Targeting Tokyo 2020 to gain awareness among new consumers
The AFA indicates that in order to revive the image of Taiwanese bananas in Japanese consumers, a series of collaborative efforts with Japanese cities, from supplying bananas to elementary schools in Gotemba City, Shizuoka Prefecture since 2016, a contest of desserts made with Taiwanese bananas in Tokyo in 2017, and collective purchase of Taiwanese bananas by Toyama Prefecture, Ishikawa Prefecture, and Shizuoka Prefecture to supply to local elementary schools in 2018. Other efforts have been made to break Taiwanese agri-products into supermarket chains Shizutesu Store and Osakaya Shop. The AFA adds that Kasama City is the one initiating this cooperation by inquiring the AFA about the possibility of a deal like Toyama Prefecture last year, to supply Taiwanese bananas to the city’s school kids. This development confirms that previous initiatives are taking effect and have established a good name for Taiwanese banana. As a city known for its golf clubs, a golf course in Kasama City has been selected as the training area for Tokyo 2020 Olympics, and the city is also designated to receive foreign athletes (Taiwanese players included). That gives an excellent opportunity for Taiwanese agri-products to gain exposure among international players and visitors. The growing popularity of Taiwanese agri-products like bananas in Japanese market will cement the friendship between both countries and set the stage for more international cooperations.
