JETRO Celebrates the Extraordinary Japanese Strawberry with “Jewels of Japan: Strawberries Kissed by the Winter Sun” Campaign
The Japan External Trade Organization (JETRO) proudly announces the launch of “Jewels of Japan: Strawberries Kissed by the Winter Sun,” its newest campaign that celebrates the beauty, craftsmanship, and exceptional flavor of Japanese strawberries, brought to the Philippines for a limited season.
Through premium and curated experiences, this campaign hopes to elevate the appreciation for this rare winter harvest, inviting consumers and businesses alike to experience its extraordinary quality and unparalleled freshness.
IMAGE from MITSUKOSHI FRESH’s Facebook page
Bringing A Taste Of Japan’s Winter Sun To The Philippines
Since 2022, JETRO has been hosting various events and campaigns to foster a deeper connection between the Filipino market and Japanese agricultural, fishery, and food products.
This year, JETRO’s “Jewels of Japan: Strawberries Kissed by the Winter Sun” campaign presents Japanese strawberries as precious, jewel-like treasures, cultivated by generations worth of agricultural wisdom and gently sweetened by the country’s winter sun.
IMAGE from Philippine Primer
During the media launch held on February 10, 2026 at Ipponyari Mitsukoshi BGC, Executive Director Mr. Takashi Goto of JETRO Manila expressed his sincere gratitude to the audience for their continued support and interest in Japanese food products, including Japanese rice, confectionery, and beverages such as sake and shochu. He also highlighted JETRO Manila’s ongoing commitment to campaigning for the Japanese strawberries, the jewel of Japan.
JETRO Manila Executive Director Mr. Takashi Goto / IMAGE from Philippine Primer
“Today, we are excited to share something special with you once again. It’s a jewel from Japan, grown with patience, precision, and care. It’s the Japanese strawberry. Each one is hand-selected for perfection in color, sweetness, and balance. This campaign is about seeing the strawberry in a new way, not as everyday products but as seasonal luxury. The Japanese business community has kickstarted the initiative to promote Japanese strawberries in the Philippines since December 2024. This year, we at JETRO are pleased to join the endeavor of supporting local distribution at the marketplace starting the end of this month.”
Meanwhile, Ambassador of Japan to the Philippines, His Excellency Kazuya Endo, also reflected on the milestone moment when Japanese strawberries first entered the Philippine market.
Ambassador of Japan to the Philippines, His Excellency Kazuya Endo
“I still remember the first shipment of Japanese strawberries in Philippines February last year. It was shortly after the Philippine authorities approved the import in December 2024. Fast forward this year, and I am happy to share that it was really a success. Truly, the Philippines has proven to be a very strong and promising market. Aside from enjoying them fresh, Japanese strawberries were great for all kinds of dishes.”
At the event, Japanese strawberry producer and exporter, Mr. Hiroki Terakawa and Japanese strawberry importer and CEO of Sawada Ichigo Cafe Inc., Mr. Kazuya Sawada spoke on what it takes to bring these jewel-like fruits to the Philippines. They discussed the distinct quality of Japanese strawberries and the processes they maintain and challenges they overcome to ensure a consistent balance of sweetness and acidity.
This includes growing healthy, disease-resistant seedlings during production as well as utilizing strong quality control systems for import and export, among other factors. With a rising demand for high-quality imported products in the country and the passion Filipinos have for food, the Philippines is a meaningful market for this special delicacy.
IMAGE from Philippine Primer
A seasonal luxury, Japanese strawberries weave together heritage and innovation, with Japanese farmers at the heart of the cultivation process. This meticulous and masterfully refined system yields a magnificent winter jewel, boasting the perfect balance of sweetness and acidity; a unique quality that makes it a rich flavor experience, whether eaten alone or paired with other Japanese desserts.
IMAGE from Philippine Primer
The year 2026 is also special for Japan and the Philippines as it marks the 70th anniversary of the Japan-Philippines friendship following the normalization of diplomatic relations in 1956. Both countries aim to strengthen friendly relations through various events that will be held throughout the year, including JETRO’s “Jewels of Japan” campaign which aims to foster a deeper appreciation for Japan’s vibrant culture through the Japanese strawberry.
A Showcase Of Japan’s Vibrant Culinary Culture
To allow consumers and businesses many opportunities to experience this exceptional winter harvest, various events will be mounted throughout the campaign period in collaboration with select Mitsukoshi tenant partners.
MITSUKOSHI FRESH, Sawada Ichigo Cafe, and Ipponyari will be carrying freshly packed Japanese strawberry trays available until May 2026, while The Matcha Tokyo, Sen-Ryo, Prologue d’Fined, Key Coffee, and Ipponyari will feature special menu items that highlight the flavor and versatility of the Japanese strawberry.
For The Matcha Tokyo, which works closely with tea farmers, customers can enjoy its refreshing take on Japanese strawberries through specialty drinks such as the Iced Strawberry Matcha Latte and the Iced Matcha Strawberry Lemonade—blending the fruit’s natural sweetness with the depth and character of premium matcha.
Iced Strawberry Matcha Latte / IMAGE from Philippine Primer
Meanwhile, to honor these Jewels of Japan, Sen-Ryo crafted a delicious strawberry spread featuring the Strawberry Mango Cheese Tempura Roll, the Strawberry Mille Crepe, the Strawberry Rice Paper Mochi, and the Ichigo Matcha Latte.
Strawberry Mango Cheese Tempura Roll / IMAGE from Philippine Primer
Strawberry Mille Crepe / IMAGE from Philippine Primer
In celebration of this rare winter harvest, Prologue d’Fined has crafted a delightful Benehope Ichigo Cheese Mousse Cake dessert, showcasing the strawberry’s gentle sweetness layered with creamy, velvety textures.
Benehope Ichigo Cheese Mousse Cake / IMAGE from Philippine Primer
Key Coffee Kissaten, on the other hand, presents its own seasonal creations with the White Chocolate Ichigo Drink and the Dulce de Leche Strawberry Cake, both thoughtfully designed to highlight the fruit’s bright, fragrant notes through indulgent yet balanced flavor pairings.
Dulce de Leche Strawberry Cake & White Chocolate Ichigo Drink / IMAGE from Philippine Primer
And finally, alongside the fresh strawberries that may be purchased in-store at Ipponyari, customers may also enjoy a sweet and refreshing Gelato Ichigo featuring both red and white strawberries.
Gelato Ichigo / IMAGE from Philippine Primer
These special menu items will also be available for everyone to purchase at their respective stores throughout the Strawberry Fair, which runs from February 6 to 17, 2026.
Through partnerships with these tenants, JETRO hopes to cultivate a deep appreciation for Japan’s vibrant culinary culture.
