Japan is one of Australia's most established food export markets. Japanese consumers and chefs value quality, safety and provenance, and Australian produce has a strong reputation for all three. But getting from interest to a regular order takes preparation. These are the steps most Australian food producers go through.
1. Check that Japan suits your product
Before you spend money, check three things.
- Demand: is your category already sold in Japan, and where? Look at department store food halls, supermarkets, specialty stores and online retailers.
- Competition: what similar products are on the shelf, where are they from, and what do they cost?
- Your edge: can you explain in one sentence why a Japanese buyer would choose your product over what they already stock?
If you cannot answer the last question yet, work on it first. It is the question every buyer will ask.
2. Check Australian export requirements
The Australian Government regulates the export of many food products. For prescribed goods, such as meat, dairy, seafood, eggs and some plant products, your establishment may need to be registered for export, and each shipment may need an export permit and certificate.
The Department of Agriculture, Fisheries and Forestry publishes the requirements for each destination in its Manual of Importing Country Requirements (MICoR). Search for your product and Japan to see what applies to you. Requirements change, so check them each time you plan a new product or shipment.
3. Check Japanese import requirements
Food imported into Japan is regulated mainly under the Food Sanitation Act. In practice, this means:
- every ingredient and additive must be permitted in Japan. Some additives allowed in Australia are not, and this is one of the most common reasons products need to be reformulated;
- residues such as pesticides must be within Japanese limits;
- the importer files an import notification for each shipment, and some shipments are inspected;
- some products, including many meat and plant products, also need to meet animal or plant quarantine requirements.
Your Japanese importer handles the import process, but they will need detailed information from you to do it. Have full ingredient lists, specifications and certificates ready.
4. Prepare for Japanese labelling
Food sold in Japan must carry a Japanese label that meets local rules, including ingredients, additives, allergens, best-before date, storage method, country of origin and the importer's details. Most Australian exporters keep their English packaging and the importer applies a Japanese label. See our guide to Japanese labelling basics for more.
5. Work out your pricing
Your product will pass through several hands before it reaches a Japanese shelf: freight, customs, the importer, often a wholesaler, and the retailer. Each adds cost or margin. Work backwards from a realistic Japanese shelf price to check that the numbers still work for you. Our guide to pricing your product for Japan walks through it.
Australia's trade agreement with Japan (JAEPA) has reduced or removed tariffs on many Australian food products. Check the current tariff for your product, and what proof of Australian origin you need to claim the lower rate.
6. Prepare your sales materials
Japanese buyers expect detail. Before you approach anyone, prepare:
- a specification sheet for each product: ingredients, shelf life, storage, pack sizes, carton and pallet configuration;
- clear product photos and a short brand story, including where and how the product is made;
- a price list with your minimum order quantities and lead times;
- Japanese versions of your key materials. Buyers share them internally, and Japanese materials make that much easier.
7. Find the right Japanese buyer
In most cases a Japanese importer brings your product in. That might be a specialist importer, a distributor that also imports, or a retailer or restaurant group that imports directly. The right partner depends on your product, your volumes and where you want to be sold. A good fit matters more than a big name. Read what Japanese importers look for before you approach them.
8. Samples, meetings and the first order
Expect to send samples, answer detailed questions, and meet more than once, ideally in person in Japan. Japanese companies often decide by consensus, so several people may need to review your product. First orders are often small trial orders. Treat them as the start of the relationship, not a test you have already passed.
9. Deliver, follow up and grow
Ship exactly what was agreed, on time and in perfect condition. After the first order, stay in close contact: share news, respond quickly, plan seasonal promotions, and visit when you can. In Japan, reorders and new accounts usually come from a relationship built over time. Plan on 6 to 18 months to build a working channel.
Where to start
Work through our Japan Export Readiness Checklist to see where you stand. If you would like an honest view of your product's potential in Japan, book a free call with our team.