JTB Hawaii Travel, LLC (JTB Hawaii Travel) was commissioned by the Japan External Trade Organization (JETRO) Los Angeles to plan and operate “Taste Japan in Hawaii,” a business matching event designed to support the export of Japanese food products and expand sales channels in the Hawaii market.

JTB Hawaii Travel provided comprehensive support throughout the project, including the transportation of product samples from Japan to Hawaii, venue selection, buyer recruitment, preparation of the tasting environment, and on-site event management.

For Japanese businesses that were unable to travel to Hawaii, JTB Hawaii Travel also arranged for their product samples to be shipped to Hawaii and set up an online meeting environment using Microsoft Teams. This enabled the event to be conducted in a hybrid format, combining in-person and online participation.

Beyond simply connecting Japanese businesses with buyers in Hawaii, this project provided end-to-end coordination to ensure that products were delivered to Hawaii in optimal condition, presented to buyers for tasting, and connected directly to business discussions.

Event Overview

Date: October 27, 2025
Venue: Leahi Room, 3rd Floor, Queen Kapiolani Hotel
Event Name: Taste Japan in Hawaii
Admission: Free, by invitation only
Attendance: 70 buyers from 45 companies
Participating Businesses: 12 Japanese companies (8 in-person, 4 online)
Organizers: Japan External Trade Organization (JETRO) Los Angeles, JETRO Aomori

The event brought together 12 businesses from Aomori, Ehime, and Tottori Prefectures offering seafood, processed seafood products, sake, and other Japanese food products. The event provided an opportunity for participating businesses to introduce their products and explore new business opportunities in the Hawaii market through product tastings and one-on-one meetings.

JTB Hawaii Travel invited 45 companies representing distributors, hotels, restaurants, and retailers in Hawaii, with a total of 70 buyers attending the event.

Product Sample Transportation and Logistics Support

When organizing a food business matching event overseas, bringing qualified buyers together is only part of the challenge. Ensuring that products arrive at the destination in appropriate condition is equally essential.

JTB Hawaii Travel coordinated with shipping companies and local partners to support the transportation of product samples from warehouses in Japan to Hawaii.

Transportation methods were selected according to the characteristics of each product, including frozen shipping for seafood and ambient-temperature shipping for processed food products. Upon arrival in Hawaii, the products were stored appropriately at local refrigerated and frozen storage facilities and delivered to the venue on the day of the event. JTB Hawaii Travel also coordinated with relevant partners on customs clearance and other transportation-related arrangements.

On the day of the event, the kitchen facilities of a restaurant adjacent to the venue were utilized to prepare the samples. JTB Hawaii Travel confirmed the required preparation methods and equipment with each participating business in advance, and coordinated thawing, heating, plating, and other preparations to ensure that buyers could taste the products in the best possible condition.

Planning and Operation of the Tasting Business Matching Event

The Leahi Room at the Queen Kapiolani Hotel was selected as the venue, offering views of Diamond Head. The space was arranged to allow buyers to taste the products while meeting directly with participating businesses. Samples such as tempura-fried chikuwa, Inaniwa udon, and grilled fish were prepared and served during the meetings, creating an environment where buyers could experience the products while discussing potential business opportunities.

Event Floor Plan

The business matching event was conducted in two sessions, beginning at 11:30 a.m. and 1:30 p.m., creating opportunities for participating businesses to meet with a larger number of buyers.The business matching event was conducted in two sessions, beginning at 11:30 a.m. and 1:30 p.m., creating opportunities for participating businesses to meet with a larger number of buyers.

Following the event, JTB Hawaii Travel collected and analyzed buyer feedback through a questionnaire, gathering insights to support future market expansion and business development.

A Hybrid Business Matching Event Without the Need for International Travel

Of the 12 participating businesses, four shipped their product samples to Hawaii while their representatives joined the event remotely from Japan.

A monitor was installed at each participating company’s booth, allowing the businesses in Japan to connect with buyers in Hawaii in real time via Microsoft Teams. Buyers were able to taste the actual products at the venue while speaking directly with the businesses in Japan about product features, production methods, business terms, and other details.

This hybrid format enabled participating businesses to introduce their products and communicate directly with potential buyers without the time and expense associated with international travel, while providing an experience comparable to that of the companies participating in person.

Business Outcomes and Feedback from Participants

A total of 36 business meetings were held during the event, with seven products identified as having potential for future business deals.

Participating businesses provided positive feedback, including:

• “We were able to have productive business discussions even within a limited timeframe.”
• “The tasting experience allowed us to effectively communicate the appeal of our products.”
• “The invitation-only format enabled us to efficiently meet with promising buyers.”

Buyers also shared positive feedback, including:

• “It was valuable to compare a variety of Japanese food products in one place.”
• “The event was well organized and made it easy to conduct business discussions.”
• “We hope this type of event will continue to be held in the future.”

JTB Hawaii Travel will continue to support Japanese businesses in expanding their presence in the Hawaii market by creating business opportunities that connect Japanese companies with buyers and business partners in Hawaii.