During the Belgian Food & Drinks Week at Expo 2025 Osaka (9–12 June), Belgian food companies are serving up proof that we are a Small Country, Great Food. Bart Buysse, CEO of Fevia, the federation of the Belgian food industry, will be part of the delegation. We asked him three quick questions:
1. Why is it the right moment to focus on Japan?
“Following the successful economic mission in 2022, the upcoming Belgian Food & Drinks Week presents a unique opportunity to further strengthen trade relations and increase visibility in a mature, yet promising, market. Although Japan was once Belgium’s second-largest export destination outside of Europe, it has been overtaken in recent years by faster-growing markets. Today, Japan ranks as Belgium’s fifth-largest non-European export market. Nonetheless, the country remains strategically important due to its stable economy, purchasing power and openness to premium foreign products.
Belgium’s food industry is highly export-oriented, generating 50% of its revenue through international trade. To deepen bilateral ties, a delegation of Belgian food and drink companies will participate in the World Expo in Osaka, a key platform to connect with potential customers and partners. Fevia actively supports its members in their international ambitions. We create opportunities for companies to expand their networks abroad and contribute to strengthening the image of Belgian food and drinks worldwide.”
2. What makes Belgian food stand out in Japan?
Belgian food products are widely appreciated in Japan, not only for their iconic quality, but also for their ability to meet the country’s exceptionally high standards. Japanese consumers are known for their attention to detail and preference for excellence, and Belgian producers rise to that challenge through stringent quality controls, traceability, and sustainable practices.
While Belgian beer, chocolate and biscuits remain beloved classics, our success goes far beyond these favourites. The growing export of frozen vegetables to Japan, for example, highlights the versatility and adaptability of our food industry. It reflects how Belgian companies combine tradition with innovation to meet the expectations of a demanding market. That is also why we’re partnering with We’re Smart World, to underline the power of our fruits and vegetables and the role they will play in the future of food. This strong alignment between Japanese expectations and Belgian strengths provides a solid foundation for deeper cooperation and continued growth.
3. How are you winning over Japanese consumers?
“By letting them taste what we’re made of! From iconic delicacies in the Pavilion shop to a plant-based lunch organised by We’re Smart World, we’re offering experiences that combine flavour with values like sustainability, health and innovation. This is more than a showcase, it's about reinforcing Belgium’s reputation as a trusted food nation, while also sharing our vision for the future of food.”
