JETRO Bangkok’s HOTATE Festival celebrates premium scallops, fostering Japanese flavours in Thailand, with culinary events, competitions, and a commitment to expand into new markets.
The Japan External Trade Organisation (JETRO) in Bangkok, dedicated to promoting the export of agricultural products, forestry, fisheries, and food from Japan to Thailand, has launched its flagship campaign of the year, the HOTATE Festival. This festival highlights premium scallops directly imported from Japan, with the goal of raising Thai consumer awareness about Japanese HOTATE scallops, increasing consumption, and enhancing the enjoyment of HOTATE scallops in various cuisines, all without the need to travel to Japan. JETRO Bangkok is fully committed to driving this campaign by collaborating with importers, restaurant owners, and retailers in Thailand, aiming to expand distribution channels for imported food products into new markets within the country.
The official press conference, graced by the presence of His Excellency Mr. Nashida Kazuya, Ambassador of Japan to the Kingdom of Thailand, marked the commencement of this campaign, along with representatives from participating companies and Chef R, Mr. Teerapat Teeyasoontranon from IRON CHEF Thailand, who engaged in discussions and infused dynamic vibrancy into 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 savour the exquisite flavours of Japanese HOTATE scallops. He emphasised the unprecedented engagement of numerous business owners in supporting the importation of Japanese food ingredients, marking a groundbreaking moment. We invite everyone to experience the charm of premium Japanese HOTATE scallops, not only in traditional Japanese dishes but also in other cuisines, expanding beyond Bangkok through the HOTATE festival.
Mr. Nashida Kazuya, Ambassador of Japan to the Kingdom of Thailand, provided insight into the origin of the name “HOTATE” in Japanese, explaining that it derives from the elegant resemblance of the scallop’s shape when its shell is opened. It is akin to a boat with its sail unfurled, where ‘HO’ resonates with sail, and ‘TATE’ means unfurled. Additionally, he highlighted that HOTATE is further embraced as a symbol of good fortune. He expressed hope 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.”
Furthermore, Japan is steadfastly committed to expanding its food exports into emerging markets within Thailand. In 2022, the export value of HOTATE scallops to Thailand exceeded a remarkable 1.2 billion yen (approximately 288 million baht), making HOTATE scallops the 9th-ranked food product by export value to Thailand. JETRO Bangkok organised the HOTATE Festival campaign, scheduled to run from October 27, 2023, to February 29, 2024, with the aim of stimulating the market, creating vibrancy, and demonstrating their commitment to expanding into new consumer markets. The campaign seeks to secure additional distribution channels for HOTATE scallops in Thailand, forming collaborations with importers, restaurant proprietors, and esteemed retailers.
Various promotional activities have been planned, including:
Activity 1: Expanding the market distribution of premium HOTATE scallops from Japan beyond the confines of Bangkok and advocating 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 December 1, 2023). Currently, numerous business owners are actively considering participation in this initiative, marking it as the most engaged-with export support project in the annals of JETRO’s history.
The primary target groups for this campaign include:
- Restaurants (including Japanese restaurants) or retail stores with branches outside the Bangkok metropolitan area.
- Non-Japanese restaurants, with a focus 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 activities 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: Organising Promotional Events to Boost Premium HOTATE Scallop Consumption. The plan includes hosting events in various establishments, including retail stores. These events not only aim to create awareness among the general consumer base but also intend to invite key stakeholders critical for the future commercial utilisation of premium HOTATE scallops from Japan. These stakeholders encompass business owners from various establishments, including restaurants and retail stores, chefs, and individuals directly involved in the future sales of HOTATE scallops. As of December 1, 2023, there are plans for a total of 16 events.
Activity 3: Showcasing Japanese HOTATE scallops as the star ingredient in a captivating cooking competition on “Iron Chef Thailand” to promote this campaign extensively. JETRO Bangkok is a key supporter, providing premium HOTATE scallops from Japan as the primary ingredient for this exciting competition. During this competition, premium HOTATE scallops from Japan will be used as the primary ingredient for contestants to create 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 watched on the “Iron Chef Thailand” show by viewing the replay on the YouTube channel @Heliconia H Group at https://www.youtube.com/watch?v=WmFyVElZk6o.
HOTATE, a renowned Japanese scallop, is 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 choice for health-conscious individuals. The cultivation of HOTATE scallops in Japan adheres to natural practices, selecting environments with clean water and low temperatures. Innovative processing techniques, including immediate freezing after collection, preserve the utmost freshness and taste, even when being exported to markets worldwide. Key cultivation areas currently include Hokkaido, Aomori, Iwate, and Miyagi, ensuring the highest quality and consistent flavour. Moreover, the shells of HOTATE scallops are recycled for other benefits, such as macadamised roads, construction materials, detergent powders, and fertilizers, to minimise environmental impacts while maximising resource utilisation.
For those interested, further details about the HOTATE Festival campaign can be obtained by contacting the project coordinator via email at [email protected].
