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.

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.

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.

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.

Mitsukoshi FRESH delivers the rich and vibrant culinary culture of Japan to your table through a premium and curated grocery shopping experience. Renowned for its wide selection of premium imported goods and Japanese specialties, Mitsukoshi Fresh aims to elevate modern convenience and everyday living.

Sawada Ichigo Cafe is a Japanese cafe dedicated to championing the Beni Hoppe Ichigo, a premium Japanese strawberry cultivar known for its exceptional balance of sweetness and acidity. The cafe features a variety of strawberry-based creations from drinks like the Ichigo Milk Smoothie to desserts like the Kezuri Ichigo, a kakigori made with shaved frozen Beni Hoppe strawberries and topped with Hokkaido condensed milk.

To complete the experience of Japan’s vibrant culture, purchase a tray of fresh Japanese strawberries from any of these two stores until May 2026.

Another great way to enjoy Japanese strawberries is through different culinary creations that elevate the extraordinary sweetness and freshness of this delicacy. With that, JETRO has tapped select Mitsukoshi restaurants to put their own twist on this culinary jewel.

The Matcha Tokyo is dedicated to elevating the matcha experience by providing high quality 100% organic matcha through its array of products. They work in close collaboration with tea farmers, overseeing the cultivation from soil building to harvest to ensure the highest quality and perfect balance of flavors. Customers can enjoy their twist on the Japanese strawberry with the Iced Strawberry Matcha Latte and the Iced Matcha Strawberry Lemonade.

Sen-Ryo is a Japanese sushi restaurant bringing together tradition and innovation through sushi-making mastery. With a diverse menu of offerings, the restaurant uses the freshest ingredients and culinary excellence to deliver an elevated Japanese dining experience. To honor these Jewels of Japan, they’ve 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.

Prologue d’Fined breathes new life into casual fine dining with innovative culinary creations crafted by the restaurant’s chefs who deftly blend Japanese heritage and classic French cooking traditions. In celebration of this rare winter harvest, their team has crafted a delightful Benehope Ichigo Cheese Mousse Cake dessert.

Built on a tradition of decades-long coffee expertise and inspired by traditional Japanese tea houses and Hi-Fi cafes, Key Coffee Kissaten is a modern take on one of Japan’s oldest coffee brands, Key Coffee. The cafe reimagines the iconic Japanese coffee culture for modern Filipino sensibilities and aims to uphold the standard of excellence that Key Coffee has maintained for over 100 years. The special dishes they’ve created for the promotions are the White Chocolate Ichigo Drink and the Dulce de Leche Strawberry Cake.

Ipponyari is the home of authentic Japanese soul food that you can enjoy everyday. This beloved Japanese restaurant brings the taste of Japan to your taste buds through a variety of classic comfort dishes ranging from soul-warming ramen to delightfully crispy tempura. And for this celebration, Ipponyari has created a sweet and refreshing Gelato Ichigo, showcasing the delightful flavors of both red and white Japanese strawberries.

Through partnerships with these tenants, JETRO hopes to cultivate a deep appreciation for Japan’s vibrant culinary culture.

A Dynamic Affair Packed With Flavor

The initiative kicked off with a media launch event on February 10, 2026 from 3PM onwards at Ipponyari Mitsukoshi BGC and was attended by the Ambassador of Japan to the Philippines, His Excellency ENDO Kazuya as well as JETRO Manila Executives and partners. The event was graciously hosted by Mr. Aisaku Yokogawa. Media personalities and VIPs were also in attendance as well as representatives from the tenant partners.

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.

During the event, guests experienced Japanese strawberries themselves through an immersive sit-down dining experience featuring the special strawberry dishes from The Matcha Tokyo, Sen-Ryo, Prologue d’Fined, Key Coffee, and Ipponyari. 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.

A Special Gift for Every Special Menu Purchase

As an extra treat, JETRO is giving a FREE strawberry gift* to everyone who purchases a featured strawberry dish or fresh strawberry item from any of the participating stores from February 6 to 17, 2026. Special items from The Matcha Tokyo, Ipponyari, Sawada Ichigo Cafe, and Mitsukoshi FRESH are eligible for the free gift starting February 6, while special items from Key Coffee and Sen-Ryo are eligible starting February 9. One receipt is equal to one gift, regardless of the number of eligible products purchased.

Simply present your valid receipt at the redemption booth located at the Mitsukoshi Valentine’s Fair at the Basement 1 Event Space to claim the free strawberry gift: one free box of Strawberry Mascarpone Choux, a delicious pastry filled with a light, silky mascarpone cream and layered with fresh strawberry compote, garnished with fresh Japanese strawberries.

On February 17, media partners and key personalities are set to visit the fair to experience the products firsthand, complete with an on-site tasting event. During this pocket event, guests will be able to enjoy fresh Japanese strawberries drizzled with a decadent chocolate sauce to highlight its sweetness and luxurious flavor. To elevate the experience, a cup of traditional matcha will also be served.

In an effort to bring the Japanese strawberry experience to other parts of Metro Manila, sampling booths will also be set up at The Marketplace in Power Plant Mall on select days from February 27 to March 8, 2026.

About JETRO

The Japan External Trade Organization, or JETRO, is a Japanese government-related organization that works to promote mutual trade and investment between Japan and the rest of the world. Through its various services and activities, JETRO aims to help small to medium size; Japanese firms maximize their global export potential.

For more information, visit www.jetro.go.jp/philippines.

*DTI Fair Trade Permit No. FTEB-248986 Series of 2026