Whilst Expo 2025 Osaka is largely an event for the general public, business and trade discussions play a crucial role.
Yesterday, I had the opportunity to be a VIP guest at the Belgian Pavilion, exploring key industries that are core to Belgium’s export engine—Chocolate, Biscuits, and Coffee.
The event featured presentations from four leading Belgian chocolate-biscuit businesses:
Leonidas & Vondelmolen – Established consumer brands with rich heritage.
Centho – An ambitious newcomer bringing innovation to artisanal chocolate.
Puratos – Belgium’s leading B2B chocolate producer with a global footprint.
Joining them was Rombouts, a coffee industry veteran strong in Western Europe, now eyeing expansion into Asia.
Key Themes: Business Development & Japan Market Entry
Innovation: Elevating Chocolate & Biscuits
At its core, chocolate and biscuits are about pleasure. Centho highlighted its unique triple enrobing technique, enhancing texture and indulgence. Vondelmolen, famed for its gingerbread, showcased irresistible food pairings that elevate their signature product.
Sustainability: Cocoa & Ethical Sourcing
Global cocoa demand has surged fivefold in the last 60 years, making reforestation and child labour prevention urgent priorities. Belgium is leading the way, with an impressive 94% sustainable certification across its industry.
Fermentation: Unlocking Quality Beans
A surprising but essential theme—Puratos emphasised the critical role of fermentation in developing high-quality cocoa beans, particularly in single-origin chocolate production.
Animé & Market Positioning in Japan
What does Animé have to do with chocolate? More than you’d expect. Vondelmolen’s packaging cleverly connects to the beloved Japanese book “The Dog from Flanders”, a story that has inspired both Hollywood and Animé adaptations. The brand led by CEO, Rafael de Gendt and Charlotte Van’t Klooster, sees this as a gateway to capturing consumer interest in Japan.
The Pavilion Shop: Belgian Brands in High Demand
One word defines Expo 2025—Queues. From exhibitions to retail, long lines are everywhere—including the Belgian shop, elegantly designed and serving as a showcase for top Belgian brands.
Demand has exceeded expectations—Vondelmolen’s gingerbread has been selling out so frequently that air freight replenishments have become necessary!
Route to Market: Expansion Strategies in Japan
Successful market entry demands strategic retail partnerships. Centho shared its approach—partnering with a Japanese importer to establish pop-up stores in high-traffic department stores. Instead of diversifying channels too soon, they’ve doubled down on seasonal and gift-focused sales, expanding methodically.
Attention to Detail: A Key Success Factor in Japan
Japanese consumers value precision, craftsmanship, and expertise. The Belgian chocolate producers showcased an impressive dedication to their craft, a quality that resonates deeply with Japan’s consumer expectations.
Leonidas’ CEO also shared insights into Belgium’s training programs, ensuring that new talent enters the industry, keeping Belgian chocolate competitive and innovative.
What’s Next? A Delicious Collaboration
Vondelmolen & Centho concluded the event by revealing a joint product development—a thin gingerbread slice enrobed in luxurious Belgian chocolate.
When is it hitting the market? That’s the golden question!