Innovative food companies are introducing beanless coffee and camel milk to the Japanese market at the JFEX SUMMER exhibition in Tokyo [1, 2].
The event serves as a critical entry point for international suppliers to introduce high-nutrition superfoods to Japanese buyers, a move intended to expand market reach for next-generation dietary products [1, 2].
Running from June 24 to June 26 [2], the exhibition at Tokyo Big Sight hosted approximately 700 companies [1]. Among the displays was a coffee-flavored powder developed by Samhwa F&F that contains no coffee beans.
"It is coffee without caffeine, without beans. It is a coffee-flavored product made from plants," said Choi Si-won, president of Samhwa F&F [1].
Choi said the product uses only plants that are edible [1]. This alternative aims to provide the sensory experience of coffee while utilizing plant-based ingredients to remove caffeine and bean dependencies.
Other novel products featured at the exhibition included camel milk, and various specialty grains. Attendees found a chewy corn bread priced at 350 yen per piece [1]. Additionally, a purple processed rice was showcased with a planned price of 110 yen per 100 grams [1].
These products represent a broader trend of diversifying the Japanese food market with functional foods that prioritize both novelty and nutritional value [1, 2].
“"It is coffee without caffeine, without beans."”
The introduction of beanless coffee and camel milk highlights a shifting consumer demand in Japan toward functional, plant-based, and sustainable alternatives. By leveraging large-scale trade shows like JFEX SUMMER, companies are attempting to normalize 'superfoods' that move beyond traditional health trends into mainstream retail and commercial distribution.
