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The remarks were made at a Japanese culinary culture promotion event organized by JETRO Ho Chi Minh at the Residence of Consul-General of Japan in Ho Chi Minh City on June 17. The event was part of the FY2026 Japan Food Export Platform Project for Vietnam and brought together chefs, importers, distributors and industry representatives from both countries.

Speaking at the event, Okabe Mitsutoshi, Chief Representative of JETRO Ho Chi Minh Office, said Vietnam’s population of more than 100 million and strong economic growth make it an important market for Japanese agricultural and food products.

“Vietnam ranks sixth among importers of Japanese agricultural, forestry, fishery and food products. We believe there is considerable room for Japan to expand exports to Vietnam and to build sustainable business channels in the coming years,” he said.

Okabe noted that the growth of Vietnam’s middle class and higher-income consumers has contributed to rising demand for Japanese food products. Popular items include Wagyu beef, seafood such as scallops and salmon, sake, shochu.

The event featured product displays from eight Japanese and Vietnamese companies. Chefs from both countries conducted live demonstrations of sushi and Wagyu beef preparation while introducing guests to Japanese ingredients, seasonings and culinary traditions.

Participants were able to sample dishes, learn about cooking techniques and engage directly with suppliers.

Guests trying traditional Japanese dishes prepared on-site by chefs. Photo by Read/Quynh Tran

Ono Masuo, Consul-General of Japan in Ho Chi Minh City, said similarities between Vietnamese and Japanese food cultures have helped Japanese cuisine gain popularity in Vietnam.

According to Ono, shared culinary practices, including the use of chopsticks and certain East Asian influences, make Japanese food more accessible to Vietnamese consumers.

He said Japan hopes Vietnamese consumers will not only enjoy Japanese cuisine but also gain a deeper understanding of Japanese food culture, including traditional beverages such as sake.

Ono also described Vietnam as an important market for expanding Japanese food products throughout Southeast Asia.

“With a population of more than 100 million, cultural similarities and strong bilateral ties, Vietnam can serve as a gateway for promoting Japanese cuisine and food exchanges across the region,” he said.

Ono Masuo, Consul-General of Japan in Ho Chi Minh City. Photo by Read/Quynh Tran

The consul general said Japan has established food export promotion platforms in several countries, including Vietnam. Through these initiatives, the Japanese Embassy, Consulate General and JETRO have coordinated activities such as business matchmaking, market consulting and support for food imports.

In addition to experiential events, JETRO plans to expand trade promotion efforts through exhibitions, trade fairs and business-to-business conferences.

The organization is expected to host a large-scale business matching event in Ho Chi Minh City later this year, bringing together companies from both countries. Additional promotional activities featuring Japanese agricultural products, food and ornamental flowers are also planned ahead of the Lunar New Year.

Japanese chef preparing Wagyu beef dishes at the event. Photo by Read/Quynh Tran