The Japanese Ministry of Agriculture, Forestry and
Fisheries is gearing up to showcase a wide range of food products and
culinary innovations at 'Gulfood 2010', the region's largest exhibition
for the food service and hospitality industry which takes place from
February 21 to 24, 2010 at the Dubai International Convention and
Exhibition Center.

The Japan Pavilion at 'Gulfood 2010' promises to be a rich showcase of
contemporary Japanese cuisine and authentic agricultural and marine
products from Japan, and will feature 14 leading Japanese food
companies unveiling an extensive range of local food products sourced
from various regions of the country.

This is the fourth successive year that Japan is participating at the 'Gulfood' exhibition.

"With
14 leading food companies serving up the very best in Japanese cuisine,
the Japan Pavilion at 'Gulfood' is sure to offer a veritable treat for
food lovers in Dubai and the UAE," said Mr. Hiroshi Inoue of Kintetsu World Express, who are organizing the Japan Pavilion on behalf of the Ministry.

"From
premium Wagyu beef and gourmet seafood to extra sweet fruits and
nutrient-rich vegetables, the Japan Pavilion will feature a rich
variety of healthy and high-quality Japanese food products – all of
which are Halal-certified and are produced locally with made-in-Japan
ingredients," Inoue added.

During the exhibition, celebrated
Japanese chef Sadakazu China of Kisaku Restaurant at Al Khaleej Hotel
in Dubai will hold culinary demos for food enthusiasts visiting the
Japan Pavilion.

Japan's strong participation at 'Gulfood 2010'
forms part of a major governmental initiative to promote Japanese food
products in the Middle East, where several Japanese foods including
'sushi' have been enjoying increasing popularity owing to their
nutritive value, exoticism and deliciousness.

"The Middle East
is an important strategic market for Japanese foods," Inoue said. "By
ensuring a strong presence at 'Gulfood', which is the top exhibition
for the region's food industry, we seek to explore new market
opportunities for Japanese food products in the Middle East and
capitalize on the rising interest in Japanese foods."

Export of Japanese food products to the UAE
- which has a long history of agri-food trade with Japan – has been
growing rapidly in recent years. In 2009, the export of Japanese
agricultural and marine products to UAE grew 129% over the previous year to reach YEN4.1bn.

Japanese
cuisine is distinguished by its heavy reliance on ingredients such as
whole grains, fresh vegetables and fish of the highest quality,
limiting the use of cooking oil. Moreover, Japanese dishes are prepared
in a simple style to retain and enhance natural flavors. Because
Japanese cuisine offers a nutritionally balanced diet that is rich in
vegetable oils, protein and fiber but low in calories and animal fats,
it has gained global recognition for its healthfulness and nutritive
value.