Made in Italy food and fashion products have always been appreciated from Japanese people and Japan represents a strategic market for Italian companies. Even in the current exceptional situation in which Italian companies cannot physically enter the country, the Trade Promotion Section of the Embassy of Italy has organised two important events to support almost 300 Italian companies to present their production in Japan, thanks to the cooperation with Japanese importers and agents which represented the Italian manufacturers. 
The Winter edition of Moda Italia & Shoes from Italy took place 8-10 February at Belle Salle Shibuya Garden in Tokyo. The 160 participating companies presented the 2021/2022 Fall Winter collections of textile, shoes, leather and apparel for women, men, and children. Inside the exhibition centre, alongside the halls, a green installation had been created by a well-known Japanese artist that aimed to offer an opportunity for relaxation and reflection as well as positive inspiration. The exhibitors also participated in the live "Photo Shooting", open to visitors, where some Japanese stylists proposed coordinated looks with clothes and articles of the Italian companies, according to the Japanese taste. The installation offered visitors a realistic idea of Italian style current trends.
Foodex Japan is the main trade fair in the Food & Beverage sector that takes place in Japan. At the 2021 edition, held 9-12 March, the Italian Pavilion occupied approximately 1.100 square meters with more than 100 exhibitors, the largest among foreign pavilions, with two main areas: a first one, with booths of individual companies represented by their importers and agents, and a second one, a Showroom Area in which exhibited companies that wish to enter the Japanese market.
In addition to the two areas, also in this edition has been organised a “Punto Formaggi”, a space dedicated exclusively to the exhibition of cheese supplied by 7 producers/consortia. Information panels with Italian recipes explained how to use cheeses, a not well-known aspect to the Japanese public.
Italian Pavilion at Foodex Japan
Moda Italia & Shoes from Italy and ICE website
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Joint venture established in 1987 by the European Commission (DG GROW) and the Japanese Government (METI) for promoting all forms of industrial, trade and investment cooperation between the EU and Japan.
