4.21.2016 4.21.2016 4.21.2016 4.21.2016

AicepAicepAicepAicep Seminar at Lisbon Seminar at Lisbon Seminar at Lisbon Seminar at Lisbon Importing Portuguese Wines to Japanese Market

Exporting Portuguese Bluefin Tuna to Japanese Market

Marine Product Market in Japan

Presented by Arai Shoji Co., Ltd.

International Business Development Division

I. Arai Shoji Co., Ltd.

II. General Overall View of Japanese Market

III. Exporting Portuguese wines to Japan

1) History and Changes in Japanese wine market

2) Japanese Domestic Wines versus Imported Wines

3) Volume of Imported Still Wines per Country

4) Volume of Imported Sparkling Wines per Country

5) Wine Consumption per Person in Different Countries

6) Alcohol Beverage Consumption of the Japanese

7) How to Export Wines to Japanese Market

8) How Wine Importer Selects Wines (Example Arai Shoji)

9) Challenges for Marketing Portuguese Wines in Japan

4.21.2016 Aicep Seminar at Lisbon

IV. Exporting Bluefin Tuna to Japanese Seafood Market

1) Tunipex

2) Set Net Fishery

3) Tunipex Bluefin Tuna Catch Past Records

4) How Tunipex Export Bluefin Tuna to Japanese Market

V. Marine Product Market in Japan

1) Fresh Seafood Import Permits, Distribution Channels and Price Structure

2) Standard Distribution Channels for Marine Products in Japan

3) Changes in Consumption of Fishery and Meat Products per Day in Japan

4) Amount of Supply of Marine Products per Capita

5) Changes in Marine Products Self-Sufficiency Rate of Japan

6) Changes in Import Volume and Value of Marine Products of Japan

7) Ratio of Marine Product Import Value

8) Top Five imported Marine Products in Japan

VII. Tips to market your products successfully in Japan

I n d e x

ReferencesReferencesReferencesReferences ::::Mercian Wine Kirin Corporate Communication ReportMinistry of agriculture, forestry and fisheries Japan StatisticsFishery Agency Japan StatisticsMinistry of Finance Japan Statistics

I. Arai Shoji Co., Ltd.I. Arai Shoji Co., Ltd.I. Arai Shoji Co., Ltd.I. Arai Shoji Co., Ltd.

Today’s Our Businesses Auto Auction Division Food Distribution Division Subsidiary Companies

Business

Providing platform for trading used

vehicles

Products & Services

Passenger Cars, Motorcycles, Trucks,

Buses, Construction Machines

Business

Operating Retail and Wholesale

Grocery Store

Products & Services

Grocery, Rice, Beverage, Liquor,

Domestic and Imported Food Items

Business Locations

Japan, Brazil, Portugal

Products & Services

Vegetables, Hotel operation, Logistics,

Fishery

II. General Over View of Japanese MarketII. General Over View of Japanese MarketII. General Over View of Japanese MarketII. General Over View of Japanese Market

Country Japan Portugal as 100% PortugalPortugalPortugalPortugal

Land 377,961.73km2 62nd Approx. 4X 91,985km2 109th

Population 126,535,920 10th Approx 12X 10,675,572 77th

GDP(MER) $4.21 trillion 3rd Approx. 21X $204.186 billion 43rd

2015 Total Imports $672.76 billion - - - -

2015 Total Exports $697.95 billion - - - -

Japan Land is almost 378 thousand square km large which is the 62nd

largest country in the world and that is approximately 4 times larger than Portugal.

Japan’s population is 127 thousand which is 10th of the world ranking and that is approximately 12 times bigger than Portugal’s.

Japan GDP is 4.21 trillion which is 3rd of the world ranking and that is approximately 21 times higher than Portugal.

III. Importing III. Importing III. Importing III. Importing Portuguese Portuguese Portuguese Portuguese Wines to Wines to Wines to Wines to Japanese MarketJapanese MarketJapanese MarketJapanese Market

4th Wine Boom (1987-90)Nouveau & High-class Wine

3rd Wine Boom (1981)Boom of Local Wine

5th Wine Boom (1994)Low-cost (¥500) Wine- Mercian “Bon Marché”

2nd Wine Boom (1978)Wine around ¥1000 became popular

6th Wine Boom (1997-98)Boom of Red Wine- Mercian “Bon Rouge”

7th Wine Boom (2012-)Expansion of Low-Cost Import Wine- Mercian “Frangia”, “Frontera”, “Ladera Verde” etc

1st Wine Boom (1972)Start of Market of Table Wine

Import (KL)

Domestic (KL)

Per person (L)

1) History and Changes in Japanese Wine Market

In 1997 and in 1998, it became hot topics that "polyphenols" in the red wine can help maintain health condition and all the wine distributors increased the volume of imported red wines drastically. After the boom ended,

total sales of wines were slightly

dropped but still maintained decent

sales volume steadily after 2000. In

2012, another wine boom came and

total sales volume went beyond 300

thousand KL. In 2014, sales volume

of the imported wine broke the

record of past years.

