(Central News Agency reporter Yang Mingzhu, Tokyo, February 15) Following the pineapple, China has again blocked the import of Taiwanese Sugar Apples, leading Japanese consumers to request, "Please sell it in Japan." Chen Yingxian, Director of the Taiwan Trade Center Tokyo Office, stated today that frozen Pineapple Sugar Apples will be introduced to the Japanese physical market for the first time, with advertisements placed in multiple Tokyo train stations.
Chen Yingxian told the media at the Taiwan Trade Center Tokyo Office that Taiwan’s Pineapple Sugar Apple is a new variety crossbred from the Large-flower Sugar Apple and the Peruvian Cherimoya. It is produced only in Taiwan, specifically in Taitung, with an annual production of 57,000 tons, of which 16,000 tons are exported. With successful development of freezing technology, these fruits can now be sold to Japan, and a launch event for frozen Pineapple Sugar Apples will be held in Tokyo on the 17th.
Chen Yingxian (right), Director of the Taiwan Trade Center Tokyo Office, said that Taiwan's Pineapple Sugar Apple is a new variety produced only in Taiwan, with an annual production of 57,000 tons and 16,000 tons exported. Due to successful development of freezing technology, it will be exported to Japan for the first time. Photo by Central News Agency reporter Yang Mingzhu, Tokyo, February 15, 2022.
He mentioned that the Council of Agriculture has put considerable effort into designing three industry posters that introduce the orchard, processing, fruit, and sliced product conditions. The promotion will start with inviting buyers for procurement discussions and placing ads in several subway and train stations, such as Tokyo Ginza, Nihonbashi, Roppongi, and Shinagawa, with ads planned for Kyoto subway stations in March.
He added that in 2018, frozen Large-flower Sugar Apples were promoted in Japan, but this time, the most needed domestic support is for promoting Pineapple Sugar Apples. With a production scale of 2,700 hectares, the ban on imports by China has necessitated shifting some of the production to domestic sales while maintaining some for export. The international market must achieve a certain volume to balance production and sales.
Chen Yingxian believes that developing frozen Pineapple Sugar Apples is necessary as this fruit is a high-end product with potential in Japan. It is worth developing further.
He noted that this will be the first time Taiwanese Pineapple Sugar Apples enter the Japanese physical market. Previously, fruits were primarily for the gift market, and Taiwanese honey jujubes and ponkan were rarely available in Japanese physical markets, mostly sold through pre-order mail deliveries. However, frozen fruit can be stored for six months to a year.
He added that the frozen Pineapple Sugar Apples are developed using technology from Taitung’s Agricultural Improvement Station and were successfully transferred to industry operators in December last year. This is a new technology, and Japan is the first overseas market for this frozen product. It has not been available in Taiwan as frozen fruit since fresh consumption is preferred domestically.
He also mentioned that a small quantity of frozen Pineapple Sugar Apples was displayed at the New Year’s goods street in Taiwan at the end of January, introducing the product to exporters, with processed products such as ice pops and ice cream.
Taiwan’s frozen Pineapple Sugar Apples, developed by Taitung’s Agricultural Improvement Station, were successfully transferred to operators in December 2021 and will be exported in frozen form for the first time, with Japan as the first destination. Photo by Central News Agency reporter Yang Mingzhu, Tokyo, February 15, 2022.
He said that from a promotional standpoint, guiding consumer purchases requires a physical market presence. Developing frozen Sugar Apples is a new technology, and if accepted in Japan, it could also be exported to high-income countries and regions such as the U.S., Singapore, Hong Kong, and the Middle East. With frozen storage, fruit damage can be minimized, quality issues avoided, and supply stabilized.
When asked about the expected sales target for frozen Pineapple Sugar Apples in Japan in the first year, Chen Yingxian replied that since it is a new product with no past statistics, it depends on consumer response. The focus is currently on increasing awareness of Taiwan’s Sugar Apple industry, with a planned series of promotional activities. The Council of Agriculture hopes to sell 2,000 tons annually.
Chen Yingxian relayed the Council of Agriculture’s strategy, which sets an initial export target of 5,000 tons, including 2,000 tons of frozen products for Japan.
From the end of this month to early March, some supermarkets in Japan will sell Taiwanese frozen Pineapple Sugar Apples in the fruit section. Given that frozen items are less visible, efforts will be made to place frozen cabinets in the fresh fruit sections for joint promotion.
To develop freezing technology for Pineapple Sugar Apples, the Council of Agriculture has assisted two freezing processing companies, Guannan and Lvyuan. Export traders to Japan include Natural House, Golden House, and Taiwan Agricultural Development. Japanese importers include Rainbow Fresh, Harawii, Denpo Shouji, and one large company. Marketing will be through pre-sale on e-commerce platforms, including Rakuten, Taiwan Good Farmers, and Taiwan travel e-commerce platform KKday.
KKday Japan’s Vice President Lin Gongqing stated that frozen Large-flower Sugar Apples have been sold for two years, with last year’s stock running out and a long wait for new inventory. Originally priced at 5,800 yen (about NT$1,423) for two fruits, discounts were applied. This year, they will be sold in peeled, cut pieces, approximately 12 packs per two fruits, priced at around 3,000 yen, providing consumers with an additional option.
Lin Gongqing said that, as Chen Yingxian mentioned earlier, Taiwanese Sugar Apples are considered "the LV of fruits," very high-end, and Japan has significant purchasing power. He is concerned about stock shortages and will strengthen the supply of peeled, cut, frozen Pineapple Sugar Apples. (Editor: Lin Jingping) February 15, 2022.
