This festival showcases premium scallops directly imported from Japan, aiming to raise Thai consumer awareness of Japanese HOTATE scallops, drive consumption, and enhance the enjoyment of HOTATE scallops in diverse cuisines, without the need to travel to Japan. JETRO Bangkok is committed to fostering this campaign through collaboration with importers, restaurant proprietors, and retailers in Thailand. The goal is to expand distribution channels for imported food products into new markets within Thailand. The press conference, graced by the presence of His Excellency Mr. Nashida Kazuya, Ambassador of Japan to the Kingdom of Thailand, marked the official ceremony along with representatives from participating companies and Chef R, Mr. Teerapat Teeyasoontranon from the IRON CHEF Thailand who engaged in discussions and brought dynamic vibrancy to the event held at The Okura Prestige Bangkok.
Mr. Kuroda Jun, President of JETRO Bangkok, shared his insights into the project and extended a warm invitation to Thai consumers to savor the exquisite flavors of Japanese HOTATE scallops. He emphasized the unprecedented engagement of numerous business owners in supporting the importation of Japanese food ingredients, marking a groundbreaking moment. We would like everyone to experience the charm of premium Japanese HOTATE scallops, not only in traditional Japanese dishes but also in other cuisines, extend even beyond Bangkok through the HOTATE festival.
Mr. Nashida Kazuya, Ambassador of Japan to the Kingdom of Thailand, shared insight on the origin of the name HOTATE in Japanese is explained as follows: "In Japanese, the term 'HOTATE' for scallops is derived from the elegant resemblance of the scallop's shape when its shell is opened, akin to a boat with its sail unfurled (where 'HO' resonates with sail and 'TATE' means unfurled). Notably, HOTATE is further embraced as a symbol of good fortune." Lastly, he expressed hopes for the campaign, by stating, "In this winter season, many Thai people may travel to Japan and experience the delightful taste of HOTATE scallops, sweetness from the winter season of Japan. I hope that upon returning to Thailand, these individuals would not only develop a genuine appreciation for Japanese HOTATE scallops but also eagerly share their delightful experiences with others"
Moreover, Japan is resolutely committed to broadening its food export horizon by igniting consumer interest in emerging markets within Thailand. In the year 2022, the export of HOTATE scallops to Thailand reached a remarkable value exceeding 1.2 billion yen (approximately 288 million baht). This positioned HOTATE scallops as the 9th-ranked food product by export value to Thailand. JETRO Bangkok organized the HOTATE Festival campaign, spanning from 27 October 2023 - 29 February 2024 to stimulate the market, create vibrancy, and showcase their commitment to expand into new consumer markets. The campaign aims to secure additional distribution channels for HOTATE scallops in Thailand, forging collaborations with importers, restaurant proprietors, and esteemed retailers. Various promotional activities were planned including:
Activity 1: Expand the market distribution of premium HOTATE scallops from Japan beyond the confines of Bangkok and advocate for their integration into diverse culinary landscapes, encompassing not only Japanese cuisine but also Thai and Italian culinary realms. Through strategic collaborations with a total of 65 restaurant brands and 261 establishments, including 5 retail brands and 29 stores in Thailand (information as of 1 December 2023). At present, numerous business owners are actively in consideration by JETRO, marking this initiative as the most engaged-with export support project in the annals of JETRO's history. The primary target groups for this campaign include 1) Restaurant (including Japanese restaurants) or retail stores with branches outside the Bangkok metropolitan area. 2) Non-Japanese restaurants, focusing on Thai, Italian, and Chinese establishments. The emphasis is on presenting the quality and enchantment of HOTATE scallops from Japan to customers, while continuously expanding distribution channels through various activities. These include the promotion of enticing menu items featuring HOTATE scallops, impactful online visibility through social media platforms such as Facebook, collaborations with influencers, and many other engaging initiatives.
Activity 2: Organize promotional events to stimulate the consumption of premium HOTATE scallops. The plan includes hosting events in various establishments, such as retail stores. Beyond creating awareness among the general consumer base, these events aim to invite key stakeholders crucial for the future commercial utilization of premium HOTATE scallops from Japan. This includes business owners from diverse establishments, encompassing both restaurants and retail stores, chefs, and individuals directly involved in the sales of HOTATE scallops in the future. As of 1 December 2023, there are plans for a total of 16 events.
Activity 3: Featuring Japanese HOTATE scallops as the star ingredient in a captivating cooking competition on the "Iron Chef Thailand" promoting this campaign to be known extensively. JETRO Bangkok is a key supporter, contributing premium HOTATE scallops from Japan as the primary ingredient for this exciting competition. During this competition, premium HOTATE scallops from Japan will be use as the primary ingredient for the contestants to craft a diverse array of dishes, spanning Japanese, Italian, and Thai cuisines. Renowned Chef R, Mr. Teerapat Teeyasoontranon from IRON CHEF Thailand, will go head-to-head against challenger chefs. The thrilling contest can be witnessed on the "Iron Chef Thailand" show by watching the replay on the YouTube channel @Heliconia H Group at https://www.youtube.com/watch?v=WmFyVElZk6o
For HOTATE, a renowned Japanese scallop, famous for its exceptional quality, large size, and deliciously sweet taste, earning it the title of the "King of Scallops." This seafood delicacy is rich in nutrients, boasting high protein content and containing low calories, making it a leading health-conscious choice. The cultivation of HOTATE scallops in Japan adheres to natural practices, selecting environments with only clean water and low temperatures. Innovative processing techniques, including immediately freezing after collected, preserve the utmost freshness and taste even when being exported to markets worldwide. Currently, key cultivation areas include Hokkaido, Aomori, Iwate, and Miyagi, ensuring the highest quality and consistent flavor. Moreover, the shells of HOTATE scallops are recycled for other benefits such as macadamized road, construction materials, detergent powders, and fertilizers to minimized the environmental impacts while maximize resources utilization.
For those interested, further details about the HOTATE Festival campaign can contact the project coordinator via email at [email protected].
Source: Triple Eight Ideas
