A country of veggies till about 150 years ago, Japan is today a big meat eater. Yet, in recent years, a few factors are slowly changing the trend towards a less meaty diet. Both domestic and international factors are supporting this shift: health concerns of an ageing society, excessive dependency on food imports, climate change consciousness, booming Asian and Western inbound tourism, etc.

This report introduces the main factors that are supporting a growing interest in vega/vegetarianism in Japan; government policies and consumers promotional activities; examples in the distribution and retail sectors; information on certification and some tips to EU SMEs on what strategy to follow for a successful access into the Japanese veggie market.

About the Experts

Renata Piazza, Independent Sustainability Consultant, Cultural Bridge, Project Manager. Born in Sicily, BA in Japanese Culture (University of Venice Ca' Foscari), MSc in Politics of Asia (SOAS, University of London), Renata has lived for more than three decades abroad - UK, Spain, Japan - before returning to her homeland in 2020 where she is working in European projects and advising small local companies. Founder and President of Hasekura Program (a best-practices exchange and educational platform) since 2012 Renata has been advising SMEs, start ups, local administrations and academia on social innovation, environmental sustainability and the planning of a socio-economic model fit for post-growth societies.

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