Italian Cheeses in Japan: ICE and Assolatte Revive Promotional Efforts

(ANSA) - TOKYO, 21 OTT - Original recipes, training, and tastings to introduce Italian cheeses to Japanese dietary habits. This is the program promoted in Japan by ICE-Agenzia in collaboration with Assolatte, the Italian Dairy Association, as part of a partnership launched in 2019 that has so far included trade show appearances, business meetings, and promotions on cooking websites and digital channels. The initiative involves the development of ten recipes that pair typical ingredients of Japanese cuisine with ten cheeses selected by Assolatte. The recipes for restaurants are curated by Chisako Hori, executive director of the historic Kikunoi restaurant in Kyoto, while those for home cooking are created by Megumi Fujii, a culinary expert. The dishes will be published on the “Orangepage net” portal and shared through its digital channels. The project consists of three training sessions in Osaka, Tokyo, and Fukuoka, featuring Hori, Fujii, and Miyuki Ikeda, a master cheese taster certified by the National Organization of Cheese Tasters (Onaf). Tastings are also scheduled for November 7 at Hills Marché, located at Ark Hills in Roppongi, in central Tokyo, and on November 14 during an event dedicated to content creators. “Japan offers significant opportunities for Italian cheeses, which stand out for their variety and their connection to their regions of origin,” says Gianpaolo Bruno, director of the ICE office in Tokyo. “The inclusion of Italian cuisine on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity highlights the heritage of knowledge of which our cheese-making tradition is an integral part. Together with Assolatte, we aim to raise awareness of these products and integrate them into Japanese dietary habits.” Market trends confirm the interest in Italian products. In 2025, Japanese cheese imports reached approximately 201 billion yen, equivalent to 1.13 billion euros, a 2.7% increase compared to 2024, while volumes fell from 260,238 to 251,841 metric tons. Italy is the fourth-largest supplier after New Zealand, Australia, and the United States, and the leading EU country, with a 9.4% share by value. Imports from Italy rose to approximately 18.9 billion yen (+7.6%), while volumes remained essentially stable at 12,237 metric tons: growth in value exceeded that of the overall market. Performance was strong in certain segments. In fresh cheeses and curd, Italy ranks second, with 17.4%, behind Australia (42.9%). In blue cheeses, it ranks first, with a share of approximately 65%, ahead of Denmark (17.7%).
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