Promoting EU agri-food products in Japan
In May 2025, part of the Atlas team travelled to Japan as part of the promotional efforts under the EU-funded programme “Exclusive Lamb & Goat from Europe”, which aims to raise awareness of high-quality European agri-food products in non-EU countries. Japan, known for its demanding standards and refined culinary culture, has become a priority market for this kind of campaign.
Now in its third and final year, the programme continues to support the internationalisation of European products through direct and memorable experiences, especially in strategic markets like Japan—where quality, sustainability, and traceability are key drivers for both professionals and consumers.
A strategic market for European lamb and goat meat
As part of this EU agri-food promotion programme, we organised a series of events in Osaka and Tokyo, targeting both food professionals (importers, chefs, distributors, buyers) and final consumers with a strong interest in European gastronomy. The goal was clear: to highlight the versatility, flavour and added value of European lamb and goat in a market that demands excellence.
Osaka: dual activations for professionals and consumers
On 13 May, Osaka hosted two complementary promotional events within the framework of the co-funded EU programme.
In the morning, the Osaka Gas Hug Museum held a B2B showroom featuring live cooking, guided tasting and professional networking. More than 50 professionals explored the product’s quality, traceability, and adaptability to Japanese cuisine.
In the afternoon, the event moved to Ristorante Orobianco for a B2C tasting party aimed at gourmet consumers. In a relaxed yet carefully curated setting, more than 200 lamb tapas were served, helping to forge an emotional connection with the product and reinforce the campaign’s narrative.
Tokyo: technical event for HORECA professionals
Two days later, on 15 May, the campaign continued in Tokyo with a new B2B event hosted at the Musashino Culinary School—a highly regarded training and technical venue.
This professional session combined a live technical showcooking with detailed explanations of different cuts and preparations, followed by a guided tasting of tapas and dessert. Chef Miguel Ángel de la Cruz led the session, serving over 140 lamb tapas to an audience of around 50 HORECA professionals. The spotlight was once again on traceability, origin, and premium quality.
Experiential finale: B2C event at Hibiya Palace (Tokyo)
The final stop took place on 16 May at the elegant Hibiya Palace in Tokyo, with a B2C event designed for high-end urban consumers. This cocktail-style tasting party marked the conclusion of the programme’s activity in Japan.
Guests enjoyed three European-inspired tapas, along with a curated selection of cured meats and cheeses. Throughout the evening, the campaign team shared key messages about the values behind the programme: sustainability, traceability, and European agri-food quality. Over 50 guests attended the event, which also gained traction on social media.
Strengthening the position of European agri-food products in Japan
These events are part of a broader EU-funded promotion programme that aims to expand the presence of European lamb and goat in key international markets, supporting sectors with high social and economic value.
Japan is a clear example of how a well-executed EU agri-food promotion strategy can generate real business opportunities while building a strong perception of European products.
If you’re considering applying for EU funding to promote agricultural products, or want to know how these European co-funded programmes work, feel free to get in touch at hola@atlasmarketingstudio.com.
