KitKat may have originated in England but today is one of Japan\u2019s most iconic confectionery brands, having established itself as a local speciality item for both locals and tourists.<\/p>\n
According to Nestl\u00e9 Japan Business Executive Officer (BEO) for Confectionery Olivier Jakubowicz, much of this success has revolved around a deep level of localisation. <\/p>\n
He said, \u201cAny global brand that wants to truly become integrated in Japan has to Japanise itself, there is no way around it.\u201d<\/p>\n
Japan\u2019s food system is under strain from demographic shifts, import reliance, and changing diets. <\/p>\n
In April 2026, the government amended the Food System Act to curb below-cost transactions by introducing cost indicators to guide fair pricing across the supply chain. <\/p>\n
Alongside policy reform, researchers suggest adapting traditional Japanese dietary principles \u2013 such as seasonality, fermentation, plant-based proteins, and efficiency \u2013 into convenient, modern formats to support sustainable consumption and long-term food security.<\/p>\n
Japanese home cooking aligns closely with sustainable diet goals, but researchers warn that westernisation, aquaculture pressures, and excess sodium could undermine its future.<\/p>\n
We explore five key action points that brands and policymakers can adopt based on the study findings, which suggest there may be value in modernising and preserving traditional Japanese food practices. <\/p>\n
This year\u2019s Growth Asia Summit 2026 will be attended by C-suite execs from GNC, Glico and Nuchev, who will speak on high-level topics concerning Asia-Pacific\u2019s health and nutrition sectors.<\/p>\n
Participating in the summit for the first time, Japanese food and confectionery company Glico Asia Pacific\u2019s Chief Operating Officer, Yukio Kimura, will outline how the company is innovating to meet the needs of Asia\u2019s increasingly health-conscious consumers. <\/p>\n