Not Just a Flavour Strategy: How KitKat Embedded Itself in Japanese Culture
KitKat may have originated in England but today is one of Japan’s most iconic confectionery brands, having established itself as a local speciality item for both locals and tourists.
According to Nestlé Japan Business Executive Officer (BEO) for Confectionery Olivier Jakubowicz, much of this success has revolved around a deep level of localisation.
He said, “Any global brand that wants to truly become integrated in Japan has to Japanise itself, there is no way around it.”
Fair pricing and sustainable diets: Safeguarding Japan’s food security
Japan’s food system is under strain from demographic shifts, import reliance, and changing diets.
In April 2026, the government amended the Food System Act to curb below-cost transactions by introducing cost indicators to guide fair pricing across the supply chain.
Alongside policy reform, researchers suggest adapting traditional Japanese dietary principles – such as seasonality, fermentation, plant-based proteins, and efficiency – into convenient, modern formats to support sustainable consumption and long-term food security.
Triple threat: Japan’s sustainable diet challenged by modern habits, study finds
Japanese home cooking aligns closely with sustainable diet goals, but researchers warn that westernisation, aquaculture pressures, and excess sodium could undermine its future.
We explore five key action points that brands and policymakers can adopt based on the study findings, which suggest there may be value in modernising and preserving traditional Japanese food practices.
Growth Asia Summit 2026: C-suite execs from GNC, Glico, Nuchev to present
This year’s Growth Asia Summit 2026 will be attended by C-suite execs from GNC, Glico and Nuchev, who will speak on high-level topics concerning Asia-Pacific’s health and nutrition sectors.
Participating in the summit for the first time, Japanese food and confectionery company Glico Asia Pacific’s Chief Operating Officer, Yukio Kimura, will outline how the company is innovating to meet the needs of Asia’s increasingly health-conscious consumers.
The Growth Asia Summit takes place in Singapore on July 8 to 10 at the Marina Bay Sands Expo and Convention Centre. Book your tickets here.
Awareness of FFCs high but more needs to be done to raise uptake – Japan survey
Tokyo-based market research firm MyVoicecom has released results from its survey on Foods with Function Claims (FFCs), which indicate that though awareness of these products is high, more work is needed to increase consumption rate.
The categories of FFCs purchased in the past year include tea-based beverages, health teas, coffee or black tea beverages, cocoa and dairy products, each accounting for slightly less than 20%, while soft drinks, carbonated drinks, and fruit or vegetable juices made up 9.6%.