Iberian Pork Interprofessional Association/La Asociacion Interprofesional del Cerdo Iberico After-Event Repor t Iberico Ham Campaign “Awaken the Iberian Sense!” arrives in Japan for the first time ASICI President Raul Garcia and representatives of

[Iberico Pork Interprofessional Association/La Asociacion
Interprofesional del Cerdo Iberico] [After-event report] Iberico ham campaign “Awaken the Iberico Sense!” arrives in Japan for the first time ASICI President Raul Garcia and the Spanish Embassy in Japan Representatives attended the ceremony ​
La Asociacion Interprofesional del Cerdo Iberico Press release: November 12, 2024 [Post-event report] The Iberico Ham campaign “Awaken the Iberico Sense!” arrives in Japan for the first time. ASICI Chairman Raul García and representatives of the Spanish Embassy in Japan attend the ceremony Japan’s first three Iberian ham ambassadors’ inauguration ceremony and gourmet food tasting event were held.Chef Yoshida, who has over 2 million social media followers, said, “Iberian ham goes well with Japanese food. ” he praised.
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“Awaken the Iberian Sense, Japan” campaign opening ceremony event report The Iberian Pork Interprofessional Association (Headquarters: Spain) announced on October 22, 2024, the European Union (EU) co-funded project “Awakening the Iberian Sense”, which aims to popularize and promote Spanish Iberian ham in the Japanese market. , Japan” campaign opening ceremony was held at “Hills Cafe/Space (Roppongi Hills, Tokyo)”. As part of this project, various promotional activities will be carried out, including Iberian ham tasting sessions, slicing techniques classes, an important digital strategy using social networks, and outdoor advertising in key areas of Tokyo. First, President Raul of the association announced the campaign slogan for the Japanese market, “Discover the passion of Europe with Iberico ham from Spain! Awaken your Iberian sense!” This is a promotion aimed at positioning Iberico Ham in strategic markets such as Japan, differentiating our products and increasing the competitiveness of Iberico sector companies in the international market. This is a promotion, information and training project aimed at increasing the quality of raw ham.Japan is a priority country and the fourth largest export destination for raw ham outside the EU. “In 2023, it will reach approximately 20 million euros, with a growth rate of 9.21% last year. Over the past five years, the Japanese market has grown by a remarkable 168%.” Next, Vice President Jesús explained to the visitors about the recognition of Iberico ham in the international market. “Iberian ham is not just a food product, it is a culture, a tradition, and a craftsmanship. Iberian ham is a product rooted in the land, the landscape in which it is produced, and a lifestyle centered around Iberian ham. It is a production system that has been passed down through generations. Furthermore, knowing Jamon Ibérico’s role in the sustainable use of natural resources is important to understanding why this food is so special and exclusive. I think people will fall in love with Jamon Ibérico by knowing the product and the story behind it. I really want people to know about the concept of Jamon Ibérico and its importance in European gastronomy. This time, I want you to experience something that cannot be expressed in words. For example, Iberico ham takes three to five years to make, and its production is meticulously carried out down to the smallest detail. I would like the new Japanese ambassadors to share this background as well. At today’s tasting event, I want you to experience something you’ll never forget, such as the aroma and taste. The passion and love of the farmers are put into the production process. We hope to improve the lives of local farmers and people involved in livestock farming. ” Finally, Pilar’s manager was introduced. “When Japanese people think of the gastronomy of Spain and Europe, one of the first things that comes to mind is probably Iberian ham.Iberian ham is not just a food, it is a reflection of the region, its way of life, its commitment and passion. We want to share our individuality and national heritage with the world, and encourage people to truly enjoy, feel, experience and taste Iberian ham. “Awaken your Iberico Sense!” is a project that began with the idea of ​​creating the “Iberico Sense,” which is your sixth sense. This is more than seeing, hearing, touching, smelling, or tasting. It’s about feeling, living, and sharing. The feeling you get from eating Iberian ham will help you understand it better. ” said. Afterwards, a promotional video was shown and an ambassador
