The fascination of Japanese gastronomy with EVOO
Rakuten, Japan's largest online retailer with over 50 million registered users , has been promoting Spanish olive oil brands for a month through a campaign by the Spanish Olive Oil Association. During this time, information was sent to 255.000 consumers via newsletter; a dedicated landing page was created for these brands; banners were displayed; and 500-yen (3,5 euros) coupons were distributed for the purchase of Spanish olive oils available on the platform.
This generated three million impressions and sales increased by 165% . So much so that a second wave of activation will be repeated next month.
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Participation in Foodex
This wasn't the only direct support action for brands. Interprofesional also showcased the power of our extra virgin olive oils at Foodex Japan, the leading professional food fair in Asia . Specifically, 38 companies presented the numerous products they sell in this market. Experts also received product information and were able to participate in tastings. These are much-needed measures to give new impetus to Spanish olive oils.
Seminars
The manager was also responsible for conducting two seminars in Tokyo and Osaka, primarily aimed at distributors, importers, trainers, and the media. Participants gained a deeper understanding of Spain's position as a world leader in the quality, production, and marketing of olive oil.
The seminars concluded with a tasting of some of the most representative single-varietal olive oils from Spanish production, led by product expert Alfonso Fernández, with the assistance of local taster and president of the Japanese Association of Olive Oil Tasters , Ms. Himeyo Nagatomo, and nutritionist and chef Ms. Schi.
In her presentation, Fernández emphasized the revered value of our Extra Virgin Olive Oils: “The Japanese believe that good oil is mild. And today they have realized that each type has its place. They have learned the versatility of a good EVOO. Also, that they can cook with it, not just use it raw.” More than 100 professionals received training at both seminars.
Actions aimed at the consumer
However, this campaign continues to heavily emphasize measures aimed at positioning Spain as a world leader in quality and production. A 10-episode television miniseries has just finished airing. In it, a celebrity—an athlete, model, actor, and chef—explains how to use the product in a simple and engaging way and provides information about its nutritional value.
In addition to working with influencers and social media, there are contests, digital advertising, and a collaboration with Cookpad, Japan's largest recipe-sharing service with around 60 million monthly users, which produces 24 original Japanese recipes using olive oil from Spain, visible online and on the digital screens of various supermarket chains.
Extra virgin olive oil in Japan: The future and trends of Spanish extra virgin olive oil
The Japan Olive Oil Prize (JOOP) , organized by the Italian Chamber of Commerce in Japan, has established itself as one of the benchmark competitions for the international olive oil sector in the Asian market.
The main purpose of this competition is to promote the excellence and quality of extra virgin olive oil, offering producers from all over the world a strategic platform to gain visibility in a market as demanding as the Japanese market.
With a jury composed of experts from various nationalities, the JOOP guarantees a rigorous and transparent evaluation through blind tastings, awarding categories ranging from organic and single-varietal oils to packaging design, a determining factor for the local consumer.
In this context, olive oil in Japan has experienced remarkable growth, positioning the country as the largest consumer of premium extra virgin olive oil in Asia. The participation of Spanish olive oils in this competition is traditionally outstanding, frequently achieving top awards such as "Best of Spain" or "Best in Class," which reinforces the reputation of Mediterranean products in the East.
The awards given, divided into gold and silver medals and special distinctions by country, not only validate the technical effort of the olive mills, but also serve as a fundamental entry point to connect with local distributors and importers.
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Yes, the evolution of JOOP reflects a constant interest in healthy and sophisticated gastronomic culture in which olive oil in Japan plays a leading role, establishing itself as an indispensable premium ingredient in the diet and lifestyle of the contemporary Japanese population.
