L'export to Japan is historically considered an interesting option for the'internationalization of Italian companies, and currently the export environment seems to be evolving even more positively.
The country, the world's third largest economy, is one of the economic most advanced and modern globally. Strategically located in the Asia-Pacific, one of the world's most dynamic regions, the Land of the Rising Sun has a tradition of global projection and maintains strong ties with Italy.
Japan's integration into South-East Asia and Asia-Pacific makes it a privileged gateway to Asia's emerging economies and an ideal platform for growth-oriented investments in the region.
Political stability and consistency in economic policies strengthen the nation's image as a a market with great economic and commercial potential. Despite global challenges, the International Monetary Fund forecasts GDP growth of 0.9% for 2024.
Japan's openness to international trade, supported by numerous free trade agreements, makes it a privileged partner for Italy. The Economic Partnership Agreement between the European Union and Japan, in force since 2019, has further strengthened Italy's position in the Japanese market, benefiting the agri-food sector in particular.
As the Economic Observatory attests, In 2023, bilateral trade exceeded EUR 16.7 billion, with a significant surplus for Italy.
In January 2025, Italy is positioned as the 13th supplier to Japan, with a market share of 1.6%. In 2024, Italian exports to Japan exceeded EUR 8 billionshowing a positive trade balance. The main sectors include machinery and equipment, chemicals and foodstuffs, which make up a significant part of Italian exports.
Compared to January 2024, Italy gained one position, overtaking Spain, which lost four, demonstrating Italy's growing competitiveness in the Japanese market.
The Economic Partnership Agreement (EPA) between the EU and Japan eliminated tariffs the 99% of tariff lines from the EU. In 2023, EU exports to Japan reached EUR 74.3 billion, while imports exceeded EUR 68 billion (source: infoMercatiEsteri).
Although Italy is below the EU average in the rate of utilisation of preferential tariffs, it ranks first in the value of products exported thanks to the EPA.
Japan, with large industrial groups such as Hitachi and Mitsubishi, also offers significant partnership opportunities for Italian companies, supporting economic recovery and promoting internationalisation.
L'export to Japan encompasses several strategic categories of the Made in Italyeach with specific opportunities for expansion. Here is an overview of the main sectors:
With exports exceeding EUR 1 billion, Italy ranks as the EU's third largest agri-food supplier to Japan, highlighting the recognition of its production quality.
The Economic Partnership Agreement (EPA)) has further amplified the success of Italian gastronomy, with a significant impact: as much as 70% of exports are absorbed by Italian restaurants, which not only promote the food, but also convey Italian culture and culinary tradition in every dish.
This success is a prime example of how the quality of Italian products can conquer international markets through a combination of innovation and authenticity. Moreover, there is great potential for growth in large-scale distribution, a sector in which Italian products are still able to expand their presence, offering new prospects for investment and business partnerships.
Italian beverages, and in particular wine, represent one of the pillars of theexport to Japancontributing significantly to the overall success of the sector. In 2023, the total value of wine exports exceeded 228 million Euros, a figure that underlines not only the appreciation for Italian wine excellence, but also the country's ability to represent a fundamental partner in the Japanese market. In fact, Italy is confirmed as Japan's second partner for wine, holding a significant share of 12%, as shown by updated data of the Economic Observatoryo.
This result testifies to the solidity of the Italian wine-growing tradition and the continuous commitment of the operators in the sector, who know how to combine innovation and respect for the quality and history of the product. However, the Japanese market presents itself as extremely competitive, especially in view of the presence of other important exporters such as Chile and the Spain.
Italy stands out as an important international supplier of active pharmaceutical ingredients, thanks to its consolidated experience and high quality standards to protect health. In this context, participation in the 'CphI Japan' Exhibition plays a key strategic role in further expanding the presence of Italian products in the Japanese market. The event represents an international showcase of great relevance, where Italian companies have the opportunity to confront directly with local operators and decision makers, presenting their technological and scientific innovations in the pharmaceutical field.
