The 33rd Japan Food and Restaurant Expo (JFRE) recently took place at the Pasadena Convention Center. Organized by Mutual Trading Co., Inc., the largest importer of Japanese food and beverages in the United States, the expo featured over 140 exhibitors from Japan and around the world.
As the popularity of all things Japanese continues to rise, tourism and culinary experiences from Japan are expanding, particularly food. Many travelers explore Japanese cuisine through social media and seek to recreate these unique dining experiences upon returning to the U.S. Mutual Trading emphasizes its mission to “bring the flavors of Japan to the world.” This year’s JFRE theme, “washin denshin,” embodies the Japanese philosophy of harmony. This principle is reflected in Japanese cuisine’s dedication to respecting ingredients, appreciating the beauty of the seasons, and a heartfelt commitment to hospitality. The culture surrounding Japanese food transcends basic nutritional value; it fosters connections among friends and communities and cultivates emotional bonds of understanding and respect.
The Japan Food and Restaurant Expo originated in 1989 as a small-scale pottery exhibition aimed at serving restaurant owners and chefs. Over the past 33 years, it has grown into the largest and longest-running Japanese food and beverage trade show outside of Japan, showcasing a wide range of products including food, beverages, dining equipment, and educational services. JFRE is held annually in New York, Los Angeles, and Honolulu. Its success can be attributed to the close partnership between suppliers and Mutual Trading, which works together to promote Japanese culinary culture and inspire new innovations year after year. Education is a vital component of Mutual Trading’s mission, and the JFRE serves as a tangible manifestation of this commitment, acting as a global ambassador for Japanese food culture in the U.S. and international markets.
Founded in 1926 by a group of merchants in Little Tokyo, Los Angeles, Mutual Trading Co., Inc. originally imported dry goods and canned foods aimed at Japanese immigrants in Southern California. The company temporarily ceased operations during World War II but quickly resumed after the war, providing supplies to the local community. The 1960s marked a significant expansion as Japanese companies began establishing themselves in Los Angeles. Recently, Mutual Trading has become one of the top importers of Wagyu beef in the U.S. and has established two training schools. The Sake School of America, founded in 2010, offers certification education in sake and shochu and collaborates with organizations such as SSI, J.S.A., WSET, and the American Wine Education Association to enhance the prestige of Japanese beverages at renowned competitions worldwide. In 2016, the Miyako Sushi & Washoku School was established to train the next generation of chefs, ensuring the safety and authenticity of sushi and Japanese cooking techniques. That same year, Mutual Trading joined the Takara Sake International group, further extending its international market reach through subsidiaries in Europe and Australia. In 2020, the company moved its headquarters to El Monte, significantly enhancing distribution efficiency with a 300,000 square foot office and warehouse, creating even more opportunities for future growth. Mutual Trading remains steadfast in its mission to transcend time and borders, consistently promoting the development of the Japanese culinary industry.
