The programme to promote Pecorino Romano DOP in Japan, aimed at enhancing the product's business and image on international markets, was held at the Musashino Chorishi Senmon Gakko cooking school, in the Ikebukuro district north of Tokyo. The 'Kyoi' project, which for the occasion gathered a large number of specialised media and numerous influencers, was introduced by an online link-up by Riccardo Pastore, Director of the Consorzio Tutela Pecorino Romano Dop, an association that encompasses a supply chain of almost 8,600 recognised breeders in three regions of Italy: Lazio, Tuscany and Sardinia. As in previous years, during the 2023 season Pecorino Romano cheese confirmed its strong propensity to export, with 59% of production destined for international markets; Japan ranks fifth after the United States, the European Union, the United Kingdom and Canada. The high level of appreciation of quality Made in Italy products and the intrinsic popularity of Italian cuisine in the Rising Sun make Japan a market with great growth potential. And it was precisely to illustrate the care and use of the product that a live seminar was organised for the large audience present in the hall by Yoshihiko Sano, Director of the Cheese Professional Association. This was followed by a cooking demonstration enhanced by Tetsuji Iio, Vice Principal of Musashino College.
The communication plan organised by the consortium, financed by EU funds and with the support of the Ice office in Tokyo, has as its main objective an increasingly widespread diffusion of European quality products, with a view to their respective development on the market and an appropriate positioning in the most remunerative segment of the sector. In order to increase product awareness, compared to similar cheeses widespread in the Japanese market, the project is committed to communicating the biological and nutritional characteristics with experiential moments of knowledge on the organoleptic and gastronomic aspects of Pecorino Romano DOP. According to the data emerging from the latest exhibitions dedicated to gastronomy, including Foodex in Tokyo, the product is rightfully entering the basket of dairy products in the Japanese market. In this way, the 'Kyoi' project intends to capitalise first and foremost on the differentiation levers of the reference market, Community recognitions and the added value of excellent productions.
ALL RIGHTS RESERVED © Copyright ANSA
