Report of Operations for FY2009
Malaysia Kuala Lumpur
pan
Reception hosted by the Embassy of Jap in Malaysia
Outline
Location (City): Malaysia (Kuala Lumpur)
Date: Friday 14th August, 2009. 18:30-20: :00
Name of Event: Okayama Food Festival
Venue: The Official Residence of the Ambas ssador of Japan in Malaysia
Host: Ministry of Agriculture, Forestry and Fisheries of Japan, The Embassy of Japan in Malaysia,
Okayama Prefecture
Attendees: Section 1: Approximately 50 guests. Members of the hotel and restaurant industries,
.
members of the retail industry, mem mbers of the press, etc
Section 2: 176 guests (129 parties). Government officials, prominent persons from the
business world, members of the hote and restaurant industries, members of the retail
el
industry, members of the press, etc.
Overview:
Proceedings were divided into two sections, with an introduction of Agricultural, Forestry and Marine Products
ned
from Okayama Prefecture, discussions between concern parties, and press releases.
Section 1: Presentation of Agricultural and Marine Prooducts from Okayama Prefecture, and Food Tasting
A DVD introducing Okayama Prefecture was scree ened, followed by a presentation of Okayama’s white
peaches and grapes, a testing of four varieties of grape (Pione, Aurora Black, Seto Giants, and Muscat) and
white peaches, followed by a questionnaire. Further, for the remaining time until the start of Section 2, in
addition to discussions and an exchange of ideas bet tween prefectural officials and concerned parties,
prefectural officials and embassy staff members also fielded questions from members of the press.
Section 2: Japanese Cuisine Demonstration and Foo Tasting
od
While listening to a performance by a Japanese flu utist, guests enjoyed a buffet style meal with dishes
and
using ingredients provided by Okayama Prefecture, a a demonstration of “Okayama Barazushi” and “Nigiri-
Sushi”, prepared by the chef at the official residence of the Ambassador.
The following two exhibition corners were set up at th venue to promote Okayama Prefecture’s Agricultural,
he
Forestry and Marine Products:
1) “WASHOKU-Try Japan’s Good Food” Corner
kayama Prefecture and beautiful Japanese sweets were
Agricultural, forestry and marine products from Ok
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displayed in front of the venue’s main entrance, using “WASHOKU-Try Japan’s Good Food” project banner at
o
the front, and which gave a greater positive impact to the project.
2) “Okayama-ya” Corner
A display of white peaches and grapes (Pione, Au urora Black, Seto Giants, and Muscat) and melons, the
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main products of this festival, and a testing table were set up. Promotional cards and pamphlets detailing the
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products were also left on the table, thereby providing important information to guests, and serving as an
opportunity for business negotiations.
Report of Operations for FY2009
Malaysia Kuala Lumpur
pan
Reception hosted by the Embassy of Jap in Malaysia
Menu
Area of
Menu Foods used Supplier
Production
National Fed
deration of Agricultural Cooperative Associations
Eggplant
Grilled Eggplant Okayama Pr refectural Headquarters
Conger eel Okayama Pr refectural Federation of Japan Fisheries Cooperatives
Eggplant w ith Dengaku Miso -Topping Eggplant National Fed
deration of Agricultural Cooperative Associations
Eggplant Okayama Pr refectural Headquarters
Conger eel refectural Federation of Japan Fisheries Cooperatives
Okayama Pr
Tempura
Shiitake Mushroom
Burdock
Tomato deration of Agricultural Cooperative Associations
National Fed
Salad Cucumber Okayama Pr refectural Headquarters
Asparagus
Cucumber
Common Octopus
Conger eel refectural Federation of Japan Fisheries Cooperatives
Okayama Pr
Nigiri-Sushi
Japanese Sardinella
Okayama Barazushi
Lotus root deration of Agricultural Cooperative Associations
National Fed Okayama
Shiitake Mushroom Okayama Pr refectural Headquarters Prefecture
Asahi rice earl
Okayama Pe Rice Co. Ltd.
