Hybu Cig Cymru – Meat Promotion Wales (HCC) will be representing PGI Welsh Lamb at Foodex Japan 2026, taking place at the Tokyo Big Sight Exhibition Centre from 10–14 March. HCC will attend as part of the Welsh Government Food & Drink delegation, strengthening Wales’s presence in one of its most important global markets.
Japan remains one of HCC’s three premium international markets and continues to be a priority for strategic development. Over the past year, Wales’s branded presence has grown significantly, with Welsh Lamb sales increasing year-on-year.
Welsh Chef and Wales Culinary Association Vice President Colin Gray will be preparing Welsh Lamb samples as part of a wider Welsh cuisine offering, introducing Japanese buyers to the quality, flavour and provenance of Welsh Lamb.
Foodex Japan will also form part of a wider programme of events aimed at strengthening commercial relationships. On Monday 9 March – HCC will sponsor Welsh Lamb at the British Embassy’s Four Nations event, where the team will also participate in a Meet the Buyer session with invited trade guests. On Thursday 12 March – HCC will join one of its key Japanese retail and foodservice partners for a dedicated dinner to explore opportunities to develop the Welsh Lamb category further in-market.
With strong growth already achieved and increasing enthusiasm from Japanese buyers, HCC’s presence at Foodex 2026 aims to build long term partnerships and continue positioning Welsh Lamb as a premium, trusted, and sustainable choice for consumers across Japan.
