Japan Focus: Asahi’s APAC Strategy, Dairy Modernisation, and Evolving F&B Innovation

From Asahi’s next-gen growth plans to Japan’s five-year livestock overhaul and new dairy regulations, Japan’s food and beverage sector is entering a new era. Key players are leaning into innovation, internationalisation, and shifting consumer behaviour—both at home and across Asia-Pacific.

Insights & Strategic Moves:

Asahi’s “Next-Gen Growth” Strategy: Building Beyond Beer

Asahi is repositioning its long-term growth by expanding portfolios in whisky, water, and non-alcoholic products, especially in Japan, South and Southeast Asia, and Oceania. The company is also piloting consumer water intake monitoring via vending and ID tech, signalling a move from product to everyday wellness service.

Japan’s Five-Year Plan: Dairy and Beef Sector Modernisation

Livestock accounts for 42% of Japan’s total agricultural output, surpassing rice and vegetables. The Ministry of Agriculture has announced a transformation roadmap focused on improving protein self-sufficiency, rural revitalisation, and sustainability—especially for regions dependent on dairy and beef production.

New Dairy Regulations: Standardisation and Probiotic Safety Reinforced

The CAA has taken over regulation from the Ministry of Health, issuing new rules for condensed milk, milk powders, and functional dairy products. The spotlight is on probiotic-enhanced infant formula and health drinks, demanding tighter compliance and formulation clarity in a growing wellness-driven category.

Kewpie’s Strategy in Asia: Beyond the Salad Bow

lIn Asia, Kewpie is repositioning its mayonnaise-based sauces for broader use—not just salad dressing but as key components in RTE meals, bakery applications, and hot food formats. This aligns with evolving eating habits and localisation of Japanese condiments.

ROKU Gin: Appealing to the Evolving Premium Spirits Consumer

Suntory’s premium gin brand ROKU is tapping into SEA’s rising cocktail culture, especially in Singapore and Malaysia. Innovation will hinge on understanding consumer drinking occasions and emotional triggers, with bar community partnerships and cultural resonance shaping ROKU’s market footprint.

Japan’s food and beverage sector is transforming from tradition-bound to innovation-led. The focus now lies in leveraging cultural authenticity with strategic modernisation—whether in regulation, premiumisation, or regional expansion. Leading firms are aligning with wellness, convenience, and identity-driven consumption to unlock APAC’s next growth wave.

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