Market Entry Analysis and Implications of Successful Italian Companies in Asia

Key Italian Food Product Importing Countries in Asia and Their Popular Brands

While located in the same region, Asian countries show differing preferences in Italian food products. East Asian countries show a high preference for premium Italian food products such as wine and cheese primarily due to their higher spending power compared to that of Southeast Asian countries. Among all food imports, wine ranks highest in import value for Japan and China, with respective figures of USD 244 million and USD 165 million in 2023. Although South Korea exhibits a comparable level of preference for wine as Japan and China, it has a slightly higher import value for Italian cheese and curd products reaching USD 102 million in the same year.

Each country also shows unique demand for specific Italian food products that are not commonly imported across the region. Japan demonstrates strong demand for tomato-based products (HS code 2002), particularly tomato sauce, with imports valued at USD 232.5 million in 2023. Meanwhile, China’s imports of Italian chocolate (HS code 1806) amounted to USD 110.8 million, indicating a rising interest in premium confectionery. South Korea, on the other hand, shows notable imports of pasta noodles (HS code 1902), reaching USD 65.4 million, suggesting steady demand for convenient Italian staple foods.

Figure 1. Italy Export of Food Products to Top 3 East Asian countries

In Japan, brands like San Marzano, Mutti, and Parmigiano Reggiano reflect a consumer preference for authentic and traditionally crafted products. In China, Bolla, Ferrero, and Zanetti are widely recognized, pointing to rising demand for indulgent Western foods and growing familiarity with imported dairy. South Korea shows growing interest in brands such as Granarolo, Canti, and Monini, indicating a focus on lifestyle-driven choices and healthy, premium ingredients. These brand trends suggest that while Italian products are broadly appreciated across East Asia, consumer priorities differ by country depending on cultural and lifestyle factors.

Figure 2. Popular Italian Brands in East Asia by Product Type

Analysis on Key Exporting Italian Companies and Their Market Entry Strategies

Italian food and beverage brands are increasingly adopting more localized approaches to solidify their presence in Asia, moving beyond traditional export models to deeper market integration. Three notable examples—Campari, Ferrero, and Parmigiano Reggiano PDO—illustrate how Italian brands are leveraging acquisitions, infrastructure investments, and long-term marketing campaigns to secure smooth market entry and increase market share in the long term in Asia’s rapidly evolving consumer landscape.

Korea

Campari Group, known for its signature aperitifs and spirits, has taken a bold step into the South Korean market by acquiring 100% of Trans Beverages Co.—a major local importer and distributor. This move marks Campari’s first direct entry into the Korean market through full ownership, granting it end-to-end control over marketing, distribution, and retail execution. According to Gourmet Pro, this strategic acquisition aligns with evolving consumer trends in South Korea, where millennials and Gen Z are increasingly turning to premium and imported spirits over traditional soju. By internalizing its distribution network, Campari can better respond to these preferences by tailoring its portfolio, pricing, and branding to Korea’s trend-conscious consumers. The acquisition is expected to improve Campari’s operational agility, reduce intermediary costs, and accelerate brand building—ultimately enhancing its presence in Korea’s premium spirits segment.

China

In China, Ferrero has recently inaugurated a new chocolate manufacturing plant in Hangzhou, expanding its production capacity within one of the world’s most promising confectionery markets. As Chinese consumers grow more selective towards quality confectionaries, demand for high-end Western snacks has surged. By shifting production locally, Ferrero not only avoids rising import tariffs and regulatory delays, but also aligns more closely with evolving local preferences. In particular, the company aims to lead the growing chocolate dessert segment by leveraging its well-established brands such as Ferrero Rocher and Kinder. As part of this effort, Ferrero is strategically expanding into adjacent product categories including cookies, candies, and ice cream. The new facility is expected to boost Ferrero’s market share, improve supply chain efficiency, and deepen its brand equity among Chinese consumers who increasingly associate Western brands with quality and prestige.

Japan

Meanwhile, in Japan, the Consortium for the Protection of Parmigiano Reggiano PDO has launched a €3 million, EU co-funded three-year communication campaign aimed at elevating the profile of Parmigiano Reggiano in its most advanced Asian market. This campaign, part of the EU’s promotional programs for agricultural products, includes in-store tastings, chef-led cooking events, media outreach, and educational seminars for consumers and retailers. This campaign aims to act as a milestone to facilitate ideal conditions for Parmigiano Reggiano to deepen its cultural relevance, not just as an imported cheese but as a staple in Japan’s mature and premium-driven food market. Ultimately, the campaign is expected to generate increased product awareness and  reinforce the PDO label’s trust-based value proposition, which resonates strongly with Japanese consumers.

These three cases provide a birds eye view on how Italian F&B companies strategize their market entry to  Asia—by focusing on localized commitment, strategic positioning, and long-term investment to achieve more sustainable, culturally aligned growth.

Future of Italian Brands in East Asian Countries and What This Means for East Asian Buyers

The aforementioned market entry successes have significantly enhanced the brand image of Italian companies and contributed to the steady growth of Italian food exports to East Asia. The latest data shows that Italian exports to East Asia have reached record levels, with Japan and South Korea hitting USD 13.6 billion and 3.11 billion respectively in 2024, and China reaching USD 7.6 billion in 2023.

While East Asia offers strong growth potential for Italian food brands, each market demands a tailored entry strategy that reflects local consumer preferences, regulatory conditions, and cultural expectations. As a result, future success in the region will depend not only on product quality but also on how effectively Italian companies localize their offerings and align with the unique market dynamics of each country.

Figure 3. Italian Food Product Trends to East Asian Countries

The bright future of Italian food brands also emphasizes the importance for East Asian buyers to be able to select products that not only meet high quality standards but also align with evolving domestic consumer preferences.

However, sourcing high-quality Italian products remains a major challenge for many buyers, as identifying reliable suppliers requires careful evaluation of key factors such as food quality assurance and logistics capability. One of the most effective ways to overcome this challenge is by leveraging third-party platforms that serve as trusted intermediaries, connecting suppliers and buyers with aligned interests and needs. These platforms create significant value for both parties by offering verified information on company performance, product portfolios, certifications, and by facilitating secure and transparent communication between potential partners.

The ITA Pavilion directly addresses this issue by acting as a curated hub that connects importers with qualified, market-ready Italian producers. By simplifying credible supplier and buyer discovery, ITA Pavilion aids in building long-term relationships and seamless cross-border sourcing.