III. Importing III. Importing III. Importing III. Importing Portuguese Portuguese Portuguese Portuguese Wines to Wines to Wines to Wines to Japanese Japanese Japanese Japanese MarketMarketMarketMarket2) Japanese Domestic Wines versus Imported Wines

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Changes of Shipping Volume of Wine in Japan

Domestic Wine (KL) Import Wine (KL)

Volume of Imported Wines reached an

all-time high!

III. Importing III. Importing III. Importing III. Importing Portuguese Portuguese Portuguese Portuguese Wines to Wines to Wines to Wines to Japanese Japanese Japanese Japanese MarketMarketMarketMarket2) Japanese Domestic Wines versus Imported Wines

Business Year

Volume(KL)

Previous

Year as

Volume(KL)

Previous

Year as

Volume(KL)

Previous Year

as 100%

Domestic Import Domestic Import

2004 81,993 88.4% 164,694 104.1% 246,687 66.8% 33.2% 66.8% 949 1,830

2005 96,579 117.8% 155,881 94.6% 252,460 61.7% 38.3% 61.7% 1,118 1,732

2006 83,474 86.4% 157,192 100.8% 240,666 65.3% 34.7% 65.3% 966 1,747

2007 79,681 95.5% 154,835 98.5% 234,516 66.0% 34.0% 66.0% 922 1,720

2008 83,432 104.7% 157,945 102.0% 241,377 65.4% 34.6% 65.4% 966 1,755

2009 82,533 98.9% 169,186 107.1% 251,719 67.2% 32.8% 67.2% 955 1,880

2010 85,731 103.9% 181,173 107.1% 266,904 67.9% 32.1% 67.9% 992 2,013

2011 93,769 109.4% 197,143 108.8% 290,912 67.8% 32.2% 67.8% 1,085 2,190

2012 99,279 105.9% 243,999 123.8% 343,278 71.1% 28.9% 71.1% 1,149 2,711

2013 104,448 105.2% 249,879 102.4% 354,327 70.5% 29.5% 70.5% 1,209 2,776

2014 112,261 107.5% 259,031 103.7% 371,292 69.8% 30.2% 69.8% 1,299 2,878

2004 as 100% - 136.9% - 157.3% - - - - - -

Volume (Million Cases)Domestic Wine Imported Wine Total Composition Ratio

III. Importing III. Importing III. Importing III. Importing Portuguese Portuguese Portuguese Portuguese Wines to Wines to Wines to Wines to Japanese Japanese Japanese Japanese MarketMarketMarketMarket3) Volume of Imported Still Wines per Country

