By love-89.com The 33rd Japan Food and Restaurant Expo (JFRE) recently took place at the Pasadena Convention Center. Organized by Mutual Trading Co., Inc., the largest importer of Japanese food and beverages in the United States, the event brought together over 140 exhibitors from Japan and around the globe.
As interest in “everything Japanese” continues to rise, the tourism and culinary scenes surrounding Japanese cuisine are expanding. Many visitors use social media to discover Japanese food, and upon returning to the U.S., they are eager to recreate those unique dining experiences. According to Mutual Trading, the company is dedicated to “bringing the taste of Japan to the world.” This year’s theme, “washin denshin,” emphasizes the Japanese philosophy of harmony, reflected in the careful selection of ingredients, appreciation of seasonal beauty, and a commitment to heartfelt hospitality. The essence of Japanese culinary culture transcends basic nutrition, fostering connections among friends, family, and communities, and nurturing bonds of understanding and respect.
The JFRE originated in 1989 as a small-scale ceramics exhibit aimed at serving restaurant owners and chefs. Over the last 33 years, it has evolved into the largest and most longstanding Japanese food and beverage trade show outside of Japan, showcasing a wide array of products including food, alcoholic beverages, restaurant equipment, and educational services. The expo is held annually in New York, Los Angeles, and Honolulu. The success of JFRE can be attributed to the close partnership between suppliers and Mutual Trading, which collectively enhances Japanese culinary culture and fosters new creative ideas year after year. Education is a core element of Mutual Trading’s mission, and JFRE exemplifies this commitment as a global ambassador for Japanese food culture, promoting it in the U.S. and international markets.
Founded in 1926 by several merchants in Little Tokyo in Los Angeles, Mutual Trading Co., Inc. initially focused on importing dry goods and canned foods for Southern California’s Japanese immigrant community. Although operations halted during World War II, the company quickly resumed after the war, providing essential goods to local residents. The 1960s marked a period of growth as Japanese companies established a presence in Los Angeles. More recently, Mutual Trading has become one of the top importers of wagyu beef in the U.S. and established two training schools. The Sake School of America, founded in 2010, offers certification education for sake and shochu and collaborates with organizations like SSI, J.S.A., WSET, and the Wine & Spirits Education Trust. This school also participates in international competitions to elevate the status of Japanese sake within the global fine beverage market. In 2016, the Miyako Sushi & Washoku School was established to train future chefs, ensuring the safe preparation and traditional techniques of sushi and Japanese cuisine. That same year, Mutual Trading joined the Takara Shuzo International Group, further extending its international reach through several subsidiaries in Europe and Australia. In 2020, the company’s headquarters relocated to El Monte, where a 300,000-square-foot office and warehouse greatly improved distribution efficiency and created more opportunities for future business expansion. Throughout its history, Mutual Trading has remained committed to its timeless, borderless mission of advancing the Japanese dining experience.