One of the exciting additions to this year’s Bar & Restaurant Expo is the event’s first International Pavilion of Food and Beverage Products, the Japanese Food & Beverage Showcase. Sponsored by the Japan External Trade Organization (JETRO) and the Ministry of Agriculture, Forestry and Fisheries (MAFF), the Japanese Food & Beverage Showcase will include a variety of Japanese products, flavors, and globally renowned specialties from 50 leading international suppliers.
“We believe that visitors to our showcase will experience the authentic taste, tradition, and quality of Japanese food,” says Osamu Taki, chief executive director of Japan External Trade Organization (JETRO) Los Angeles.
But why should the bar and restaurant industry consider Japanese food and beverages? Taki says there are a few reasons.
First is the chance to offer guests new and unique tastes from Japan with items such as yuzu juice and mentaiko, which is a slightly spicy pollack cake typically eaten on top of a rice bowl. “Both our new and traditional products will give restaurant chefs inspiration to create new dishes to add to their venue,” says Taki.
Aside from menu innovation, Taki says that products in the pavilion, such as sushi-making machines from Suzumo, can help solve common challenges in the industry, “We believe that these products can help solve the big issue facing the restaurant industry, which includes increasing the productivity and lowering the labor cost, while also enhancing the enjoyment and the soulfulness of the food.”
The Japanese Food & Beverage Showcase will also highlight food and beverage trends coming out of Japan, such as vegan options. Visitors to the pavilion will get to sample vegan versions of bao, steamed buns, and karaage, a Japanese cooking technique where a protein or vegetable is marinated, dredged in flour, and deep-fried. Gluten-free options will also be available, including gluten-free ramen. “Ramen is gaining more popularity in the U.S. market, and this gluten-free ramen may appeal to those who seek a gluten-free alternative,” says Taki.
Speaking of ramen, Taki points out that the Japanese noodle dish is a great complement to alcohol. “We believe that ramen in the United States can be enjoyed with alcohol, including beer, sake, and shochu, creating a new possibility for Japanese food,” he says.
Shochu, a distilled spirit that the Japanese have enjoyed for over 500 years, also offers on-premise owners opportunity for innovation. Shochu is typically made from sweet potato, barley, rice, buckwheat, or sugar cane, and it can be enjoyed alone, over ice, with a little water, or mixed into a cocktail. One of the more popular shochu cocktails is called a Chu Hai, or a Japanese high ball, which typically includes shochu, fruit juice, and sparkling water.
“While sake is better known outside of Japan, shochu’s consumption in Japan is over three times that of sake,” says Taki. “So our showcase will include a few popular brands of shochu as we promote this historical product as a new drink option to transform the bar scene in the U.S.”
Other offerings attendees will be able to sample and learn about at the Japanese Food & Beverage Showcase include beer, ramen, sushi, sake, takoyaki, wagyu beef, dried and baked sweet potato, and craft ice from Kuramoto ice. “It is a very special ice from Japan. It uses a traditional technique of very, very slowly freezing natural water,” says Taki. “The ice is super clear, high density, and slow melting. It's a top choice to use when enjoying whiskey and other cocktails.”
Finally, attendees will also be able to gain clarity on the supply chain and sourcing for these products by meeting with distributors of Japanese products, including JFC International, Mutual Trading Company, and Wismettac Asian Foods.
Visit the Japanese Food & Beverage Showcase and find out how Japanese food and beverage can lead to versatile menu items and creative beverage offerings for your venue.
Plan to Attend or Participate in Bar & Restaurant Expo, March 27-29, 2023
To learn about the latest trends, issues and hot topics, and to experience and taste the best products within the bar, restaurant and hospitality industry, plan to attend Bar & Restaurant Expo, March 27-29, 2023 in Las Vegas. Visit BarandRestaurantExpo.com.
To book your sponsorship or exhibit space at Bar & Restaurant Expo, contact:
Veronica Gonnello (for companies A to G) e: [email protected] p: 212-895-8244
Tim Schultz (for companies H to Q) e: [email protected] p: (917) 258-8589
Fadi Alsayegh (for companies R to Z) e: [email protected] p: 917-258-5174
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