JICA supports the unlocking of the Japanese Market for Wines of Moldova
2024.04.18
In a landmark collaboration spanning two years, the Japan International Cooperation Agency (JICA) and the National Office of Vine and Wine (NOVW) of Moldova embarked on a journey to promote Moldovan wines in Japan. From March 25th to 29th, the culmination of this partnership unfolded in a meticulously planned visit to Japan of representatives of six wineries from Moldova selected by ONVW, marking a significant milestone in the promotion of Moldovan wines on the international stage.
The genesis of this initiative lies in the shared vision of JICA and NOVW to leverage public-private partnerships in promoting the wine industry and achieving Sustainable Development Goals (SDGs) in Japan. Through a series of collaborative efforts, the groundwork was laid for an enriching exchange of knowledge and experiences between the two nations.
Prior to the visit, a series of preparatory activities set the stage for success. These included an online workshop to devise a comprehensive branding strategy tailored for the Japanese market, a seminar shedding light on the nuances of the Japanese wine market, and even the dispatch of notable figures from the Japanese wine industry to Moldova, Mr. Takuro Tatsumi and Mr. Koichi Tanabe. These initiatives aimed to deepen understanding, foster connections, and pave the way for meaningful collaborations.
Central to the visit program were several key components designed to maximize engagement and facilitate interactions:
- 1 . Branding and Marketing Lectures: Moldovan winery representatives participated in lectures focused on branding, marketing strategies, and insights into Japanese consumer preferences. Import procedures, distribution channels, and pricing structures were explained, empowering participants with valuable knowledge for navigating the Japanese market terrain.
- 2 . Business Matching Events: In Tokyo wineries seized the opportunity to engage with wholesalers, restaurants, and other potential partners through seminars and tasting events. These interactions facilitated direct communication and paved the way for forging new partnerships, vital for expanding market reach and penetration.
- 3 . Cultural Immersion in Yamanashi Prefecture: Against the picturesque backdrop of Yamanashi Prefecture, renowned for its fruit production and thriving wine industry, Moldovan wineries delved into the specifics of Japanese cultural tourism and hospitality. One business matching session with local stakeholders provided a glimpse into traditional markets and offered invaluable insights into local preferences and trends.
- 4 . A Specialized Event for Wine Professionals: Sommeliers converged for seminars collaborated with Japan Sommelier Association aimed at elevating awareness and appreciation of Moldovan wines. With each winery showcasing its flagship offerings, theis event served as a platform to captivate Japanese sommeliers and influencers, further enhancing the visibility of Moldovan wines in Japan.
- 5 . A Strategic Meeting with Key Stakeholders: In a bid to chart the course for future initiatives, stakeholders including representatives from a Japan's esteemed traditional department store convened to deliberate on sales promotion strategies. Insights gleaned from observing consumer behavior and trends, coupled with tasting sessions, fostered a conducive environment for meaningful discussions and collaboration.
A pivotal moment during the visit was the launch of the Wine of Moldova Japan branch, a testament to NOVW's commitment to nurturing long-term relationships and fostering sustained growth in the Japanese market. The launch heralded a new chapter marked by enhanced digital communication campaigns, tastings, and the formation of an association dedicated to promoting Moldovan wines in Japan.
The resounding success of the visit program underscores the growing recognition and appreciation of Moldovan wines in Japan. With the Japanese market emerging as a strategic focal point for Moldovan wineries, the stage is set for further exploration of its vast potential. Armed with insights gained from this collaboration, Moldovan high-quality wines are poised to captivate the Japanese consumers and establish a lasting presence in this dynamic and discerning market.
Upon completion of the program the Moldovan delegation extended its deepest gratitude to JICA for its unwavering support and commitment throughout this transformative journey. Moldova looks forward to further strengthening this partnership and unlocking new horizons of success in the Japanese market.
Moldovan delegation after the Branding and Marketing Lecture by Director General of Japan Wines and Spirits Importers Association, Mr. Ryoichi Kuratani
Moldovan delegation after the Meeting and Lecture by one of famous Japanese sommeliers and Wine Director, Mr. Koichi Tanabe
Moldovan delegation at the main event of the program, business matching sessions
Visit to the Fuefuki city, Yamanashi prefecture
Business matching session with the representatives of the Mitsukoshi, a traditional and well-known department store
Presentation on Wines of Moldova by Director of ONVW, Mr. Stefan Iamandi, during the event in collaboration with Japan Sommelier Association
Mr. Mihai Necula (Gitana Winery), Mr. Valeriu Mihaluta (Chateau Vartely), Mr. Remus Turcan (Purcari Winery), Mr. Rohan Mantri (ASCONI Winery), Mr. Sorin Maslo (Cricova Winery), and Mr. Vasilii Luca (Radacini Winery) (from left to right) during an event under the Japan visit program
Meeting with JICA Senior Vice President, Mr. ANDO Naoki and JICA representatives
Launching ceremony of the Wine of Moldova Japan branch
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