May 2024

This month, we will introduce the “Scenery of Japan Photo Contest” that is currently being held in Singapore. This photo contest is organized by the Embassy of Japan in Singapore, among others, and our office is also participating in a supportive role.

○ “Scenery of Japan Photo Contest” Organizers： Embassy of Japan in Singapore, Japan National Tourism Organization (JNTO) Singapore, Japan Local Government Center (CLAIR) Singapore Office Supporters：Japan Airlines (JAL), All Nippon Airways (ANA), Fujifilm, Nikon, Sony, Canon, East Japan Railway Company (JR East), JTB Corporation, Hokkaido Gov Rep Office Eligibility：Individuals aged 18 and above, residing in Singapore who holds a passport from a country other than Japan Photo Requirements: Photos submitted must been taken by the applicant themselves in Japan after October 2022. Submission period: March 28th (Thursday) to June 30th (Sunday), 2024 Award Ceremony：Scheduled to be held between July and September 2024

■About the photo contest

This photo contest marks the first initiative led by the Embassy of Japan in Singapore to widely promote the charm of Japan to the people of Singapore. With the aim of introducing the unique attractions and experiences of Japan through the eyes of foreign tourists, they are inviting submissions of photos taken throughout Japan during all seasons.

The photos will be exhibited at the Japan Creative Centre, a hub for disseminating information about Japanese culture in Singapore.

There are also exciting prizes to be won, such as round-trip air tickets to Japan and high-performance digital cameras, etc. From our office, we are proud to offer Hokkaido-produced wine “Jewel of Tokachi”, which represents one of Hokkaido’s finest exports to the world.

■Observations

Japan has always been a popular travel destination for people living in Singapore, but recently, with the ongoing trend of a weaker yen, there has been a further increase in the number of travelers to Japan. Among travelers, Hokkaido stands out as a destination with delicious cuisine, magnificent nature, and a wide variety of activities, making it a favorite among repeat visitors. Therefore, our office believes that there are many opportunities for travelers to capture stunning photos. We would be delighted to receive as many submissions as possible of photographs taken in Hokkaido. We are eagerly looking forward to the announcement of the results to see which photographs will be awarded the prizes!

We visited the “FHA FOOD & BEVERAGE 2024,” which is the largest food and beverage industry exhibition in Asia, and would like to share with you the atmosphere of the venue.

○ FHA FOOD＆BEVERAGE 2024　　(Official Website：https://fhafnb.com/) Date：April 23rd (Tuesday) to April 26th (Friday), 2024 Venue：Singapore EXPO (Singapore’s largest exhibition venue) Details：The largest food and beverage industry exhibition in Asia, gathering domestic and international professionals from the food industry Previous year’s turnout statistics：1,300 exhibitors, 50,221 attendees Expected turnout for this year：1,500 exhibitors, 60,000 attendees (as quoted from the official website)

■Venue situation

The Singapore EXPO, where the main event took place, is Singapore’s largest exhibition venue, located about a 5-minute drive from Changi International Airport. It boasts 10 exhibition halls spread across a vast indoor and outdoor space of up to 123,000 square meters. For this event, seven of these halls were utilized, drawing food and beverage industry participants from around the world who showcased their products and offered tasting sessions.

Among the local exhibitors was Yotsuba Milk Products Asia Pte. Ltd., offering samples of “Hokkaido Nomu Yogurt.” Visitors who sampled the yogurt expressed appreciation, noting that yogurt made from Hokkaido milk was delicious, and the drinkable format was convenient as it eliminated the need for a spoon.

At the JAPAN PAVILION, Sujata Meiraku Group provided ice cream samples, while the JETRO Singapore booth featured promotional activities highlighting the Hokuriku region.

Not only Asian but also European countries had booths set up. The Singapore Pavilion, in particular, attracted a massive crowd, making it difficult to navigate through. Visiting crowded booths revealed presentations of instant noodles that could be cooked in a microwave, emphasizing their convenience over traditional cup noodles as they require no hot water and are halal-certified, ensuring they are suitable for consumption by Muslims.

■Moving Forward

We heard later that about half of the buyers who attended FHA came from Europe and North America, reaffirming its status as Asia’s largest food event. Singapore serves as a showcase for ASEAN, attracting attention from around the world, making promotion efforts crucial for showcasing Hokkaido’s food brands. Our office will continue to collaborate extensively with local companies and organizations to promote the charms of Hokkaido and contribute to its ongoing appeal.

■Atmosphere of the Event