Overview of “DISCOVERY JAPAN NIIGATA EM SÃO PAULO 2026”
On August 22, 2026, an export promotion event for Niigata Prefecture products, “DISCOVERY JAPAN NIIGATA EM SÃO PAULO 2026,” was held at the Nikkey Palace Hotel in São Paulo, Brazil’s largest city. The event aimed to introduce Niigata products — including sake and rice — to local food-service and distribution industry professionals, and to create business opportunities with Brazil, the largest market in South America. More than 120 people from Brazil’s food-service and distribution industries attended, filling the venue to capacity. For details on the event, please see the advance announcement page.
Governor Hanazumi Speaks — Niigata’s Product Export Value Hits a Record High
Niigata Governor Hideyo Hanazumi attended the event and delivered a speech. Governor Hanazumi stated, “Brazil is a large market with real future potential, and we want to broaden our reach by continuing efforts like this one,” positioning the Brazilian market as a key long-term focus for export growth.
According to Niigata Prefecture, exports of agricultural, forestry, and fishery products from the prefecture reached 8.69 billion yen in fiscal 2025, a record high. This business meeting in São Paulo, building on that achievement, is part of a broader effort to strengthen economic ties with Brazil and further expand exports.
Exhibits and Business Meetings
The venue featured several corners showcasing Niigata’s signature products. Alongside a display of Nishikigoi ornamental carp, the sake corner introduced brands from “Kikusui,” and the rice cracker corner displayed processed products made from Niigata’s prized rice. In the cookware corner, the knife and kitchenware brand “YOSHIKAWA” exhibited products including its signature yukihira pans. At the booth of Uoshoku Co., Ltd. (displayed as “UOSHOKU JAPAN”), which handles wagyu beef, “YUKIMURO SNOW AGED WAGYU” was introduced, highlighting the characteristics of wagyu aged using techniques from snow-country Niigata.
Exhibitors gave presentations at the venue, explaining their products’ features and production background directly to visiting buyers. Performers dressed in gold-brocade jinbaori vests also appeared at the booths, weaving in traditional Japanese culture to draw greater interest in the products. The venue remained crowded with visitors throughout, reflecting strong local industry interest in Niigata products.
Outlook
Building on Niigata’s record-high product export performance, this business meeting in São Paulo created concrete opportunities for deals in Brazil. Connections formed with local food-service and distribution professionals across a range of product categories — sake, rice crackers, wagyu, and cookware — provide a foothold for expanding trade going forward. As Governor Hanazumi noted, Niigata Prefecture intends to keep broadening its reach in the Brazilian market by continuing initiatives like this one.
Organizer: Niigata Prefecture Operated by: WABITABI ARCH PROJECT Local cooperation: ABRASEL