Features

• Feature

Global Kitchen Series No. 16 - Spain

Spain's Flavors Shining at FOODEX JAPAN: A Strategic Approach to the Japanese Market

• delicious Japan
• April 2025
• Vol. 20

Could you please introduce yourself briefly and explain your mission at the Embassy?

I am currently the Commercial Attaché at the Spanish Embassy in Tokyo, Japan. In this role, I am responsible for managing and promoting Spain’s economic and commercial interests in Japan. My functions include developing strategies to enhance bilateral trade and investment, facilitating business partnerships, and representing Spanish interests at economic forums and events.
Previously, I served as the Commercial Attaché and Head of the Economic and Commercial Office of Spain in Islamabad, Pakistan, where I oversaw economic and commercial relations between Spain and Pakistan. Prior to that, I held the position of Head of Service for the Sub-directorate of Commercial Offices Abroad and Territorial Network in Madrid, where I managed lease agreements for Spain’s Economic and Commercial Offices abroad. Between September 2016 and August 2021, I worked as the Commercial Attaché at the Economic and Commercial Office in Shanghai, China. From September 2013 to August 2016, I was the Head of Service in the General Sub-directorate of Commercial Policy with Europe, Asia, and Oceania in Madrid, managing bilateral and EU-related matters with countries such as China, South Korea, Hong Kong, Taiwan, Mongolia, North Korea, Australia, and New Zealand.
Earlier in my career, I served as the Head of Service of Foreign Trade at the Territorial Trade Directorate in Madrid from September 2012 to September 2013, and as the Commercial Attaché at the Economic and Commercial Office in Beijing, China, from September 2007 to September 2012. I began my professional journey in China as the COFIDES Delegate, with postings in Shanghai and Beijing, from September 2003 to September 2007.

Can you provide details about Spanish dining habits? I've heard that Spaniards have five meals a day. Is that true?

Spanish dining habits traditionally include several eating occasions throughout the day, which can be interpreted as having up to five meals. Typically, the day begins with a light breakfast (desayuno), followed by a mid-morning snack (often referred to as almuerzo or a "bocadillo"). The main meal, lunch (comida), is usually enjoyed between 2:00 and 3:00 p.m. This is followed by an afternoon snack (merienda) around 5:00 or 6:00 p.m., and dinner (cena) is commonly served later in the evening, often around 9:00 to 10:00 p.m. While this structure is traditional, individual practices may vary, with some Spaniards opting for fewer meals depending on lifestyle and personal preference.

How many Spanish companies are exhibiting at FOODEX Japan this time, and what results do you anticipate from your participation in this year's Foodex?

There are 83 Spanish companies exhibiting at FOODEX Japan this year. We anticipate that this participation will create substantial opportunities for business networking and enhanced visibility of Spanish culinary products. The event is expected to strengthen trade relations, facilitate new partnerships, and potentially expand market access in Japan.

What are the primary food products and beverages imported from Spain to Japan?

Pork meat is the principal Spanish export to Japan, reflecting its dominant role in Spain’s agrifood trade with the country. Spanish pork is highly prized in Japan, where it has consistently maintained a significant market share. Additionally, Spanish olive oil is renowned worldwide for its exceptional quality. Spain is one of the leading producers of olive oil, and its products are valued in Japan for their distinctive flavors and health benefits. Moreover, Spanish wines also enjoy considerable demand; among these, organic wines are particularly notable, offering a unique combination of traditional winemaking and sustainable practices that appeal to discerning Japanese consumers.

What features would you like to highlight to Japanese consumers about Spanish products?

Spanish products seamlessly blend centuries old tradition with modern innovation and rigorous quality control. For Japanese consumers, key features include the culinary excellence of Spanish pork—exemplified by the world-renowned jamón ibérico, which is crafted through an artisanal curing process that results in a rich, complex flavor and exceptional texture. Spanish olive oil is celebrated for its purity, distinctive taste, and high polyphenol content, offering both exquisite flavor and health benefits. Additionally, our organic wines emphasize sustainable production and a unique sensory experience. Together, these attributes underscore the heritage, quality, and innovation inherent in Spanish agri-food products, making them highly appealing in the Japanese market.

