What business opportunities does Japan’s market for coffee, tea and soft drinks offer to EU SMEs and how can they enter it?

As there is almost no cultivation/harvesting of coffee beans in Japan, it relies on imports for more than 99%. Most of the coffee beans are imported unprocessed as green beans for roasting in Japan. Japan is also dependent on imports of black tea. In 2021, the imports reached 17,627 tonnes, of which 410 tonnes were exported from the EU (2.3% volume share).

European brands of coffee, tea and soft drinks (mineral water and juices) are mainly found in premium supermarkets, such as Seijo Ishii, Meidiya and Kinokuniya. Twenty-eight European tea brands have been identified, including Kusmi, Fauchon and Messmer, and fourteen coffee brands, including Dallmayr, illy and Moccona.

Growing health awareness among Japanese customers has expanded healthy drink product choices, including new tastes. Decaffeinated beverage options, although from a low level, are gaining traction these days and this is a segment that EU companies could tap into, including organic herbal tea.

The webinar targets EU small- and medium-sized companies (SMEs) planning to enter the Japanese market for coffee, tea and soft drinks, and companies aiming at strengthening their current positions in Japan.

In 40 minutes from your desk, discover:

• The characteristics of the Japanese market for coffee, tea and soft drinks
• Understand how the market is structured
• Which European brands are currently found on the Japanese retail market
• Key market trends to exploit for EU players
• How to approach the market
• Where the opportunities are for SMEs

Programme:

•     Introduction
•     Expert’s presentation
•     Q&A Session

Registration deadline: 24 October 2022

Speakers: Maths Lundin, founder of SJC KK, has more than 35 years of experience from working in Japan. Through Sweden Japan Consulting, Mr Lundin is now helping European companies set up business in Japan.
Moderator: Pauline Laloux, Business Support Coordinator, EU-Japan Centre
Organiser: EU-Japan Centre for Industrial Cooperation - Brussels Office

Deliverables