Every February/March in the otherwise quiet preparations of cherry blossoms’ return, a small but strategically significant appointment follows in the arena of Italian agri-food exports: few members from Alifood’s staff flies towards Japan for almost 2 weeks full of client visits, market analysis and all that face-to-face relationship which none video call and email correspondence can even substitute. This year’s edition was no exception — and in some ways, it bore an even heavier burden than usual.
Japan has been for three decades the anchor market of Alifood international business and, more in general, one of accounts most important markets for Italian agri-food production worldwide. Dry goods, fresh produce and above all frozen food have discovered in Japan a sophisticated, loyal and strikingly discerning consumer base. Japanese diners did not stumble into the Italian Food experience by accident: decades of cultural exchange and culinary curiosity — combined with the tireless efforts of companies like Alifood — have made the “Italian way to dine” genuinely beloved in this country, championed not as an exotic foreign novelty but treated instead as a standard for quality that all should aspire. Walking into a Japanese supermarket or an upscale restaurant in Tokyo or Osaka today, one realizes instantly that Italian gastronomy has found its home at the table — quite literally.
The Alifood team met with more than fifteen yearly established clients on this trip in February 2026, on top of several (potential) new partners or buyers which have only recently started their collaboration with the company. These encounters are always more than just business transactions. They are an extension of a conversation that in some instances has been going on for decades, based on mutual trust, an understanding of the market and the kind of daily contact that Alifood has always kept with its Japanese network throughout the year. And it’s this ongoing, hands-on relationship — not just site visits once a year but regular dialogue — that has earned Alifood its excellent reputation in a market where reliability and enduring commitment have near-dictatorial preference over anything else.
But this year’s journey was also coloured by a more complicated backdrop. Over the last few months, Japanese yen maintained its weakness towards euro and Western products (including also premium Italian) have become significantly less price-competitive against neighbouring countries. Combine that with the unprecedented upheaval in international trade flows, volatile inputs markets and a wider geopolitical uncertainty redrawing supply maps around the world, and it is clear why this trip was not just about reaffirming relationships but also about thinking ahead. Under this given condition, what are the best commercial and marketing strategies to protect and grow Alifood’s position in Japan? That question loomed over every meeting.
The answer, true to Alifood form, is not to retreat but to double down. When the United States market itself is sending mixed signals and generating new uncertainly for Italian exporters, therefore, Japan remains a retailing sea where continued investment — in knowledge, in relationships, in product innovation — continues to make both commercial and strategic sense. It has taken Alifood 30 years of presence to learn that it’s not easy to get trust in Japan, but once you do, you keep it. It was reaffirmed this February.