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Governo Italiano

Italian cuisine lands in Japan's e-commerce market



Italian cuisine lands in Japan's e-commerce market

The image of pizza, fettuccine, charcuterie and cheeses, including mozzarella, dominate the Webpage dedicated to Italian food by Rakuten Ichiba, Japan’s major e-commerce platform. The page announces the upcoming “Week of Italian Cuisine”, Italy’s first promotional campaign in Japan’s e-commerce market aimed at highlighting Italian ‘CDO’ (Controlled Designation of Origin) products and spread the spirit of Italian cuisine among the Japanese public. The launch is concomitant to the coming into force of the EU-Japan Economic Partnership Agreement (EPA) at the beginning of 2019, which is expected to produce interesting economic benefits especially in the agri-food sector. The Webpage, which also posts a message by the Italian Ambassador in Tokyo, Giorgio Starace, is designed to offer a Japanese visitor a complete experience of the world of Italian cuisine and its high-quality ingredients with the aim of reaching out to an ever-broader and diversified public. Under the logo 'The Extraordinary Italian Taste', the Webpage offers detailed information in Japanese on our PDO/PGI certified products, the major Italian wines and enogastronomic tourism in Italy. The Page also makes available four simple recipes specifically prepared by the Delegation of the Accademia Italiana della Cucina in Japan to tempt the Japanese to try cooking Italian dishes at their own home. The page dedicated to Italian products will remain online until 1 March 2019. According to the trade statistics of Japan’s Finance Ministry, in the first semester of 2018, the value of Italian agri-food products imported into Japan rose 8.6%, in line with the rise already recorded in 2017.

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