Recent years have not been particularly favorable for wine consumption in Japan, a region still not very attracted to wine but which has considerable potential. In 2023, the country recorded a decline in imports both in terms of volume and value: total imports amounted to approximately 1.64 billion euros. France remains the lead exporting country with 60% of market share, followed by Italy with 12% and Chile, USA and Spain which recorded negative results in 2023.

In recent months Japan is showing a growing appreciation for the wine sector: it is no coincidence that 50% of exporters expect an increase in trade in the current year and in particular of white wine. Furthermore, the country is very attentive to its gastronomic culture, the quality of its food products and luxury foods; all factors that can favor the entry of Italian wine into Japan. Moreover, according to a statistical survey 21% of Japanese declared that they see themselves inclined to increase the consumption of Italian Fine Wines in the next three years.

There are many opportunities in Japan but it is essential that exporters carefully analyze the market and cultural challenges. In fact, we must remember that Japanese gastronomic culture is very different from Western culture and can sometimes clash; the conception of time and hierarchical relationships is also very different.

Source: WineNews