From July 9 to 11, Japan International Food & Beverage Expo (JFEX) 2025 was held at the Tokyo Big Sight alongside the “Japan’s Food” Export Fair and the newly launched Food LogiX International Food Logistics Expo. Over 600 exhibitors from every corner of Japan and across the globe gathered together to showcase the latest innovations in food and beverages. Enticing smells of freshly cooked cuisine wafted through the halls as visitors taste-tested everything from scallops to soy sauce, and from gelato to gin.
In addition to the “Food & Beverage” moniker, the “International” aspect of JFEX was also a large focus of the event. Exhibitors and buyers alike actively worked towards increasing their overseas sales channels. Reporters from Japanese MICE news outlet POP Inc. spoke with participants to determine the success of these endeavors.
TianXiaHong (TXH) Chili Food is a Chinese manufacturer of chili sauces for daily consumption. They offer several other varieties of chili pepper products as well, such as raw materials for manufacturers, all of which are crafted from organic peppers grown at a farm nearby their processing plant. THX’s exhibit at JFEX proudly proclaimed the company’s passion for their chili peppers, and especially their chili sauces.
Featuring a wide array of flavors, these sauces contain all sorts of natural ingredients, such as peanuts, sesame seeds, and even anchovies. What truly sets them apart from other chili sauces, however, is the inclusion of traditional Chinese medicine (TCM). International Trade Development Manager Kevin Cheng explained that THX is the first ever manufacturer to incorporate TCM into their sauces, and they have secured a patent for this method in China. Cheng elaborated that most chili sauces can actually be damaging to the skin and throat, so TCM is intended to counteract these side effects. Different flavors of the TXH sauces are designed to support corresponding parts of the body, including the assisting the gastrointestinal tract and digestion, strengthening the brain, and enhancing immunity.
Furthermore, in order to accommodate an international audience, TXH chili sauces are relatively less spicy than the average Chinese sauce. Each jar also includes a heat level relayed in Scoville units, so consumers can easily find the right level for their palette.
JFEX 2025 was TXH Chilli Food’s first time participating at a Japanese trade fair, and Cheng is hoping that the exhibition will become their gateway into the Japanese market. He noted that TXH was able to form connections with both Japanese and Chinese distributors during the event, and the manufacturer is looking forward to subsequent business success.
TXH Chili Food’s homepage: http://www.tianxiahong.com
Volonte Corporation introduced their Comisario Ultra Premium brand of Mexican tequila. Comisario is aged in both American bourbon barrels and French cabernet barrels in an extensive process that creates an intricate flavor profile while still remaining smooth and easy to drink. CEO Grant Humphrey of MAD International Ltd., a Tokyo-based consulting company specializing in food and beverages, represented Volonte at JFEX 2025. MAD International has participated in over 50 trade fairs throughout Japan, and Comisario tequila is launching in the country for the first time. Humphrey extolled the benefits of JFEX as a place for conducting business negotiations, asserting that although the quantity of attendees may be smaller than other culinary exhibitions, the quality of individual visitors is high which leads to more valuable interactions.
Comisario’s homepage: https://tequilacomisario.com/
Hailing from South Korea, Boksoondoga Co., Ltd. exhibited their line of hand-brewed makgeolli, a traditional Korean rice wine. Though most popular makgeolli brands are fairly sweet, Boksoondoga’s signature variation is a surprising mix of sweet and sour sensations with a hint of yogurt flavor. This combined with carbonation gives the makgeolli a completely unique drinking experience. In addition, although it contains approximately the same alcohol content as beer, the alcohol flavor is negligible which may appeal to consumers who don’t normally prefer alcoholic beverages.
Riding on the wave of popularity of Korean culture in recent years, makgeolli has also increased in demand among the Japanese youth. As of JFEX 2025, Boksoondoga has been made available for purchase online for Japanese customers. The company is looking to capitalize on the favorable reactions of visitors in order to expand into physical locations in the future.
Boksoondoga’s homepage: https://en.boksoondoga.com/
Blowfish Tequila travelled across the Pacific from California, USA, to showcase their line of tequilas in Japan for the first time. Blowfish featured five signature tequilas, including the visually stunning “Indigo,” which is colored with butterfly pea flower extract. The standout star, however, was decidedly the Grand Reserva Extra Añejo, an exquisite blend of rich flavors that is perfect for an after-dinner drink.
Spearheading the company’s foray into Japan, Chief Operating Officer Adam Prangè explained that Blowfish’s plan to search for local distributors had been extremely successful, and he cited negotiations with representatives of local restaurants, liquor stores, and even grocery stores. Prangè is hopeful that the prominence of the blowfish in Japan, commonly know as the “fugu,” will benefit the promotion of the brand. Similarly, he expects that Blowfish’s tequila soda canned cocktails will integrate seamlessly into the country’s prevalent canned alcohol culture.
Blowfish Tequila’s homepage: https://blowfishtequila.com/
Not only did JFEX feature foreign countries setting their sights on Japan, but Japanese companies equally took advantage of the opportunity to entice buyers attending from overseas. Hokkaido Development Group Inc. spreads the charm of Hokkaido by promoting their local goods. A popular item among visitors to their booth was the “Milk Baton” matcha-flavored sandwich cookies. The cookies contain an original white chocolate filling that delicately balances the sweetness and bitterness of the two main ingredients.
As of JFEX 2025, Hokkaido Development Group mainly exports to 8 countries: China, Hong Kong, Taiwan, Thailand, South Korea, Singapore, Australia, and Canada. This year’s exhibition offered them an excellent opportunity to advertise to a large number of international buyers, and the group hopes to expand their distribution network to more countries via the connections made at the event.
Hokkaido Development Group homepage: https://www.hdgroup.jp/en/
The next Japan International Food & Beverage Expo will be held from December 3 to 5, 2025, at the Makuhari Messe in Chiba Prefecture. Next summer’s edition is scheduled for June 24 to 26, 2026, again at the Tokyo Big Sight. Attendance is free for all industry professionals with pre-registration required.
