“The Japanese market is well-prepared and eager to embrace wine as a hallmark of Made in Italy, extending beyond just the beverage to encompass the territory, culture, lifestyle, and tradition,” said Luigi Scordamaglia, Head of Market Areas, Internationalization, and Community Policies at Coldiretti, and CEO of Filiera Italia. His remarks came during the conference “Market Trends and Opportunities for Italian Wine in Asia,” organized by the Italian Trade Agency and Veronafiere at the Italy Pavilion of Expo 2025 Osaka, which aims to revitalize Italian food and beverage exports to Asia.
“Japanese consumers are discerning and particularly demanding,” Scordamaglia noted. “They seek sustainable labels with low environmental impact and rich narratives. This applies not only to wine but to all Italian food products. With a strong emphasis on ingredient quality and respect for the product—consider the art of slicing—Japan stands out as one of the countries best equipped to appreciate the added value of our agri-food sector.”
The event served as a crucial platform to assess the prospects for Italian wine exports to Asia, addressing challenges such as tariff barriers, sustainability, and the promotion of premium Made in Italy products. Scordamaglia highlighted the significance of the EU-Japan Economic Partnership Agreement, which took effect on February 1, 2019. “This agreement has revitalized trade relations, being the first to explicitly reference the Paris Agreement on climate change, and has established a free trade area encompassing approximately 650 million people, representing about 30% of global GDP.”
Italian agri-food exports to Japan surged by 157.8% between 1995 and 2005, significantly outpacing the 58.9% growth of global sector exports during the same period. From 2015 to 2024, Italian food industry exports to Japan rose from €724.8 million to €980.4 million, a 35.3% increase, while global sector exports grew by 95.9%, reaching €56.778 billion.
“What is essential,” Scordamaglia remarked, “is the presence of reliable local partners who can ensure a stable market foothold. In fluctuating markets that come and go, maintaining a position becomes increasingly difficult, particularly in Southeast Asia. The remarkable success of the Italy Pavilion at Expo Osaka highlights the exceptional nature of Made in Italy, a testament to the perfect balance between tradition and innovation.”
L’articolo Market Trends and Opportunities for Italian Wine in Asia proviene da Italianfood.net.
