USSEC recently participated in the Chinese Cuisine Gourmet Exhibition organized by the Japan Association of Chinese Cuisine, held at Ceruleantower Hotel in Tokyo, in conjunction with the 11th National Chinese Cusine Contest for Young Cooks.
The Association of Chinese Cuisine, chaired by Chen Kenichi, known as Iron Chef, was established in 1978 for the purpose of research, the promotion of Chinese cuisine, and to educate cooks. Soy oil use in Chinese cuisine is the largest segment of single unmixed vegetable oil in Japan with a volume estimated at 70,000 metric tons (MT). According to the vegetable oil industry, 80 to 90 percent of vegetable oil used in Chinatown in Yokohama City used to be dominated by soy oil brands, thus some Chinese cooks still have a consistent preference of using soy oil for their cuisine. Therefore, USSEC Japan identified Chinese cooks as a good target to increase the awareness and preference of U.S. soy oil.
USSEC Country Director - Japan Mitsuyuki Nishimura and USSEC North Asia Regional Human Utilization (HU) Manager and Japan HU Director Masi Tateishi participated in the event by setting up a USSEC booth. Other exhibitors included soy processors such as Kikkoman, Nestle, Ajinomoto, Lee Kum Kee, Fuji Oil, and Kirin promoting soy sauces and soymilk, among other soy products.
Mr. Nishimura gave a presentation on U.S. Soy production and sustainability to disseminate information regarding the advantage and sustainability of U.S. Soy to about 40 Chinese cooks.