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For the Expansion of Exports of Kansai Food and Food Culture

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For the Expansion of Exports of Kansai Food and Food Culture For the Expansion of Exports of Kansai Food and Food Culture －To a wider world through EXPO 2025 Osaka, Kansai－ OTSUBO Masato Director General of Kinki Regional Agricultural Administration Office March 15, 2021 Washoku: Intangible Cultural Heritage Listed by UNESCO in 2013 Japanese dietary cultures originated in the idea of “having respect for nature” Characteristics of Washoku: Characteristics of Washoku: 1) A diverse range of fresh food 2) Healthy, nutritionally balanced diet ingredients and respect for their natural tastes Characteristics of Washoku: Characteristics of Washoku: 3) Expression of natural beauty and 4) Closely associated with New Year changing of the seasons through food celebrations and other traditional events (c) Masashi Kuma, 2006 １ Food Culture Kyoto Prefecture in Kansai Region ◆Example: Kyoto Located roughly in the center of Japan, Kyoto faces the Japan Sea in the north and is surrounded by green-rich mountains along the borders with Nara, Osaka, and Mie Prefectures in the south. With the blessings of the Kamogawa River and other mountain streams, seasons come and go, making a vivid contrast there. After the relocation of the Imperial Court to the city of Heian-kyo in 794, Kyoto was the national capital for over one thousand years and flourished as a center of Japan’s politics, culture, and religions. Kyoto cuisine was formed during this time. Dishes are prepared using cooking methods backed by traditional techniques based on “dashi” (soup stock), synthesizing the five systems of Japanese cuisine formed over the history of Kyoto (daikyo ryori, shojin ryori, honzen ryori, kaiseki ryori, obanzai); combining this with the arrangement techniques, rooted in the traditional culture to express the spirit of hospitality in the way food is dished up and served, resulted in a perfect work of art. Kaiseki Ryori (Japanese multi-course meal Shojin Ryori served before tea ceremony) (Buddhist cuisine) Honzen Ryori (highly ritualized full-course meal) *Source: Union of Kansai Governments website *Source: “Kikigaki” Meals in Kyoto (by Rural Culture Association Japan) *Source: Kyoto Food Culture Museum ２ Food in Kansai Region [Food culture in Kansai] “The Kansai region flourished as the center of Japan for more than a thousand years. Various kinds of food ingredients were brought from all over the country, and refined Japanese-style restaurant and teahouse cultures were born from Kansai food culture to provide the taste of the Kyoto-Osaka area.” “Kansai has diverse regional characteristics, and each of them has fostered its own distinctive food culture.” Source: “Food Culture of Kansai” from the Union of Kansai Governments website [Examples of food and beverages in Kansai] Tea Sake Okonomiyaki Kobe beef/Omi beef Funa-sushi Kakinoha-sushi Wakayama ramen Kobe sweets ３ High-Quality Agricultural, Forestry, and Fishery Products ／Related Food Products Produced in Kansai Region Hyogo Prefecture Sake <Main export items> Japanese pears Kyoto Prefecture <Main export items> Rice, Awaji onions, Asakura Kyoto vegetables Japanese pepper, Tamba black Uji tea, beef (Kyoto Beef Miyabi), soybeans, Kobe beef, somen Japanese Spanish mackerel vegetables and fruits (Kyoto noodles, sake, oysters, Hyogo vegetables, strawberries, Japanese nori laver, dried sea cucumbers Japanese Rice Kyoto vegetables Lake fish pears, etc.), sake, processed food pepper Rice (matcha-flavored snacks, seasonings), <Main export destinations> Beef fishery products (Japanese Spanish Hong Kong, Taiwan, Singapore, Black mackerel, sardines, etc.) soybeans Beef <Main export destinations> Malaysia, EU, U.S., UAE Strawberries Kyoto Hong Kong, Taiwan, Thailand, Beef vegetables Tea Singapore, Malaysia, Vietnam, EU, U.S. Sake Osaka Prefecture Sake <Main export items> Somen Oysters Tea Strawberries Senshu onions, whitebait, beef noodles Nori laver Shiga Prefecture (Naniwa Kuroushi beef), Tea <Main export items> grapes (Delaware grapes), Omi Beef, rice, tea, lake fish, sake, wine, tea, processed food Wine processed food (seasonings) (snacks), soft drinks Onions Grapes Somen noodles <Main export destinations> Peaches <Main export destinations> Hong Kong, Macau, Taiwan, Hong Kong, Taiwan, Thailand, Dried sea Persimmons Thailand, Malaysia Singapore, Philippines, U.S. cucumbers Citrus Persimmons Wakayama Prefecture Japanese Nara Prefecture <Main export items> pepper Peaches, Mandarin oranges, chubankan Japanese <Main export items> (late citrus harvest varieties), persimmons, apricots Persimmons, tea, processed food (somen Japanese apricots, Japanese apricot noodles, etc.), sake (Daiginjo), liqueur, liqueur, fishery products, budo Japanese strawberries pepper <Main export destinations> <Main