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. By thoroughly analyzing the latest market trends and consumer needs, this session offers valuable insights directly applicable to your future business strategies. For importers, retailers, and the HoReCa sector, this presents an exceptional opportunity to grasp market dynamics and enhance competitiveness. Participants will gain practical approaches and actionable hints for market expansion through real-world success stories and the latest marketing methodologies.
Featured Topics
• Food & Wine Common Theme: Organic Products
Spain boasts one of the largest organic cultivation areas in the EU, standing as an organic powerhouse. Meanwhile in Japan, the organic food market has seen steady growth since the implementation of the “MIDORI Strategy”. Industry experts will thoroughly discuss whether this trend should be viewed as a prime opportunity to boost Spanish exports to Japan and what promotional strategies would be most effective.
• Food Session: Exploring the “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. While the early resumption of pork imports—which have long driven the market—is eagerly awaited, this session will uncover the new potential of exceptional Spanish products that have previously been overshadowed.
• Wine Session: Moving Beyond “Cost-Performance” to Premiumization
Building on the previous Summit, this session will dive deeper into shifting Spanish wine strategy away from a purely value-for-money (“cost-performance”) approach toward premiumization, focusing on communicating value over price. While Spanish wine maintains strong competitiveness in Japan's current economic landscape of yen depreciation and inflation, establishing new consumer approaches is essential for mid to long term growth.
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. Food Advisory Council |
11:00 – 11:50 | Round Table. Wine Advisory Council |
11:50 – 12:05 | Certificate ceremony Restaurants from Spain and Colmados From Spain |
12:05 – 12:15 | 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