During the Belgian Food & Drinks Week in Osaka, a dynamic delegation of Belgian food and drink companies came together to boost our export potential in Japan. Once Belgium’s second-largest non-European export destination, Japan has recently slipped behind Saudi Arabia, China and Australia. Today it ranks fifth — but the mission was a timely opportunity to turn the tide. And our members seized it with both hands.
United we thrive
What truly stood out was the spirit of unity. From the very start, the presence of Their Royal Highnesses Princess Astrid and Prince Lorenz added both prestige and visibility, sending a strong message to Japanese partners: Belgium is serious about long-term business. The royal involvement underscored the vital role of diplomacy in building international trust and trade.
That same collaborative energy pulsed through the entire mission. Belgian companies weren’t just attending meetings, they were actively connecting, co-creating and exchanging ideas. A delicious example: Centho Chocolates and Vondelmolen teamed up to launch a handcrafted chocolate filled with traditional gingerbread. Neobulles and Chant d’Éole swapped distributor contacts, showing how even small exchanges can spark big results. The mission culminated in a joint event that celebrated Belgium’s excellence in chocolates and biscuits. This wasn’t just about business cards, it was about building a Belgian business community in Japan.
That spirit of partnership extended to the broader stage at "Sustainable and Innovative Agriculture: Perspectives from the EU", held during the Expo. European and Japanese leaders came together to discuss the future of food, with shared goals around sustainability, innovation and smarter global systems. Dutch and Irish ministers presented bold, forward-thinking strategies, while Japan emphasized trade stability and smart agri-tech. As Dirk Jacobs of FoodDrinkEurope put it: “Public policy should be a northern star for business, bringing predictability and stability.” Whether in farming or food, progress clearly thrives on partnership.
Tradition with a twist of innovation
Belgian companies didn’t just bring products, they brought stories. Rooted in heritage, but reinvented for today’s market. Vondelmolen reimagined its classic honey bread as a slow-energy snack, launching Japan-specific flavours like yuzu and green tea. Centho, recently crowned Best Chocolatier in Flanders 2025 by Gault & Millau, showcased its sustainable Centhology label, created with Puratos' Cacao-Trace program, along with a refined collection of single-origin chocolates. Rombouts introduced its traditional slow-drip coffee, now with 100% compostable filters. These brands prove that Belgian tradition is evolving with the times: embracing sustainability, health and local identity.
Throughout the mission, three consumer trends stood out. First: cultural fusion, with Belgian producers creatively incorporating Japanese ingredients like shiso, soy sauce and matcha to meet local tastes. Second: a shift toward slowness and craftsmanship, seen in everything from rested dough to drip-by-drip brewing. And third: a rising focus on health and sustainability. Several companies received We’re Smart Future Awards for their wellness-driven innovation, we shared a plant-based lunch and Neobulles hosted a zero-alcohol networking dinner that underlined Belgium’s leadership in this space.
Belgium delivered
The impact of the Belgian presence in Osaka was unmistakable. From new distributor agreements and product launches to heightened visibility for our brands, the mission delivered real results. The energy and creativity of our companies — in collaboration with BelExpo and the Belgian Embassy in Japan — showed the very best of what Belgium has to offer. With this successful chapter closed, our delegation returns home with new momentum and one clear message: Belgian food and drink has a bright and growing future in Japan. “Kanpai” to that!
