Tokyo, March 11, 2025 – The four-day Foodex Japan 2025 exhibition opened on Tuesday in Tokyo, with a significant presence from Ningxia Helan Mountain’s East Foothill Wine Industry Investment and Development Group. Invited by the Japan-China Catering Industry Exchange Promotion Association, the group brought four wineries from Ningxia’s East Foothill region to promote Chinese wines on a global scale.
The Japan-China Catering Industry Exchange Promotion Association focuses on supporting Chinese food and beverage businesses, particularly those seeking to introduce Chinese cuisine to Japan. Yang Yanjun, Executive President of the association, highlighted Japan’s wine market potential, citing a growing consumer base with a high level of acceptance toward wine.
For Chinese wine producers, the Japanese market offers vast opportunities, despite the low recognition of Chinese wine brands in Japan. Yang expressed optimism, emphasizing that Ningxia Helan Mountain’s East Foothill wines perfectly complement Chinese cuisine, and by extension, offer synergy with Japanese dining traditions.
Miao Lili, General Manager of Yiyun International Trade (Beijing) Co, explained that Ningxia wines have garnered international acclaim, winning numerous awards and entering markets such as Europe and the U.S. However, their presence in Japan remains limited, prompting efforts to grow their market share. Miao emphasized that, given the significant Chinese population and restaurant industry in Japan, Ningxia wines not only pair well with Chinese dishes but also complement Japanese cuisine.
Industry expert Setsuko Mukai, who attended the exhibition, praised the wines, describing them as having a long finish, complex flavors, and a distinct quality. “These wines showcase the potential of the Helan Mountain region,” Mukai said, adding that she has long been interested in visiting the area.
Foodex Japan is the largest and most prestigious food and beverage trade show in the Asia-Pacific region. This year, the exhibition spans 33,000 square meters and includes more than 2,900 exhibitors from 74 countries and regions, drawing over 17,000 visitors on its opening day. The event serves as a vital platform for trade partnerships, product promotion, and market expansion.
Ningxia Helan Mountain’s East Foothill Wine Industry Investment and Development Group is participating with the aim of expanding the reach of Ningxia wines in Japan. The group brought four key wineries to engage directly with Japanese buyers and explore new opportunities for collaboration.
The Helan Mountain’s East Foothill wine region in Ningxia, located at an altitude of 1,100 to 1,200 meters, is considered one of the world’s premier wine-growing areas. The region benefits from a unique microclimate and rich mineral soils, which contribute to the production of premium wines. Recognized for its excellent growing conditions, the region is renowned for its full-bodied wines with rich aromas and well-balanced flavors.
As of 2024, the region boasts over 40,000 hectares of vineyards, producing 140 million bottles annually. The area has become a global hub, exporting wines to over 40 countries and attracting millions of visitors each year. Ningxia’s wine industry continues to grow, with the establishment of the International Grape and Wine Ningxia Exchange and Cooperation Center and the inclusion of Ningxia wines in the China-EU agreement on geographical indications.
The Ningxia Helan Mountain East Foothill Wine Industry Investment and Development Group plays a key role in advancing the region’s competitiveness and global recognition. With its comprehensive business scope that includes grape cultivation, trade exhibitions, and technological innovation, the group is positioning Ningxia wines for greater success on the global stage.
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