People in the food industry look to Foodex to find out how best to cater to their Japanese and foreign customers. What they see at Makuhari Messe are often more fantasy than fact, things that might be exported to Japan if the proper arrangements can be made. And that's what the foreigners are there for, representatives from some 56 countries with products selected hopefully to please the discriminating taste of the Japanese public. "Everything" is an expansive word, but it seems an appropriate one to describe the extent of the products on display. Think of the world's best wines, designer meats, ethnic specialties from all over the world (the U.S. will introduce American Indian cuisine under its great regional cooking theme), exotic fruit, calorie-conscious/health-oriented gourmet specialties and, of course, much more.
In addition to all the foreign selections, Japanese producers also show their finest, and it can be mind-expanding. I was especially intrigued with the tremendous variety of my-old-country-home nabe pots and soba bowls that could be filled from little packages of ready simmered and tastily blended ingredients that can be created in moments. Presentation of products, especially those for traditional foods and how they should be served, should provide a good lesson in Japanese aesthetics for foreign manufacturers. They will also learn to appreciate the beauty of wasabi as well as the sharp taste it provides with sashimi. And then there is sake, a monstrous mountain of bottles comprising brands from all over the nation. And while looking is fun, it is better if you can have a taste. Here, as with the foreign exhibitors, at most of the displays, you can.
Perhaps I should not promise so much. That's how it was when I visited Foodex last year. If we follow traditional patterns, things get bigger and better with each year, so it's worth taking a chance. Foodex, which opened March 9, is an exhibit for the trade. However, on the last day, March 12, they are more tolerant of attendees. The cost of a ticket is 5,000 yen, a good investment for anyone interest in learning about foods and their marketing in Japan. Opening time is 10 a.m. I'd suggest you go early since things will be winding down for the 4:30 p.m. closure. You may be asked for a name card, so have one with you. It's a formality.