The Consortium for the Protection of Parmigiano Reggiano PDO is set to launch a new three-year communication initiative in Tokyo, backed by over €3 million in funding co-financed by the European Union. This project, which will run until 2028, aims to bolster the presence and recognition of the “King of Cheeses” in its leading Asian market. Despite challenges posed by the yen’s depreciation, Japan is expected to see a 6.1% increase in sales in 2024, with exports nearing 900 tons.
The official launch event, “The Way of Parmigiano Reggiano,” will take place tomorrow at the prestigious Kanze Noh Theater in Ginza. The gathering will feature notable attendees, including Gianluigi Benedetti, the Italian Ambassador to Japan, actress and artist Megumi, and Manjiro Tatsumi, a theater actor recognized as a “Living National Treasure” by the Japanese government. The program will include a conference, a Nō theater performance, and the unveiling of the project logo designed by acclaimed calligrapher Suitō Nakatsuka, whose works have been showcased in a solo exhibition at the Louvre.
The primary objective of this initiative is to enhance the visibility and appreciation of Parmigiano Reggiano PDO among Japanese consumers. There has been a notable increase in interest in this premium product, which, with its rich flavor profile, resonates with the sophisticated palate of a culinary culture that values aromatic complexity and flavor balance, making it an excellent complement to local cuisine. The initiative also seeks to deepen technical knowledge of this cheese among industry professionals, including restaurateurs, importers, and buyers, through training and outreach efforts. This approach emphasizes education over mere promotion, focusing on the authenticity and quality that define Parmigiano Reggiano PDO. Planned activities include social media campaigns, events, participation in trade shows, tastings, and training sessions for the trade and restaurant sectors.
“Japan demonstrates a remarkable appreciation for authentic, high-quality products with a rich heritage like Parmigiano Reggiano. We are excited to launch this project, marking a significant step in our mission to establish our product as a global love brand,” said Nicola Bertinelli, President of the Consortium. “The recent EPA free trade agreement between the European Union and Japan has been a game changer. It has formally recognized Parmigiano Reggiano PDO as a Protected Geographical Indication in Japan, providing crucial protection that opens new avenues for product recognition and enhancement. We aim to respond with a narrative that intertwines culture, tradition, and artisanal craftsmanship.”
L’articolo Parmigiano Reggiano PDO Sets Its Sights on Japan proviene da Italianfood.net.
