Italian cuisine holds a unique place in the hearts and kitchens of Japanese consumers, yet this cultural affinity has not fully translated into the expected trade volume for Italian agri-food exports. According to recent data from Italy’s food industry association, Federalimentare, Italy exported approximately 924 million euros worth of food and wine products to Japan in 2025, representing only 1.6% of total Italian food exports—a decline from 2.4% in 2015, despite the 2019 EU-Japan Economic Partnership Agreement.
The current trade landscape
Wine remains the leading export category, totaling 181 million euros, followed by preserved foods, oils and fats, cheese, and pasta. While these figures have grown by 27% since 2015, this growth rate lags significantly behind the sector’s 108% global increase. Paolo Mascarino, President of Federalimentare, emphasizes that while the agreement remains strategic, the full potential of the market is yet to be realized. High-quality production values, such as authenticity and safety, align perfectly with Japanese preferences, yet structural barriers persist.
Overcoming Barriers to Growth
The path forward requires addressing remaining tariff quotas and technical sanitary barriers, alongside the logistical complexities of the Japanese distribution system. Moreover, the recent weakness of the Yen has increased the cost of European imports, putting pressure on competitiveness. Strategic adjustments are essential to support SMEs in overcoming these obstacles, as much of the local demand is currently met by local producers or competitors mimicking Made in Italy products.
Specific sector challenges
The Italian cured meat sector, for instance, has faced significant hurdles due to the African Swine Fever (ASF) outbreak in 2022, which halted exports of Prosciutto. Meanwhile, the dairy sector has seen success; a derogation agreement allows the packaging of PGI and PDO products like Parmigiano Reggiano and Grana Padano directly in Japan until 2029, facilitating the creation of micro-portions that are highly sought after by local consumers.
As Piero Mastroberardino, Vice President of Federvini (Italy’s wine industry main association), notes, the Japanese market is one of the most professional and discerning globally. With a renewed focus on middle-to-high-end products and a concerted effort to remove residual non-tariff barriers, there are clear conditions for Italian exports to return to the glory days of the nineties.