Promoting Vietnamese Food and Beverage Products in Japan
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On February 13, 2025, the Vietnam Trade Office in Japan attended the Supermarket Trade Show (SMTS) 2025 at Makuhari Messe Exhibition Center, Chiba Prefecture, Japan.
This 59th edition of SMTS was held from February 12–14, 2025, showcasing a wide range of food and consumer goods from both domestic and international suppliers.
SMTS – Japan’s Premier Retail and Food Industry Exhibition
Organized annually by the National Supermarket Association of Japan, the Supermarket Trade Show is one of the largest and most prestigious trade events in Japan’s retail and food distribution sector.
SMTS serves as a key platform for manufacturers, wholesalers, retailers, and distributors to connect, exchange industry insights, and explore new consumer trends and technologies shaping the Japanese food and supermarket industry.
The 2025 edition featured:
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Over 2,200 exhibitors from Japan and around the world.
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3,615 booths, including 140 international booths representing 105 companies and organizations from 15 countries.
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An estimated 70,000 trade visitors and professionals attending the event.
Vietnamese Products Attract Strong Interest from Japanese Visitors
During the exhibition, representatives from the Vietnam Trade Office visited and held discussions with major Japanese importers, distributors, and retail chains that currently import or distribute Vietnamese food and beverage productssuch as:
Rice, vermicelli, instant noodles, spring roll wrappers, fish sauce, condiments, coffee, alcoholic beverages, milk, and coconut water.
Many Japanese visitors expressed keen interest and appreciation for Vietnamese food products, recognizing their high quality, authentic taste, and competitive pricing.
Strengthening Trade Links Between Vietnam and Japan
As a vital trade bridge between the two countries, the Vietnam Trade Office in Japan continues to:
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Promote business matchmaking between Vietnamese exporters and Japanese importers or retail chains.
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Enhance the visibility of Vietnamese products in Japan through trade fairs and promotional events.
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Support Vietnamese businesses in adapting to Japanese market standards and expanding their distribution channels.
Today, Vietnamese agricultural and food products are becoming increasingly common in leading Japanese supermarket chains such as AEON, Don Quijote, Ito-Yokado, and 100-Yen shops.
Introducing Vietnamese Food Products to Japanese Partners
Through participation in SMTS 2025, the Vietnam Trade Office introduced high-quality Vietnamese food and beverage products to Japanese companies for consideration in future imports.
The Office also invited Japanese buyers and distributors to visit Vietnam’s National Pavilion at FOODEX Japan 2025, one of Asia’s largest annual international food and beverage exhibitions, to be held from March 11–14, 2025 at Tokyo Big Sight.
With Vietnamese food and beverage products gaining popularity in Japan, FOODEX 2025 is expected to provide another valuable platform for Vietnamese enterprises to promote agricultural, seafood, and processed food products to Japanese buyers and consumers.