Japanese Cuisine To Boost Japan's Agricultural And Seafood Product Exports To Malaysia
By Christine Lim
KUALA LUMPUR, Aug 9 (Bernama) -- Japanese cuisine, driven by demand for halal food products and rising consumer incomes, will boost exports of Japanese agricultural and seafood products to Malaysia, said Japan External Trade Organisation (Jetro) Kuala Lumpur managing director Koichi Takano.
"Malaysia now ranks 10th among all export destinations for Japanese agricultural, forestry, fishery, and food products, improving from 13th place previously.
"This underscores Malaysia's growing importance as a key market for Japan in Southeast Asia and reflects the continued growth in demand for Japanese food products among Malaysian consumers and businesses," he told Bernama in an interview during the Japanese Cuisine Lecture Series organised by Jetro recently at Taylor’s University.
He said awareness of the cultural significance of Washoku, or traditional Japanese cuisine, which was inscribed on the United Nations Educational, Scientific and Cultural Organisation (UNESCO) Representative List of the Intangible Cultural Heritage of Humanity in 2013, has also boosted demand.
Takano noted that statistics from the Ministry of Agriculture, Forestry and Fisheries (MAFF) showed that Japan's exports of agricultural, forestry, fishery and food products to Malaysia reached 29.1 billion yen (100 yen=RM2.60) in 2025, a 26.3 per cent increase year-on-year compared with 2024.
"The data indicate that agricultural products accounted for about 70 per cent of total exports, while seafood products accounted for about 29 per cent.
"The total value of Japan's exports of agricultural, forestry, fishery and food products to Malaysia reached 15 billion yen during the period from January to May 2026, a 42.3 per cent increase compared with the same period in 2025," Takano said.
He said e-commerce and demand generated from travel to Japan have also provided a platform to spur demand for Japanese cuisine.
"The increase in Japanese restaurants globally demonstrates that Japanese cuisine has become well established internationally," he remarked.
Kyodo News reported that Japan's exports of agricultural, forestry and fishery products and food products in the first half of 2026 rose 10.9 per cent from a year earlier to 897.7 billion yen (US$5.7 billion), a record high for the period, according to the Japanese government.
Green tea posted a notable gain, supported by a global matcha boom, with the Ministry of Agriculture, Forestry and Fisheries saying that growing inbound tourism has raised overseas awareness of Japanese food, according to the Tokyo-based news agency.
Malaysia as a Gateway for the Expansion of Japanese Food Products
Across the ASEAN region, he said, Malaysia has strong potential as a gateway for the expansion of Japanese food culture and products.
"It is a multiracial, multicultural market that is well accustomed to diverse culinary traditions and international food offerings.
"The country also benefits from the widespread use of English, a well-developed network of international hotels, food manufacturers, and educational institutions, as well as established halal certification systems, food processing capabilities, and logistics infrastructure," he emphasised.
Takano outlined a successful Malaysian model that integrates human resource development, product innovation, halal readiness, and efficient distribution networks that could serve as a valuable framework for promoting Japanese cuisine and food products across ASEAN and other Muslim-majority markets.
He also pointed to the need to identify authentic Japanese food products with key tools such as trademarks, geographical indications (GIs) and country-of-origin labelling, to avoid counterfeit products.
"Producers and companies should also register their intellectual property rights in export markets, establish authorised distribution channels and improve product traceability throughout the supply chain," Takano said.
He also emphasised that applying Japanese culinary techniques to fresh Malaysian ingredients can create a more sustainable and commercially viable business model that also benefits local producers in Malaysia.
"The overall outlook remains positive and we expect more Japanese companies to establish food service businesses and operations in the coming years," he said.
On the impact of a weaker yen on the food service industry in Malaysia, Takano said, a weaker Japanese currency does not automatically result in lower prices of all Japanese food products, especially as Japanese producers continue to face rising costs associated with fertiliser, animal feed, energy, packaging materials, imported raw materials and logistics.
As for extreme weather conditions, such as El Niño, he said, while they could have an impact on farming in Japan and exports, they do not affect every agricultural product or seafood equally.
The effects of higher temperatures, low rainfall, excessive rainfall or pests, he explained, vary significantly by crop, geographical location and growing season.
"Potential risks can be mitigated through measures such as diversifying sourcing regions, adopting improved farming practices, investing in freezing and processing technologies, and maintaining effective inventory management," he added.
As part of Jetro’s role in promoting exports of Japanese food products in Malaysia, Takano said the organisation is conducting a lecture series on Japanese cuisine, in collaboration with Taylor’s University, for aspiring chefs who will lead the next generation of Malaysia's food service industry in hotels and restaurants.
“This initiative is not only a short-term promotional activity but a strategic, long-term investment in nurturing future demand and strengthening the presence of Japanese food in Malaysia,” Takano shared.
In the future, he said, similar collaboration with other universities, culinary and hospitality institutions could be explored to further expand Japanese cuisine in Malaysia.
-- BERNAMA