As interest in Japanese cuisine grows globally, Mitsubishi Shokuhin has named “exporting Japanese food culture” as a pillar of its medium-term management plan, MS Vision 2030. The company has taken on the mission of delivering Japan’s unique culinary culture to the world.
In February 2025, Mitsubishi Shokuhin invested in JFE, a wholesaler for restaurants and other similar establishments, and retail and restaurant operator primarily in the UK and Germany.
JFE was founded in 2017 as a specialist wholesaler in Japanese ingredients, delivering approximately 2,000 varieties of Japanese food and beverages daily to high-end restaurants in London using its own drivers. In Germany, JFE operates a wholesale business through a hub in Düsseldorf as well as retail shops. In summer 2023, the company opened a wholesale hub and a retail store in Berlin, seeking further business expansion in the European market. It deals in all categories of Japanese foods, with its primary focus on noodles, rice, seasonings, beverages, and alcoholic drinks. At JFE, we aim to expand the export of Japanese food culture by creating new demand through authentic Japanese food experiences provided via our extensive customer sales network of roughly 3,000 partner establishments and our proprietary retail shops/restaurants.

Japanese cuisine has been registered as a UNESCO Intangible Cultural Heritage, and is increasingly popular among inbound tourists. In Europe in particular, interest in Japanese food is growing. JFE’s European business partners include restaurants featured in the Michelin Guide. Every day, we approach our work with passion, striving to provide the finest ingredients sought by head chefs. While respecting traditional Japanese food culture, Japanese cuisine in Europe has evolved in a unique way to suit the tastes of local diners. We are mindful of local needs and aim to provide local chefs with a diverse range of options rather than just offering Japanese ingredients as they are sold in Japan.
In collaboration with Mitsubishi Shokuhin, JFE leverages the network of Toyosu Market—Japan’s largest fruit and vegetable distributor—to procure seasonal, high-quality Japanese produce to Europe every week.
In an effort to promote Japanese food culture, JFE participates annually in Japan-Tag in Düsseldorf, Germany, the largest Japanese cultural festival held in Europe. Our ramen and Japanese sweets selections, such as daifuku, have proven widely popular among the festival visitors.

In London, history and innovation exist side by side. In recent years, sustainability and local focus have become trends throughout the city, and the latest plant-based cuisine and environmentally friendly ingredients are attracting attention.
On my days off, I stroll through Camden, Tooting, and Borough markets, where visitors can sample cuisines from around the world. From traditional fish and chips to Middle Eastern and African street food, flavors from across the globe give me all kinds of inspiration.
It is my mission to combine the taste sensibilities and culinary insights from Japan with local trends and offer them to chefs across Europe. I have just begun my challenge to apply a Japanese perspective to the local food scene through a better understanding of London’s diverse food culture and its dining style. It was once commonly believed that British cuisine was rather poor, but today you can enjoy amazingly delicious and wonderfully varied food.

We look forward to seeing you in London, the city that showcases new and exciting culinary culture.