Wales’ Culinary culture on display at one of Asia’s largest exhibitions

Max Taylor - Journalist

Subscribe to the Businessin Wales daily newsletter for FREE here.

Wales asserted its presence in the global food and drink scene recently through a showcasing at one of Asia’s most influential culinary exhibitions.

Foodex Japan is an annual exhibition that hosts food and drink products from a variety of countries. It has a significant impact on businesses by attracting over 70,000 buyers, distributors, retailers and foodservice leaders across the country.

Producers have the opportunity here to promote their products, strengthen working relationships, and establish new export opportunities.

Hybu Cig Cymru – Meat Promotion Wales (HCC) and Golden Road Gin made the trip to Japan to represent Wales, alongside Japanese importers who work hard to introduce Welsh produce to their country.

Welsh brands whose produce were included in the showcase were Welsh Lady Preserves, Barti, Radnor Preserves, Gower Gin, Cradoc’s, Da Mhile, Wrexham Lager and Mydflower who exhibited Wales’ progression in the food and drink sector.

Colin Gray and Nia Evans from the Culinary Association of Wales offered an engaging programme to visitors of the Wales stand at the Foodex exhibition with live cooking demonstrations available over the week.

The menu highlighted the range of Welsh ingredients, with many including Japanese elements, such as Welsh Rarebit with Calon Wen Mature Cheddar, PGI Welsh Lamb with sticky soy glaze, Halen Môn–cured salmon, Miso‑glazed PGI Welsh Lamb leg, BBQ PGI Welsh Lamb ribs, and Tan y Castell Welsh Cakes with Daffodil clotted cream and raspberry compote.

Gray and Evans were also in Japan to promote Wales’ very first time hosting the Worldchefs Congress & Expo 2026 at ICCW, Newport, from 16–19 May 2026.

During the trip, the Welsh delegation participated in activities at the British Embassy such as a meet-the-buyer event that offered discussions with key partners as well as a Four Nations Reception before the exhibition where guests enjoyed PGI Welsh Lamb alongside a curated selection of Welsh drinks.

Phillip Wheeler, Founder of Golden Road Gin said: “We were genuinely delighted to be a part of the Welsh delegation at Foodex Japan.

“As an Export Visitor, it was important for us to be there in person, to properly assess the market, meet distributors face-to-face, and understand whether there’s a real opportunity for Golden Road Gin here.

“It proved to be a brilliant experience, giving us valuable insight and the chance to introduce the gin directly to Japanese buyers.

Mark Spencer of Hobgoblin said: “We were invited to join the Welsh stand at Foodex shortly after we began importing Welsh products into Japan.

“I must say that the experience, from start to finish, was both professional and extremely supportive. It provided us with an excellent platform to promote and introduce these products to the Japanese market.

“I would be delighted to participate again if invited.”