III. Importing III. Importing III. Importing III. Importing Portuguese Portuguese Portuguese Portuguese Wines to Wines to Wines to Wines to Japanese Japanese Japanese Japanese MarketMarketMarketMarket3) Volume of Imported Still Wines per CountryChanges of Import Volume of Still Wine (2004 - 2014)Changes of Import Volume of Still Wine (2004 - 2014)Changes of Import Volume of Still Wine (2004 - 2014)Changes of Import Volume of Still Wine (2004 - 2014)Country 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014France Volume (KL) 59,289 53,762 55,119 52,589 49,982 48,703 47,160 50,455 60,046 56,689 52,991Previous Year as 100% 106.1% 90.7% 102.5% 95.4% 95.0% 97.4% 96.8% 107.0% 119.0% 94.4% 93.5%Composition Ratio 47.0% 45.5% 46.2% 44.2% 42.0% 38.1% 35.3% 35.0% 332.0% 31.5% 29.3%Chile Volume (KL) 7,933 7,506 8,007 10,578 13,293 17,381 21,335 24,175 31,583 36,435 43,695Previous Year as 100% 107.0% 94.6% 106.7% 131.4% 126.4% 130.8% 122.7% 113.3% 130.6% 115.4% 119.9%Composition Ratio 6.3% 6.4% 6.7% 8.8% 11.2% 13.6% 16.0% 16.7% 17.4% 20.2% 24.2%Italy Volume (KL) 22,623 21,644 22,718 22,717 22,807 23,621 24,871 28,260 34,768 33,271 33,835Previous Year as 100% 89.0% 95.7% 105.0% 100.0% 100.4% 103.6% 105.3% 113.6% 123.0% 95.7% 101.7%Composition Ratio 17.9% 18.3% 19.0% 19.1% 19.2% 18.5% 18.6% 19.6% 19.2% 18.5% 18.7%Spain Volume (KL) 6,920 7,123 7,182 8,237 8,811 12,301 13,687 15,814 24,656 23,403 21,005Previous Year as 100% 105.9% 102.9% 100.8% 114.7% 107.0% 139.6% 111.3% 115.5% 155.9% 94.9% 89.8%Composition Ratio 5.5% 6.0% 6.0% 6.9% 7.4% 9.6% 10.3% 11.0% 13.6% 13.0% 11.6%U.S.A. Volume (KL) 12,179 10,733 11,133 9,984 7,739 8,098 8,703 9,260 10,550 11,552 9,635Previous Year as 100% 100.2% 88.1% 103.7% 89.7% 77.5% 104.6% 107.5% 106.4% 113.9% 109.5% 83.4%Composition Ratio 9.7% 9.1% 9.3% 8.4% 6.5% 6.3% 6.5% 6.4% 5.8% 6.4% 5.3%Australia Volume (KL) 6,701 8,231 6,208 7,240 7,352 8,377 7,467 6,405 7,250 6,840 6,790Previous Year as 100% 133.1% 122.8% 75.4% 116.6% 101.5% 113.9% 89.1% 85.8% 113.2% 94.3% 99.3%Composition Ratio 5.3% 7.0% 5.2% 6.1% 6.2% 6.6% 5.6% 4.4% 4.0% 3.8% 3.8%Argentina Volume (KL) 916 928 1,199 1,390 2,189 2,199 2,439 2,490 3,233 3,090 3,615Previous Year as 100% 130.5% 101.3% 129.2% 115.9% 157.5% 100.5% 110.9% 102.1% 129.8% 95.6% 117.0%Composition Ratio 0.7% 0.8% 1.0% 1.2% 1.8% 1.7% 1.8% 1.7% 1.8% 1.7% 2.0%Germany Volume (KL) 5,750 5,151 5,040 3,597 3,441 2,980 2,922 3,493 3,580 3,324 2,980Previous Year as 100% 85.5% 89.6% 97.8% 71.4% 95.7% 86.6% 98.1% 119.5% 102.5% 92.8% 89.7%Composition Ratio 4.6% 4.4% 4.2% 3.0% 2.9% 2.3% 2.2% 2.4% 2.0% 1.8% 1.6%South Africa Volume (KL) 1,346 1,227 1,047 1,213 1,492 2,207 2,721 1,620 2,423 2,256 2,723Previous Year as 100% 89.9% 91.2% 85.3% 115.9% 123.0% 147.9% 123.3% 59.5% 149.6% 93.1% 120.7%Composition Ratio 1.1% 1.0% 0.9% 1.0% 1.3% 1.7% 2.0% 1.1% 1.3% 1.3% 1.5%New Zealand Volume (KL) 385 404 478 503 563 541 743 783 1,118 1,117 1,150Previous Year as 100% 116.0% 104.9% 118.3% 105.2% 111.9% 96.1% 137.3% 105.4% 142.8% 99.9% 103.0%Composition Ratio 0.3% 0.3% 0.4% 0.4% 0.5% 0.4% 0.6% 0.5% 0.6% 0.6% 0.6%Portugal Volume (KL) 337 349 304 269 399 558 558 640 728 781 966Previous Year as 100% 85.1% 103.6% 87.1% 88.5% 148.3% 140.0% 99.9% 114.7% 113.8% 107.3% 123.7%Composition Ratio 0.3% 0.3% 0.3% 0.2% 0.3% 0.4% 0.4% 0.4% 0.4% 0.4% 0.5%Others Volume (KL) 1,539 840 758 787 719 696 757 960 1,190 1,408 1,490Previous Year as 100% 173.9% 54.6% 90.2% 103.8% 91.4% 96.8% 108.8% 126.8% 124.0% 118.3% 105.8%Composition Ratio 1.2% 0.7% 0.6% 0.7% 0.6% 0.5% 0.6% 0.7% 0.7% 0.8% 0.8%Total Volume (KL) 126,109 118,110 119,405 119,044 118,937 127,792 133,516 144,355 181,125 180,166 180,874Previous Year as 100% 102.4% 93.7% 101.1% 99.7% 99.9% 107.4% 104.5% 108.1% 125.5% 99.5% 100.4%Composition Ratio 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

