TAIPEI (Taiwan News) — Taiwan is launching a new strategy to promote domestic food brands at FOODEX Japan in Tokyo, which opens on Tuesday.

Taiwan External Trade Development Council (TAITRA) Chairman James Huang (黃志芳) said the Ministry of Economic Affairs (MOEA) plans to introduce Taiwanese food products to Japanese buyers under a unified brand, "Taiwan Select," CNA reported.

The strategy integrates Taiwanese culinary traditions with global food trends and Japanese market preferences, Huang said. It is organized into six themes: Bestsellers in Japan, natural and organic, senior-friendly, trendy and stylish, convenient and ready-to-eat, and plant-based. Featured products include fresh fish noodles and mullet roe egg rolls.

Huang said 193 Taiwanese companies are participating this year, making Taiwan the second-largest exhibitor at the event.

Taiwan’s representative to Japan, Frank Hsieh (謝長廷), said the record-breaking participation reflects Taiwanese food producers' confidence in the Japanese market. He expressed confidence in the "Taiwan Select" branding, saying it will attract more Japanese consumers and strengthen bilateral food trade relations.