inauguration ceremony was held. Chairman Raul invited chef Takashi Yoshida, who has over 2 million followers on social media, artist Kunihiko Nohara, and food artist Ayako Suwa, to lead Iberico Ham’s gastronomy project. Appointed as an ambassador. In the next talk, each ambassador talked about what they would like to try in the future. Yoshida says, “In my restaurant, I sometimes use Iberico ham. I think it goes well with any dish, and I think it goes well with Japan’s gastronomic culture.” I have yet to learn about the production process of Iberico ham. I think this will be a good opportunity to learn more about this.I think it will be a good opportunity to spread the appeal through SNS and restaurants, so I will do my best from now on.I’m looking forward to creating new works.” I did. Suwa says, “Since I usually live in the forest, I feel a closeness to Iberian pigs that eat acorns and roam freely in nature.Also, in creating my works, I try to sharpen my five senses through food.” I’ve been pursuing this, so I’m excited and empathized with the message of “Awakening your Iberian sensibilities.” ” he said. The three ambassadors then tasted Iberico ham, which was their first task as ambassadors. Yoshida says, “When you put it in your mouth and breathe in through your nose while chewing, you can feel the sensation of nuts and the aroma of trees and plants.It has a strong core, sweetness, and strong flavor that makes an impact, but it also has a complexity and umami flavor. I wanted to create a video that thought out how to get the average consumer to pick up Iberico ham at the supermarket. I think so. Nohara commented, “This is my first time tasting this special product.The bright red color is impressive, and the aroma of nuts and toasted bread permeates the entire space.” Suwa said, “The association mentioned the word ‘explosion,’ but when you put it in your mouth, you didn’t want to swallow it, and you could enjoy the explosion-like deliciousness for a long time. However, the fat in Iberico ham remains liquid while the pig is alive, and when it is put into the mouth, it melts and becomes part of the body. I felt a sense of physicality and melting.I thought this was the essence of Iberico sensibility.I’m planning to go to Spain in December (for this project), so I’ll be learning about the scenery, people, traditions, and nature of the land where Iberico ham is born. I’m looking forward to seeing it change to a deeper flavor as I go to inspect it,” he said with his unique sensibility.
https://prcdn.freetls.fastly.net/release_image/150656/3/150656-3-a535e28e11e336d8c09064f20fb2e685-3900×2600.jpg There was also a scene where Deputy Director Jesús explained about the cut Iberico ham on stage. “Iberian pigs that live in Dehesa and grow up eating acorns run 10km a day and eat 8-9kg of acorns. ” is the reason why Iberico ham has a flavor that spreads in your mouth. This fat and its unique aroma are very important factors, and Iberico ham is grown in a completely natural environment, with no salt used for preservation. Since we don’t use any additives, it enriches our lives.” President Raul concluded by saying, “I believe that all the ambassadors were able to taste the Iberico ham today and feel the taste of it. I hope you enjoy Iberico, and I look forward to what’s to come.” . During a Q&A with the attending press, Yoshida said, “Iberian ham is delicious in its own right, so I think it’s necessary to incorporate the sensibilities of Japanese cuisine into it.When you eat it, you can smell the wood.”Maitake mushrooms grown on logs” I thought it might be good to combine it with palm mushrooms.” Furthermore, Deputy Director Jesús answered about his future goals for the Japanese market, saying, “I want to increase our recognition in Japan, and aim to connect consumers, companies, and organizations.” Regarding global strategy and growth potential, he said, “I have a lot of interest in neighboring countries such as France, Italy, and Portugal, and I would like to expand in large markets such as the United States, China, and Japan.” How often have Iberico ham been used in restaurants in recent years? Consumers are on the rise “Japan is the fourth most important market outside the European Union, reaching approximately 20 million euros in 2023, with a year-on-year growth of 9.21%. has shown a remarkable growth of 168%. Finally, a signing ceremony was held between Chairman Raul and Mr. Naoto Watanabe, Representative Director of the Japan Raw Ham Association, JCHA General Incorporated Association. This represents a strategic agreement between the two associations to promote the dissemination of Iberico ham training and cutting techniques for professional learners. Raúl García, president of the association, said: “We are happy to hold this signing ceremony with an association that is working hard to raise the profile of Iberico ham in the Japanese market. I am very happy to be able to do this.” The opening ceremony ended with a tasting session of Iberian products for the media attending the event.
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(Ambassador inauguration ceremony & tasting event) Sponsored by: Iberian Pig Interprofessional Association (Safra, Spain) Date and time: October 22, 2024 (Tuesday) Ceremony 12:00-13:00 (Reception: 11:30-) Tasting party: 13:00-14:00 Venue: Hills Cafe/Space (Roppongi Hills Hillside 2F, 6-10-1 Roppongi, Minato-ku, Tokyo) Spanish Iberico Ham – European Ambassador of the World Official website
(English/Spanish) https://jamonesibericoseu.eu/en/ Iberian Pig Interprofessional Association Official website (Spanish)
https://iberico.com/ ■About the Iberian Pig Interprofessional Association Asociacion Interprofesional del Cerdo Iberico (ASICI, Spanish name, Headquarters: Zafra, Spain) is a non-profit organization made up of organizations representing various operators (farmers and producers) in the Iberian ham industry. The aim is to raise awareness of Iberico ham and support its production and sales.