As the ASEAN consumer market of approximately 700 million people expands, Japan, which has maintained a strong presence in the food sector for many years, is facing growing competition as China and South Korea close in. The focus is on how Japan can capitalize on its opportunities, based on data from the Ministry of Agriculture, Forestry and Fisheries and a survey by Nomura Research Institute.
The ASEAN consumer market is expanding against a population base of approximately 700 million, and Japan has maintained a strong presence in the region's food market for many years. In recent years, competition has intensified as China and South Korea have gained ground. Shopping malls in Manila have many restaurants serving Japanese food, including outlets operated by local companies as well as Japanese companies.
According to data from the Ministry of Agriculture, Forestry and Fisheries, 2025 exports to Vietnam rose 10.6% year on year to ¥95.4 billion, while exports to Indonesia increased 35.5% to ¥17.3 billion. Demand for products such as green tea, confectionery and seasonings is also growing. At the same time, Japan's relative advantage is diminishing as South Korea gains prominence.
A survey by Nomura Research Institute found that in some cities in Thailand, Jakarta and Ho Chi Minh City, experience purchasing processed foods from Japan and South Korea was roughly equal, or South Korea was ahead. Japanese brands were cited by 49% of respondents in 6 major ASEAN cities, 15 percentage points higher than South Korean brands at 34%. However, the perception of Japan as a country that has a positive influence is declining.
Japan's strengths include exposure to its products and food culture through visits to Japan, as well as broad-based appeal built on soft power such as anime. Expanding outreach to consumers through social media strategies has been identified as important.