A NSW Government website

Food and Beverage to Japan

Eligible businesses can apply for free support to export health food, fresh and dried fruit, vegetables, nuts, dairy, meat, seafood, ciders, craft beer and wine to Japan. Applications have closed.

Program dates

December 2021 to June 2022

Key event

FOODEX JapanExternal Link, 8 to 11 March 2022

Why this market

Japan is the third largest economy in the world, behind the US and China.  

Australia is seen as a trusted, secure and safe supplier of food and beverages due to our strict quarantine policy, and advanced food safety and quality assessment systems.

NSW’s partnership with Japan is strong and mature, providing a solid foundation for businesses in NSW looking to diversify into the Japanese export market. 

Participation requirements and success factors

Eligibility for the overall Program

  • Have headquarters in NSW
  • Be export-capable and export-ready 
  • Have between 3 and 199 full-time equivalent (FTE) employees 
  • Have a valid ABN (Australian Business Number) registered for NSW 
  • Have a commercial product or service
  • Have a website featuring the product or service (marketing and promotional costs might be reimbursed through the NSW Export Assistance GrantExternal Link)  
  • Be prepared to adapt the product or service for the market
  • Have a product or service that is produced primarily in NSW
  • Be willing to travel to Sydney for events and to the selected market (where and when COVID-19 restrictions permit travel), and must cover their own travel expenses
  • Not be considered a trader (meaning the Program is for businesses that produce and add value in NSW)

Additional eligibility requirements for this stream

  • Already exporting to at least 1 overseas market

The ideal participant

  • Health and functional foods:  
    • Unique, price competitive and consistent quality 
    • Product has (or can be adapted for) a 12-month shelf life, 10 degrees display shelves 
    • Willing to adapt to complex Japanese requirements
  • Organic items are compliant with Japanese Agricultural Standard (JAS) 
  • Dairy, meat and seafood items are/can be compliant with import quotas, restrictions, and other market access regulations
  • Able to respond to enquiries from Japan quickly and flexibly to build relationship trust

Businesses not eligible for this stream

  • Packaged food and prepared meals 
  • Non-alcoholic beverages 
  • 2020–21 Going Global Program “Japan” participants  


Introductory webinars

  • Welcome and introductions
  • A review of your readiness for the Japanese market 

Market intelligence and cultural training 

  • Japanese food and beverage ecosystem, channels and supply chains
  • Competitor review including supply chain margin
  • Export pricing for the Japanese market
  • Market entry strategy, optimal channels and access and buyer criteria
  • Japanese business etiquette, cultural awareness and negotiation principles 
  • Pitch development and articulating unique selling points for the Japanese market 

In-market assistance and logistical support   

  • Business matching in Japan by specialist provider 
  • Virtual presence at Foodex Japan, 11 to 13 March 2022, with NSW Government support led by Investment NSW’s in-market trade team   

Program debrief, ongoing advice and follow up  

  • Ongoing support provided by a dedicated NSW Government Export Adviser 

Note: The curriculum is subject to change.

Applications have closed

Applications closed on Friday 29 October 2021.