What are your plans and strategies for increasing your product presence in the Japanese market?

Our strategic plan to enhance the presence of Spanish products in the Japanese market is fully aligned with the ICEX 2025 agenda. We will organize open days in key cities across Japan, inviting importers, distributors, and consumers to experience firsthand the quality and heritage of Spanish agri food products—especially showcasing the artisanal excellence of jamón ibérico, premium olive oil, and organic wines. Additionally, we are set to host Summit 2025, an event that will bring together industry experts, government officials, and business leaders from both Spain and Japan to discuss emerging trends, market opportunities, and innovative practices. Complementing these initiatives, the Interproc campaign will be launched to specifically promote Spanish pork products, emphasizing the unique flavor and craftsmanship behind jamón ibérico. Combined with robust participation in major trade fairs like Foodex Japan, enhanced digital marketing efforts, and strengthened local partnerships, these measures form a comprehensive strategy designed to increase recognition and demand for Spanish products in the demanding Japanese market.

Could you share some popular Spanish dishes with us?

Spain is celebrated for its rich culinary heritage, with a variety of dishes that showcase the country’s diverse regions and traditions. For example, paella—originating from Valencia—is a quintessential rice dish typically prepared with a mix of seafood, meat, and vegetables, infused with saffron for a distinctive flavor. Equally iconic is the tortilla española, a hearty omelette made with eggs, potatoes, and onions that forms a staple in Spanish cuisine.
During warmer months, dishes such as gazpacho, a chilled tomato-based soup blended with cucumbers, peppers, and garlic, offer a refreshing and healthy option. No discussion of Spanish gastronomy would be complete without mentioning jamón ibérico, a premium cured ham renowned worldwide for its rich, complex flavor and artisanal production methods.
Additional favorites include patatas bravas—crispy potatoes served with a spicy tomato sauce; croquetas, which are lightly breaded and fried fritters filled with ingredients like ham or chicken; pulpo a la gallega, featuring tender octopus seasoned with paprika; and cocido madrileño, a robust stew combining chickpeas, assorted meats, and vegetables. For dessert, churros con chocolate provide a delightful treat, pairing crispy fried dough with a rich, thick chocolate dipping sauce.

Final question: What do you enjoy about Japanese cuisine?

I really enjoy Japanese cuisine for its delicate balance of flavors and the emphasis on fresh, seasonal ingredients. The precision in preparation and presentation is something I truly admire, as it reflects an appreciation for simplicity and harmony. Among my favorite dishes are sushi and sashimi, where the focus on raw, high-quality seafood combined with delicate artistry in presentation impresses me each time. I also love ramen, especially with its deep, rich broths and the many regional variations. Udon and soba noodles are another favorite, with their comforting yet light quality, making them perfect in both hot and cold dishes. Tempura is something I enjoy for the light, crispy batter that preserves the essence of the ingredients, whether it's shrimp, vegetables, or fish. I’m also fascinated by Kaiseki, a multi-course meal that takes food presentation and seasonal harmony to an entirely new level. Then, there’s yakitori, grilled chicken skewers, which are simple but packed with flavor, and okonomiyaki, the Japanese-style savory pancake. Each dish reflects a unique aspect of Japanese culinary creativity, and the overall experience of Japanese cuisine is as much about visual appeal as it is about taste.
I enjoy Japanese cuisine because it exhibits an impeccable balance of flavors and a strong emphasis on fresh, seasonal ingredients. I particularly appreciate the elegance of sushi and sashimi, where the quality of raw seafood is showcased in a minimalistic yet refined presentation. I also find great comfort in a bowl of rich, savory ramen, and I relish the simplicity and versatility of udon and soba noodles. Additionally, I admire the delicate art of tempura, which transforms vegetables and seafood into light, crispy delights. I also value the tradition of kaiseki, a multi-course meal that harmonizes seasonal tastes and visual appeal. These diverse culinary styles continually inspire my appreciation for Japanese cuisine.