“Many essential ingredients are becoming more saturated in the common household by becoming recognized by the younger generation. They bring home the foods and the older generation becomes familiarized.”

It is certain that ethnic foods, unfamiliar to Japanese until about 10 years ago, are gaining popularity because of demand by the new generation.

“Even familiar ingredients such as olive oil and honey will become interesting to the Japanese market when a story of its origin is told – just as the Japanese claim that rice tastes different depending on the city in which it is produced, Akitakomachi and Sasanishiki, for example. A story will bring about curiosity in trying new products.”

Speaking about rice, next they tried dolma, grape leaves stuffed with rice, like Greek-style sushi. Mr. Takeuchi found the rice too sticky, but Ms. Yoshida said, “Rice is so sticky but delicious. It tastes like naresushi, which is traditional (old style) sushi from the west region (Kyoto, Shiga, Okayama region).”

Upon tasting the honey, Mr. Takeuchi said, “It tastes good, some people dislike a too strong honey taste. It would be accepted in Japan if it is not so expensive or if it has a unique story. Because the Japanese honey market still has room for new products.”

Mr. Takeuchi’s eyes glittered as he held the sugar confectionery, Loukoumia flavored with mastica. "I have heard about this, but this is the first time I’ve tasted it. It’s good – tastes like ginger.” Next he tries a chewing gum also flavored with mastica. “The package is great and material is so unique. But in Japan, it is not polite to chew gum.” Ms. Yoshida adds, “The package is so cute. This would be good for a young girl.”

Very curious to hear that mastica, in its raw form, is exported to Japan as an ingredient for stomach medicine, Mr. Takeuchi said, “This is something I’d be interested in selling. There is an interesting story that supports the product. Just because it has an unfamiliar flavor doesn’t mean that the Japanese market will not want it – this is just a selfish assumption by the importer. There is a meaning to ingredients that have been eaten for hundreds of years.”

“However,” he continues, “it is necessary to think about the market strategy of each commodity. For instance, I have never seen this sort of preservation method of the karasumi which uses this type of wax. There is a sense of excitement when cutting the karasumi. It is likely that by slowly introducing it in high-end restaurants and hotels, it could become popular. The key to success is to study and research the Japanese market to find the right niche.”

Greece has a long historic culture of cooking. The goodness is infectious, and with any luck will spread its flavors throughout the markets of Japan. e