European Union: Sourcing Japanese Ingredients and OEM Products

EU demand for Japanese product is mature, not new

Unlike the US — where the matcha boom and the wagashi-confectionery wave feel recent — Japanese ingredients have been on EU specialty shelves for two decades. What's changed is mainstream retail penetration: matcha-flavoured chocolate at Lidl, yuzu candy at Tesco, miso at Carrefour. The premium specialty buyer base remains active (Michelin restaurants, J-beauty retailers, organic chains) but the mainstream channel is now where the volume is moving.

The EU regulatory framework has also matured. EU-Japan EPA (effective 2019) eliminated tariffs on most foods over a phased schedule. Organic JAS is recognised as equivalent to EU organic. The cosmetic regulation (Reg. (EC) 1223/2009) provides predictable INCI / CosIng-driven access for most established Japanese ingredients.

EU regulatory framework — what overseas brands need to know

• EU Novel Food regulation (Reg. (EU) 2015/2283) — any food not significantly consumed in EU before May 1997 requires authorisation. Most traditional Japanese foods are pre-1997 and thus exempt. Specific functional / specialty ingredients may need authorisation; check per ingredient.
• EU Cosmetic regulation (Reg. (EC) 1223/2009) — ISO 22716 GMP mandatory; Product Information File (PIF) per SKU; CPNP notification before EU market placement; INCI required.
• EU food contaminant regulation (Reg. (EU) 2023/915) — limits on heavy metals, mycotoxins, 3-MCPD/glycidol in soy sauce; verify producer documentation.
• EU pesticide MRLs (Reg. (EC) 396/2005) — sometimes stricter than Japanese positive list; verify per cultivar.
• Organic — Reg. (EU) 2018/848 — JAS organic recognised under equivalence; producer needs to maintain organic JAS for organic-positioned EU shipment.

EU-Japan EPA: tariffs almost zero on most foods

The Economic Partnership Agreement between Japan and the EU (effective February 2019) eliminates tariffs on the vast majority of food and consumer goods over phased schedules. Major impacts:

• Green tea (sencha, matcha, hojicha) — tariffs eliminated; pre-EPA tariffs were already low.
• Soy sauce, miso — eliminated.
• Sake / shochu — significant reduction; specific schedule.
• Beef (wagyu) — quota with declining tariffs.
• Cosmetics and finished goods — duty-free (industrial goods).
• Origin certification — Statement on Origin (self-declared by exporter on commercial invoice) sufficient for shipments under €6,000; EUR.1 movement certificate for higher value.

What's growing in EU retail

The categories where EU buyers are actively placing inquiries through 2025:

• Matcha (mass and premium) — affected by global supply shortage (see matcha trend).
• Hojicha and roasted teas — emerging café category.
• Yuzu — pastry, confectionery, fragrance — strong premium positioning.
• J-beauty fermented actives — sake kasu, koji ferment, rice bran derivatives.
• Mochi confectionery — premium specialty channel.
• Specialty soy sauce — kioke-aged, organic, gluten-free (tamari).
• Functional teas — adaptogen positioning.
• Premium dashi — kombu / katsuobushi for restaurant supply.