Japanese food gains steam with the events

Japan’s traditional ritual of mochi pounding

The programmes – the Vietfood and Beverage event and Oishii Nippon Food Fair - were part of the 40 years of diplomatic relations’ celebrations between Japan and Vietnam and were held at the Tan Binh International Exhibition and Convention Centre, September 11-14, and Tokyo Town restaurant, September 11-17, respectively.

Tomofumi Kameoki, export officer at the Food Service Industry Office - MAFF, said the two events were an opportunity for Japanese companies to promote their food and beverage products to local businesses and people. “We’re hoping to introduce the authenticity and uniqueness of our cuisine,” he added.

He said Japanese food companies showed great interest in the Vietnamese market as evidenced by the five companies who supplied food for the event at Tokyo Town: Ajinomoto, Shinshu Nt, Kewpie, Miyasaka Jozo, and Yamasa, together with two drink suppliers – Interfood and Suntory PepsiCo. Meanwhile, 12 companies joined the Vietfood and Beverage show, including the mentioned firms, and Kojika Shuzo, Sanwa Shurui, Tatsuma Honke Brewing, Thai Seng and others.

Kameoki added that his country and Vietnam share many cultural similarities, including their shared love for rice and fish-based foods.

The Japan External Trade Organization (JETRO) co-hosted the food fair to commemorate the 40th anniversary of the establishment of Japanese-Vietnamese relations.

Tokyo Town, one of the southern hub’s most well-known Japanese restaurants, serves a plethora of different foods including classics like sushi and barbecue dishes, as well as a number of cooked fish options. All were selected to emphasise authentic Japanese flavour.

Vietnamese chef and expert in Japanese cuisine Nguyen Thi Dieu Thao worked at the event and said that Vietnamese had a fast-growing hunger for Japanese food. With growing regularity, Japanese restaurants are adapting their traditional dishes to fit the Vietnamese palate.

She studied many different gastronomic cultures and found a special love for and place with Japanese cuisine. She wrote several books on Japanese-Vietnamese food fusion.

Kameoki was also invited to serve at the food fair, with organisers expecting her to bring her innovative style to bear.

At Vietfood and Beverage, the MAFF had a pavilion devoted to Japanese delicacies. Kameoki said the goal of these exchanges was to diversify cooking cultures around the world.

The trade show also featured representatives from Korea, China, Indonesia, Korea, Malaysia, Singapore, and Thailand. They displayed a wide range of products used in food services, restaurants, hotels, and catering.

The show was organised by the Vietnam National Trade Fair and Advertising Company, in conjunction with the Ministry of Industry and Trade. Germany’s Merebo Messe Marketing was responsible for the European and American pavilion.