The Japanese market, characterised by a rapidly ageing population, offers significant growth margins for the export of drugs and medical products. This demographic dynamic translates into a growing demand for state-of-the-art therapeutic solutions and medical devices that can meet the needs of a society in which the health and well-being of the elderly are becoming increasingly important.
Despite a context of economic stagnation that has slowed global growth in several sectors, Italian haute couture continues to hold a prestigious position internationally. This success derives from the unparalleled quality and intrinsic uniqueness of its products, which reflect the craftsmanship, creativity and tradition of Made in Italy. The ability to combine innovation and respect for tradition enables the fashion industry to withstand even economic turbulence, maintaining its appeal and exclusivity in highly competitive markets.
The country of the Rising Sun, despite internal economic challenges, confirms itself as a key market for luxury, where demand for high-end products remains constant and constantly evolving. In particular, Japan represents a strategic territory where the balance between modernity and tradition broadens the appreciation for high-quality design and craftsmanship. Moreover, the Japanese distribution system, currently undergoing restructuring, offers fertile ground for rethinking and optimising market entry and penetration strategies.
The Japanese market is an extremely fertile field of opportunity for the introduction and expansion of sustainability-oriented materials and technologies. The growing interest in ecological and innovative solutions has in fact catalysed the attention of Japanese entrepreneurs and consumers towards products that not only satisfy functional and design requirements, but also meet high standards of environmental protection.
In this context, Italian exports of building materials and technologies for Smart House present particularly significant growth prospects. Italy, which has always been synonymous with excellence in innovation and traditional craftsmanship, offers cutting-edge technological solutions that integrate functionality and sustainability, responding to the demand of a future-oriented Japanese market. The ability of the Italian production system to combine quality, aesthetics and respect for the environment represents an essential competitive advantage, capable of satisfying even the most stringent regulations and expectations of Japanese consumers.
During a recent meeting between the President Sergio Mattarella and Japanese Prime Minister Shigeru Ishibathe commitment to maintain and develop international cooperation was reaffirmed. Both leaders emphasised the importance of upholding the principles underlying this cooperation by the global community.
Mattarella highlighted the expansion of bilateral initiatives between Italy and Japan, addressing crucial topics such as disarmament, film co-productions, new space technologies and common challenges related to the ageing population.
THEn view of Expo 2025 in Osaka, Italy is preparing to present a pavilion that will showcase its excellence, offering a unique opportunity to strengthen bilateral relations and promote Italian products. This event could have positive repercussions on theexport to Japanopening up new market opportunities, particularly in the agri-food and advanced technology sectors.
A major economic meeting scheduled to take place in Rome on 13 May aims to further boost economic, industrial and scientific cooperation between the two countries. This meeting, together with the celebrations for 160 years of bilateral relations in 2026, is an opportunity to further strengthen economic and cultural ties, boosting Italian exports and promoting mutual economic growth.
Japan is undergoing a significant economic transformation, driven by several key factors: the shift from deflation to inflation, corporate governance reform and increased domestic investment.
Inflation is changing the labour market, pushing companies to improve profitability and offering higher wages, which could positively affect theexport to Japan through increased consumer spending power. This change is creating a more dynamic environment, where companies are incentivised to innovate and improve operational efficiency. Companies are adopting strategies to increase ROE, investing in research, development and human capitalwhich are key elements in sustaining sustainable growth. Corporate governance reform has led to an increase in share buybacks and dividends, improving capital allocation and shareholder returns, making the Japanese market more attractive to international investors.
Japan is therefore emerging as a key market for global investors, thanks to
an increasingly favourable economic environment, also for long-term asset allocation strategies.
Octagona, a leader in the'internationalisation and business strategiesis ready to support companies that want to seize the opportunities of export to Japanwhatever the sector concerned.
With our experience, we can guide you through the complexities of the Japanese market, helping you develop effective strategies to maximise your growth potential. For more information and to find out how we can assist you in your expansion journey, we invite you to contact us.
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