III. Importing III. Importing III. Importing III. Importing Portuguese Portuguese Portuguese Portuguese Wines to Wines to Wines to Wines to Japanese Japanese Japanese Japanese MarketMarketMarketMarket4) Volume of Imported Sparkling Wines per Country

III. Importing III. Importing III. Importing III. Importing Portuguese Portuguese Portuguese Portuguese Wines to Wines to Wines to Wines to Japanese Japanese Japanese Japanese MarketMarketMarketMarket4) Volume of Imported Sparkling Wines per CountryChanges of Import Volume of Sparkling Wine (2004 - 2014)Changes of Import Volume of Sparkling Wine (2004 - 2014)Changes of Import Volume of Sparkling Wine (2004 - 2014)Changes of Import Volume of Sparkling Wine (2004 - 2014)Country 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014France Volume (KL) 7,221 7,221 9,166 9,898 10,281 7,551 9,407 9,533 11,197 11,630 12,138Previous Year as 100% 118.0% 100.0% 126.9% 108.0% 103.9% 73.4% 124.6% 101.3% 117.5% 103.9% 104.4%Composition Ratio 43.9% 45.7% 46.3% 47.8% 44.6% 36.8% 39.5% 38.4% 38.2% 37.5% 36.3%Spain Volume (KL) 2,749 3,127 3,823 4,130 5,189 4,579 5,379 5,604 7,025 7,759 8,406Previous Year as 100% 144.2% 113.8% 122.3% 108.0% 125.6% 88.2% 117.5% 104.2% 125.4% 110.4% 108.3%Composition Ratio 16.7% 19.8% 19.3% 20.0% 22.5% 22.3% 22.6% 22.6% 24.0% 25.0% 25.2%Italy Volume (KL) 4,383 3,519 4,349 4,127 4,444 4,879 4,421 5,028 6,357 6,068 7,074Previous Year as 100% 113.3% 80.3% 123.6% 94.9% 107.7% 109.8% 90.6% 113.7% 126.4% 95.5% 116.6%Composition Ratio 26.6% 22.3% 22.0% 19.9% 19.3% 23.8% 18.6% 20.3% 21.7% 19.6% 21.2%Chile Volume (KL) 5 14 32 83 125 388 751 906 982 1,377 1,852Previous Year as 100% 9.4% 280.0% 228.6% 259.4% 150.6% 310.4% 193.6% 120.6% 108.4% 140.2% 134.5%Composition Ratio 0.0% 0.1% 0.2% 0.4% 0.5% 1.9% 3.2% 3.7% 3.3% 4.4% 5.5%Australia Volume (KL) 388 572 911 853 1,006 973 1,082 1,085 1,212 1,392 1,336Previous Year as 100% 124.4% 147.4% 159.3% 93.6% 117.9% 96.7% 111.2% 100.3% 111.7% 114.9% 96.0%Composition Ratio 2.4% 3.6% 4.6% 4.1% 4.4% 4.7% 4.5% 4.4% 4.1% 4.5% 4.0%U.S.A. Volume (KL) 911 798 712 794 1,020 1,142 1,359 1,218 1,083 995 690Previous Year as 100% 122.7% 87.6% 89.2% 111.5% 128.5% 112.0% 119.0% 89.6% 88.9% 91.9% 69.3%Composition Ratio 5.5% 5.0% 3.6% 3.8% 4.4% 5.6% 5.7% 4.9% 3.7% 3.2% 2.1%Mexico Volume (KL) 0 0 0 37 44 216 397 544 406 631 553Previous Year as 100% - - - - 118.9% 490.9% 183.8% 137.0% 74.6% 155.4% 87.6%Composition Ratio 0.0% 0.0% 0.0% 0.2% 0.8% 1.1% 1.7% 2.2% 1.4% 2.0% 1.7%Argentina Volume (KL) 42 38 51 47 189 171 191 189 205 323 425Previous Year as 100% 79.2% 90.5% 134.2% 90.2% 402.1% 90.5% 111.7% 99.0% 108.5% 157.6% 131.6%Composition Ratio 0.3% 0.2% 0.3% 0.2% 0.8% 0.8% 0.8% 0.8% 0.7% 1.0% 1.3%South Africa Volume (KL) 52 72 66 95 157 259 332 248 327 280 329Previous Year as 100% 7.2% 138.5% 91.7% 143.9% 165.3% 165.0% 128.2% 74.7% 131.9% 85.6% 117.5%Composition Ratio 0.3% 0.5% 0.3% 0.5% 0.7% 1.3% 1.4% 1.0% 1.1% 0.9% 1.0%Germany Volume (KL) 649 417 639 523 514 295 324 285 328 330 320Previous Year as 100% 89.6% 64.3% 153.2% 81.8% 98.3% 57.4% 109.8% 88.0% 115.1% 100.6% 97.0%Composition Ratio 3.9% 2.6% 3.2% 2.5% 2.2% 1.4% 1.4% 1.1% 1.1% 1.1% 1.0%Others Volume (KL) 99 106 111 205 230 332 483 414 522 470 279Previous Year as 100% 267.6% 107.1% 104.7% 184.7% 112.2% 144.3% 145.5% 85.7% 126.1% 90.0% 59.4%Composition Ratio 0.6% 0.7% 0.6% 1.0% 1.0% 1.6% 2.0% 1.7% 1.8% 1.5% 0.8%Total Volume (KL) 16,447 15,812 19,794 20,697 23,042 20,526 23,794 24,806 29,317 30,975 33,403Previous Year as 100% 118.5% 96.1% 125.2% 104.6% 111.3% 89.1% 115.9% 104.3% 118.2% 105.7% 107.8%Composition Ratio 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

