We Are Tomodachi Summer 2017

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12Japanese agricultural, forestry and fishery products and foods are known for their great taste and excellent safety. They’re regarded as an important pillar of the health and longevity of the Japanese people , whose average life expectancy is the highest in the world at 83.8 years for men and 89.8 years for women. As these foods from Japan receive high evaluations all over the world, more and more people overseas are wanting to enjoy them. To help meet the growing demand, recent improvements in logistics networks, temperature management systems such as cold chain, and other technological innovations including electronic payment have made it easier to keep these foods fresh while exporting them. In addition, the Japanese government has been reforming many rules and institutions to enable farmers as well as various types of organizations to more freely expand their markets, including doing so overseas.Japan sees these changes in the business environment together with free trade as an opportunity, and is now driving an export promotion campaign under the slogan “aggressive agriculture.” Japan’s value of exports of agricultural, forestry and fishery products and foods have increased for four consecutive years since 2013, reaching a record-high JPY 750.2 billion (USD 6.7 billion) in 2016. To add to this momentum, efforts involving stakeholders through public-private partnerships are underway, centered on “The Strategy to Strengthen Export Capabilities of the Agricultural, Forestry and Fisheries Industries” which was established in May 2016. Now Japanese government is trying to achieve the goal of reaching JPY 1 trillion (USD 8.9 billion) in exports for the year 2019.Case 1: Paris-based exports of world-class fruity sakeThe “DASSAI” junmai daiginjo was created by ASAHISHUZO Co., Ltd. in 1990 with the aim of providing sake that tastes delicious to everyone. From rice-washing to bottling, DASSAI is produced using a careful combination of traditional handwork by craftsmen and cutting-edge machines in each stage of the production process. Purity in taste and a fruit-like special kind of ginjo flavor are the characteristics of this sake.ASAHISHUZO started exporting DASSAI to Taiwan in 2002. Gradually, it raised product awareness and expanded export destinations to twenty countries, with Paris as a base for its exporting activities.One of the critical success factors is tasting events actively held overseas. ASAHISHUZO has developed creative sales promotions, demonstrating many ways to enjoy sake. For example, the company recommends using a glass in the shape of a wine glass to better relish fragrant sake, and invites customers to taste sake with local foods that pair with it.To keep the brand equity of DASSAI, ASAHISHUZO aspires to further enhance the product’s quality and brew sake that can compete with high-priced wines overseas. Its goal is to let DASSAI fascinate the world.Japan Boosts Exports with“Aggressive Agriculture”Strategy201220132014201520162016(Jan. to Apr.)2017(Jan. to Apr.)20194,497(JPY)1 trillion (USD 8.9 billion)1trillion5,000hundredsof million5,5056,1177,4517,502(2,368)(2,508)+5.9% (Compared tothe same period of the previous scal year)+0.7% (Compared to the previous scal year)Japan’s 2019 goal of agricultural, forestry and fishery products and foods exports totaling over JPY 1 trillion (USD 8.9 billion) is within reach as overseas sales grow year after year.Source: Compiled by the Ministry of Agriculture, Forestry and Fisheries using “Trade Statistics of Japan” data from the Ministry of FinanceASAHISHUZO recommends drinking its DASSAI junmai daiginjo from a small wine glass to better enjoy its fragrance.Feature: Raising the Banner of Free TradeChange in Japan's exports of agricultural, forestry and fishery products and foods