Hybu Cig Cymru - Meat Promotion Wales (HCC) has recently undertaken a trade visit to Japan, highlighting the benefits of PGI Welsh Lamb.
HCC joined with Welsh Government and various Welsh processors to exhibit at Foodex Tokyo between 11th-14th March 2025. Attracting thousands of regional and international buyers, Foodex Tokyo is Asia’s largest food and drink trade show – a key event within the Japanese market. The event came during Welsh Government’s ’Year of Wales and Japan’, which aims to stimulate economic and cultural partnerships between the two nations.
At the tradeshow, HCC hosted meetings with buyers and trade contacts as well as tasting sessions with journalists and influencers. HCC’s Elwen Roberts cooked samples and tasters of Welsh Lamb with Japanese flavours and styles.
HCC also hosted a ‘Celebration of Welsh Lamb’ event in conjunction with the Welsh Government at a restaurant in Tokyo that specialises in lamb. Kazuhiro Kikuchi and chef Yohei Knoshita curated a chef’s table of Welsh Lamb for buyers and potential customers.
Kazuhiro Kikuchi is an advocate for lamb and mutton and has organised many lamb events in Tokyo, and has also overseen the publishing of the ‘Tokyo Lamb Story’.
“Japan is a dynamic and high-value market for PGI Welsh Lamb and the Welsh red meat sector.”
Jason Craig, HCC
HCC also collaborated with the UK Government’s Department for Business and Trade at its East meets West event, held at the UK Embassy on Wednesday 12th March. Welsh Lamb was served to guests from across the Japanese food and hospitality industries.
HCC’s market development lead, Jason Craig, commented: “Foodex Tokyo has been a successful trade event for HCC. Japan is a dynamic and high-value market for PGI Welsh Lamb and the Welsh red meat sector.
“Japan is one of the largest importers of meat in the world and buyers and consumers are well positioned to appreciate the natural and sustainable way in which lamb is produced in Wales as well as its range of nutritional benefits.”
