Exhibiting at Thaifex - Anuga Asia 2025

The Sapporo Food & Tourism International Promotion Executive Committee, headquartered in Sapporo, Japan, is a strategic initiative led by the Sapporo City Government to enhance global recognition and market expansion of the city’s rich food and tourism sectors. Acting as a pivotal bridge between local producers and the global marketplace, the committee orchestrates a comprehensive platform for trade promotion and cultural exchange.

Organization Overview

Operating under the Sapporo City Economic Affairs Bureau, the committee was formed to leverage Hokkaido’s robust agricultural production and Sapporo’s cultural assets to drive international economic engagement. It brings together stakeholders from government, business, and academia to coordinate and promote trade missions, food fairs, and tourism campaigns that showcase Sapporo’s unique offerings.

Core Activities

The Committee’s mission is delivered through the following strategic services:

• Trade Support Initiatives:

  • Coordinating international exhibitions and B2B events.
  • Facilitating trade delegations and overseas promotional campaigns.
  • Supporting food export certifications and documentation.

• Tourism Promotion:

  • Culinary tourism projects highlighting Sapporo's rich food culture.
  • Hosting inbound tours and media familiarization trips.
  • Participation in international tourism expos.

• Business Enablement Programs:

  • Providing subsidies for companies aiming to expand abroad.
  • Offering market development grants and intelligence reports.
  • Collaborating with trade offices and embassies for strategic outreach.

These services help Sapporo-based businesses, particularly SMEs and regional producers, penetrate new international markets with greater ease and visibility.

Specialization and Unique Value Proposition

The committee’s distinctive role includes:

• Public-Private Synergy: Operating as a hybrid public initiative with active involvement from regional food and tourism businesses.
• Regional Brand Advocacy: Promoting “Sapporo Quality” as a hallmark of trust, quality, and authenticity.
• One-Stop Export Desk: Simplifying the international expansion process with multilingual support, trade documentation, and partner search assistance.
• Tourism Integration: Combining food exports with cultural tourism to create a comprehensive value chain impact.

Economic and Export Impact

Although not a commercial enterprise, the committee contributes significantly to Sapporo's global economic footprint:

• Supported Events: Over 40 international trade shows and exhibitions coordinated since 2015.
• Business Matching: Facilitated more than 1,000 B2B meetings through curated events.
• Export Success Stories: Assisted over 200 companies in entering foreign markets, notably in Taiwan, Hong Kong, Singapore, and France.
• Inbound Tourism Boost: Projects tied to food festivals and cultural programs have significantly increased tourism spending in Sapporo, contributing to the local GDP.

Target Stakeholders

The committee engages with a variety of stakeholders, including:

• Local Producers: Small and mid-sized food and beverage manufacturers.
• Hospitality and Tourism Operators: Hotels, restaurants, and tour agencies.
• Export Agencies: Japanese and foreign trade organizations.
• Media and Influencers: For promoting Sapporo-based content internationally.

Operational Capabilities

• Multilingual Support: Japanese, English, Mandarin, and Korean communication available.
• Data-Driven Planning: Utilizes consumer market analytics to identify optimal trade destinations.
• Institutional Backing: Funded and supported by the Sapporo City Government and related industry associations.

Certifications and Partnerships

While not a certifying body, the committee collaborates with:

• JETRO (Japan External Trade Organization)
• Hokkaido Bureau of Economy, Trade and Industry
• Embassies and Consulates in target regions
• Tourism Japan and other promotional alliances

These partnerships allow for seamless coordination of trade and promotional efforts across borders.

Achievements

• Export Expansion Programs: Developed a subsidized export assistance package for over 50 small businesses in 2023.
• Culinary Promotion: Hosted the annual “Sapporo Gourmet Fair” in Taiwan and Singapore with over 30,000 attendees.
• Recognition: Cited in the Japan Tourism Agency’s regional promotion excellence report as a model of city-led internationalization.

The Sapporo Food & Tourism International Promotion Executive Committee continues to play an instrumental role in promoting Sapporo as a global brand, boosting both exports and inbound tourism, and providing long-term economic benefits to local industries through coordinated international outreach.