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| These two types of frozen Sanuki udon products will be sold in the United States this year on a trial basis |
The Kagawa prefectural government in Japan plans to market frozen Sanuki udon products in the United States starting this spring. After a trial sale of these items, the plan is to distribute them to supermarkets across the United States in 2025. The prefecture aims to promote its local udon overseas in conjunction with the Osaka-Kansai Expo, which will be held in 2025. It will also be 55 years since the 1970 Osaka Expo, where sushi chain Kyotaru is believed to have offered udon from Kagawa Prefecture. The udon received positive feedback domestically and later became available nationwide. Kagawa hopes that foreign visitors to the world exposition might travel to the home of Sanuki udon. The Agriculture, Forestry, and Fisheries Ministry approved the prefecture’s application for subsidies to promote food exports, making this overseas expansion of Sanuki udon possible. This is the first time that udon has been given subsidies through this program.
The products to be sold were selected from two noodle manufacturers in the prefecture that have already acquired food export licenses for the United States: a cup-packaged instant udon product made by Atton in Takamatsu and an instant packaged product called Sanuki Craft Udon by Usuya in Shodoshima. Both products separate the frozen dashi, noodles and a topping such as mixed vegetable tempura. To sell Sanuki udon in the United States, some changes were made to the dashi soup stock. U.S. consumers reportedly don’t favor the aromas of the dashi made from dried baby sardines usual to Sanuki udon in Japan. Thus, soy sauce and mirin flavors have been added to lessen the fishy smell. As frozen foods and other ready-to-eat products are popular in the United States, these Sanuki udon products hope to be readily accepted as well. For sales promotion in the United States, the prefecture is commissioning Wismettac Foods, Inc., a Tokyo-based trading company. The plan is to begin trial sales of these Sanuki udon products this year at supermarkets and in restaurants frequented by Japanese residents in the United States in cities such as Los Angeles and New York. After that, Kagawa Prefecture will aim to expand sales across the United States in 2025 following negotiations with supermarkets there.
According to the Japan External Trade Organization, the
number of Japanese restaurants in the United States serving udon has increased
in recent years, raising udon’s profile. In the United States, udon is
considered a food item consumed at restaurants and other eateries, as the
process of making dashi and other steps is time-consuming. The average U.S.
person spent $7,795 on food in 2020, of which dining out accounted for 31%
while eating at home made up 63%. The data suggests the potential for upbeat frozen
udon sales.
“Sanuki udon’s texture can’t be experienced in any other
food product,” a JETRO official said. “As these products also can be eaten
simply by being heated in a microwave, we can expect some demand.”
The Kagawa prefectural government is optimistic about the potential for udon to become a popular food item in the United States and around the world. With the Osaka-Kansai Expo coming up in 2025, the prefecture hopes to use this opportunity to promote Sanuki udon to a global audience and boost demand for the product. The prefecture is also working with Wismettac Foods, Inc, a Tokyo-based trading company for sales promotion in the United States and plans to begin trial sales of these Sanuki udon products this year.
In addition to the trial sales, the Kagawa prefectural
government will also be working on creating awareness and educating the public
about Sanuki udon in the United States. This includes highlighting the unique
texture and taste of Sanuki udon, as well as the history and culture behind it.
They will also be promoting the convenience of the products as they can be
easily heated in a microwave or a saucepan.
The goal is to make Sanuki udon a household name in the
United States and eventually around the world. The prefecture plans to target
not only Japanese residents in the United States but also American consumers
who are looking for new and exciting food options. This effort will be
supported by the subsidies provided by the Agriculture, Forestry, and Fisheries
Ministry which will help to promote food exports.
In summary, Kagawa prefectural government is planning to market frozen Sanuki udon products in the United States starting this spring with the goal to distribute them to supermarkets across the United States in 2025. The prefecture is optimistic about the potential for udon to become a popular food item in the United States and around the world. They are working with a trading company for sales promotion in the United States and will begin trial sales of these Sanuki udon products this year. They will also be working on creating awareness and educating the public about Sanuki udon in the United States.
The Kagawa prefectural government in Japan aims to promote Sanuki udon in the United States, to draw visitors to Kagawa, the home of the popular noodle dish. Beginning this spring, the government plans to market frozen Sanuki udon products in the United States, with a trial sale, followed by a nationwide distribution in 2025. The timing coincides with the Osaka-Kansai Expo, which is expected to attract many foreign visitors. The government also hopes to leverage the 55th anniversary of the 1970 Osaka Expo, where the udon first received rave reviews. This overseas expansion is made possible with the subsidies provided by the Agriculture, Forestry, and Fisheries Ministry to promote food exports.
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