbound visitors touch, eat, and become fans of Japanese farm products and then buy them back home. This starts a virtuous cycle.” This cycle manifests as increased demand from businesses, restaurants, cafes, and individuals overseas who, after experiencing Japanese products firsthand, begin importing them. A specific example given is the increased import of Japanese tea following its discovery by tourists.

Government Initiatives and Export Goals

The Japanese government is actively involved in supporting export growth through targeted marketing efforts. These efforts focus on processing products to align with the tastes of specific countries and regions, and ensuring ease of use for consumers in those markets. The government has set an ambitious goal of increasing food and farm product exports to 5 trillion yen (approximately $32 billion USD) by 2030. This signifies a substantial increase from current levels and necessitates continued strategic planning.

Current Export Destinations & Future Focus – The EU Challenge

Currently, the United States is the largest export destination for Japanese agricultural products, followed by Hong Kong and China. However, the report emphasizes the importance of cultivating new markets to ensure sustained growth and mitigate risk. The European Union (EU) is identified as a key target market, despite its stringent regulations regarding food and agricultural products. The report notes that achieving the 2030 export goal is “impossible without” access to the EU market. Consequently, the government is expected to increase support for farmers and food companies to help them meet these rigorous EU standards.

Market Cultivation and Local Demand Assessment

The report stresses the need for a dual approach: expanding existing smaller markets alongside opening new ones. Miwa Yasuumi explains, “The key is finding opportunities in countries and regions where import figures have been small.” However, this expansion is contingent on a thorough understanding of local needs. A significant challenge identified is the lack of established partners in these emerging markets who can effectively monitor local demand. The report suggests that firms should prioritize shipping a diverse range of products in the first half of 2026, gathering feedback from inbound visitors, and identifying potential “hit products” based on this assessment.

Strategic Implications & Future Outlook

Japan views the growth of agricultural, forestry, and fishery exports as a crucial pillar of its overall growth strategy. The upcoming data release will provide further insight into whether the current momentum is continuing and will offer indications of the industry’s future trajectory. The report concludes by emphasizing the importance of proactive market cultivation, adaptation to international standards, and leveraging the positive impact of inbound tourism to achieve ambitious export goals.