III. Importing III. Importing III. Importing III. Importing Portuguese Portuguese Portuguese Portuguese Wines to Wines to Wines to Wines to Japanese Japanese Japanese Japanese MarketMarketMarketMarket5) Wine Consumption per Person in Different Countries

Consumption of Wine per Person

Ja

pa

n

U.S

.A.

Ch

ile

UK

Sp

ain

Au

stra

lia

Ge

rma

ny

Be

lgiu

m

Au

stria

De

nm

ark

Cro

atia

Sw

itze

rlan

d

Slo

ve

nia

Italy

Po

rtug

al

Fra

nce

Lu

xem

bo

urg

Consumption of Wineper person (L) Previous Yearas 100%1 Luxembourg 49.8 ▲ 3.72 France 46.4 ▲ 0.23 Portugal 43.8 ▲ 0.14 Italy 37.9 ▲ 2.85 Slovenia 37.3 ▲ 0.26 Switzerland 35.5 ▲ 2.97 Croatia 34.5 ▲ 0.98 Denmark 33.0 ▲ 1.19 Austria 30.3 1.710 Belgium 27.1 1.3…13 Germany 24.0 ▲ 0.514 Australia 23.3 ▲ 0.7…18 Spain 21.3 ▲ 2.3…21 the United Kingdom 20.5 ▲ 0.2…24 Chile 17.4 ▲ 1.5…38 the United States 9.1 0.2…52525252 JapanJapanJapanJapan 2.32.32.32.3 0.20.20.20.2

Country

III. Importing III. Importing III. Importing III. Importing Portuguese Portuguese Portuguese Portuguese Wines to Wines to Wines to Wines to Japanese Japanese Japanese Japanese MarketMarketMarketMarket6) Alcohol Beverage Consumption of the Japanese People●Annual Amount of Drinking per Capita in Japan (2013)Beer Approx. 33.7 bottles (1 bottle = 633ml) 10 years ago10 years ago10 years ago10 years ago Approx. 47.7 bottlesLow-Malt Beer Approx. 9.4 bottles (1 bottle = 633ml) 〃〃〃〃 Approx. 30.3 bottlesNew Type Beer Approx. 30.1 bottles (1 bottle = 633ml) 〃〃〃〃 Approx. 7.8 bottlesBeer Type Total Approx. 73.2 bottles (1 bottle = 633ml) 〃〃〃〃 Approx. 85.8 bottlesShochu (Japanese Spirits) Approx. 4.1 bottles (1 bottle = 1.8L) 〃〃〃〃 Approx. 4.1 bottlesSake Approx. 2.6 bottles (1 bottle = 1.8Ll) 〃〃〃〃 Approx. 3.7 bottlesWine (Fruit Wine) Approx. 3.5 bottles (1 bottle = 750ml) 〃〃〃〃 Approx. 2.5 bottlesWhiskey Approx. 1.2 bottles (1 bottle = 750ml) 〃〃〃〃 Approx. 0.1 bottles2003 (KL) CompositionRatio per person (L) 2013 (KL) CompositionRatio per person (L) 2003 as 100%Sake 826,467 9.1% 6.59 580,934 6.8% 4.65 70.3%Synthetic Sake 63,455 0.7% 0.51 36,525 0.4% 0.29 57.6%New Type (Ko-rui )Shochu 486,695 5.3% 3.88 424,850 4.9% 3.40 84.3%Existing Type (Otsu-rui) Shochu 434,785 4.8% 3.47 486,428 5.7% 3.89 111.9%Sweet Sake (seasoning) 103,520 1.1% 0.83 104,572 1.2% 0.84 101.0%Beer 3,783,324 41.5% 30.18 2,664,645 31.0% 21.32 70.4%Fruit WineFruit WineFruit WineFruit Wine 236,942236,942236,942236,942 2.6%2.6%2.6%2.6% 1.891.891.891.89 332,398332,398332,398332,398 3.9%3.9%3.9%3.9% 2.662.662.662.66 140.3%140.3%140.3%140.3%Sweet Fruit Wine 9,686 0.1% 0.08 9,099 0.1% 0.07 93.9%Whiskey 97,782 1.1% 0.78 107,846 1.3% 0.86 110.3%Brandy 13,873 0.2% 0.11 6,897 0.1% 0.06 49.7%Low-Malt Beer 2,402,843 26.3% 19.17 747,549 8.7% 5.98 31.1%Material Alcohol/Spirits 38,276 0.4% 0.31 276,041 3.2% 2.21 721.2%Liqueur 579,792 6.4% 4.63 2,103,324 24.5% 16.83 362.8%Others 42,535 0.5% 0.34 709,995 8.3% 5.68 1669.2%Total 9,120,025 100.0% 72.76 8,591,118 100.0% 68.74 94.2%

