Promotion and information project “Pecorino Romano DOP in Japan”: website, communication tools, public relations, social media, ADV, commercial training for operators, participation in trade fairs, restaurant weeks, promotion in points of sale.
Pecorino Romano PDO takes center stage in Osaka from July 23 to 25
Coinciding with Expo Osaka 2025, the Kyoi Project took part in FOODEX Kansai, one of Japan’s most important agri-food trade fairs. The three-day event offered the opportunity to present Pecorino Romano PDO to a qualified audience of industry operators and professionals.
At the dedicated booth, information sessions, tastings, and one-to-one meetings were organized, with the support of hostesses, interpreters, and the Japanese representative of ICE. Numerous visitors had the chance to discover the unique features of Pecorino Romano PDO and taste it through individual servings, as well as admire a whole wheel displayed for the occasion.
Particular interest was raised by the use of the cheese in everyday Japanese cuisine, a theme that emerged during discussions with operators, who emphasized both its gastronomic and nutritional qualities.
To further highlight this aspect, a special training session was held with chefs during the fair. The event, dedicated to 40 chefs and culinary professionals, provided a hands-on experience with the product through a guided tasting. The session was led by Chef Takemasa Watanabe, owner of a renowned restaurant in Kyoto and President of the Kyoto Association for Italian Cuisine Studies, who prepared live the traditional Roman gnocchi with Pecorino Romano PDO.
The Consortium’s presence at the fair also served as a key business-matching opportunity: several B2B meetings were held with representatives from the food service sector, large-scale retail, and the HO.RE.CA industry, generating over 315 contacts interested in developing future collaborations.
A dedicated communication campaign supported the initiative, including press releases, digital content, and the production of a video report featuring interviews with representatives of the Consortium, ICE Tokyo, and the Consul General of Italy in Osaka.
Participation in FOODEX Kansai 2025, within the context of Expo Osaka, marked a milestone in the promotion of Pecorino Romano PDO in Japan, further strengthening the cultural and commercial bridge with the country.
