Rising concern about health worldwide has thrust Japanese food into the spotlight these days as it plays an important role in China's consumer market.

Japanese company JETRO is playing its part by promoting foreign direct investment into Japan and helping Japanese firms expand overseas as well as aiding efforts to protect intellectual property.

To support and assist manufacturers in the area of agricultural and fisheries who are seeking to expand overseas, JETRO conducts surveys of export markets, supports the firms' participation in trade fairs and exhibitions and helps them connect with potential business partners overseas.

At the upcoming FHC, many Japanese products will be displayed including drinks ranging from juice to sake; health food and functional food using DHA, EPA, oyster and glucosamine, honey, royal jelly; agricultural products such as apples, pears, and processed food using prefectural fruits such as juice and jelly; and fisheries products such as scallops, crabs, sea urchins, pumpkins and corn.

As well, there will also be dried sea cucumber, Konnyaku (konjac) chips, dried cuttlefish, frozen broiled fish, soy sauce, soy milk, salted cod roe with red pepper, sweets made of green tea, mother shishamo smelt, fresh and frozen fish; vinegar, processed yellowtail, long life milk and Chinese mustard.

"In China, as consumer demand for health-oriented foods from Japan increases, the Japanese food market will definitely grow," said Hiroshi Sano, chief deputy director of JETRO.

All FHC visitors are invited to join the "Japan Agricultural Challenge in China" °?- evaluate and vote the best Japanese booths.

(Shanghai Daily December 3, 2008)