The four-day Foodex Japan 2025 kicked off in Tokyo on Tuesday. Invited by the Japan-China Catering Industry Exchange Promotion Association, Ningxia Helan Mountain's East Foothill Wine Industry Investment and Development Group brought four wineries from the region to participate in the exhibition, as part of its effort to promote Chinese wine globally.

The Japan-China Catering Industry Exchange Promotion Association primarily supports Chinese catering businesses in Japan, companies looking to introduce Chinese cuisine to the Japanese market, and the broader food and beverage supply chain. Yang Yanjun, executive president of the association, said Japan's wine market has tremendous consumer potential, with local customers showing a high level of acceptance toward wine.

In his view, for Chinese wine enterprises, the Japanese market represents a vast blue ocean of opportunities. While Chinese wine brands currently have low recognition in Japan, they possess significant growth potential.

"Both food and drink need to be presented in the best way at the dining table. The entry of Ningxia Helan Mountain's East Foothill wine into the Japanese market creates a perfect combination with Chinese cuisine in Japan — food and drink complement each other in the best possible way," Yang said.