Common Octopus
refectural Federation of Japan Fisheries Cooperatives
Okayama Pr
Japanese Sardinella
Vinegared dish
National Fed
deration of Agricultural Cooperative Associations
Lotus root
Okayama Pr refectural Headquarters
Simmered Japanese Peppers Conger eel Okayama Pr refectural Federation of Japan Fisheries Cooperatives
Sauteed Yellow Leek Yellow leek
(Simmered) Black Beans Okayama Black Bean
deration of Agricultural Cooperative Associations
National Fed
Conger (eel) rolled w ith Winter Melon Winter Melon
Okayama Pr refectural Headquarters
Simmered Winter Melon Winter Melon
Rice w ith Black Beans Okayama Black Bean
Compote White Peach
Grapes Grapes deration of Agricultural Cooperative Associations
National Fed
Peach Peach Okayama Pr refectural Headquarters
Melon Melon
Promotional Cards
Report of Operations for FY2009
Malaysia Kuala Lumpur
pan
Reception hosted by the Embassy of Jap in Malaysia
Report of Operations for FY2009
Malaysia Kuala Lumpur
pan
Reception hosted by the Embassy of Jap in Malaysia
Report of Operations for FY2009
Malaysia Kuala Lumpur
pan
Reception hosted by the Embassy of Jap in Malaysia
Report of Operations for FY2009
Malaysia Kuala Lumpur
pan
Reception hosted by the Embassy of Jap in Malaysia
Menu Leaflet
(Front) (Inside)
Menu strip
Report of Operations for FY2009
Malaysia Kuala Lumpur
pan
Reception hosted by the Embassy of Jap in Malaysia
Photos of the Event
Section 1: Presentation hall Okayama Prefecture Agricultural, Forestry Section 1: Food tasting at the
and Marine Products PR Corner presentation hall
Section 2: Ambassador’s address Section 2: Ministry of Tourism, Deputy
y Section 2: Okayama Prefectural
Minister’s address governor’s address
Section 2: Okayama Prefecture Assembly e
Official Chef to the Ambassador, Chef Ministry of Tourism, Deputy Minister
chairman’s address Nakayama’s d demonstration with the Japanese press
Section 2: Festival venue Okayama Prefectural governor with Business discussions between agricultural
cal
the loc press cooperative officers and local retailers
Report of Operations for FY2009
Malaysia Kuala Lumpur
pan
Reception hosted by the Embassy of Jap in Malaysia
Impression of the Ambassador of Japan in Malaysia
Following on from Iwate Prefecture two years ago in November, and Kagawa Prefecture last year in July,
this is the third time that the Embassy has held an Agricultural, Forestry and Marine Products export
promotional event using the official residence and in coo operation with local government authorities in Japan,
thus we were able to draw upon our experience in plann ning for this event. However, this time with Okayama
es,
Prefecture, in addition to widely promoting white peache grapes and melons to distributors and retailers, the
Prefecture also expressed a strong desire to gain a footh hold into the development of new markets in Malaysia.
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How to respond to this request was a major point for the embassy in organizing this event.
ral
Following the goodwill visit of the Okayama Prefectur governor in March of this year, we began close
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coordination of event planning, attendees list, promotion of the exhibition and so on with related representatives.
With the kind cooperation of the JETRO Kuala Lumpur o office, we were able to secure a large number of guests
from the business community, thus earning Okayama Pr refecture’s approval by providing sufficient opportunities
to engage in business discussions.
The main products of this event were white peaches, grapes and melons, and including gift sets we were
able to secure and offer a large amount of fruit to the guests. As a result, all the attendees were very impressed
with the delicious taste of the fruit from Okayama, with sstrong positive feedback, including discussions with
guests who immediately expressed an interest in importing.
ants, yellow leeks, black beans, tomatoes and marine
In addition to the fruit, we also kindly provided eggpla
s,
products such as Japanese sardinella, common octopus and other agricultural, forestry and marine products
en
from Okayama for food tasting. These products were the used to create some ingenious dishes in response to
the high expectations of the guests, thus contributing to infiltration of not only the Okayama-grown fruit, but also
the Okayama agricultural produce brand.
he
Viewing this festival as a continuing event linked to th substantive expansion of imports, a follow-up is of
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great importance to Okayama Prefecture, and here at th Embassy as well, employing the network and know-
o
how we gained from preparing for this event, we hope to contribute to the expansion of imports of Japanese
produce into Malaysia, in particular targeting higher soci io-economic groups.