Expanding Regional Products: Hokkaido Okhotsk's BtoB Promotion in Tokyo

The "Hokkaido Okhotsk Product Metropolitan Sales Expansion BtoB Promotion" is entering its third phase in 2025, continuing a long-term collaboration that started in 2023 between the Development Bank of Japan and the Okhotsk Foundation. The primary aim is to enhance selling channels for Okhotsk products through stronger connections between local producers and Tokyo dining establishments.

This year’s initiative will uniquely tackle both BtoB and BtoC markets. For the BtoC segment, a special exhibition dubbed "Okhotsk Shopping Street" is set to take place at the Tokyu Department Store's gourmet facility, the "Futako Tamagawa Tokyu Food Show." It will feature 20 select local producers showcasing their processed foods, offering the vibrant culinary culture of the Okhotsk region.

On the BtoB side, starting from November 15, 2025, various popular Tokyo restaurants will introduce original menu items utilizing seasonal Okhotsk ingredients, such as seafood and locally grown vegetables.

Project Background

The challenge in expanding Okhotsk products’ reach to metropolitan areas revolves around high transportation costs and long lead times between ordering and delivery. Additionally, products often get generalized as simply "Hokkaido products," overshadowing the unique quality and signature characteristics of Okhotsk offerings that chefs and consumers may overlook.

To bridge these gaps, the promotion emphasizes direct relationships between producers and restaurants, aiming to deliver exclusive items not available elsewhere, along with the stories and passion behind each product. This connection is intended to facilitate collaboration, spur the development of new products, and ultimately improve awareness and sales of Okhotsk goods in the Tokyo area.

Upcoming Events

From October 30 to November 5, 2025, the “Okhotsk Shopping Street” will highlight over 80 products from 20 local producers at the Futako Tamagawa Tokyu Food Show located in Setagaya, Tokyo. The exhibition will be organized by the Okhotsk Foundation and managed by Maruya. Each area of Okhotsk will be represented, showcasing beloved local delicacies.

Featuring Local Producers

Event participants include various companies that represent the authentic taste of Okhotsk, such as:

- Abashiri Suisan: Known for its soft salmon jerky.
- Oozora Sanmai: Specializing in clambased seasonings.
- Koyu Seikatsu: Producing organic herbal tea blends from a rich selection of herbs.
- Sakai Farm: Renowned for its natural honey sourced from local flora.
- Sankou: Well-known for its scallop rice mixes.

The list continues with others providing a multitude of tasty products that highlight the essence of Okhotsk.

BtoB Activities

Meanwhile, during the BtoB campaign, popular dining venues in Tokyo will offer original dishes created using fresh seafood, premium beef from local farms, and organically grown vegetables. The participating producers this year include some of Okhotsk’s best, such as:

- Akiba Farm: A 90-year-old organic farming family producing vibrant vegetables.
- Ishii Farm: Producers of the famous "Iceflow Beef," known for its distinctive flavor and quality.
- Yamaken Akihara Fisheries: Suppliers of oysters from Lake Saroma famous for their rich taste.

Collaboration and Promotion

This promotion seeks to elevate the profile of Okhotsk products in Tokyo through culinary innovation and collaboration, inviting local chefs to utilize distinctive ingredients with special qualities. Notably, project updates and details regarding participating restaurants will be shared on their Instagram account, `okhotsk_tokyo`, so interested parties should keep an eye out for new information.

As this initiative gains momentum, it heralds a promising future for the Hokkaido Okhotsk region's goods, positioning them on the culinary map of Japan’s capital and beyond.

For more details on the participating producers and ongoing events, www.maruyapressrelease.com hosts further insights.