Foodex 2027: How Japan Can Forge New Avenues for Mexican Tequila

For the Mexican tequila industry, Foodex 2027 represents more than an international trade show; it is a platform to connect brands with specialized buyers and explore new trade routes in Japan and the Asia-Pacific. The upcoming edition will take place from March 9 to 12, 2027, at Tokyo Big Sight in Tokyo.

Within the framework of “Tequila in International Trade,” José Alberto Cuellar Álvarez, SADER’s Minister Representative in Japan, highlighted that Foodex is “one of the most important food and beverage fairs internationally” and can be considered “the most important” for the Asia-Pacific region. The event brings together buyers from hotels, restaurants, bars, supermarkets, specialty stores, and companies linked to tourism. For tequila producers, the value lies in direct access to those seeking new brands and products.

Japan’s Growing Importance for Mexican Tequila

The opportunity also stems from export trends. In 2025, Mexico shipped 3.977 million liters of tequila at 40% alcohol by volume to Japan, maintaining its position within the top 10 importing countries.

According to Alba Citlalic Ávila Fernández, CRT Representative in Asia and Oceania, Japan “has always been in the top 10.” Although purchases decreased during the pandemic, “from 2024 onwards, Japan re-entered the top 10 global importers, and in Asia, it is the number one among the 47 Asian countries to which tequila is exported.”

Therefore, participating in Foodex aims to capitalize on a market that already has an established commercial relationship with the category.

Seven Years of Experience for the Mexico Pavilion

The Mexico Pavilion boasts a seven-year alliance between the Secretariat of Agriculture, the National Agribusiness Council, the Ministry of Foreign Affairs, and the Mexican Embassy in Japan. Norberto Valencia Ugalde, Director of Foreign Trade for the National Agribusiness Council, explained that this experience allows leveraging established relationships with buyers and developing a parallel agenda with the tequila sector.

“We already have, due to years of experience, the relationships and connections with buyers,” he noted.

The participation of the Tequila Regulatory Council also serves a monitoring function. Ávila Fernández explained that the organization monitors other pavilions to identify products claiming to be tequila without being certified or linked to the designation of origin.

From Exhibition to Commercial Experience

One of the pavilion’s key tools will be its tasting program. Valencia Ugalde explained that this strategy allows “taking the product from exhibition to experience.” For food products, collaborations are made with chefs who incorporate Mexican ingredients into Japanese recipes, while for beverages, a barista develops various creations with spirits.

Additionally, participants receive prior training, including a seminar on sample shipping, and have access to Spanish-Japanese and English-Japanese interpreters during the fair.

Foodex as a Gateway to Asia

The experience already includes cases of Mexican brands that found commercial opportunities in Japan. Cuellar Álvarez mentioned Tequila Fregón, which began distributing its product in Japan after participating in Foodex, and Tequila Don Ramón, which established an agreement with Don Quijote.

For the official, diversification gains greater relevance in the face of changes in international markets: “It is always important to diversify our markets, and Japan and the Asia-Pacific region offer that opportunity to find new destinations for our products.”

With over 90% of the Mexico Pavilion secured and a projected participation of more than 50 companies, Foodex 2027 presents a concrete opportunity for tequila: to transform international presence, contacts, and market knowledge into new commercial relationships for Mexico.

The entry first appears on Líder Empresarial.