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SERVET’s First Step into Japan: Premium Turkish Sweets at Foodex Japan 2025

• delicious Japan
• March 17, 2025

Foodex Japan 2025 was held at Tokyo Big Sight from March 11 to 14. This exhibition is one of Asia's largest comprehensive food and beverage showcases featuring Japanese and international products. Founded in 1976, it celebrated its 50th edition in March 2025 and will continue to be viewed as an excellent platform for business expansion by exhibitors and attendees alike. Turkiye has participated annually, and 42 Turkish companies showcased their products this year. During the exhibition, we had the opportunity to interview Mr. Emre Erdogan, Vice President of SERVET, a company that is becoming well-known for its traditional Turkish sweets.

Could you please introduce yourself and provide an overview of SERVET?

I’m Emre Erdogan, Vice President. SERVET Şekerleme is a leading Turkish confectionery company known for its high-quality sweets and traditional flavors. With a strong heritage in the confectionery industry, SERVET has built a reputation for excellence, combining time-honored recipes with modern production techniques.

Is this your first time exhibiting at Foodex, or have you participated in previous editions?

This is our first time at Foodex.

Could you provide details about the products you showcase and their distinct features?

Tahini Halva (Refined-Sugar-Free):

Made from 100% premium sesame seeds and naturally sweetened with date syrup, our refined-sugar-free Tahini Halva offers a rich, nutty flavor with a smooth, delicate texture. Packed with protein, fiber, and essential minerals, it’s a wholesome and delicious treat, available in classic and flavored varieties like cocoa, vanilla, and pistachio.
Our Premium Tahini isn’t just about great taste—it’s about real quality and knowing exactly where our ingredients come from. We use 100% high-quality sesame seeds grown right in our own region of Fethiye, working closely with local farmers through exclusive partnerships. Because we buy their entire sesame harvest, we’re directly involved in every step—from the fields to the final product. This way, we make sure that only the best sesame seeds go into our tahini, guaranteeing a rich, authentic flavor in every jar.

Croquant Bars – Crunchy, Nutritious & Naturally Sweetened:

Our Croquant Bars are all about pure, simple ingredients and incredible crunch. Made with 70% premium nuts, they are packed with natural energy, protein, and healthy fats—perfect for a wholesome snack.

100% Nut Pastes – Pure, Natural, and Nutrient-Rich:

Our 100% Nut Pastes are made from carefully selected, high-quality nuts, ground to a silky-smooth consistency with no added sugar, preservatives, or artificial ingredients. We offer a variety of pure, nutrient-dense options, including hazelnut paste, almond paste, walnut paste, and peanut butter.

Servet Turkish Delight (Lokum):

a perfect blend of tradition and quality, crafted with premium ingredients and authentic recipes. Made with natural flavors, high-quality nuts, and carefully sourced ingredients, our lokums offer a soft, chewy texture and a perfectly balanced sweetness.

What is the key focus or philosophy behind SERVET's product development?

The key focus behind SERVET’s product development is uncompromising quality and authenticity. We are passionate about crafting premium-quality products, using only the finest ingredients, and staying true to traditional recipes while embracing innovation. Every step of our production process is carefully controlled, from sourcing raw materials to final packaging, ensuring that our customers receive only the best-tasting, healthiest, and most natural products possible.

How do you envision Japanese consumers enjoying SERVET’s products?

We envision Japanese consumers enjoying SERVET’s products in ways that align with their appreciation for high-quality, natural, and well-crafted foods. With a strong culture of premium confectionery, refined taste, and health-conscious choices, our products fit seamlessly into their daily lives.

Having exhibited at Foodex Japan, what was the response from visitors who sampled your products?

The response at FOODEX Japan was overwhelmingly positive! Since SERVET is new to the Japanese market, we attracted a lot of attention from visitors who were curious about our products. Many people stopped by to sample our tahini, halva, croquant bars, and Turkish delight, and the feedback was fantastic.

Were you able to close any business deals during the exhibition, or do you anticipate doing so shortly?

We had an incredibly productive experience at FOODEX Japan! In just two days, we held meetings with over 100 companies, including all the major supermarket chains in Japan. Every discussion was promising and full of potential, and we are thrilled by the interest and enthusiasm shown toward SERVET’s products.
The excitement from Japanese buyers confirms that there is strong demand for high-quality, natural, and refined-sugar-free products, and SERVET is perfectly positioned to meet this demand. The overwhelmingly positive feedback on taste, texture, and ingredient quality gives us great confidence in our future in Japan.
The Japanese people’s deep appreciation for quality and their admiration for our products have truly excited and motivated us. In fact, we even feel a sense of regret for not having entered the Japanese market sooner. Gaining recognition in a country that values top-tier quality is a great honor for us, and we take immense pride in earning the trust and appreciation of such a discerning market. We are more motivated than ever to bring SERVET’s premium confectionery to Japan and establish strong, long-term partnerships.

Could you share your future marketing strategy for Japan?

While it's still early to define a fixed strategy, the passion of Japanese consumers for quality has truly inspired us and opened up big dreams for SERVET in Japan. Our main goal is to educate the market about our products and find ways to integrate them into Japan’s food culture, especially breakfast traditions.
Since tahini and halva are made from sesame—a beloved ingredient in Japan—and Japanese companies already source sesame exclusively from our region, we believe there is a natural connection between our products and Japanese consumers. Our strategy will focus on highlighting this shared appreciation for premium sesame, showing how our tahini and halva can become a healthy, natural addition to Japanese breakfasts and daily nutrition.
By collaborating with local distributors, chefs, and food influencers, we aim to introduce new ways to enjoy our products, whether through traditional pairings or modern, fusion-style recipes. We are deeply excited about this journey and confident that, with the right approach, SERVET can become a trusted name in Japan’s premium food market.

Mr. Erdogan, what is your impression of Japan?

Japan is truly an amazing country—a place that blends tradition, innovation, and a deep respect for quality in a way that is truly inspiring. From the beautiful culture and hospitality to the precision and dedication in every industry, Japan has left a lasting impression on me.
What excites me the most is how much Japanese people value authenticity and craftsmanship, which aligns perfectly with SERVET’s philosophy of producing premium-quality products. Despite being new to the market, we received an incredible amount of interest, and it was inspiring to see how open Japanese consumers are to new, high-quality food experiences.
Beyond business, I admire the clean, organized cities, the deep respect for tradition, and the unique culinary culture. Japan is a place full of wonderful things, and I feel truly honored to introduce SERVET’s products to such a remarkable country. We are excited for the journey ahead and look forward to building strong, long-term relationships in Japan!

Lastly, what is your favorite Japanese food?

Wagyu steak and Sushi!