Spanish Iberian ham is seeking a stronger foothold in Japan, a market where culinary craftsmanship, premium ingredients and attention to food quality offer promising opportunities for overseas producers. Spain's Iberian pork sector is investing in professional education, product demonstrations and targeted promotion to help Japanese consumers better understand the heritage and distinctive qualities of this famous Spanish delicacy.
One of the latest initiatives took place in Tokyo from September 14 to 17, 2026. Organised by the Spanish Iberian Pig Interprofessional Association (ASICI), the programme brought together Japanese media representatives and food industry professionals as part of the European campaign Awaken Your Ibérico Sense.
The initiative comes at a challenging time for Spanish pork exporters. African swine fever (ASF) has disrupted trade with Japan, prompting temporary import restrictions and increasing the need for clear communication about animal health controls, traceability and production standards.
ASICI Uses Culinary Experiences to Introduce Iberian Ham
Rather than relying solely on conventional advertising, ASICI is using practical demonstrations and direct engagement to help Japanese audiences discover what makes Iberian ham distinctive.
The Tokyo programme began with an event for Japanese journalists, media representatives and opinion leaders. Held at Fabbit Meeting Room Marunouchi in the city's Chiyoda district, the gathering introduced participants to the product's origins, production methods, quality standards and culinary characteristics.
A professional ham-cutting demonstration formed an important part of the presentation. Master carver Roberto González showed how the preparation of a ham and the thickness of individual slices can influence its texture, aroma and flavour.
These details may seem minor to an inexperienced consumer, but they are central to the traditional serving of Iberian ham. Proper cutting helps reveal the product's sensory qualities and makes the tasting experience more enjoyable.
The event concluded with a guided tasting, allowing participants to explore the ham's flavour and texture firsthand. Interviews and networking sessions also gave journalists an opportunity to discuss the product's position in Japan's food culture and the challenges facing Spanish exporters.
This approach reflects a broader shift in premium food marketing. Consumers are increasingly interested not only in what they eat but also in where products come from, how they are made, and what distinguishes them from alternatives.
129 Professionals Receive Iberian Ham Training in Tokyo
Professional training was another major part of the initiative. Between September 15 and 17, ASICI worked with Cuisine Kingdom Academy to deliver three specialised training sessions for Japan's culinary sector.
A total of 129 participants completed the programme, including chefs, cooks, restaurant managers and culinary students.
The sessions covered several practical subjects, from the origin and production of Iberian ham to quality controls, storage, cutting techniques and the efficient use of the whole piece.
For restaurants, this knowledge can make a real difference. A premium ingredient needs to be handled correctly if it is to deliver the quality customers expect. Appropriate cutting, serving,g and storage techniques help preserve its characteristics and reduce unnecessary waste.
The training also offers Japanese professionals a better understanding of how Iberian ham can be introduced to local diners. Chefs who understand a product's background and qualities are better positioned to explain its value, recommend suitable pairings and incorporate it into carefully designed menus.
ASICI's wider objective is to develop knowledgeable advocates for Iberian ham within the Japanese hospitality industry. Each trained professional has the potential to share that knowledge with colleagues, students and customers, extending the campaign's reach beyond the original event.
Why Japan Matters to Spanish Ham Exporters
Japan offers Spanish producers an important opportunity to reach consumers interested in high-quality imported foods. Its established restaurant industry, specialist retailers and premium hospitality businesses provide several routes through which distinctive European products can reach new audiences.
For Iberian ham, restaurants and culinary professionals are particularly valuable. A guided tasting or a carefully prepared dish can introduce consumers to a product they may not have encountered before.
However, entering a premium market requires more than simply offering an expensive product. Importers need dependable supply arrangements, distributors require accurate product information, and restaurants must be confident about handling and serving the ham.
Origin and authenticity also matter. Iberian ham has a distinctive production heritage, and consumers need clear information about its category, production methods, ds and quality characteristics to understand what they are purchasing.
This is where professional education and product communication can support commercial development. When chefs and distributors understand the differences between products, they can make more informed purchasing decisions and communicate those distinctions to customers.
The reported 194.19% increase in the value of Spanish cured ham and shoulder exports to Japan between 2021 and 2025 suggests that the market has developed considerably over that period. Nevertheless, these figures cover the broader cured ham and shoulder category and should not be interpreted as statistics for Iberian ham alone.
For Spanish exporters, the challenge is to build on this longer-term progress while responding to changing trade conditions and consumer expectations.
Awaken Your Ibérico Sense: A Campaign Built Around Quality
The Tokyo activities form part of Awaken Your Ibérico Sense, a European Union-supported promotional campaign intended to increase awareness of Iberian ham in international markets.
The campaign combines media engagement, professional training, product tastings, and participation in food industry events. Each activity addresses a different stage of the buying process.
Media events help communicate the product's story to a wider audience. Trade events create opportunities to meet importers and distributors. Meanwhile, culinary training helps ensure that professionals who work with the product understand its preparation and presentation.
ASICI also participated in FOODEX JAPAN 2026 in Tokyo, where the organisation highlighted the Iberian production model, quality controls and traceability. The event provided another opportunity to engage with food businesses and explain the standards behind Spanish Iberian products.
Such activities are particularly relevant when consumers are unfamiliar with a product's production methods or when market confidence needs to be reinforced.
