What's Happening?
The Hawaii Department of Business, Economic Development and Tourism (DBEDT) has reaffirmed its partnership with Japan’s Hankyu Hanshin Department Stores, Inc. This collaboration aims to expand opportunities for Hawaii businesses to promote their products
to Japanese consumers and increase international sales. DBEDT Director James Kunane Tokioka and Hiraku Yamashita, general manager of event planning and marketing at Hankyu Umeda Main Store in Osaka, signed a reaffirmation of their original cooperation agreement, first established in 2024. The agreement commits both DBEDT and Hankyu to promoting authentic Hawaii-made products and strengthening business ties. The partnership has historically facilitated local businesses reaching Japanese consumers through the annual Hankyu Hawaii Fair, which is Japan’s largest Hawaii-themed retail event. The 2026 fair featured over 80 Hawaii companies and generated more than $3.8 million in gross sales over its 12-day duration in Osaka.
Why It's Important?
This renewed partnership is crucial for Hawaii's economy, particularly for its manufacturing and value-added product sectors. By providing a direct channel to the Japanese market, Hawaii businesses can access a significant consumer base, fostering growth and increasing revenue. The Hankyu Hawaii Fair, with its substantial foot traffic of over 300,000 people daily past Hankyu's window displays, offers unparalleled visibility for local brands and Hawaii as a tourist destination. This initiative helps diversify Hawaii's economy beyond tourism, creating more resilient local industries. For Japanese consumers, it ensures continued access to authentic Hawaii-made products, reflecting a strong interest in Hawaii's culture, creativity, and lifestyle. The collaboration also provides Hawaii entrepreneurs with valuable insights into Japanese consumer preferences and retail trends, enabling them to tailor products for international success.
What's Next?
Following the reaffirmation ceremony, DBEDT hosted a seminar and trade show to connect Hawaii entrepreneurs with Hankyu buyers and event planners. This event was in preparation for the July 2027 Hankyu Hawaii Fair. During the seminar, Hankyu representatives provided insights into Japanese consumer preferences, retail trends, and the selection process for participating in the annual fair. The trade show featured 22 Hawaii businesses, artists, and brands showcasing locally made food products, artwork, fashion, and other merchandise for consideration in the upcoming 2027 event. This ongoing engagement aims to facilitate the participation of more Hawaii businesses and further strengthen their presence in the Japanese market.
Beyond the Headlines
Beyond direct sales, this partnership fosters deeper cultural and economic ties between Hawaii and Japan. It allows Hawaii businesses to build long-term relationships with Japanese buyers and gain critical market intelligence, which can inform product development and marketing strategies. The initiative aligns with DBEDT's broader efforts to support entrepreneurs through programs like the Food and Product Innovation Network and other business development initiatives. These programs provide resources for product development, market entry preparation, and new sales opportunities, including support for businesses participating in incubators like aina to Makeke, the Wahiawa Value-Added Product Development Center, and the Maui Food Innovation Center. This holistic approach aims to cultivate a robust and globally competitive economy for Hawaii.