III. Importing III. Importing III. Importing III. Importing Portuguese Portuguese Portuguese Portuguese Wines to Wines to Wines to Wines to Japanese Japanese Japanese Japanese MarketMarketMarketMarket7) How to Export Wines to Japanese Market

The first step to sell wines to Japanese market is to find the wine importer (yourbuyer) who can be your long term partner.

Wine Importers: *Trading Companies*Beverage Manufacturers*Retail Chain Stores

There are approximately 100 small, medium and large companies that are currently available in Japan.

To find an importer, one of the ideas is to participate in food related conventions in Japan or get some support from the organization such as Aicep or Jetro.

After Importer imported wines:

Importers -> Wholesalers -> Liquor Stores -> Retail Stores / Restaurants

III. Importing Portuguese Wines to Japanese MarketIII. Importing Portuguese Wines to Japanese MarketIII. Importing Portuguese Wines to Japanese MarketIII. Importing Portuguese Wines to Japanese Market8) How Wine Importer Selects Wines (Example Arai Shoji)

Our key points to select wine:

1) Quality: Sample Tasting2) Price: Retail Price3) Appearance: Shape and Color of the

bottle, Labels4) Support and Cooperation of

Manufacturer

Arai Internal Wine Tasting Survey

III. Importing Portuguese Wines to Japanese MarketIII. Importing Portuguese Wines to Japanese MarketIII. Importing Portuguese Wines to Japanese MarketIII. Importing Portuguese Wines to Japanese Market9) Challenges in Portuguese Wine Marketing in Japan

The The The The challenges marketing Portuguese wines in Japan.challenges marketing Portuguese wines in Japan.challenges marketing Portuguese wines in Japan.challenges marketing Portuguese wines in Japan.

*Not enough country brand awareness.

*The most of grapes used are not international brand

The brand recognition is the biggest hurdle for us to sell Portuguese wines in Japan.

But we are But we are But we are But we are optimistic optimistic optimistic optimistic about about about about future of Portuguese future of Portuguese future of Portuguese future of Portuguese wines in Japan. wines in Japan. wines in Japan. wines in Japan.

*Learn from the success of Chilean wines in Japan. A high added value for the price

*Take advantage of the characteristics of the blended wine.

IVIVIVIV. Exporting Bluefin Tuna to . Exporting Bluefin Tuna to . Exporting Bluefin Tuna to . Exporting Bluefin Tuna to Japanese Japanese Japanese Japanese Seafood MarketSeafood MarketSeafood MarketSeafood Market

IVIVIVIV. Exporting Bluefin Tuna to . Exporting Bluefin Tuna to . Exporting Bluefin Tuna to . Exporting Bluefin Tuna to Japanese Japanese Japanese Japanese Seafood MarketSeafood MarketSeafood MarketSeafood Market1) Tunipex

Tunipex, S.A. was established in 1994 as a Tuna Set Net Fisheryoperator at the Algarve region. This company is 100% subsidiary ofArai Shoji Co., Ltd.

