As a kickoff event to celebrate the 50th anniversary of foreign relations between Singapore and Japan, the Ministry of Agriculture, Forestry, and Fisheries (MAFF) conducted a "WAZA Enjoy Taste of Japan" campaign for two days (January 9-10) at Isetan Scotts in Singapore. The event was designed to increase interest in Japanese food culture and Japanese agricultural, forestry, and marine produce. The event coincided with the start of the Producer Direct Order Service, a new service that ships fresh Japanese agricultural, forestry, and marine produce and foods refrigerated or frozen directly from Japanese producers to consumers in Singapore. The event aims to promote the service and increase consumer recognition of Japanese agricultural, forestry, and marine produce and foods available through this superior service.

Ribbon-Cutting Ceremony at Singapore Department Store Event Space

(Photo1: https://prw.kyodonews.jp/prwfile/release/M102324/201601157051/_prw_OI1fl_1oN0G603.jpg )

The opening ceremony held on January 9 at 11:00 a.m. was attended by 200 people. At the opening ceremony, Minister of Agriculture, Forestry, and Fisheries Hiroshi Moriyama said: "Singapore is the eighth highest importer of Japanese agricultural, forestry, and marine produce and foods, and we truly hope to further increase our exports of Japanese agricultural, forestry, and marine produce and foods to Singapore. Through the efforts of private companies, today marks the launch of a distribution system that will enable produce from Japan to be delivered to consumers in Singapore in just a day or two. I hope that many more consumers in Singapore will come to know and love Japanese agricultural, forestry, and marine produce and foods." The Minister noted that with the expansion of agricultural, forestry, and marine produce exports, it will be important to work together with distribution companies on issues such as measures for animal and plant quarantine, and effective methods for reducing distribution costs.

The event also featured cooking demonstrations and tasting parties based on the theme of "Enjoy the Fresh Tastes of Japan!" and featuring strawberries and wagyu beef shipped directly from Japanese producers. To increase awareness of the Producer Direct Order Service offering fresh Japanese agricultural, forestry, and marine produce and foods, the event features displays of produce delivered from around Japan and a raffle with the winner to receive fresh Japanese strawberries delivered to his/her home via the Producer Direct Order Service. Many Singapore residents participated.

Minister of Agriculture, Forestry, and Fisheries Hiroshi Moriyama Leading Sales Tour at Department Store Event in Singapore

(Photo2: https://prw.kyodonews.jp/prwfile/release/M102324/201601157051/_prw_OI2fl_Vtw47lDu.jpg)

On January 9 at 6:00pm at the Japan Creative Center, a reception was held featuring special cuisine made with fresh Japanese agricultural, forestry, and marine produce and foods such as wagyu Japanese beef and strawberries where some 100 participants got to experience Japanese "OMOTENASHI" hospitality first hand. Minister Moriyama said, "Last year Japanese exports were nearly 700 billion yen. We are aiming for 1 trillion yen in exports and I believe it is possible to achieve this goal at an accelerated pace. As the gateway to ASEAN, I view Singapore as a truly important market," as he touched on future goals including further development in ASEAN.

Overview

Opening Ceremony

- Date: Saturday, January 9, 2016, 11:00 - 12:00 (Doors open at 10:30)

- Venue: Isetan Singapore Scotts Store Event Space (350 Orchard Road Shaw House Singapore)

- Hosted by: Ministry of Agriculture, Forestry and Fisheries

- Special Support by: Japan Livestock Products Export Promotion Council, Yamato Transport Co., Ltd., ANA Cargo Inc., Isetan

- Guests: Mr. Hiroshi Moriyama, Minister of Agriculture, Forestry and Fisheries, Mr. Haruhisa Takeuchi, Ambassador of Japan to Singapore, Ms. Roxanne Zhang, Miss International Singapore 2015, Mr. Yutaka Nagao, President of Yamato Transport, Mr. Akira Okada, President of ANA Cargo, Mr. Tsuyoshi Hishinuma, Chairman of the Japan Livestock Products Export Promotion Council, Mr. Toshihiko Sugie, Director, Managing Executive Officer, General Manager of Strategic Planning Headquarters, Isetan Mitsukoshi Holdings Ltd., Mr. Eietsu Sakuraba, Director-General of the Food Industry Affairs Bureau for the Ministry of Agriculture, Forestry and Fisheries

Timetable: 11:00 - 11:10  Opening remarks from the MC

11:10 - 11:20   Ribbon-cutting ceremony

11:20 - 11:30   Closing remarks

11:30 - 12:00   Special appeal

12:00 - 12:15   Interview session

Reception

- Date and time: January 9 (Sat.), 2016, (Reception) 18:00-19:30

- Venue: Japan Creative Centre (4 Nassim Road Singapore)

- Hosted by: Ministry of Agriculture, Forestry and Fisheries

- Special Support by: Japan Livestock Products Export Promotion Council, Yamato Transport Co., Ltd., ANA Cargo Inc., Isetan

- Guests: Mr. Hiroshi Moriyama, Minister of Agriculture, Forestry and Fisheries, Mr. Haruhisa Takeuchi, Ambassador of Japan to Singapore, Ms. Roxanne Zhang, Miss International Singapore 2015, Mr. Yutaka Nagao, President of Yamato Transport, Mr. Akira Okada, President of ANA Cargo, Mr. Tsuyoshi Hishinuma, Chairman of the Japan Livestock Products Export Promotion Council, Mr. Toshihiko Sugie, Director, Managing Executive Officer, General Manager of Strategic Planning Headquarters, Isetan Mitsukoshi Holdings Ltd.

Timetable: 18:00 - 18:06 Opening remarks from the MC

18:06 - 18:10   Toast

18:10 - 19:30   Reception

19:30               End