Belgium is poised to present its culinary prowess on an international platform during the Belgian Food & Drinks Week at Expo 2025 in Osaka, Japan. Scheduled from June 9 to 12, this vibrant event, organized by BelExpo and Fevia—the Belgian food industry federation—aligns with the Expo’s thematic focus on “Necessities of Life: Food, Clothing, and Shelter.” Throughout the four-day event, the Belgian pavilion will celebrate the country’s distinguished food culture, emphasizing its dedication to health and sustainability. Attendees can partake in tastings, engaging activities, and informative presentations that showcase Belgium’s prominent role in food and beverage innovation.
Strong Market Presence in Japan
Belgian food and drink products have built a commendable reputation in Japan, where the “Belgian” label is synonymous with quality, craftsmanship, and reliability. Iconic Belgian items such as beer, fries, and frozen vegetables are well-known, with chocolates and biscuits particularly favored during Japan’s traditional gift-giving occasions—ochugen in summer and oseibo at year-end.
“This is a strategic opportunity,” says Bart Buysse, CEO of Fevia. “Belgian products are well-established in Japan, and we must build on that momentum to strengthen our position in this mature market. Following the success of the 2022 Belgian economic mission to Japan, this week offers another chance to deepen our trade ties.”
Revitalizing a Key Export Market
The Belgian food industry relies heavily on exports, which account for half of its total revenue. Although Japan was previously Belgium’s second-largest non-European export market, it has now dropped to fifth place, following the U.S., Saudi Arabia, China, and Australia. Nevertheless, the Japanese market holds considerable potential for growth. A delegation of Belgian food companies will be present at the Expo to strengthen trade relationships.
Throughout the six-month duration of the Expo, Belgium will showcase its strengths under the central theme of “Human Regeneration.” A significant feature will be the Belgian Food & Drinks Week, where visitors will discover innovations in plant-based cuisines, non-alcoholic beverages, and the traceability of chocolate.
Events such as the “We’re Smart World Future Awards” will highlight Belgium’s commitment to sustainable food production and consumption practices. Tastings and seminars will also pay homage to beloved Belgian classics like chocolate and biscuits—items deeply appreciated by Japanese consumers and integral to their gift-giving traditions.
The pavilion’s boutique, already a hit among visitors, curates a selection of premium confections and baked goods. Its success underscores Japan’s demand for high-quality imported products and bolsters Belgium’s reputation as a reliable, high-end food brand.
Participating members of Fevia and pavilion partners include renowned names such as AB InBev, Astra Sweets, Avieta, Belgian Chocolate Group, and many others.
Expo 2025 runs from April 13 to October 13 in Osaka, carrying the theme “Designing Future Society for Our Lives.” Belgium’s pavilion, managed by BelExpo (the General Commission for International Exhibitions), will continue to focus on the theme of “Human Regeneration.” For further details, visit BelExpo’s official website.