The rarest of fruit harvests, Japan's famed winter strawberries is a much-anticipated and eagerly awaited event in Japan. And the Japan External Trade Organization (JETRO) brings the season's freshest picks to Manila...
The Japan External Trade Organization (JETRO) shares the rare winter strawberry harvest with a series of immersive experiences and limited edition culinary creations for an exclusive taste with Jewels of Japan: Strawberries Kissed by the Winter Sun in Mitsukoshi Mall and other selected venues for February. Read on and enjoy your winter harvest of the sweetest strawberries...
The latest campaign by JETRO celebrates the beauty, craftmanship and exceptional flavor of the world-famous Japanese winter strawberries, flown straight to Manila as a special treat. The extremely tight window of the winter harvest makes these strawberries special, but it's the exquisite flavors that sets these strawberries apart from the rest. Through the immersive and curated experiences developed and initiated by JETRO, the campaign aims to elevate the appreciation for the rarest of winter harvests among both local consumers and businesses to savor the truly extraordinary quality and unparalleled freshness of Japan's winter strawberries.
The celebration of the winter harvest includes creative renditions of Japanese strawberries from Mitsukoshi Mall's dining establishments, like Key Coffee Kissaten's decadent duo of White Chocolate Ichigo Latte...
...and the Dulce de Leche Strawberry Shortcake, each featuring the winter harvest of Japanese strawberries for only a limited time. The latest campaign by JETRO follows a long line of activations in a sustained and programmed effort. Since 2022, JETRO has been implementing programs to foster a deeper connection between the Filipino market and Japanese agricultural, fisheries and food products through event hostings and events (for more JETRO's programs, see my posts A Taste Of Japan: An Elegant Cocktail Pairing Dinner At Prologue D'FINED In Mitsukoshi BGC from three years ago, JETRO x Sakagura: JETRO PH Presents The Art Of Japanese Liquor, An Elegant Sake Pairing Feast At Sakagura from 2024, JETRO PH Brings You A Taste Of Japan With A Seafood Festival At Prologue d'Fined in Mitsukoshi BGC from two years ago, Bringing You A Taste Of Japan With A Seafood Festival By JETRO PH At Bijin Nabe by Tsukada Nojo in Mitsukoshi BGC from 2024 and It's A Go For A Taste of Japan With GO! Japanese Seafood! By JETRO also from two years ago).
This year, JETRO features one of Japan's many prized culinary jewels with Jewels of Japan: Strawberries Kissed by the Winter Sun highlighting Japanese winter strawberries as precious, jewel-like treasures. And indeed it is, cultivated with agricultural wisdom passed on through generations and gently sweetened by the winter sun. The Japanese winter strawberries are a seasonal luxury representing a colorful weave of both heritage and innovation with the Japanese farmer at the very heart of the entire cultivation process. Built on a traditional system that's meticulous and masterfully refined, each harvest brings a rare yield of a magnificent winter jewel unlike any other with the perfect balance of sweetness and acidity. It's this unique quality that makes it a special and memorable flavor experience enjoyed as is or paired with other Japanese desserts.
And this year is also special as the Philippines and Japan marks seventy years of friendship since 1956. This strong bond is strengthened with JETRO's various programs and activities like the Jewels of Japan campaign which provides a glimpse of Japan's vibrant culture and traditions. What to pair with fresh Japanese winter strawberries? Why, Japanese matcha of course...
That day at Mitsukoshi Mall, guests were served premium Japanese matcha with its deep, soothing hints and just a whisper of mildly bitter notes for the perfect pairing with the balanced sweet and subtle acidic finish of the Japanese winter strawberries.
To fully appreciate the luscious and indulgent flavors of the Japanese winter strawberry, Mitsukoshi Mall tenant partners like Mitsukoshi FRESH, Sawada Ichigo Cafe and Ipponyari will be offering freshly packed strawberry trays all the way until May this year. In addition, The Matcha Tokyo, Sen-Ryo, Prologue d'Fined, Key Coffee Kissaten and Ipponyari will also be offering lavish culinary creations to showcase the flavor and versatility of Japanese strawberries. The Ichigo Milk Smoothie and Kezuri Ichigo Kakigori from Sawada Ichigo Cafe and Iced Strawberry Matcha Latte and Iced Matcha Strawberry Lemonade from The Matcha Tokyo are just too tempting to pass up. The Strawberry Mango Cheese Tempura Roll, the Strawberry Mille Crepe, the Strawberry Rice Paper Mochi and Ichigo Matcha Latte from Sen-Ryo presents another playfully inventive repertoire of temptations. And don't pass up on the Benehope Ichigo Cheese Mousse Cake of Prologue d'Fined or the Gelato Ichigo from Ipponyari too. And if you're wondering what to try first, just look for Japanese strawberry importer and CEO of Sawada Ichigo Cafe, Mr. Kazuya Sawada and he'll gladly show you where you can enjoy these amazing winter strawberries in Mitsukoshi Mall.
That consistent balance of sweetness and acidity is what sets Japanese winter strawberries from the rest. It's a result of tedious processes learned through generations of meticulous care from growing healthy, disease-resistant seedlings to strong and uncompromising quality control systems for import and export. For Mr. Kazuya Sawada, the time is right for Japanese winter strawberries to make its entry in the local market citing the growing demand for high-quality and premium imported products and the passion of Filipinos for food making the Philippines a meaningful and potential market for the seasonal winter delicacy.
And I agree. It was my first time to try the Japanese winter strawberry and there's just no other strawberry that can match its perfect balance of sweetness and acidity.
The pronounced sweetness with just a subtle yet fresh acidic sharpness lingers long on the palate. And a tray just disappears in no time as soon as you take that very first bite.
The size and unrestrained fresh flavors of the Japanese winter strawberry is in a class all its own. And nothing else comes close. As Mr. Kazuya Sawada proudly declared that day, "promise masarap, promise matamis."
During the on-site tasting event last February 17, guests were served the famous fresh winter strawberries with the option of adding an indulgent drizzle of chocolate sauce to enhance its sweetness and flavor. But strawberries this good doesn't need much. Enjoy it clean as is and savor the fullness of its sweetness uncluttered by anything else. A soothing sip of Japanese matcha is all you need.
If you missed the February events, no worries. JETRO will be bringing the Japanese winter strawberry experience to other malls in Metro Manila with sampling booths scheduled for The Marketplace in Power Plant Mall on select days from February 27 to March 8, 2026.
Strawberries kissed by the winter sun, this rare harvest is truly one of Japan's many prized culinary jewels. And you can find it here at Mitsukoshi Mall in BGC and soon in other selected malls in Metro Manila. Summer may be just around the corner, but you can still enjoy the winter harvest with the world-famous Japanese strawberries flown in by JETRO. What are you waiting for?
For more information on JETRO Philippines, you can visit their website at https://www.jetro.go.jp/philippines
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