The article analyzes the extraordinary opportunities for Italian exports in Asian markets, with a particular focus on Japan, which represents a strategic partner and a privileged gateway to the entire region. With exports to Japan reaching 8.22 billion euros in 2024 (+2.5%), Italy confirms the strength of its trade relations, reinforced by the 2019 EPA Agreement and the Expo 2025 in Osaka, which offered new showcases for Made in Italy.
The government's Export Action Plan supports expansion into high-potential markets such as India, South Korea, and ASEAN countries, while Italy's leading sectors-from instrumental mechanics to the fashion system, from agribusiness to automotive-find increasing appreciation in Asia. The experience gained in the Japanese market provides valuable expertise to navigate the complexity of the entire Asian region, where local adaptability combined with Belpaese identity is a key competitive advantage for the commercial success of Italian companies.
Exports are a key pillar of the Italian economy, contributing about 40% of national GDP, and more and more Italian companies are discovering the extraordinary opportunities of selling in Japan as a strategy for international growth. In 2024, Italian exports reached the remarkable figure of 623.5 billion, with a record 305.4 billion (+1.2%) to non-EU markets, confirming Italy as the world's sixth largest exporter. Within this framework of global expansion, exporting to Japan and Asian markets takes on an increasingly strategic role, with the Land of the Rising Sun standing out as the preferred business partner and gateway to the entire Asian region.
The Asia-Pacific region, with a Economic growth projected at 4.4% in 2025 and rapid demographic development, represents an area of extraordinary interest for our businesses. In 2024, trade with this region touched 144.6 billion euros, of which 55.3 billion in exports, demonstrating the ability of the Italian production system to adapt and thrive even in complex international contexts (Source: Italian Export Action Plan).
According to the most recent data, the exports to Japan have shown a positive trend: after reaching 8.07 billion in 2022 and declining slightly in 2023 (8.04 billion, -0.4%), they have resumed growth in 2024 to 8.22 billion (+2.5%).
I first four months of 2025 confirm this positive trend, with exports amounting to 2.83 billion euros, up 0.5% from the same period last year. These numbers testify to the strength of the trade relationship between the two countries, which is further strengthened by the’Economic Partnership Agreement (EPA) between the EU and Japan that came into effect in 2019, which simplified customs procedures and lowered many tariff barriers, making it more accessible for European companies to sell in Japan (Source: Italian Export Action Plan).
Italy exports mainly high value-added consumer goods to Japan, including:
The stability of the yen against major international currencies, as evidenced by market data (stable exchange rate around 147 yen per dollar), also favors Italian exports, making Made in Italy products more competitive in the Japanese market.
Into this favorable context came the’Osaka Expo 2025, an event that further strengthened ties between Rome and Tokyo, opening up new opportunities for companies interested in the Asian market. The World Expo, which is being held from April 13 to Oct. 13, 2025 with the theme “Designing Future Society for Our Lives,” provided an unmissable opportunity for Italian companies wishing to sell in Japan and establish or consolidate their presence in the rest of Asia.
Foreign Minister Antonio Tajani inaugurated the Italy Pavilion on April 13, 2025, calling it an “extraordinary tool” to strengthen Italy's political and economic presence throughout Asia. During the ceremony, Tajani stressed how the Made in Italy “is unrivaled in the world” and is able to “break down some tariff barriers thanks to the quality of the Italian product.”.
The Italian Pavilion, which also hosted the Holy See inside for the first time with the exhibition of Caravaggio's “The Deposition of Christ,” was conceived as a great showcase of Italian excellence. Among the most significant installations were the Farnese Atlas, Leonardo da Vinci's Codex Atlanticus and works by contemporary artists, testifying to the cultural heritage that is also an important factor of attractiveness for commercial products.
For our enterprises, Expo 2025 offers Multiple opportunities to sell in Japan:
Of particular interest is the opportunity for Italian SMEs to participate in side events, business missions and business matching activities organized during the six months of the Exposition.
To support internationalization, the government recently launched an articulated Export Action Plan, with a specific focus on non-EU markets with high potential, including those in Asia. The Plan integrates the tools made available by the various actors of Sistema Italia to accelerate exports of Italian sectors and also facilitates the path of companies that want to sell in Japan and the entire Asian region.
One of the most significant innovations is the creation of a’Export Unit, to which companies can turn for direct assistance and immediate support in their internationalization journey. The Plan also includes a specific document dedicated to the Asia-Pacific region, detailing initiatives aimed at this strategic area.
This systematic approach reflects an awareness that Asia is a major focus area for Italy's economic projection in the world, both because of its centrality in the geography of international trade and because of the growing demand for high-value-added goods and services in the region's booming economies.
Although Japan remains a major trading partner, Italy's strategy in Asia points to geographic diversification that encompasses several other markets, in particular:
Italy excels in several areas that find great appreciation in Asian markets. Among them we mention those with the greatest potential, such as:
Despite the geopolitical tensions that characterize the international scene, the experience gained in selling in Japan and the rest of Asia has provided Italian companies with valuable skills to further expand their presence in the area. The ability to adapt to local tastes while maintaining the identity of the Belpaese is a key added value for commercial success.
To seize these opportunities, it is critical to have the right strategies and expert support to navigate the complexity of Asian markets and face competition. Octagona, with its expertise in the business internationalization strategies, can accompany Italian companies on this journey through in-depth market analysis, identification of target audiences and detailed study of local competitors. Contact us for any information.
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