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JFOODO Japanese wine pairing campaign returns to Hong Kong

The Japan Food Product Overseas Promotion Center (JFOODO) will hold its third Japanese wine pairing campaign in Hong Kong throughout August and October.

Hong Kong is one of the most vital markets for Japanese wine exports. The growth rate in the category recorded a 230% climb in 2020 compared with the previous year.

JFOODO, which is devoted to the branding of Japanese agricultural, forestry, fishing and food products, has been busy creating a stronger platform for overseas trade, and has announced it will return to Hong Kong this year for its third Japanese wine pairing campaign.

For this, JFOODO has invited 60 Hong Kong restaurants to design their own specialty dishes for wine pairing.

Wine experts, Micky Chan and Reeze Choi, have been appointed as ambassadors for JFOODO Japanese wines, which offers wines pairing consulting services and wine training for cuisine teams at the listed restaurants.

Partaking restaurants include BON Japanese Yakitori Bar, Inaniwa Yosuke and JunG39, along with Take No Sato and UMAI, and fine-dining venues MIÁN, Neighborhood and Rustico.

Based on the climate and topography of vineyards, grape varieties and winemaker’s craft, Chan and Choi will give advice on Japanese wines pairing with food offered by the participant-listed restaurants.

“Last year’s wine pairing was an eye-opener for Hong Kong. This year I’m honoured to be one of the ambassadors for JFOODO again. We would like to enhance the branding and sales strategies for Japanese wines while we connect restaurants and wine sellers as well as line up Japanese wines producers for Hong Kong consumers. Besides this, we offer consulting services to support F&B frontliners to advance overall Japanese wines sales,” said Choi.

“Wine-drinking is embedded in Hong Kong daily life. As Hong Kong people are so fond of Japanese cuisine, wines made in Japan must also whet their appetite. Over the past two years, JFOODO has strived to bring Japanese wines to the forefront and be more accessible to people. Now it’s time to further impress by bringing exquisite wine pairings to the table,” commented Chan.

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