On October 11 and 12, 2025, we proudly hosted “JAPAN FOOD FAIR in Kazakhstan” at Khan Shatyr, one of the largest commercial destinations in Astana, Kazakhstan.
This vibrant pop-up event showcased the finest selection of Japanese foods, confectionery, and beverages, bringing the authentic taste and spirit of Japan directly to the people of Kazakhstan.
Event Dates: October 11 – 12, 2025
Venue: Khan Shatyr / Astana, Kazakhstan
Organizer: Onono Corporation
Exhibition, retail sales, and tasting experiences featuring Japanese brands.
Products from some of Japan’s most iconic manufacturers—including Morinaga & Co., Ltd., Lotte, Ajinomoto Frozen Foods, Imuraya Group, Sanyo Foods, Megmilk Snow Brand, Rokko Butter, SSK Foods, and Hachi Foods—were showcased and available for purchase at the venue.
Through tastings of confectionery, frozen foods, and seasonings, visitors experienced firsthand the exceptional quality and authentic flavors that define “The Taste of Japan.”
As the first step toward expanding into Central Asia.
This event marked our strategic entry into the Central Asian market, serving as a platform for validation and channel development. Moving forward, we will expand from Kazakhstan into neighboring countries including Uzbekistan and Kyrgyzstan, deepening collaboration with local distribution partners to accelerate our regional growth.
Visitor Survey
The majority of respondents were women in their teens and twenties residing in Astana, representing a predominantly urban, young consumer base. With a strong inclination toward personal consumption, expanding outreach beyond major cities remains a key challenge.
Most participants were students, office workers, and public servants—demographics characterized by stability-oriented lifestyles. Favorability toward Japan was exceptionally high, indicating strong potential to translate this interest into travel, study abroad, and purchasing behavior.
Japanese products are highly regarded for their "quality," "design," and "safety," and are recognized as a symbol of trust.
Japanese food products, as well as anime and gaming-related brands, were particularly popular. Interest in Japan spans both culinary culture and entertainment; however, local brand visibility remains limited.
70% of consumers have purchased Japanese food products. Chocolate and beverages are particularly popular, and the effectiveness of tasting and sampling campaigns is evident.
Many respondents perceived pricing as appropriate, demonstrating a high willingness to pay for quality. Television and social media emerged as the primary information sources, suggesting that integrated campaigns across both channels would be highly effective.
More than 80% of respondents stated they would purchase Japanese products if they were available locally. Supermarkets are the primary purchasing channel, while convenience store expansion represents significant growth potential.
“Taste” was identified as the most important purchase factor, with strong interest also shown in new products and trending items. Visual-driven platforms such as television, Instagram, and TikTok proved especially influential.
Over 70% indicated that influencer recommendations increase their willingness to buy, highlighting the effectiveness of integrated campaigns combining social media and mass media.
Approximately 80% of respondents identified as Muslim, with more than half abstaining from alcohol. Non-alcoholic products and clear halal labeling are therefore essential for market success.欠。
Many constructive suggestions were received, including clearer halal certification displays and expanded tasting opportunities. Overall satisfaction was high, with strong demand for future events in other cities.
