Ca’ Foscari Japanese Studies

Made in Italy in the Japanese F&B Market and the Marketing of Freedom

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Abstract

Italy in Japan resounds with fashion, lifestyle and most of all food. From HoReCa to home cooking to gifts, Italian F&B products have taken Japanese consumers by storm in the past few decades, imposing Made in Italy as the most loved national brand. But the Japanese market is extremely mature, fast and notoriously one of the most sophisticated globally. Competition is fierce and relying on the quality of the product itself is not enough to secure commercial success in a country where form often prevails over content. That is when (good) food marketing becomes the crucial element in dictating the lifespan of a brand. To what degree are Italian producers aware of this? And what is the best approach to minimize failure?


Open access

Presentato: 21 Luglio 2021 | Pubblicato 22 Dicembre 2021 | Lingua: en

Keywords Commerce • Japan • Italy • F&B • Made in Italy • Marketing • F&B

Copyright © 2021 Davide Fantoni. This is an open-access work distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction is permitted, provided that the original author(s) and the copyright owner(s) are credited and that the original publication is cited, in accordance with accepted academic practice. The license allows for commercial use. No use, distribution or reproduction is permitted which does not comply with these terms.

Permalink http://doi.org/10.30687/978-88-6969-559-9/006


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