Event overview:
“Anuga Select Brazil” is the official Brazilian edition of Anuga in Cologne, Germany—known as one of the world’s largest food and beverage trade fairs. Bringing together food buyers and industry professionals from Brazil, South America’s largest consumer market, as well as neighboring countries such as Argentina, Chile, Peru, and Colombia, it is regarded as a gateway to South America and attracts strong international attention for its credibility and track record.
The fair is also known for attracting many quality-focused buyers, and exhibitors are expected to have a certain level of credibility, brand strength, and product strength. Unlike a simple food showcase, exhibiting requires passing a selection review and meeting local import requirements, so getting in is itself a hurdle.
We cleared these strict standards, officially exhibited this year, and have already secured the right to exhibit at next year’s Anuga Select Brazil. This proves that the products we handle and our activities have earned high regard and trust from the organizers and the local market, and it is a major strength for expansion in South America.
Exhibiting offers exceptional business opportunities, such as:
• The trust of the Anuga brand makes it easier to meet promising buyers and importers, and meetings tend to be concrete
• Direct access to the Brazilian market of more than 200 million people, with the potential to expand across South America
• The timing coincides with growing interest in Japanese and Asian food—a tailwind for Japanese foods, sake, seasonings, and more
Against this background, our sales representation activities focused on promoting our clients’ products to the fullest and approaching local buyers and potential partners toward real business deals. The details of our activities are reported below.
Anuga Select Brazil 2025 exhibition report
Anuga Select Brazil 2025, one of South America’s largest food and beverage trade fairs, was held on its largest scale ever.
More than 550 brands took part, the exhibition space expanded to 14,500 m², and attendance exceeded 16,000—a record above the previous 15,000.
Sixteen international pavilions showcased distinctive products and services from each country, making it an international stage where food cultures and business from around the world intersect.
Kitchen shows, industry seminars, and product demonstrations took place throughout the venue, and Anuga Select Brazil continues to grow in presence as a place for business expansion and international networking in the food and beverage industry.
What we exhibited and achieved
This time, after review and selection by Brazilian food industry associations and the organizers, we were approved as an exhibitor in the official exhibition area.
This means that the trust, track record, and product strength we have built in the South American market were formally recognized by third parties.
Exhibiting is not simply a matter of applying—it is granted only to a limited number of companies, and it is proof that we are “selected” and recognized locally.
At our booth, we exhibited and sampled local sake from seven breweries across Japan, eight kinds of nori products, our own specially developed sauce, and more, achieving the following over three days.
• Visitors, tastings, and meetings
More than 600 people visited our booth for tastings and samples
Meetings, business card exchanges, and networking with more than 50 buyers and industry professionals
Through interpreters, we explained products, answered questions, and held concrete negotiations, earning strong interest and high praise.
• Deals and inquiries
Two sake products confirmed for market entry; negotiations continue for several other brands (multiple deals expected)
Nori products (tsukudani, furikake, onigiri nori, etc.) were highly rated for taste and quality, and negotiations are ongoing (buyers were impressed by the difference in quality and taste compared with other countries’ products, leading to positive talks on competitiveness and differentiation)
Our own sauce received inquiries from three companies, with one deal confirmed and others under negotiation
• Special feature at the kitchen show and PR presentation
On the second day, a well-known local chef who visited our booth proposed a collaboration, and it was quickly decided to use our sake in the kitchen show.
Pairing it with locally sourced oyster dishes, we gave a PR presentation
that conveyed the appeal of sake to the fullest.
Many visitors came to taste it, and all the sake we had prepared sold out.
It was praised as “a perfect match with the food,” further increasing interest in the products.
Observations and market insights
Demand for Japanese food and sake had previously been confirmed mainly in the Japanese-Brazilian market, but through this event we clearly saw interest and demand among local Brazilians as well.
Going forward, we believe that in addition to product features, proposing recipes that pair well with local cuisine and partnership-based menus will be key to driving sales.
Outlook
Our participation in next year’s Anuga Select Brazil 2026 is already confirmed, and we plan to exhibit.
Looking at the Asian pavilion at this event, Japanese exhibitors were extremely few (China had more than 50 booths), and Japan’s presence in the market is still far from sufficient.
We see this as a major missed opportunity—and at the same time, a situation that can be turned into a great chance depending on the strategy going forward.
We will continue to share Japan’s attractive foods and beverages with the world, and to support exports and build sales channels in ways that meet local market needs.
Kumamoto Bussan Kyokai (Kumamoto Products Association)
April 12, 2025