27-01-2021 | 10:30 - 11:00 CET

Various EU products and services began to enjoy benefits from the EU-Japan Economic Partnership Agreement (EPA) which entered in force on 1 February 2019, and we are seeing a considerable increase of EU exports to Japan. But yet many EU exporters, particularly small and medium-scaled enterprises (SMEs) perceive access to Japanese market difficult because of unfamiliar trade and business practices.

This is a series of online training which presents the latest market information available in 2020-21 and explain in practical terms the most important things that EU companies should know when exporting to Japan so that the benefits of free trade can become more widely available to EU exporters for the second year of the EU-Japan EPA.

What should you know when entering ‘Beer’ market in Japan?

Japan is the 4th world largest beer market. It is an open, competitive market and attracts many foreign beer producers to challenge Japanese incumbents. Due to recent demographic changes in Japan, consumer preferences have dramatically changedand new sub-segments have emerged. As for regulations, the Japanese Government has started new tax reforms in October 2020 to unify different domestic tax rates for different categories of beer.

This webinar assists EU companies, in particular small-and medium sized enterprises (SMEs), in familiarising with Japan's beer market and in taking business opportunities on exporting EU beer to Japan, in particular EU craft beer and EU beer with stronger taste.

In 30 minutes from your desk, you will understand:

  • Japan's Beer Market – Consumption, Sales, Market Trends
  • Japan's Tax Reforms
  • Japan's Craft Beer Market
  • Distribution, Sales and Marketing of Craft Beer in Japan


  • Introduction
  • Expert’s presentation
  • Q&A Session

Speaker: Chieko Nakabayashi
ModeratorPauline Laloux, Business Support Coordinator, EU-Japan Centre
Organiser: EU-Japan Centre for Industrial Cooperation - Brussels Office

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1 EUR = 170,839 JPY