September 20, 2022

 

Japanese poultry companies expand exports to Asia, beginning with Hong Kong

Poultry processors in Japan are expanding exports of locally grown poultry products as they look to offset decreasing demand in Japan with shipments to other Asian markets, beginning with Hong Kong, Nikkei Asia reported.

 

This month, NH Foods started delivering chicken meat to Hong Kong under the Sakurahime brand. Hokkaido, an island in northern Japan, is home to a group farm where chickens are raised, and later processed, into Sakurahime brand meat.

 

Because the chickens were fed a special diet, the meat has three times the amount of vitamin E as regular chicken, according to a company representative.

 

In Hong Kong, where many tourists who have travelled to Japan are still ardent fans of the cuisine, Japanese chicken meat is popular. The meat processor, which hasn't set a price for Sakurahime, claims that chicken thighs from Japan could cost more than twice as much as those from Brazil at a nearby supermarket.

 

Since 2016, NH Foods, also known as Nipponham in Japan, has been exporting chicken meat in bulk to Hong Kong. Although Sakurahime had not been promoted as a premium brand, it had been included in shipments.

 

After registering Sakurahime as a trademark in Hong Kong in January, the business is now prepared to market the meat as coming from the well-known tourist destination of Hokkaido.

 

In comparison to fiscal 2021, NH Foods wants to increase export value by 30% in fiscal 2023. The figure is anticipated to increase due to the weak yen.

 

Increased exports of Junwakei chicken, a crossbreed from only Japanese breeds, are being made by Nichirei Fresh. Since around 2013, the fresh food processing division of food giant Nichirei has been selling Junwakei to Japanese eateries and other clients in Hong Kong.

 

A company official reported that orders from Hong Kong are increasing now that the COVID-19 cases are largely under control. Nichirei Fresh plans to increase exports this year compared to 2021.

 

A farm cooperative in Fukuoka prefecture in Western Japan named Fukuei reported a 50% increase year over year in shipments of its Hakata Jidori chicken meat to Hong Kong from April to August. The cooperative updated a processing facility in Fukuoka in August by installing equipment that deals with small packets.

 

60% of the 5,300 tonnes of chicken meat, including low-grade parts, that Japan exported in 2021 went to Hong Kong. In Japan, 78 processing facilities had export certification for Hong Kong as of the end of August, while 69 had certification for Vietnam.

 

As Japan's growth is constrained by population decline, Japanese businesses are looking to other potential markets in Asia.

 

Global chicken meat exports totaled 15.84 million tonnes in 2021, exceeding 12.08 million tonnes for beef, according to estimates from the Food and Agriculture Organization. This volume was contributed by Brazil and the US in proportions of 28% and 25%, respectively. Japan only made up 0.1%, while Thailand contributed 8%.

 

-      Nikkei Asia