A Life-Enriching Circle created by through the Japanese Deliciousness

For the past 11 consecutive years, Japan’s food-related exports have grown steadily, reaching a total value of 1.45 trillion yen in 2023. A key driver of this success is Japanese rice, whose demand has surged from 4,500 tons in 2014 to 37,000 tons in 2023. How would you analyze this significant growth in Japanese food exports, and why do you believe now is the ideal time for Japanese food to expand internationally?

When I visited the United States in July 2024, I observed the local food market and was struck by how popular Japanese food has become. My previous visit was four to five years ago, and the changes since then are quite apparent. I believe there is a strong correlation between the rising demand for Japanese rice and the growing global appreciation of Japanese cuisine. Rice is the cornerstone of Japanese cuisine, and high-quality rice is essential for enjoying it authentically. While different rice varieties are grown worldwide, the unique characteristics of Japanese rice are crucial, especially for dishes like sushi. Recreating such dishes with other rice varieties diminishes their authenticity, making the success of Japanese rice exports somewhat predictable.

The achievement of food-related exports reaching 1.45 trillion yen in 2023 is remarkable, especially considering that a decade ago, the figure stood at just 5.5 billion yen. However, it’s worth noting that China’s ban on Japanese food imports, following the release of treated water from nuclear power plants in late 2023, has likely limited the full potential of this growth. Without this restriction, the value of exports could have been even higher. Some experts predict that food-related exports could reach 4 trillion yen by 2030, underscoring the immense potential for further expansion and the high expectations for this industry.

What business opportunities do you see arising from the growing global popularity of Japanese cuisine, and how does your company plan to capitalize on this trend?

The growing global popularity of Japanese cuisine presents numerous business opportunities for our company. With the number of tourists visiting Japan expected to exceed 35 million this year, demand from international visitors is extremely high. We have stores across Japan, including prime locations in Shinjuku and Shibuya, where tourists represent a significant pillar of our sales. Food is one of the primary reasons tourists visit Japan, and many of them stop by our stores to purchase products they can take home as souvenirs. This intersection of tourism and culinary culture has been a key driver of our success. Additionally, Tokyo holds the distinction of being the city with the most Michelin stars in the world, followed by Paris, Kyoto, and Osaka. This ranking underscores the global recognition of Japanese cuisine’s quality and value, further fueling interest in our offerings.

Established in 2013 as part of the Sotheby’s League, your company opened its first store in Ginza and has since grown to offer a wide range of products, including Japanese gourmet foods and household goods. In your relatively short history, how would you define your company’s core strengths?

When AKOMEYA TOKYO opened its first store in Ginza in April 2013, we  aimed to establish ourselves as a "select store." Our buyers carefully curated food products, edibles, and other goods crafted by artisans and makers from across Japan. This innovative approach quickly attracted attention and set us apart in the market. Over the past decade, our company has grown rapidly, gaining widespread recognition through media coverage and social networking platforms. This increased visibility has drawn many international tourists, particularly from South Korea and China.

However, by 2020, amidst this rapid expansion, we felt a sense of urgency that our brand's identity was becoming less distinct. To address this, we revisited our mission, vision, and values, asking ourselves, "What truly defines us?" We analyzed our assets and strengths to establish a competitive edge in a market characterized by low barriers to entry, growing competition, and alternative service options like direct delivery from production areas.

Additionally, the designation of Japanese food as a UNESCO Intangible Cultural Heritage in 2013 further emphasized the importance of our mission. While this recognition highlights the cultural value of Japanese cuisine, it also underscores the risk of its decline without active preservation efforts. For instance, the aging population in Japan’s primary industries is a pressing issue, with the average age of rice growers now reaching 75 years old—a reality we cannot ignore.
As a food “Katarist” (Coming from the word Catalyst x Kataru, Kataru means storytelling in Japanese), our mission is to act as a bridge between producers and consumers, sharing the stories of Japan's artisans and delivering their heritage to the world. By doing so, we aim to preserve and celebrate Japanese food culture while creating meaningful connections that inspire and engage people globally.

As a food “Katarist” our mission is to act as a bridge between producers and consumers, sharing the stories of Japan's artisans and delivering their heritage to the world. By doing so, we aim to preserve and celebrate Japanese food culture while creating meaningful connections that inspire and engage people globally.

Your company offers more than 20 varieties of premium rice from regions such as Hokkaido and Yamagata. What criteria do you use when selecting rice? Additionally, which rice varieties do you foresee gaining popularity in the international market?

We select our rice to ensure a balanced lineup, using a detailed chart that compares the texture and consistency of rice from different regions. However, the foundation of our selection process lies in building a relationship of trust with the growers. We prioritize sustainable, long-term partnerships over one-time transactions, as this mutual trust is essential for maintaining quality and consistency.

Beyond taste, it’s equally important to recommend the right rice for specific applications. For instance, less sticky rice that readily absorbs broth is ideal for dishes like paella, while stickier varieties are better suited for dishes where the rice itself plays a starring role. This tailored approach allows us to meet diverse customer needs and showcase the versatility of premium Japanese rice.

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What kind of experience do your customers get when they visit your store?

Our store design concept is a "Japanese kitchen," which carries two key meanings. First, the term "kitchen" is often used to describe vibrant marketplaces where delicious food from across the country is gathered—such as Tsukiji and Toyosu, often referred to as "Tokyo’s kitchens." Our stores embody this spirit, serving as lively hubs where carefully curated, high-quality food products come together.

Second, the concept extends to each customer’s dining experience. We believe that our customers' dining tables are the 1st Place. While the dining table is the centerpiece, where delicious food is prepared to enrich that experience. In this sense, our stores serve as a "kitchen" for our customers, providing the ingredients and tools needed to color their dining tables with authentic Japanese flavors.

To bring these ideas to life, we’ve designed our stores to evoke the atmosphere of a traditional Japanese kitchen. Each space is thoughtfully arranged to immerse customers in this unique experience.
Our stores feature approximately 1,500 SKUs, with a strong focus on food products, including a variety of seasonings, side dishes that pair perfectly with rice, and an assortment of kitchen and tea utensils. These items are particularly popular among tourists, offering them an authentic taste of Japanese culinary culture.

Your company has been actively promoting product development and diversifying supply networks through collaborations with distributors and producers. Are you considering forming international partnerships in the future?

Yes, we are keen to further expand overseas. We recognize that simply displaying and selling products is not enough to achieve success. To truly resonate with international audiences, we believe in adopting a model similar to Eataly, which is built around the concept of "eat, buy, and learn."

For Japanese food, this approach requires local education and training to help consumers understand and appreciate the culture and traditions behind our offerings. As such, forming partnerships with companies that have deep knowledge of local markets and consumer needs is essential to successfully implement this model and expand our presence internationally.

How would you describe your company in one sentence?

We are the food “Katarist.” 

For more information, please visit their website at: https://www.akomeya.jp