Sardinia's agri-food sector returns to Japan. The 51st edition of Foodex Japan 2026 , Asia's most important trade fair for the sector, has just concluded, and Sardinian companies have once again presented themselves in an increasingly structured manner, bringing some of the island's iconic products to Tokyo and seeking new niches in a demanding yet opportunity-rich market.

Among the stands at Tokyo Big Sight are consortia, companies, and producers who have been investing in promoting Sardinian products in the Land of the Rising Sun for years. This work involves business relationships, tastings, meetings with importers, and promotional activities, aiming to consolidate the island's presence in one of the world's most sophisticated markets.

Sardinia's participation in the event is no coincidence, but part of a long-term strategy. "For several years now, we have been assisting the Sardinia Region with a highly structured presence at Foodex Japan, Asia's leading agri-food fair and a strategic hub for the penetration of Italian agri-food products in this part of the world," explains Giampaolo Bruno, director of ICE in Tokyo . "Sardinia has embarked on a structured path to penetrate Japan with its products, which have a strong cultural identity, and is enjoying considerable success."

Among the fair's protagonists is the Pecorino Romano Consortium , which has participated in the event for five years. This cheese, a symbol of Sardinian pastoral tradition, continues to attract interest from the Japanese public, who are increasingly curious about Italian products. "This is now our fifth year at Foodex," says Gianni Maoddi, president of the Consortium . "It's a very satisfying market that has reached significant levels. Importers also appreciate the promotional campaign we're running, including social media activities and restaurant initiatives."

Alongside cheese, Sardinian pasta is also consolidating its presence in Asian markets. For some companies, this is a return, with commercial relationships already established in previous years. "This is our second consecutive year here," says Michela Cellino, marketing manager for the Cellino group . "Last year, we managed to secure a deal with an importer, and this year, seeing so many customers who already know and consume our product is a source of great pride."

The Asian market, operators explain, shows room for growth, especially for products like long pasta. "These are expanding markets," they explain at the stands. "They are starting to understand and recognize quality: the potential is enormous."

There's also a lot of attention for PGI Sardinian Lamb , which is currently looking to Japan with an exploratory approach. Bureaucratic difficulties related to importing fresh meat still prevent the product from being tasted, but interest from operators is already evident. The presence in Tokyo also comes at a crucial time for trade relations between Italy and Japan. "We couldn't miss it," emphasizes Battista Cualbu, president of the PGI Lamb Consortium . "Important trade agreements between the two countries are currently being finalized. We believe it's essential to be able to export this excellence of ours. We're here as the PGI Sardinian Lamb Consortium. It's primarily an exploratory presence, as we're trying to determine whether fresh lamb can be exported. We've received considerable interest from local distributors and importers, especially since it's a product they're not familiar with here."

The Japanese market is particularly focused on the meat's characteristics. "There's curiosity because we're talking about lambs weighing less than those normally sold and with the organoleptic qualities that Japanese consumers are seeking."

A potential arrival of Sardinian lamb on the Japanese market could also have tangible benefits for the island's supply chain. "If our product is appreciated on the other side of the world, that can only be a source of satisfaction: seeing the farmers' work recognized."

Between tastings, meetings, and business negotiations, Sardinia's presence at Foodex confirms an increasingly clear strategy: to showcase the island's gastronomic identity and build lasting relationships in one of the most complex but also most promising markets for Italian agri-food . And in Tokyo, amidst crowded stands and the curiosity of international buyers, the flavors of Sardinia continue to gain traction.

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