【Hong Kong】Asia’s Largest B2B Comprehensive Food Trade Fair “Food Expo Pro 2025” Held in Hong Kong

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Editor’s Note

This article reports on the recent Food Expo Pro 2025 in Hong Kong, highlighting its scale as Asia’s largest B2B food trade fair and the significant participation from Japan.

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Event Overview

Asia’s largest B2B comprehensive food trade fair, “Food Expo Pro 2025,” was held from August 14 to 16 at the Hong Kong Convention and Exhibition Centre (HKCEC). Approximately 680 companies from 31 countries and regions, a similar number to the previous year, participated. Over 100 exhibitors from Japan included food-related companies, local governments, regional banks, and organizations.

JETRO’s Support Initiatives

JETRO (Japan External Trade Organization) established a booth within the Japan Area as part of its exhibition support program. It implemented the Global Gateway initiative (formerly the Sample Showroom project) for the first time, displaying and promoting over 150 products from about 60 companies to support Japanese businesses in promoting their products to the Hong Kong food market. Additionally, as part of the Agricultural, Forestry, Fishery, and Food Export Support Platform project, JETRO set up a presentation space within its booth for exhibitors. Participating Japanese companies promoted their products, including explanations of features and offering tastings, to global buyers, including those from Hong Kong, who visited the Japan Area.

Exhibitor Feedback

Japanese exhibitors provided positive feedback on the outcomes:

“Direct negotiations with overseas buyers increased our experience.”
“We had several promising business discussions with high potential for closing deals, and we look forward to future developments.”
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“We were pleased to be able to promote our products face-to-face while directly observing the other party’s reactions.”
Government Visit and Comments

The trade fair was visited by Jun Suginaka, Director-General of the Export and International Affairs Bureau at Japan’s Ministry of Agriculture, Forestry and Fisheries (MAFF), as a representative of the Japanese government. He inspected the Japan Area alongside Jun Miura, Consul-General (Ambassador) of Japan in Hong Kong. Director-General Suginaka commented:

“This time, I could feel the serious commitment of the participating companies and organizations to expand overseas to Hong Kong and the world. Through the success of this exhibition, the Japanese government wishes to support strengthening connections with overseas food buyers and chefs, starting with Hong Kong.”
Shochu and Awamori Promotion Event

A closing event on the final day promoted Japanese shochu and awamori. Representatives from the Shochu & Awamori Promotion Group—Aiko Sakai (Miyazaki Prefecture Hong Kong Office), Rika Okada (Kumamoto Prefecture Hong Kong Representative Office), Hiroshi Eguchi (Oita Bank Hong Kong Representative Office), and Yasuhisa Nohara (Okinawa Prefecture Hong Kong Office)—explained promotion activities for shochu and awamori in Hong Kong to attendees and provided tasting opportunities. Comments from Hong Kong citizens who attended suggested potential for further market expansion:

“It was my first time drinking shochu, and I found the aroma and taste good.”
“I knew about Japanese shochu but rarely had a chance to drink it. I’m happy I could taste it this time.”
“I feel it’s becoming trendy among young people.”
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⏰ Published on: September 16, 2025