Case Study



Turning Japanese – Translating the UK consumer’s quest for authentic flavours into concrete buying opportunities and business for Japanese exporters.

JETRO turned to Green Seed UK as their first ever UK consultant to help them drive business opportunities outside the specialist ethnic sector within the UK market.

On a very tight timescale, we created a brand concept – Turning Japanese – and a marketing programme to introduce Japanese suppliers to UK buyers.

Prepared bespoke briefing material on the UK food and drink market and supply chain and one to one advice to Japanese exporters on how to tailor their range and approach to meet the needs of UK buyers

Devised and executed a marketing programme, along with our own highly developed network of contacts, to recruit 140 buyers to a specially developed exhibition

Achieved a 72% conversion ratio of buyer attendance vs pre-registration

Facilitated buying introductions across a wide range of product categories – including Japanese Wagyu beef, soy sauce, rice, green teas and sake – with buyers from leading supermarket chains, speciality food stores and health food outlets, top restaurants and foodservice operators

Japanese cuisine is now the fastest growing Asian category in the UK market