Hybu Cig Cymru – Meat Promotion Wales (HCC) showcases PGI Welsh Lamb at Foodex Japan 2026, taking place at the Tokyo Big Sight Exhibition Centre from 10–14 March. HCC attends as part of the Welsh Government Food & Drink delegation, strengthening Wales’s presence in one of its most important global markets.
Japan remains one of HCC’s three premium international markets and continues to be a priority for strategic development. Over the past year, Wales’s branded presence has grown significantly, with Welsh Lamb sales increasing year-on-year.
Welsh Chef and Wales Culinary Association Vice President Colin Gray will be preparing Welsh Lamb samples as part of a wider Welsh cuisine offering, introducing Japanese buyers to the quality, flavour and provenance of Welsh Lamb.
With strong growth already achieved and increasing enthusiasm from Japanese buyers, HCC’s presence at Foodex 2026 aims to build long term partnerships and continue positioning Welsh Lamb as a premium, trusted, and sustainable choice for consumers across Japan.
