#Japan #Tokyo, Osaka #Ibérico Ham #ASICI

Awaken Your Iberico Sense: A Culinary Journey in Japan

The Iberico Pig Interprofessional Association (ASICI), backed by the European Union, has launched a new initiative called 'Awaken Your Iberico Sense' in Japan. This program aims to elevate consumer awareness and understanding of Iberico ham through immersive dining experiences. The 'Iberico Ham Restaurant Week' is a key part of this extensive campaign, marking the first large-scale direct outreach to Japanese consumers.

What to Expect During the Restaurant Week

Taking place in Tokyo and Osaka, this event showcases 15 top-rated restaurants known for their exceptional quality and expertise in representing Iberico ham. Far beyond mere tasting sessions, the event aims to provide guests with a full contextual understanding of Iberico ham, from its origins and artisanal production methods to the meticulous traceability standards that underpin its remarkable quality and food safety standards.

For two exciting days, guests will be treated to professionally curated dishes featuring Iberico ham, allowing them to indulge in a unique sensory experience. The event will also include live cutting demonstrations by skilled cortadores, imparting not only the technical accuracy involved in serving the ham but also highlighting its distinct sensory attributes.

Engaging Consumers Meaningfully

Through this engaging culinary experience, attendees will not only savor the alluring flavors, aromas, and textures of Iberico ham but also gain a deeper understanding of what sets this remarkable delicacy apart in the international culinary landscape. They will learn about the regulated production models and aging processes that ensure the authenticity and transparency of the product. This initiative is embedded in ASICI's Japanese strategy, which emphasizes direct engagement, precise information dissemination, and long-term trust-building in the marketplace.

Goals of the Iberico Initiative

The 'Awaken Your Iberico Sense' program launched in 2024 focuses on four main areas in Japan: enhancing product recognition, deepening understanding, promoting cultural aspects, and enriching the culinary experience associated with Iberico ham.

The campaign's dual approach targets both professional sectors with technical masterclasses and networking opportunities for industry leaders, as well as consumer-facing segments like the 'Iberico Ham Restaurant Week'. This ensures that information reaches customers directly in a real-world dining context, broadening their immediate engagement with the product.

The Principles of International Communication

The initiatives surrounding 'Awaken Your Iberico Sense' are founded on six principles that reflect the structural values of the Iberico ham industry: 1) Sustainability through responsible production models; 2) Traceability facilitated by ASICI's 'ITACA' system; 3) Quality standards established by the 'Real Decreto 4/2014'; 4) A connection to the origin that emphasizes local varieties and traditional rearing practices; 5) Sensory experiences that highlight the unique flavors and textures of the ham; 6) Consumption moments that illustrate the versatility of Iberico ham across different culinary contexts.

The Importance of the Japanese Market

Iberico ham has begun to carve out its niche in Japan, a market renowned for its high standards in the dining industry. Here, consumers are particularly discerning, showing a keen interest in understanding the origins and production processes behind the products they enjoy. In 2024 alone, exports of ham and shoulder meat to Japan are expected to surpass €22 million, marking an 11.5% increase year-on-year and revealing significant growth in the past five years.

This trend reflects not only a continuous commercial advancement but also the establishment of Iberico ham's presence in a highly competitive market. Japan's appreciation for the values encapsulated in Iberico ham—such as its quality, authenticity, craftsmanship, and respect for time in production—aligns perfectly with the local culinary culture that prioritizes attention to detail and balance.

Future Directions

ASICI is pursuing a path of trust-building within the Japanese market through a combination of in-restaurant experiences and local compliance initiatives. In February 2026, an official study tour to Spain will be organized for Japanese journalists and media professionals, allowing them to explore the production regions of Iberico ham. The itinerary will include visits to farms and production facilities, offering insights into every stage of the production system, hygiene management, quality control, and the connection to the land. The tour will integrate culinary and cultural activities to place Iberico ham within the context of local traditions and daily life.

Going forward, ASICI will continue to promote the European food value system centered around quality, safety, transparency, and sustainability to the Japanese market, reinforcing the importance of Iberico ham in this competitive culinary landscape.

About ASICI

The Iberico Pig Interprofessional Association (ASICI) was founded in 1992 and recognized in 1999 by Spain's Ministry of Agriculture, Fisheries, and Food as the official collaborative body for agricultural food sectors. This nonprofit organization consists of producers along with the processing and distribution sectors, dedicated to maintaining the quality and international development of Iberico pork production.