Hikari Miso to exhibit at UK’s Largest Japanese Culture Event, HYPER JAPAN FESTIVAL 2024
Posted on July 11, 2024
HIKARI MISO Co., Ltd is set to make its first appearance at the HYPER JAPAN Festival 2024, the UK’s largest Japanese culture event at Olympia Events, an exhibition hall in central London from July 19 to 21, 2024. Since the launch of the HYPER JAPAN Festival in 2010, each Festival has attracted over 20,000 visitors eager to experience Japanese cuisine and traditional culture, which have gained many British fans in recent years, and catch up with the latest developments in fields from manga to anime, gaming, music, fashion, and cosplay.
On sale at the Hikari Miso booth will be three “Enjuku Koji Miso” products from this best-selling series of 30 years. These are “Enjuku Koji Miso 750g” and two varieties of “Enjuku Koji Miso Soup.” British tofu maker and Hikari Miso subsidiary Dragonfly Foods Ltd. will also present three of its “Hikari Miso Shizenno Megumi” range of organic tofu products: Soft/Silken — a type less commonly found in Europe — plus Firm and Super Firm varieties, all UK and EU organic-certified, adding to a display designed to showcase the appeal of traditional Japanese soy-based foods miso and tofu.
The Hikari Miso booth will also include a video with easy-to-follow instructions on how to make miso soup, for those unfamiliar with using miso in cooking. Visitors can also sample miso soup made with miso paste“Enjuku Koji Miso” and “Hikari Miso Shizenno Megumi firm tofu”. Everyone purchasing products at the booth will be entered in a special festival prize draw.
◆ HYPER JAPAN FESTIVAL 2024
Dates: July 19 – 21, 2024
Venue: Olympia Events （Hammersmith Rd, London W14 8UX）
◆ Dragonfly Foods Ltd.
Dragonfly Foods Ltd. is a UK tofu maker established in 1984 in the beautiful natural surroundings of Devon. Since becoming a subsidiary of Hikari Miso in 2015, Dragonfly Foods has employed state-of-the-art Japanese equipment to make Hikari Miso tofu.
Many Europeans consume firmer, flavored tofu as a meat substitute, however, the high-quality organic tofu manufactured by Dragonfly Foods very much retains the umami and sweetness of traditional tofu, thanks to a time-honored Japanese production method using nigari as a coagulant.
Ongoing international demand for Japanese and fermented foods
One of the world’s healthiest diets, with an excellent nutritional balance, traditional Japanese cuisine or washoku has gained increasing popularity in recent years. Miso󠄀 is a core seasoning in Japanese food, and exports of miso are growing steadily on the back of the current fermented food boom. By not only exporting products sold in Japan but developing products exclusively for overseas customers that cater to local preferences, Hikari Miso has succeeded in boosting sales and expanding exports to over 55 countries worldwide, focusing on the American and European markets.
The United Kingdom is the largest European market for miso, with Japanese Ministry of Finance trade figures showing a tripling in miso exports from Japan to the UK in the past decade. Amid an increase of local brand miso and miso soup products, Hikari Miso products, sold at Asian food stores, primarily target consumers seeking a truly authentic miso experience.
Media Contact
HIKARI MISO Co., Ltd. Public Relations
info@hikarimiso.co.jp