STANDAGE Holds First Self-Sponsored Business Meeting in London, Promoting Japanese Products to the UK Market

STANDAGE Inc. (Minato-ku, Tokyo, President and CEO: Akiki Adachi), which supports the export of domestic SMEs and develops and provides digital trade platforms, held an invitation-only tasting and business meeting titled 'STANDAGE London Japanese F&B Tasting' at the venue 'MOI' in Soho, London, UK, from June 8th (Mon) to 9th (Tue), 2026, for two days. Products from 15 small and medium-sized enterprises across Japan, centered around Japanese sake, as well as shochu, awamori, whiskey, gin, liqueurs, umeshu, food, premium ice, and crafts, were exhibited. Approximately 50 people, including restaurant-related personnel, importers, and bar and liquor store owners from the UK, attended the event. While STANDAGE has participated as an exhibitor in international exhibitions, this was the first time they independently hosted a business meeting overseas.

Many of the exhibited products are not yet imported to the UK, providing attendees with an opportunity to discover new procurement candidates. Buyers sampled and tasted the products while receiving explanations about their features and the background of the producers from STANDAGE staff, with over half of the attendees moving on to consider specific procurement.

Event Overview

Name

STANDAGE London Japanese F&B Tasting (Invitation-only)

Dates

June 8th (Mon) to 9th (Tue), 2026, 13:00-17:00 each day

Venue

MOI (84 Wardour St, Soho, London W1F 0TF)

Format

Invitation-only (Industry professionals only / Not open to the public)

Exhibited Products

Products from 15 small and medium-sized enterprises across Japan, centered around Japanese sake, as well as shochu, awamori, whiskey, gin, liqueurs, umeshu, food, premium ice, and crafts. Many of these products are not yet available in the UK

Attendees

Approximately 50 people (Restaurant-related personnel, importers, bar and liquor store owners)

Organizer

STANDAGE Inc.

Cooperation

Natsuki Kikuya (London-based F&B Coordinator), MOI (Venue), etc.

Background of the Event

While interest in Japanese food and sake is growing in the UK, opportunities for local restaurants and importers to directly trade with Japanese SME producers are limited. STANDAGE planned this business meeting as a venue to introduce such products to UK buyers. To allow attendees to focus on business negotiations, the event was invitation-only and not open to the public.

On the Day

At the venue, attendees sampled and tasted Japanese sake, as well as shochu, whiskey, gin, liqueurs, food, and crafts. Premium ice for bars and high-end hotels was also introduced as a material to enhance the quality of cocktails and high-end spirits. Attendees included sommeliers from UK restaurants and import and distribution business owners.

Among the exhibited products, Japanese sake, awamori, and umeshu attracted particular interest. There were also positive evaluations from attendees regarding Japanese-produced ginger wine and red wine, and the author of the book "Japanese Wine," Nick Rowan, also attended, indicating growing interest in Japanese wine.

Attendee Comments

A UK sommelier who attended said, "While there are many well-known national brands of Japanese sake, consumers are always looking for new products and experiences. I felt the newness in the products introduced this time."

An experienced bartender who attended said, "Japanese sake has an alcohol content of around 16 degrees, which is close to wine (around 12 degrees), making it easy for London consumers to understand. Awamori has an alcohol content of around 45 degrees, which is close to whiskey, and is also easily accepted. Shochu has an alcohol content of around 25 degrees and is a unique category, but if explained properly, it can be a new proposal."

Main Exhibited Products (15 Companies)

Japanese Sake (Main Category)

Mutouya, Akita Meishu, Mutei Mukai, Seino Kinrei, Umi to Machi to, Nihon Gurocal Business, etc., mainly focusing on junmai ginjo and junmai daiginjo from multiple breweries

Awamori

Okinawa Island Blue, etc. (Nansho Shuhan), Leo Corporation

Umeshu

Kumahei Umeshu (Inoue Umeboshi, GI Wakayama Umeshu certified)

Japanese Wine

Ginger Wine & Ginger Sparkling (Eifuku Foods), Red Wine (Umi to Machi to)

Premium Ice

(For bars and high-end hotels)

Stick Ice Ichimaru & Diamond Ice (Nakasei Ice & Refrigeration, FSSC22000), Pure Ice Cubes (Okamoto Ice & Freezing Factory, 48-hour slow process & FSSC22000)

In addition to the above, 15 companies in total exhibited products including shochu, whiskey, gin, food, and crafts. Some of the exhibited products have won awards such as Kura Master, IWSC (International Wine & Spirits Competition), and National Sake Appraisal.

Future Plans

STANDAGE will follow up with UK buyers who attended the business meeting to turn the negotiations into actual transactions. Based on the positive response from this event, the company plans to continue hosting self-sponsored business meetings in overseas cities, including London, on a regular basis.

About STANDAGE Inc.

Founded in March 2017, STANDAGE Inc. aims to realize a world where all countries and all things can access each other equally. The company develops and provides DX systems for trade settlement and logistics using blockchain, and is also engaged in supporting the export of domestic SMEs. With a team centered around former employees of general trading companies, STANDAGE supports the overseas expansion of a wide range of commodities, including food, Japanese sake, supplements, medical equipment, and materials.