New Flavors, OldFriends: Japan Seeks Closer Morocco Ties Via Food

Tuesday 05 December 2023 - 10:09

By: El Moutaouakel Kaoutar

New Flavors, OldFriends: Japan Seeks Closer Morocco Ties Via Food

JETRO Rabat, the Japanese foreign trade organization, is actively working to elevate the visibility of Japanese products in Morocco. This initiative commenced with a culinary diplomacy effort, starting with a sampling event at the recently JETRO-certified Japanese island restaurant, Iloli, in Casablanca.

The event marked the beginning of a strategic operation under the guidance of Masahide Honda, the General Director of JETRO Rabat. This move aims to strengthen economic relations between Japan and Morocco by introducing Japanese culinary offerings to the Moroccan market. Beyond traditional items like sashimi, the menu promises to unveil unique Japanese culinary secrets.

Masahide Honda, optimistic about the potential for progress, emphasized the need to increase the visibility of Japanese products and expand their reach to Moroccan consumers. Currently, there is limited availability of these products in the Moroccan market, making it crucial for Japanese promoters to introduce them. The primary targets for this initiative include restaurants and potential importers.

Aihara Yumiko, an agri-food consultant from JETRO Paris, highlighted that the geographical distance of 11,000 kilometers between Morocco and Japan poses no hindrance. Japanese products will be transported through Paris, where Japanese brands are already active. Yumiko emphasized the unique qualities of Japanese culinary ingredients, expressing confidence in their potential success in the Moroccan market.

Ambassador Kuramitsu Hideaki, speaking at the event, expressed optimism about the bright future of bilateral relations. He emphasized the importance of exchanging commercial and cultural information as a means to foster stronger ties between Japan and Morocco.

This culinary diplomacy initiative signals a positive step towards enhancing cultural exchange and economic collaboration between the two nations.