KUALA LUMPUR, Aug 9 — Malaysia is fast becoming a bigger market for Japanese food, with exports from Japan jumping 42.3 per cent in the first five months of this year as demand for halal products, Japanese cuisine and premium food continues to grow.
Japan External Trade Organisation (Jetro) Kuala Lumpur managing director Koichi Takano said Malaysia had risen to 10th among Japan’s export destinations for agricultural, forestry, fishery and food products, from 13th previously.
“Malaysia now ranks 10th among all export destinations for Japanese agricultural, forestry, fishery, and food products, improving from 13th place previously.
“This underscores Malaysia's growing importance as a key market for Japan in South-east Asia and reflects the continued growth in demand for Japanese food products among Malaysian consumers and businesses,” he said in an interview with Bernama during the Japanese Cuisine Lecture Series organised by Jetro recently at Taylor’s University.
Japan’s Ministry of Agriculture, Forestry and Fisheries data showed exports of agricultural, forestry, fishery and food products to Malaysia reached 29.1 billion yen (RM756.6 million) in 2025, up 26.3 per cent from 2024.
The momentum has accelerated this year, with exports reaching 15 billion yen (RM390 million) between January and May, up 42.3 per cent from the same period last year.
“The data indicate that agricultural products accounted for about 70 per cent of total exports, while seafood products accounted for about 29 per cent.
“The total value of Japan's exports of agricultural, forestry, fishery and food products to Malaysia reached 15 billion yen during the period from January to May 2026, a 42.3 per cent increase compared with the same period in 2025,” Takano said.
For Japanese businesses, Malaysia’s appeal goes beyond its growing appetite for sushi, ramen and other Japanese dishes.
Takano said demand was also being supported by greater awareness of Washoku, or traditional Japanese cuisine, which was inscribed on the Unesco Representative List of the Intangible Cultural Heritage of Humanity in 2013.
He said e-commerce and the growing number of Malaysians travelling to Japan were also helping to build demand for Japanese food products.
“The increase in Japanese restaurants globally demonstrates that Japanese cuisine has become well established internationally,” he remarked.
Japan’s broader food export boom is also gathering pace, with exports of agricultural, forestry and fishery products and food products rising 10.9 per cent year-on-year to 897.7 billion yen (RM23.2 billion) in the first half of 2026, a record for the period, according to Kyodo News.
Green tea was among the products recording notable gains, helped by the global matcha boom and growing inbound tourism, which has raised overseas awareness of Japanese food, the Tokyo-based news agency reported.
Halal gives Japan a bigger opening
Takano sees Malaysia as more than just an end market for Japanese food, describing it as a potential launch pad for Japanese products across Asean and other Muslim-majority markets.
“It is a multiracial, multicultural market that is well accustomed to diverse culinary traditions and international food offerings.
“The country also benefits from the widespread use of English, a well-developed network of international hotels, food manufacturers, and educational institutions, as well as established halal certification systems, food processing capabilities, and logistics infrastructure,” he emphasised.
For Japanese companies looking to expand beyond traditional markets, Malaysia’s halal ecosystem could therefore offer a commercial advantage.
Takano said a combination of human resource development, product innovation, halal readiness and efficient distribution networks could provide a model for taking Japanese cuisine and food products into other Asean and Muslim-majority markets.
He also warned that growing international demand would make product authenticity increasingly important, particularly as Japanese food gains popularity overseas.
“Producers and companies should also register their intellectual property rights in export markets, establish authorised distribution channels and improve product traceability throughout the supply chain,” Takano said.
Rather than relying solely on imported Japanese ingredients, he said businesses could also combine Japanese culinary techniques with fresh Malaysian ingredients.
He said this could create a more sustainable and commercially viable model while benefiting local producers.
“The overall outlook remains positive and we expect more Japanese companies to establish food service businesses and operations in the coming years,” he said.
Costs remain a challenge
The weaker yen may make Japanese products more competitive in some markets, but Takano said it did not automatically translate into lower prices for Malaysian consumers.
Japanese producers continue to face higher costs for fertiliser, animal feed, energy, packaging, imported raw materials and logistics, he said.
Extreme weather is another risk, with conditions such as El Niño capable of disrupting Japanese agriculture and food exports.
However, Takano said the impact varied significantly depending on the crop, location and growing season.
“Potential risks can be mitigated through measures such as diversifying sourcing regions, adopting improved farming practices, investing in freezing and processing technologies, and maintaining effective inventory management,” he added.
Jetro is meanwhile trying to build the next generation of demand through its Japanese Cuisine Lecture Series with Taylor’s University, targeting aspiring chefs who will enter Malaysia’s hotel and restaurant industry.
“This initiative is not only a short-term promotional activity but a strategic, long-term investment in nurturing future demand and strengthening the presence of Japanese food in Malaysia,” Takano said.
He said Jetro could explore similar partnerships with other universities and culinary and hospitality institutions to further expand Japanese cuisine in Malaysia.
