Oct 143 min read

JETRO's 'GO! Japanese Seafood!' inspires Manila’s culinary scene

Manila has long been a city that embraces global flavors, and when it comes to Japanese cuisine, the passion is palpable. Who doesn't love the simplicity and sophistication of Japanese food? From the delicate balance of sushi to the savory richness of ramen, there's something about Japanese culinary traditions that captures Filipinos' hearts and taste buds.

Unagi Rice Bowl from GO! Japanese Seafood Event

Recently, I had the chance to experience something exceptional — a taste of Japan's finest, brought to us by JETRO's "GO! Japanese Seafood!" campaign.

Ms. Akiko Sukegawa Deputy Director of JETRO Philippines — Ms. Akiko Sukegawa, the Deputy Director of JETRO Philippines (Photo courtesy of Mastermind Asia)

At a vibrant event hosted by JETRO, in collaboration with local players in the market -- Cold Storage Seafood / Sikat Araw Trading, Hightower Inc., and Dough & Grocer, an intimate group comprised of renowned local chefs, restaurateurs, and business owners were treated to a carefully curated selection of Japanese seafood that not only delighted the senses but also deepened appreciation for the craftsmanship that goes into sourcing the ingredients used in the dishes.

Marco Qua of Cold Storage Seafood, Alyanna Uy of Sough & Grocer, and Rey Co of Hightower Philippines Inc. (Photo courtesy of Mastermind Asia)

Each bite — from the expertly prepared sushi, fresh sashimi, and the sweetest and plumpest Japanese oysters — was a testament to the premium quality of ingredients and the artistry that defines Japanese cuisine.

Sushi medley from Dough & Grocer — Sushi Medley

The freshness of the seafood, the balance of flavors, and the impeccable presentation reminded us why we shouldn't compromise on the quality of the seafood we serve, especially when it comes to Japanese dishes, where the ingredients take center stage.

What stood out to me most at the event was how seamlessly the theme of "GO! Japanese Seafood!" encapsulated the essence of Japanese culinary philosophy. It wasn't just about promoting the products but about encouraging chefs and food entrepreneurs to embrace the foundational principles of Japanese Cuisine - Goho (five cooking methods), Gomi (five tastes), Goshiki (five colors), and Gokan (five senses) that make Japanese food such a holistic and immersive experience.

A selection of Japanese oysters with Ikura and Tobiko Caviar from Hightowner Philippines Inc.

For me, it was a powerful reminder of how deeply seafood is woven into the fabric of Japanese cuisine. Whether it's sushi, sashimi, or even the humble miso soup, the quality of the seafood you use can make or break a dish. It's not just about freshness — it's about sourcing ingredients that are sustainably harvested and handled with the utmost care to preserve their natural flavors.

JETRO's campaign is more than just a showcase of premium ingredients — it's a call to action for local chefs and food businesses. We have an incredible opportunity to incorporate these world-class products into our menus and elevate our culinary offerings. The connections between Japanese seafood suppliers and our local culinary professionals could inspire new levels of creativity and collaboration.

I urge chefs, restaurateurs, and anyone in the food industry to explore the possibilities that Japanese seafood can bring to your table. We're way past when Japanese food was more than a trend—a movement celebrating authenticity and quality.

The campaign will focus on the business level and education, as JETRO plans to expand its campaign footprint to other Philippine destinations such as Cebu and Boracay. At the event, they also announced their highly anticipated "Sushi Seminar" in early 2025, led by the esteemed Chef Hirotoshi Ogawa (Director of World Sushi Skills Institute); there's no better time to embrace the beauty of Japanese seafood and bring an authentic taste of Japan to the Philippines.

As for desired outcomes, the campaign isn't just about bringing Japan to our shores — it's about creating lasting partnerships and empowering local chefs to push the boundaries of their culinary creations.

So, if you're a local chef or a business owner looking to elevate your menu with premium Japanese ingredients, now is the time to act. The opportunity is here — let's not miss it!