Foodex Japan spotlights premium and future foods from 14 NL companies

Foodex Japan 2026

The Netherlands Pavilion, organized by Export Partner, showcased a range of traditional and unique products including cheese, confectionery, caviar, natural fruit juice, healthy snacks, and beer tanks (list of exhibitors). The booths attracted strong interest from Japanese companies seeking new products despite challenges such as a weak yen and shifting global trade conditions.

On the first day, Netherlands’ Ambassador Gilles Beschoor Plug opened the Pavilion and exchanged views with Dutch exhibitors about their export ambitions, after attending the official opening ceremony. On the third day, Agricultural Counsellor Denise Lutz hosted the annual networking reception, bringing together Dutch and Japanese businesspeople to strengthen trade ties.

Future food seminar & tasting buffet lunch

In recent years, the Netherlands Embassy has actively worked to position the Netherlands as a front-runner in sustainable protein solutions and a reliable supplier of healthy food. A greater focus on more sustainable, healthy, and diverse protein sources is not only essential for achieving our climate and biodiversity goals but also presents significant economic and innovation opportunities.

Naturally, Foodex presents a good opportunity to give Dutch companies specialized in sustainable and healthy food and drink a bit of extra attention. This year, the Netherlands Embassy worked together with Export Partner to organize a Future Food Event at the Residence of the Netherlands Ambassador, connecting Dutch exporters and Japanese professional buyers gathered from across Japan. 

The event started off with a seminar highlighting the current state of alternative proteins and healthy food in both countries. Michael Luesink, Director, Studio Fava, talked about the Dutch approach to innovative food, illustrated with examples of innovative Dutch products including products made from other beans than soy, a novelty in Japan. Lucia Vancura, Co-Founder, Director Global Markets with Meros Consulting, then enlightened the audience on consumers’ acceptance of future food in Japan. Vancura’s main message was that in Japan environmental or animal welfare concerns are not likely to generate added value, as Japanese consumers consistently prioritize quality, price and health over other food aspects in their purchase decisions. Future food companies are therefore well advised to adapt their sales strategies to the Japanese market reality.

Building new food partnerships in Japan

After elevator pitches from the eight participating Dutch companies, a buffet tasting lunch kicked off, featuring a wide range of dishes prepared with products provided by Dutch exporters. The tasting spurred active communication between buyers and suppliers. Besides exploring business opportunities, talks also extended to future areas for collaboration.

The event was also part of the Future Food Inspiration Tour, organized by Export Partner. Tour participants visited several retail outlets and were given presentations by various experts on doing business in Japan and the retail landscape in Japan, amongst others Fernando Lira, CEO, JML, trade consultants/market entry experts (List of Future Food Inspiration on Tour to Japan 2026). Agricultural Counsellor Denise Lutz also gave a brief presentation on dos and don’ts in Japan.  

The Netherlands Embassy in Tokyo will continue its effort to serve as a bridge between Dutch and Japanese businesses with the aim of turning creative ideas into actual business opportunities.