Hotate Festival

Project Overview：

JETRO Bangkok collaborated with Japanese food distributors in Thailand to plan promotional campaigns and activities that would stimulate new market demand for Japanese hotate scallops. The goal was to diversify the export sources for hotate and other seafood ingredients in Thailand. Leveraging its network and business experience, Mediator, a Thai company, expanded sales channels into various regions and promoted the use of hotate scallops in non-Japanese cuisines, such as Thai and Italian food. A key promotional activity was a tie-in with the “IRON CHEF Thailand” cooking competition show, which featured hotate scallops as a main ingredient.

Work Details：

• Coordinated support for expanding sales channels into various regions of Thailand and promoted the use of hotate in non-Japanese cuisines (e.g., Thai, Italian)
• Coordinated support for promotional events for hotate scallops
• Organized a project press conference and coordinated with the cooking competition show

To allow people to taste Japanese hotate scallops, we organized numerous promotional activities across various platforms, including restaurants, media, and TV programs like “IRON CHEF Thailand.” The chefs showcased diverse menus using Japanese hotate as a main ingredient, publicizing its versatility beyond Japanese cuisine. This project succeeded in increasing hotate consumption in Thailand, thanks to Mediator’s unique PR experience and perspective, which comes from our deep understanding of both Japan and Thailand.