Tuesday, May 03, 2005

Opportunities for building your market in Japan

Dining Downunder* is currently planning a week long Australian Cuisine Promotion at the Hilton Nagoya from the 8th to the 15th of July 2005.

The Australian food event has been triggered by our show’s broadcast into Japan via the ABC Asia Pacific and the World Expo which is being held in Nagoya till September.

We are currently seeking Australian food and wine companies to benefit from an association with the event. These partner companies would either already be exporting or be interested in developing exports to Japan.

Partners already confirmed for the event include Australian Airlines and MLA but other products to be showcased during the promotion are still sought. Companies will receive their logo on menus and promotional brochures; gain exposure in the local media and press releases; be presented to a food service market during the promotion and be included in the supply chain options we build.

Japan has been Australia’s largest export market for 35 years and accounts for $22 billion, or 19 per cent of Australia’s total exports. We hope to add more Australian foods, beverages and other produce to this significant trade through an association with our very popular Australian cuisine promotions and television cooking show. The Japanese market is a difficult one to penetrate and then to maintain as the competition for discretionary funds is very high. However, the food scene is changing rapidly and locals actively seek new food experiences, for example, Italian cuisine is growing in popularity and breakfasts are changing from hot, soft and savoury to cold, crunchy and sweet.

There is also the opportunity for companies to take a commercial position for the next broadcast of the 13 weekly episodes of Dining Downunder which will go out over 13 million homes and to a business and holiday market in over 192,000 hotel rooms. The audience is predominantly Asian locals with a significant disposable income and more than a passing interest in Australia. ABC Asia Pacific has a measured expat audience of 1.6%.

The 438-room Hilton Nagoya, located at the centre of the business, shopping and entertainment areas of the city and only 12 kilometres from Nagoya Airport, offers a wide range of leisure and business facilities as well as a ballroom which can host up to 1,200 guests.

For more information please contact me via email.

* Dining Downunder is a trade mark of the Cherikoff Family Trust and is used under licence