export destinations> Citrus Hong Kong, Taiwan, Thailand, U.S., EU (France Hong Kong, Taiwan, Thailand, Singapore, Malaysia, Canada, EU, U.S., Australia etc.) 5 ４ Interset of Foreign Visitors in Food Japanese cuisine ranks top as Japanese food boom favorite foreign cuisine ●What foreign tourists were excited Favorite foreign cuisines about before visiting Japan (results from the subject six cities) （regardless of nationality/region , 100% 3位rd 2位nd 1位st multiple choices allowed）: 80% 66.3% 3 2 1 st 1 :To eat Japanese food（69.7％） 60% 46.4% 42.5% Source:”Trend of Consumption by ForeignVisitors to 40% 24.6% Japan”2019 Report by Japan Tourism Agency 21.9% 18.8% 20% 13.4% 12.5% 10.3% 9.7% ●Expectation for food diversity in 0% regions What foreign visitors want to do when they visit Japan’s countryside: 1:To visit scenic spots（60％） Source: Based on the Survey on Japanese Foods Directed at 2:To enjoy hot springs（58％） Overseas Consumers (March 2014) by the Japan External Trade Organization (JETRO) 3:To eat local cuisine（54%） *Multiple choices allowed, ratio of the number of choices to Source: Opinion Survey of Visitors from Asia, Europe, the the number of respondents (The cuisine of each respondent’s USA, and Australia(fiscal 2019 edition) by Development residential country was excluded from the choices.) Bank of Japan Inc. and Japan Travel Bureau Foundation ５ Most Satisfying Food/Drink and the Reason （％） Reasons(multiple choices allowed) Most satisfying Reasonable food/drink Traditional/ Ingredients Cannot eat in Favorite price/inexpensive Good food (single choice) Delicious unique in when compared Healthy are fresh his/her country cuisine/food with the cost in presentation Japan his/her country Meat dishes 26.7 94.9 43.5 17.9 20.9 18.7 12.1 4.9 3.0 Ramen noodles 19.3 94.1 26.3 16.7 20.8 25.2 13.0 4.1 3.4 Sushi 15.6 91.2 70.1 10.6 19.9 26.4 15.1 6.7 10.2 Fish dishes 12.6 90.0 72.2 16.3 20.8 23.4 11.1 8.2 8.1 Other Japanese cuisine 6.5 91.4 39.2 20.5 16.9 37.2 10.1 14.1 9.2 Soba/udon noodles 4.4 92.1 21.8 20.1 17.0 28.9 11.6 3.5 8.8 Other dishes 4.3 90.9 33.1 19.6 21.2 22.1 11.5 10.6 5.4 Snacks 3.1 94.3 22.5 20.7 16.3 22.4 8.4 7.9 4.4 Food made from flour 3.4 92.8 26.6 34.8 15.0 40.3 13.6 7.1 3.8 Sake 1.1 86.0 15.1 20.6 12.4 26.4 13.1 2.1 4.7 Source: ”Trend of Consumption by Foreign Visitors to Japan” 2019 Report by Japan Tourism Agency ６ Attract Foreign Tourists through Japanese Food and Food Culture: SAVOR JAPAN Let them know, let them come Let them eat, let them stay ① Communicating charms of Japanese food Strengthening systems for accepting foreign and food culture visitors in agricultural, mountain and fishing villages, where Japanese food and food culture originated Entertaining with food Promoting countryside (to eat)) stay (to stay) Utilizing tourism resources, such as regional foods and agriculture, forestry, and fisheries and characteristic climate necessary for those foods, natural features, landscapes, and history Let them buy Regional organization ③ Promoting sales of agricultural, forestry, and fishery products to foreign Regional Producers Restaurants foods Food businesses Local cuisine visitors Market World heritage Regional foods/ Direct sales stores Agricultural Historical stories agriculture, forestry, Regional heritage Regional unique to the and fisheries agriculture region landscapes Tourism resources centering on regional foods and Sake breweries agriculture, forestry, and fisheries form the charms GI/export Wineries of the region Sales promotion at direct sales stores Tourism History Farmer’s inn resources Landscapes /culture ④ Increasing the number of foreign visitors and creating new demand, including exports Network within the designated region Strengthening/smoothening of quarantine inspection (Expansion of virtuous cycle) system ７ Interest of Foreign Visitors（Country/Region） in Japanese Food Number of restaurants listed in LA LISTE 2020 Japanese food What is LA LISTE? “LA LISTE” is a restaurant guide that lists 1,000 of the world’s best restaurants by aggregating hundreds of guidebooks, thousands of media publications, and millions of online reviews, such as those on TripAdvisor, using an algorithm to provide an objective ranking. Website : https://www.laliste.com/ja/ ８ Exports of Agricultural, Forestry, and Fishery Products/Related Food Products and No. of Japanese Restaurants in Foreign Countries Agricultural products Forestry products Approx. Fishery products 156,000 No. of Japanese restaurants Approx. 118,000 Approx. 89,000 Approx. 55,000 Approx. 24,000 (100 mil. yen) 2014 2015 2016 2017 2018 2019 (No. of 22000066 2012 2013 restaurants) Source: Exports of Agricultural, Forestry, and Fishery Products/Related Food Products is prepared by MAFF based on the Trade Statistics of Japan by the Ministry of Finance. No. of Japanese Restaurants in Foreign Countries is an estimation
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