For premium food brands, education can be more effective over the long term than a short promotional campaign. Once chefs and buyers understand a product, they can continue to recommend it and introduce it to new customers.
Traceability and Food Safety Take Centre Stage
The promotion of Iberian ham in Japan is taking place against a difficult background for the Spanish pork industry.
African swine fever is a serious viral disease affecting pigs and wild boar. Although it does not pose a direct food safety risk to humans, outbreaks can have major economic consequences because importing countries may impose restrictions on products from affected areas.
Following the detection of ASF in Spain in 2026, Japan introduced temporary import restrictions affecting Spanish pork products. The disruption has made animal health assurances and transparent communication especially important for exporters.
One of the systems used by the Iberian sector is ÍTACA, a digital identification and traceability system that records information across the production chain. It supports the identification and monitoring of Iberian ham and shoulders and helps maintain records relating to animals, production,n and product movement.
For buyers, traceability provides a clearer picture of a product's origin and history. It can also support industry efforts to demonstrate compliance with applicable production and quality requirements.
However, traceability should not be confused with automatic permission to export. Even when businesses maintain robust controls, shipments must comply with the importing country's current veterinary and commercial rules.
The Spanish sector therefore needs to pursue two goals at the same time: maintain confidence in its production standards and work with the relevant authorities to restore stable access to the Japanese market.
African Swine Fever Creates Pressure on Exporters
The impact of African swine fever extends beyond individual shipments. Import restrictions can affect contracts, inventory planning, distribution networks,k s and relationships between producers and overseas buyers.
For Japanese importers, uncertainty about future deliveries makes it harder to plan purchases and maintain a consistent product offering. Restaurants may need to adjust menus, while distributors could become more cautious about placing orders.
The wider Spanish pork industry has also reported substantial declines in exports to Japan during 2026. These broader figures cover pork meat and related products and should be distinguished from the separate statistics for cured hams and shoulders.
One possible route towards more targeted trade arrangements is the principle of regionalisation. Under this approach, authorities may recognise that an animal disease outbreak is limited to a particular geographical area and assess trade restrictions accordingly.
However, regionalisation depends on agreement between the relevant authorities, supported by appropriate veterinary evidence and controls. It does not automatically remove restrictions, and exporters must follow the official requirements in force.
For Iberian ham producers, the outcome of these discussions could influence future commercial opportunities in Japan. Until trade conditions become clearer, businesses must balance long-term market development with the practical risks associated with interrupted exports.
How Iberian Ham Could Fit Into Japanese Gastronomy
Beyond the immediate export challenges, Iberian ham offers opportunities for culinary experimentation and premium dining experiences in Japan.
Its distinctive flavour and texture make it suitable for tasting menus, specialist restaurants and selected contemporary dishes. Chefs can serve it in thin slices or combine it with carefully chosen ingredients, allowing its character to remain central to the dish.
The key is to adapt presentation to the setting without losing the product's identity.
Japanese culinary professionals can also introduce customers to the differences between Iberian ham categories and explain how production methods influence the final product. Guided tastings can help consumers recognise its aroma, texture and flavour, while specialist retailers can provide information that supports more informed purchasing decisions.
This creates opportunities for more than direct sales. It helps establish familiarity and encourages consumers to see Iberian ham as a distinctive gastronomic product rather than simply another imported cured meat.
For Spanish producers, collaboration with chefs, educators and distributors may therefore be an important part of building long-term demand.
What Comes Next for Iberian Ham in Japan?
The future of Spanish Iberian ham in Japan will depend on the combination of market demand, professional awareness and reliable access to international trade.
The export figures recorded between 2021 and 2025 indicate considerable long-term growth in Spanish cured ham and shoulder sales. However, the slight decline in 2025 and the subsequent disruption caused by ASF show that progress is not guaranteed.
ASICI's recent Tokyo programme represents an investment in the relationships and knowledge needed to support the market over time. By training 129 culinary professionals and engaging with Japanese media, the organisation is helping establish a stronger understanding of the product among people who can influence purchasing decisions.
The next challenge is turning that awareness into sustained commercial activity. Producers and exporters will need to monitor veterinary regulations, maintain strong traceability systems and work closely with Japanese partners as market conditions evolve.
If access restrictions are eased, the relationships developed through professional training and promotional events could help Spanish businesses make better use of Japan's premium food market.
For now, the sector's strategy rests on a simple but important principle: a distinctive product needs more than good marketing. It also needs knowledgeable professionals, credible quality controls and dependable access to the people who want to buy it.
Spanish Iberian ham continues to attract attention in Japan through culinary education, guided tastings and targeted industry promotion. ASICI's September 2026 initiative in Tokyo demonstrates how professional training can help introduce a traditional European product to new audiences while strengthening understanding of its origins, quality and preparation.
The market offers genuine long-term potential, with Spanish cured ham and shoulder exports reaching €21.86 million in 2025 and showing strong cumulative growth since 2021. At the same time, African swine fever and the resulting trade restrictions underline the difficulties exporters face when animal health developments interrupt international commerce.
For the Spanish Iberian sector, future progress will depend on combining effective promotion with traceability, regulatory cooperation and strong relationships with Japanese culinary professionals.
The opportunity is still there, but lasting success will require more than raising awareness. It will depend on turning consumer interest into sustainable demand while ensuring that products can reach the market under the rules set by the relevant authorities...LEARN MORE
