Concentrated Promotion of Japanese Seafood in the Hawaii Market



In 2023, the export value of agricultural, forestry, fishery and food products exceeded 1 trillion yen in September, one month earlier than in 2022. However, seafood products such as scallops have been greatly affected by import restrictions on marine products in some countries, posing a major challenge to protect the fisheries industry. As a result, the United States, which is the third largest export destination for Japan by country, is also required to make proactive efforts to contribute to the consumption and expansion of commercial distribution of Japan agricultural, forestry fishery and food products. In response, JTB Hawaii and JETRO Los Angeles are focusing on Hawaii, where approximately 40% of the population is of Asian descent and Japanese food culture is particularly prevalent. Through this collaboration, they will implement the following initiatives to help expand the consumption of Japan seafood products. 

1) Hawaii Celebrity Chef/Influencer Japan Invitation Tour
Conduct a tour aiming to expand exports to the Hawaii market by inviting renowned chefs, including Roy Yamauchi from the ROY’s Group, which has 10 establishments in Hawaii, and other prominent chefs active in Hawaii to Japan. Through this initiative, the program seeks to deepen their understanding of Japanese seafood while facilitating networking with producers and exporters. Additionally, the tour will invite influencers living in Hawaii to promote the appeal of Japanese products to Hawaii food businesses and general consumers.
Tour Period: Saturday, January 27, 2024 ~ Friday, February 2, 2024. (7 days)
Number of people: 10 chefs, 5 influencers
Inspection locations: 3 locations in Japan: Tokyo (Toyosu Market, Tsukiji Market, etc.),
Fukuoka (Nagahama Fresh Fish Market, etc.), Ehime (mandarin sea bream farm, etc.)

2) Concentrated Promotion of Japan Seafood in Hawaii Restaurants and Retail Stores
Conduct a focused promotion of Japanese seafood in popular restaurants and retail stores in Hawaii, such as Don Quijote. Each location will develop and offer original menus using Japanese seafood, providing opportunities for customers to experience the appeal of the ingredients firsthand.
Dates: Friday, March 1, 2024 ~ Sunday, March 17, 2024 *Hawaii time
Location: Oahu, Hawaii
Targeted Locations: 30 restaurants, 5 retail stores (TBD)

3) Japanese seafood Export Business Meeting in Hawaii
Organize a face-to-face business meeting event between approximately 15 businesses interested in exporting to Hawaii with local importers, restaurants, hotels, chefs, etc. The meeting event aims to create business opportunities and network to support Japanese seafood export.
Date: Friday, March 8, 2024 *Hawaii time
Venue: Banquet hall at Queen Kapiolani Hotel, Hawaii (TBD)
Participants: 15 Japan exporters, 50 Hawaii buyers (approx. 100 attendees)

4) Offering Menus with Japanese Seafood at the Honolulu Festival Friendship Party
At the Honolulu Festival, Hawaii's largest cultural exchange event there will be an original menu featuring Japanese seafood at the Friendship Party aimed to foster participant interaction with Japanese seafood.
Date: Friday, March 8, 2024, 7:00 p.m. *Hawaii Time
Venue: Hawaii Convention Center
Visitors: 700-1,000 attendees

As a sister event to the Honolulu Festival, JTB Hawaii and JETRO Los Angeles will host a Japan seafood event for the general public at a specially designated area on the 1st floor of the Hawaii Convention Center. The event will feature various Japanese seafood dishes, food tasting sessions, workshops, entertainment elements such as tuna dismantling shows and musubi cooking demonstrations. The event will provide opportunities for attendees to enjoy Japanese seafood with their eyes and taste buds.
Dates: Saturday, March 9, 2024 ~ Sunday, March 10, 2024 *Hawaii time
Venue: Hawaii Convention Center 1F
Visitors: Approximately 20,000 (2 days total)
Admission: Free (Tasting tickets available for purchase)
*A portion of the proceeds from the sale of Tasting Tickets will be used to support the relief and reconstruction efforts on Maui Island through the Maui Strong Fund established by the Hawaii Community Foundation.

the Japan External Trade Organization (JETRO) Los Angeles is collaborating with JTB Hawaii Travel, LLC (President Tomoyuki Kajiwara), to conduct promotions aimed at expanding the Japanese seafood in the Hawaii market.


独立行政法人日本貿易振興機構(ジェトロ)ロサンゼルス事務所(以下「JETROロサンゼルス」)は、JTB Hawaii Travel, LLC(本社:米国ハワイ州ホノルル市、社長:梶原 友幸、以下「JTBハワイ」)と連携し、ハワイ市場における日本産水産物の消費拡大を目的としたさまざまなプロモーションを実施します。

【 背景と目的 】

【 具体的実施事項 】
期間: 2024年1月27日(土) ~2月2日(金) 7日間
人数: シェフ10名、インフルエンサー5名
視察箇所: 日本国内3ヵ所

期間: 2024年3月1日(金)~17日(日) ※ハワイ時間
場所: ハワイ・オアフ島各地
対象店舗: レストラン30店舗、小売店5店舗(予定)

3)ハワイでの日本産水産物輸出 商談会
日時: 2024年3月8日(金) ※ハワイ時間
会場: ハワイ・クイーンカピオラニホテル内バンケットホールを予定
参加者: 日本の輸出事業者15社、ハワイバイヤー50社(約100名)

日時: 2024年3月8日(金) 19:00 ※ハワイ時間
会場: ハワイコンベンションセンター特設会場
来場者: 700-1,000名

「ホノルル フェスティバル」の姉妹イベントとして、ハワイコンベンションセンター1F特設会場にて、一般のお客様向け日本産水産物イベントを開催します。日本産水産物を利用した料理の提供、食品の試食会やワークショップに加え、マグロの解体ショーやおにぎりの調理実演等のエンターテインメント要素も盛り込むことで、目と舌で日本産水産物を堪能できる機会を提供します。
期間:2024年3月9日(土)~10日(日) ※ハワイ時間
入場料:無料 (試食チケットは有料販売)