Editor’s Note
This article highlights JETRO’s recent hybrid business matching event in Hong Kong, part of its ongoing initiative to promote Japanese food products globally. The event underscores efforts to facilitate international trade connections through both in-person and digital platforms.
JETRO held a business matching event for Japanese food products in Hong Kong on December 11-12, 2025, as part of its “Japanese Food Global Gateway Project.”
30 food-related companies and organizations traveled to Hong Kong to set up booths directly at the venue, while 65 companies and organizations participated by sample display only. In addition to companies, booths were also set up by prefectural governments and financial institutions.
Over 120 wholesalers, retailers, and restaurant operators from Hong Kong and Macau visited during the two-day event for business meetings.
Companies and organizations that traveled to the event introduced their products directly to buyers at their own booths, offering tastings and conducting negotiations on the spot. For products from online participants, JETRO staff provided tastings and product proposals to visiting food industry professionals at a dedicated display booth. Furthermore, at the booths of prefectural governments and financial institutions, creative suggestions for food pairings using products from exhibitors within their regions were observed.
As a first-time initiative for this business matching event, a catalog compiling information on all exhibited products in Traditional Chinese was provided to relevant buyers in advance, aiming to create more business opportunities. This allowed buyers to select products they wished to discuss before attending the event. With JETRO’s support for pre-matching and appointment scheduling, approximately 150 meetings (both in-person and online) were arranged in advance.
The exhibitors ranged from companies with existing export experience aiming for further expansion to those attempting exports for the first time. Participating companies shared the following feedback:
Visiting food industry professionals showed particularly high interest in livestock products, seafood, alcoholic beverages, and frozen desserts. Their comments included:
JETRO will continue its efforts to facilitate business deals by displaying product samples at its Hong Kong office after the event and proposing products to buyers interested in Japanese agricultural, forestry, and fishery products.