TOKYO -- Japan's agricultural cooperatives have begun providing produce for sale at Singapore's Changi Airport, in hopes of capturing the hearts of global travelers and fueling demand for Japanese food overseas.
The National Federation of Agricultural Cooperative Associations, or Zen-Noh, is providing beef, fruit, sake and other products to the Premium Japan Farmers Market launched recently inside the airport, a gateway to roughly 380 cities across the world. The store is open to locals and passengers alike.
Japanese eateries make up 13% of all restaurants in Singapore, according to Deloitte Tohmatsu Group. But Singapore imports just 2% of its food from Japan, meaning many of these restaurants are serving food produced elsewhere.