Strong Growth in Functional Health Food Exports: Japanese Brands Accelerate Global Expansion

According to recent statistics from Japan’s Ministry of Agriculture, Forestry and Fisheries (MAFF) and the Japan External Trade Organization (JETRO), Japan’s exports of functional health foods have maintained rapid growth in recent years, with particularly strong demand in Southeast Asia and China. JETRO’s report highlighted that in 2023, Japan’s total food exports reached 1.45 trillion yen, with the share of functional and health-related products steadily increasing. Products featuring transparent labeling, scientific evidence, and the “Made in Japan” mark are especially favored by consumers.

The Nikkei also reported that as health awareness among young consumers in Southeast Asia rises, demand for Japanese products such as amino acid beverages, collagen powder, and immunity-boosting supplements has increased significantly. Import channels in Thailand, Vietnam, and Indonesia have expanded rapidly. Meanwhile, the Chinese market continues to show a high repeat purchase rate for Japanese functional foods. For example, 2024 data from cross-border e-commerce platform Tmall Global shows that Japanese supplements rank among the top three in imported health product categories, with products for liver protection, sleep support, and digestive health proving most popular.

It is worth noting that Japan has strict domestic regulations governing functional foods, such as the Foods with Function Claims (FOSHU/機能性表示食品) system, which requires that product ingredients and efficacy be supported by scientific evidence and publicly disclosed data. Paradoxically, this strict system has become a brand endorsement in export markets. For overseas consumers, Japan’s reputation for high standards and reliability gives its products a stronger competitive edge compared to similar offerings.

Chiundo Co., Ltd.’s Value Proposition:

Licensed for Compliance: With its government-issued Pharmaceutical Wholesale License, Chiundo can legally export health foods and pharmaceutical products, ensuring full compliance in cross-border trade.

Integrated OEM/ODM and E-Commerce: The company leverages OEM/ODM partnerships and cross-border e-commerce expertise to help overseas partners efficiently access functional health foods made in Japan, while reducing channel costs.

GMP Consulting Expertise: Drawing on its GMP consulting experience in India and Laos, Chiundo can guide overseas partners in establishing internationally compliant production and testing systems, creating a dual model of export plus local implementation.

As global consumers place increasing emphasis on health, functionality, and trusted branding, the export potential of Japanese functional foods will continue to expand. Over the next five years, this sector is expected to become a key growth engine of cross-border trade. Chiundo is committed to providing overseas partners with one-stop solutions, accelerating the global expansion of Japan’s functional health food industry.