#Japan #Tokyo #Culinary Arts #Ibérico Ham #ASICI

Awaken Your Ibérico Sense Project 2025

The Ibérico Pig Interprofessional Association, known as ASICI, has recently commenced its international promotion project, "Awaken Your Ibérico Sense" in Japan, supported by the European Union. Launched in November 2023 in Tokyo, this initiative aims to enhance awareness and understanding of Ibérico ham through cultural education and culinary experiences. The project seeks to communicate the intrinsic values of Ibérico ham established since 2024, to the Japanese market by conveying its authenticity to restaurants, educational institutions, and consumers.

Six Global Themes of ASICI

To articulate the cultural and gastronomic significance of Ibérico ham, ASICI has categorized its message into six global standards:

1. Sustainability: Emphasizing an environmentally-friendly production model and ecological preservation of the dehesa ecosystem.
2. Traceability: The use of the DNA tracking system, ITACA, ensures high transparency in production processes.
3. Quality Labels: Strict classifications using four official labels—black, red, green, and white—to certify quality.
4. Connection with the Environment: The uniqueness of Ibérico pigs comes from their deep ties to rural living, where they produce extraordinary products through superior natural resources and attentive raising practices.
5. Sensorial Experience: Maximizing the sensory values of flavor, texture, and aroma through optimal slicing, temperature, and presentation methods.
6. Diverse Consumption Suggestions: Proposing various ways to enjoy Ibérico ham across different lifestyles, including dining, dining out, and art.

Official Events in Japan

As part of the 2025 Japan project, three official events will take place in Tokyo and Osaka. These events will introduce the history, tradition, and proper ways to slice and cook Ibérico ham.

Masterclass Experience

Immerse Yourself in Authentic Techniques and Cultural Depth

• - Tokyo Event: Scheduled from November 10-11 at Omotesando Bamboo in Shibuya, with participation from 39 industry insiders.
• - Osaka Event: Following from November 17-19 at the Tsujigakuen Nutrition School with students participating.

Educational Segments

The sessions will feature ASICI's president, Jesus Perez, discussing topics like the history and culture of Ibérico pigs, the quality label system, sustainability, and the aging and production processes. Hands-on cutting practice, led by experienced professional cutter Zulima Esteban, will offer insights into different cuts of the ham, enhancing participants' understanding of flavor assessments based on thickness and temperature.

The masterclass serves a strategic purpose: elevating the skill levels of chefs, cutters, and food specialists who act as ambassadors of the cultural value of Ibérico ham. Their enhanced skills will improve product positioning in high-stakes markets, enabling them to convey the unique sensory allure of Ibérico ham to discerning consumers.

Exclusive VIP Event for Tokyo Calendar Readers

A special event, "Awaken Your Ibérico Sense!" was held on the night of November 10 for Tokyo Calendar readers at Balcon Tokyo, offering breathtaking views and an artistic atmosphere. Participants engaged in sensorial experiences of Ibérico ham facilitated by professional slicing demonstrations and a cooking show by renowned chef Yoshida. This curated experience aimed to illustrate the rich history and heartfelt flavors of Ibérico ham while promoting an artfully blended evening of culinary delight.

Key Highlights of the Event

1. Sensory Experience of Ibérico Ham: A prominent display of Ibérico ham showcased for guests, emphasizing the meat's cultural depth and story. Marta Parral from ASICI highlighted Japan's strategic importance in this initiative, delineating the campaign’s goals and emphasizing the connection between Ibérico ham's cultural ethos and Japanese consumers' values of quality and craftsmanship.

2. Slicing Demonstration by Professional Cutter: Zilima Esteban's performance not only captivated attendees but showcased the artistry behind slicing ham, enhancing its flavors with each cut.

3. Live Cooking Session by Chef Yoshida: As Japan’s project ambassador and a notable figure in French cuisine, Chef Yoshida demonstrated innovative culinary techniques blending Japanese flavors with Ibérico ham, revealing the extensive potential of gastronomical integration.

The event culminated with insightful discussions led by Chef Yoshida, sculpture artist Kunihiko Nohara, and food artist Ayako Suwa, providing guests an enriched understanding of Ibérico ham's gastronomic and cultural significance.

Future Plans in Japan (2025-2026)

The continuation of masterclasses for professionals will extend until January 2026, along with a restaurant week in major cities, showcasing Ibérico ham across varied culinary settings. ASICI also plans a return visit to Spain for stakeholders between January 25-29, 2026, reinforcing their commitment to transmitting the cultural values of Ibérico ham back in Japan.

About ASICI

Founded in 1992, the Asociación Interprofesional del Cerdo Ibérico (ASICI) represents the confluence of producers and distributors in the Spanish agricultural and livestock sector, recognized as a vital network by Spain's Ministry of Agriculture. The organization plays a key role in promoting the heritage and craftsmanship of Ibérico ham.

Market Growth and Cultural Relevance in Japan

The demand for Ibérico ham continues to grow across Japan, reflecting its status as a prominent example of Spanish culinary tradition. Recent reports indicate an increase of 11.5% in exports, amounting to €22 million anticipated for 2024. The unique rapport between Spanish culinary principles and the Japanese appreciation for meticulous craftsmanship highlights Japan’s intrinsic value as a market.

For more information about this project, visit the official website: Awaken Your Ibérico Sense