IVIVIVIV. Exporting Bluefin Tuna to . Exporting Bluefin Tuna to . Exporting Bluefin Tuna to . Exporting Bluefin Tuna to Japanese Japanese Japanese Japanese Seafood MarketSeafood MarketSeafood MarketSeafood Market2) Set Net Fishery

The boats set off from our base port, Olhãoport. In high season, the operations are done3-4 times in a day occasionally.

Fish we caught are put into the tank with ocean water and ice immediately.

Fish are drew up immediately after the boatscome back to the port. Most of them are sold atthe auction of the fish market.

We are taking particular care to the fishduring the transportation and handling forkeeping them very fresh and high quality.

IVIVIVIV. Exporting Bluefin Tuna to . Exporting Bluefin Tuna to . Exporting Bluefin Tuna to . Exporting Bluefin Tuna to Japanese Japanese Japanese Japanese Seafood MarketSeafood MarketSeafood MarketSeafood Market2) Set Net Fishery

Our Set Net "ARMAÇÃODE PESCA” is locatedabout two and a halfnautical miles away fromthe coast line of Algarveand about 20-60m in depth.

IVIVIVIV. Exporting Bluefin Tuna to . Exporting Bluefin Tuna to . Exporting Bluefin Tuna to . Exporting Bluefin Tuna to Japanese Japanese Japanese Japanese Seafood MarketSeafood MarketSeafood MarketSeafood Market3) Tunipex Bluefin Tuna Catch Past RecordsTunipex Bluefin Tuna Annual Catch ReportTunipex Bluefin Tuna Annual Catch ReportTunipex Bluefin Tuna Annual Catch ReportTunipex Bluefin Tuna Annual Catch ReportTotal UnitTotal UnitTotal UnitTotal Unit Total WeightTotal WeightTotal WeightTotal Weight Ship to JapanShip to JapanShip to JapanShip to Japan 100%100%100%100% Tunipex %Tunipex %Tunipex %Tunipex %2013201320132013 1,0861,0861,0861,086 180,177 kg180,177 kg180,177 kg180,177 kg 103,139 kg103,139 kg103,139 kg103,139 kg 235,500 kg235,500 kg235,500 kg235,500 kg 76.50%76.50%76.50%76.50%2014201420142014 853853853853 164,545 kg164,545 kg164,545 kg164,545 kg 133,179 kg133,179 kg133,179 kg133,179 kg 235,500 kg235,500 kg235,500 kg235,500 kg 69.80%69.80%69.80%69.80%2015201520152015 1,3151,3151,3151,315 254,691kg254,691kg254,691kg254,691kg 204,679 kg204,679 kg204,679 kg204,679 kg 278,050 kg278,050 kg278,050 kg278,050 kg 91.50%91.50%91.50%91.50%2016201620162016 N/AN/AN/AN/A N/AN/AN/AN/A N/AN/AN/AN/A 332,350 kg332,350 kg332,350 kg332,350 kg N/AN/AN/AN/A

Tunipex CatchTunipex CatchTunipex CatchTunipex Catch Portugal QuotaPortugal QuotaPortugal QuotaPortugal QuotaYearYearYearYearTunipex has been utilizing approximately 70% to 90% of Portugal quota and has been selling to Japan 60% to 80% of its total catch.

There are two fishing seasons to catch Bluefin tuna in a year. First season is between the end of April and thebeginning of June. Bluefin tuna migrate from Atlantic Ocean to Mediterranean Sea to lay eggs in warm and quietocean during this period. We call these inbound tuna. Second season is between the middle of June and the beginningof August. After Bluefin tuna lay eggs, they are returning to Atlantic Ocean. They are again passing through the areawhere we set the fishery net. We call these tuna outbound tuna.

Tuna Fishing SeasonsTuna Fishing SeasonsTuna Fishing SeasonsTuna Fishing SeasonsTunaTunaTunaTuna Catch PeriodCatch PeriodCatch PeriodCatch Period Farming PeriodFarming PeriodFarming PeriodFarming Period ConditionConditionConditionConditionIncomingIncomingIncomingIncoming End of May to Beginning of JuneEnd of May to Beginning of JuneEnd of May to Beginning of JuneEnd of May to Beginning of June NoneNoneNoneNone Fresh/Refrigerated Fresh/Refrigerated Fresh/Refrigerated Fresh/Refrigerated OutgoingOutgoingOutgoingOutgoing Middle of June to Beginning of AugustMiddle of June to Beginning of AugustMiddle of June to Beginning of AugustMiddle of June to Beginning of August 2-3Months2-3Months2-3Months2-3Months Frozen at Extreme Low Temp.Frozen at Extreme Low Temp.Frozen at Extreme Low Temp.Frozen at Extreme Low Temp.

