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United Arab Emirates - January 10, 2021: In their efforts to foster greater collaboration between Japanese food and beverage producers and their partners in the UAE and the region, the Japan External Trade Organization (JETRO) is launching the “Fūdo Nippon” campaign for the certification program launched earlier this year for outlets serving Japanese foods and beverages. The certification attests to the partners' use of authentic Japanese products and ingredients, offering consumers added reassurance of the quality of products from Japan.
“Fūdo Nippon” refers to the exquisite Japanese taste that is celebrated in traditional or fusion-style. It is a celebration of the bounties of the Japanese seasons, from the famous cherry blossoms of spring, through the snowy winters in the mountains. The campaign, which runs from Mid-December to late January, is funded by the Ministry of Agriculture, Forestry and Fisheries (MAFF) and includes several initiatives designed to broaden the appeal of Japanese cuisine in a market that is exposed to the widest variety of foods available in most countries. It is designed to help local organizations connect with Japanese suppliers, as well as support the inter-governmental efforts that both countries invest in growing non-oil trade, which according to the Ministry of Economy, reached US$ 130.8 million during the period from 2009 to 2019.
“With the growing appeal of Japanese foods among the discerning populations in the UAE and the region, we are pleased to launch this campaign to encourage Japanese Food Ingredients Supporter Stores Overseas in their efforts to provide their customers with the best foods, beverages, and ingredients from Japan.” Commented Masami Ando, Managing Director, JETRO Dubai & MENA.
Fūdo Nippon has a dedicated microsite about restaurants, ingredients, and distributors https://www.jetro.go.jp/uae/fudonippon/. For businesses, webinars will be held in cooperation with local authorities to provide them with a wide range of resources to facilitate commerce between the two nations, improve food distribution networks, as well as for setting up operations in the UAE.
“When it comes to food and beverage, trust is the most important ingredient you can have. A certification that a restaurant is using authentic Japanese ingredients, distinguishes an outlet from its competitors as they are using products of the highest quality. It also contributes to the healthy growth of businesses across the value chain from farm to fork.” Added H.E. Noboru Sekiguchi, Japan's Consul General in Dubai.
The certification program is regarded as an advantage for participating restaurants and outlets looking to deliver to their customers the highest standards in food and beverage quality shared between the two nations, while promoting Japanese agricultural, forestry, fishery, and food products. It is comprehensive, that includes key regional as well as local outlets. A variety of Japanese local restaurants are already awarded with the certificate, from casual (such as Bentoya and Sakura), to bistro (Kiku, Fujiya, and Kimuraya), and to fine dining (such as Tomo, Kohantai, and Zuma). Additionally, certificates were also awarded to online and physical stores such as Summit Trading and Gurumeya, who witnessed a tremendous growth in sales in response to increased demand for online delivery services due to compliance with COVID 19 precautions.
Success in the UAE market is a testament for the appeal of Japanese food products with the widest diversity of nationalities and available cuisines. Among nationals as well as international communities, Japanese cuisine is regarded as one of the most refined and varied from the choices available, with the number of Japanese restaurants in Dubai growing to more than 270 in the previous year.
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