What was expected to be a straightforward presentation of premium Japanese strawberries unfolded into a full afternoon affair. There were courses built around the fruit, a steady flow of drinks and, midway through the program, a surprise birthday celebration for Japan Ambassador to the Philippines Endo Kazuya.

The gathering at Ipponyari in Mitsukoshi BGC launched “Jewels of Japan: Strawberries Kissed by the Winter Sun,” a campaign mounted by the Japan External Trade Organization (JETRO) to spotlight Japan’s prized winter strawberries in the Philippine market.

Framed within the 70th anniversary of diplomatic relations between Japan and the Philippines this year, the initiative presents Japanese strawberries as seasonal luxuries shaped by generations of agricultural practice and careful cultivation under Japan’s winter sun. Organizers emphasized the fruit’s balance of sweetness and acidity, achieved through disciplined growing methods and strict quality control from farm to export.

Hosted by Aisaku Yokogawa, the launch drew Ambassador Endo, JETRO Manila executives, tenant partners and members of the press. Japanese strawberry producer and exporter Hiroki Terakawa, together with Kazuya Sawada, importer and CEO of Sawada Ichigo Cafe Inc., outlined the work behind each shipment. They pointed to the cultivation of healthy, disease-resistant seedlings and rigorous inspection systems that safeguard flavor and freshness. With Filipino consumers showing growing interest in premium imports, they described the Philippines as an important market for the seasonal fruit.

The campaign continues through retail and restaurant collaborations at Mitsukoshi BGC. Freshly packed Japanese strawberry trays are available at Mitsukoshi Fresh and Ipponyari until May 2026.

Several Mitsukoshi tenants are also featuring strawberry-forward creations. At The Matcha Tokyo, the fruit appears in the Iced Strawberry Matcha Latte and Iced Matcha Strawberry Lemonade. Sen-Ryo offers a Strawberry Mango Cheese Tempura Roll, Strawberry Mille Crepe, Strawberry Rice Paper Mochi and an Ichigo Matcha Latte.

At Prologue d’Fined, chefs present a Benehope Ichigo Cheese Mousse Cake that blends Japanese and French influences. Key Coffee Kissaten features a White Chocolate Ichigo Drink and Dulce de Leche Strawberry Cake, while Ipponyari serves a Gelato Ichigo highlighting both red and white Japanese strawberries.

Beyond BGC, sampling booths are running at The Marketplace in Power Plant Mall on select days until March 8, giving shoppers a chance to taste the winter harvest firsthand.

Since 2022, JETRO has staged initiatives to deepen ties between Japanese producers and the Philippine market. This season’s campaign uses the strawberry as a cultural bridge, linking farm craftsmanship in Japan with a growing audience of Filipino diners eager for seasonal imports.