EU Promotes Its Wine and Beverages at JFEX 2026 in Tokyo, Japan

EU Showcases Its Wine and Beverages at JFEX 2026

The European Union (EU) is set to create a buzz at the upcoming JFEX International Food and Beverage Trade Week, scheduled from June 24 to 26, 2026, at Tokyo Big Sight's South Exhibition Hall. The EU booth (Hall 3, Booth No. 17-22) will highlight a selection of rare and high-quality wines, beers, and spirits from various EU countries that are still relatively unknown in Japan. This exhibit aims to showcase the quality, origin, and diverse flavors of EU beverages while drawing parallels between the EU's commitment to authenticity and high production standards and Japan's culinary culture.

A Taste of Authenticity: The "Perfect Match!" Campaign

The presence at JFEX 2026 forms part of the “Perfect Match!” campaign, which promotes the synergy between EU-produced food and beverages and Japanese cuisine. This initiative aims to enhance the appeal and value of EU products by demonstrating their compatibility with Japanese food culture.

Wine Tasting Sessions Led by Expert Sommelier

Throughout the event, attendees can take part in wine tasting sessions led by Naki Saito, a renowned sommelier who has experience working at Michelin-starred restaurants and also teaches at a wine school. These sessions will offer tastings of select EU wines, where Saito will enlighten participants about their history, tradition, regions, varieties, qualities, and production methods. This experience not only enhances the understanding of the traditional and quality standards underpinning EU products but also encourages attendees to explore pairing possibilities with Japanese cuisine, providing insights valuable for product selection, menu development, and new customer proposals.

Each day of the event will feature four tasting sessions, with a detailed schedule provided to attendees. For further information about sommelier Naki Saito, attendees can refer to specific resources available during the trade event.

The Tradition and Quality of EU Products

The EU has a long-standing tradition and craftsmanship behind the production of high-quality, safe, and sustainable wines and beverages. Currently, the EU dominates with 45% of the world's vineyard area for wine production, accounting for 65% of wine output and 70% of global wine exports. Additionally, EU countries produce over 80 distinct styles of beer. The EU's Geographical Indication (GI) system protects product names by ensuring they originate from specific regions with recognized quality or reputation. These GI labels guarantee authenticity, allowing consumers and business entities to identify exceptional products at a glance. The Japan-EU Economic Partnership Agreement (EPA) includes a mutual protection list for GIs, safeguarding the names of over 140 EU wines, beers, and spirits in Japan.

About the Perfect Match! Campaign

Launched as part of the EU’s promotional efforts, the “Perfect Match!” campaign aims to introduce Japanese consumers and food industry stakeholders to the qualities of EU-produced food and beverages, specifically their quality, authenticity, safety, and sustainability. Through tastings, events, seminars, and social media outreach, the campaign seeks to demonstrate how EU food and beverages naturally harmonize with Japanese culinary traditions. It emphasizes shared values such as craftsmanship, authenticity, and high production standards, fostering innovative food pairings and increasing awareness of the appeal of EU products in Japan.

To enhance this culinary experience, follow us on Instagram (@foodmatcheu) and engage with content using the hashtag #FoodMatchEU to explore the allure and ideas around EU-produced goods.

The Japan-EU Economic Partnership Agreement (EPA)

The “Perfect Match!” campaign initiated in February 2019 coincides with the implementation of the Japan-EU Economic Partnership Agreement (EPA). The removal and reduction of tariffs under this agreement, along with the establishment of a more transparent regulatory framework, have expanded trade flows between Japan and the EU, providing new business opportunities for companies on both sides. Japan stands as one of the major trading partners for the EU, exporting about €70 billion worth of goods and around €28 billion in services to the Japanese market annually.