IVIVIVIV. Exporting Bluefin Tuna to . Exporting Bluefin Tuna to . Exporting Bluefin Tuna to . Exporting Bluefin Tuna to Japanese Japanese Japanese Japanese Seafood MarketSeafood MarketSeafood MarketSeafood Market4) How Tunipex Export Bluefin Tuna to Japanese Market

The Bluefin Tuna is one of the most highly-

prized fish used in Japanese raw fish dishes.

All around the world, there are a lot of the

Japanese Restaurants which serve this kind of

dishes using the Bluefin Tuna such as Sushi

and Sashimi.

We are catching the Bluefin Tuna with the

Japanese fishing equipment and the Japanese

up-to-date technology. It enables us to

enhance the quality and the freshness,

valuing the fish.

The Bluefin Tuna caught from our set net is

processed appropriately in order to keep the

freshness. Weighed and put into the styrene

foam carton with the ice, and delivered to the

airport by our own reefer truck.

We have been delivering the Bluefin Tuna directly to the Japanese restaurants in

Portugal, and also have exported it to the trading companies in the following

countries such as UK, Holland, Spain, Japan, Korea and USA.

IVIVIVIV. Exporting Bluefin Tuna to . Exporting Bluefin Tuna to . Exporting Bluefin Tuna to . Exporting Bluefin Tuna to Japanese Japanese Japanese Japanese Seafood MarketSeafood MarketSeafood MarketSeafood Market4) How Tunipex Export Bluefin Tuna to Japanese Market

Wholesale Auction Retail Seafood Store Retail Super Market Seafood Section

Sushi Bar Seafood Restaurant Sashimi (Raw Fish Plate)

VVVV. . . . Marine Product Market in JapaneseMarine Product Market in JapaneseMarine Product Market in JapaneseMarine Product Market in Japanese1) Fresh Seafood Import Permits, Distribution and Price Structure

Ministry of Agriculture, Forestry and Fisheries Ministry of Economy, Trade and Industry Consumer Agency

Import Wholesale Auction Retail

VVVV. . . . Marine Product Market in Marine Product Market in Marine Product Market in Marine Product Market in JapanJapanJapanJapan2) Standard Distribution Channels for Marine Products in Japan

VVVV. . . . Marine Product Market in JapanMarine Product Market in JapanMarine Product Market in JapanMarine Product Market in Japan2) Standard Distribution Channels for Marine Products in Japan

VVVV. . . . Marine Product Market in JapanMarine Product Market in JapanMarine Product Market in JapanMarine Product Market in Japan3) Changes in Consumption of Fishery and Meat Products per Day in Japan

V. Marine Product Market in JapanV. Marine Product Market in JapanV. Marine Product Market in JapanV. Marine Product Market in Japan4) Changes of Consumption of Fishery and Meat Products per Day in Japan

V. Marine Product Market in JapanV. Marine Product Market in JapanV. Marine Product Market in JapanV. Marine Product Market in Japan5) Changes in Marine Products Self-Sufficiency Rate of Japan

V. Marine Product Market in JapanV. Marine Product Market in JapanV. Marine Product Market in JapanV. Marine Product Market in Japan6) Changes in Import Volume and Value of Marine Products of Japan

V. Marine Product Market in JapanV. Marine Product Market in JapanV. Marine Product Market in JapanV. Marine Product Market in Japan7) Ratio of Marine Product Import Value

V. Marine Product Market in JapanV. Marine Product Market in JapanV. Marine Product Market in JapanV. Marine Product Market in Japan8) Top Five imported Marine Products in Japan

VII. Tips to market your products successfully in JapanVII. Tips to market your products successfully in JapanVII. Tips to market your products successfully in JapanVII. Tips to market your products successfully in Japan

*Find the right importer who you can work with.

*Make sure your products are complying with Japanese Law in terms of ingredients and preservatives.

*Clarify what makes your product unique and different from your competitor’s product.

*Make sure your product price ranges are reasonable enough (Quality must be beyond the price to gain recognition )

*Consistency of the quality and services.

*Consult package design and labeling rules with your importers.

*Make sure there is no defects on packages at the time or during the shipment.(Japanese consumers has tendency not to pick up damaged packaged merchandises.)

*Longer shelf life is necessary because of 1/3 rule of Japanese food product distribution custom.

4.21.2016

Aicep Seminar at Lisbon

Thank You