September 28 2026
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Explore
Where
HOTEL NEW OTANI TOKYO
4-1, Kioi-cho, Chiyoda-ku, Tokyo 102-8578, JAPAN
When
Sep 28 2026 10:00 - 12:30 h
In this Summit roundtable, members of the Advisory Committee—active on the front lines of the industry—will take the stage to explore the history, current standing, and future outlook of Spanish food and wine in the Japanese market. Drawing on current trends in the Japanese market and evolving consumer needs, the discussion will explore “Affordable Luxury” as a key opportunity for Spanish food and wine, offering valuable insights into their future potential and growth in Japan. For importers, retailers, and the HoReCa sector, this session offers a valuable opportunity to gain a deeper understanding of market trends and strengthen their competitive edge.
- Food & Wine Common Theme: “Affordable Luxury” "Organic Products"
The weaker yen, rising prices, and continued global uncertainty are reshaping Japan’s luxury market, making many products that have traditionally defined the premium segment increasingly out of reach.
Spain, meanwhile, has long been familiar to Japanese consumers, yet much of its rich and diverse gastronomy remains undiscovered. It is also still little known in Japan that Spain has the largest area of organic farmland in the EU.
With a culinary heritage shaped by centuries of cultural exchange, a climate ideally suited to organic farming, and strong price competitiveness, Spain is uniquely positioned to meet Japan’s growing demand for “Affordable Luxury.” Leading experts from across the industry will discuss how Spain can unlock this potential and establish a stronger presence in the Japanese market.
- Beyond Pork: Exploring Spain’s Next Move
Addressing the import suspension of Spanish pork and processed pork products due to the African Swine Fever, this panel will seek the “next move” for Spanish food promotion in Japan. Rather than viewing the suspension of pork exports as a crisis, this session sees it as a turning point—an opportunity to uncover the appeal and potential of Spain’s lesser-known food products that have long remained in the shadow of pork.
- Beyond Price: A Strategy for Premiumization
While knowledge of Spanish wine is considered essential among food and wine professionals in Europe and the United States, awareness and understanding in Japan remain limited.
This session will explore how to shift the focus from price to value, examining new approaches to both the trade and consumers that can support the long-term growth of Spanish wine in Japan.
PROGRAMME
09:30 –10:00 | Registration |
10:00 –10:10 | Opening Remarks Economic and Commercial, Embassy of Spain in Japan |
10:10 –11:00 | Round Table. Wine Advisory Council |
11:00 –11:50 | Round Table. Food Advisory Council |
12:00 –12:20 | Certificate ceremony Restaurants from Spain and Colmados From Spain |
12:20 –12:30 | Closing ICEX |
*Program details are subject to change.
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Where we are
Economic and Commercial Office Embassy of Spain in Japan
3Fl, 1-3-29, Roppongi, Minato-ku, Tokyo 106-0032
+81 3 5575 0431