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Welsh Lamb is Big in Japan as New Trade Doors Open

Croeso Mawr i Gig Oen Cymru yn Siapan



Many of the 25,000 hungry visitors to a top Japanese food festival were able to discover that premium quality Welsh Lamb is おいしい (‘delicious’).

The Hitsuji Festival, staged in the wonderful setting of the Nakano Central Park in Tokyo, Japan, was back this year to celebrate all things lamb for the first time since 2019 – and PGI Welsh Lamb can say “I was there!”

The festival is part of Hybu Cig Cymru-Meat Promotion Wales’ (HCC) comprehensive post-Brexit trade strategy that seeks to open new doors and build on previous gains in the global marketplace, working alongside the Welsh Government’s overseas representatives.

“We have a world-leading product and so it’s vital for our producers that we take it to the world,” said Laura Pickup, HCC’s Head of Strategic Marketing. “This is a unique festival in that it is a huge celebration of lamb and lamb alone and that makes it a fantastic opportunity to bring our succulent Welsh Lamb to a new national table.”

This year’s event brought together suppliers and restaurants from America, Australia, Iceland, New Zealand and Japan and offered dishes such as lamb chops, stews, spices, mutton skewers, fried noodles – and a variety of sake and craft beers to pair with dishes.