Los Angeles, CA - On Thursday, September 25, 2025, 1,800 people attended to the 34th Japanese Food & Restaurant Expo (JFRE) hosted by Mutual Trading Co., Inc. This year’s event at the Pasadena Convention Center features a line-up of over 150 booth exhibitors from Japan and regions around the world.
As the Japanese food industry adapts to shifting global political and economic landscapes—most notably the ongoing tariff situation impacting import costs and sourcing—JFRE offers both a platform for solutions and a showcase of resilience.
At the same time, demand for ready-to-drink (RTD) beverages and small-format sake is rapidly increasing, reflecting how Japanese producers are innovating to meet modern consumer preferences and broaden sake’s reach in new markets.
2025 JFRE Theme: Keiten Aishoku
Honoring Tradition, Embracing Innovation:
Expanding the Boundaries of Washoku
The theme reflects balance: preserving culinary traditions while embracing innovation to expand the reach of Washoku. The growth of RTD and small-format sake exemplifies this spirit—modern expressions that honor centuries-old brewing traditions while adapting to today’s lifestyle trends.
Washoku is more than cuisine—it is harmony, hospitality, and cultural connection. In today’s climate, integrity and forward-thinking practices are essential for ensuring Japanese food culture not only endures but continues to inspire future generations.
Mutual Trading’s JFRE is largest and longest running trade show of its kind outside of Japan. It is the principal meeting place for Washoku chefs, business operators, and suppliers, where thousands of industry professionals converge under one roof. Mutual Trading’s JFRE events are held every year in New York, Los Angeles, and in Honolulu.
Across the Expo floor, visitors discover both traditional and next-generation products—quality-driven, cost-conscious, and designed to meet the evolving needs of today’s foodservice industry.
MTC FOOD – BOOTHS #M-2
NEW TO THE MARKET
Miyako Chamame Edamame, Udon, BIB Soy Sauce, Hiyashi Wakame, Gold Sushi Nori, and Mensyo Tonkotsu Ramen—global selections offering value, flavor, and ease of preparation.
MTC SUPER FROZEN ULTRA-LOW-TEMPERATURE-SEAFOOD (ULTS) – BOOTHS #H-7, #H-8
THE UMAMI POWERHOUSE
Level up flavor with Toro Iwashi, rich and savory, delivered with Super-Frozen freshness at minus 75°F.
TSUKIJI OHTA – BOOTH #H-9
FRESH FROM JAPAN, FLOWN STRAIGHT TO YOU
Fresh from Japan, flown straight to you—premium seafood including Uni and Nodoguro, sourced directly from Japan’s top markets for sampling and order.
MTC BEEF – BOOTH #L-9
YOUR NEXT FAVORITE CUT IS HERE
Explore rare A5 Wagyu cuts—Tenderloin, Chuck Roll, Brisket—highlighting versatility and umami-rich taste.
LIQUOR PAVILION
The Liquor Pavilion showcases Mutual Trading’s mission of bridging tradition and innovation in the world of Japanese beverages. With over 50 curated booths, guests can sample a wide range of sake, shochu, spirits, wine, and craft beer.
Alcohol sampling concludes at 3:00 PM.
SUNTORY MARU-HI Sparkling Cocktails – BOOTH #A-8
Chu-Hi–inspired RTD cocktails in Kiwi and Citrus flavors, offering bold fruit taste and a light, refreshing finish.
HAKKAISAN x LA DODGERS Special Release Junmai Daiginjo – BOOTH #B-7
A limited-edition collaboration that celebrates Japanese sake craftsmanship and the iconic spirit of the Los Angeles Dodgers baseball team.
MTC SAKE – BOOTH #C-3
Featuring Senkin’s Modern Muku, Retro, and Classic series—expressions that balance tradition and innovation. From the clean, fruit-forward Modern Muku to the earthy Retro and the naturally brewed Classic, Senkin showcases sake crafted to fit both everyday enjoyment and refined culinary pairings.
MTC BEER – BOOTH #C-6
Showcasing fruity Japanese craft beers: Agara Lychee Ale with subtle sweetness, Agara Mikan Ale brewed with Arita mandarins, Kanazawa Hyakumangoku Sakura Ale with cherry blossom yeast, and Kizakura Kyoto Peach Weizen featuring juicy peach puree. Refreshing, versatile brews that pair well with any dish.
MTC WINE – BOOTH #F-4
Discover Japanese wines from signature grapes Koshu and Muscat Bailey A—crisp, citrus-driven Koshu for seafood and fruit-forward Muscat Bailey A for grilled dishes. Balanced, food-friendly wines that showcase Japan’s terroir and harmony with cuisine.
MTC SHOCHU – BOOTH #G-4
Shochu Cocktails: Trend-Forward, Easy to Mix As consumer interest grows in lower-ABV, sessionable cocktails—especially those permitted under beer & wine licenses—shochu at 24% ABV or less is quickly gaining momentum as a versatile, profitable option for restaurants and bars. With a naturally smooth profile and food-friendly character, it’s the perfect base for refreshing, Japanese-inspired drinks that stand out on modern cocktail menus.
Featured Products & Cocktails
Noguchi Sake Kasu Shochu – Crafted from sake lees of the Noguchi Naohiko Sake Institute, this elegant shochu anchors the playful cocktail “Shiso Crazy” (shiso, cucumber, sansho pepper rim). Herbaceous and crisp, it offers guests an elevated twist on the familiar mojito or smash.
Syasya Rakuraku Gold Imo Shochu – A sweet potato shochu aged with gold flakes, lending mellow depth and a hint of luxury. It glimmers in the cocktail “Curious George” (banana syrup, cocoa bitters), a creative, dessert-like serve that sparks curiosity and conversation.
By blending authentic Japanese ingredients with approachable flavor profiles, these cocktails embody what’s trending: drinks that are memorable, playful, and easy for operators to execute. Shochu delivers a way to differentiate beverage programs while tapping into the growing demand for lighter, experiential cocktails.
NON-FOOD PAVILION
Bargain selections for restaurant operators to stock up on essential tools and kitchenware. Featuring direct-import items with exclusive show pricing.
SAKAI TAKAYUKI WA-BOCHO – BOOTH #AOKI HAMONO
Renowned Sakai-region knife craftsmanship. Personalized engravings available with purchase.
EXPO SPECIAL SALES
MEDAMA Japanese chinaware and lacquerware at factory-direct import prices.
Ceramic Blow-Out Sale – 50% OFF
White Chinaware Exclusives – 30% OFF
Showroom-Wide Specials – Up to 25% OFF
Note: alcohol pouring and sampling in this area close promptly at 3:00 PM
INDUSTRY TRAINING & EDUCATIONAL OUTREACH
SAKE SCHOOL OF AMERICA – BOOTH #C-4
America’s largest tri-lingual education provider in sake, shochu, and wine. Offering certification courses including Sake Adviser, Shochu Adviser, WSET levels, to the highly esteemed JAS. Certification awardees now surpass 2,500+ worldwide.
MIYAKO SUSHI & WASHOKU SCHOOL – BOOTH #M-4
Hands-on training led by Master Chef Katsuya Uechi’s team, offering sushi and washoku courses for both professionals and beginners. Dedicated to preserving Japanese culinary traditions while fostering the next generation of chefs.
MUTUAL TRADING
JAPANESE FOOD & RESTAURANT EXPO PLATFORM
HOME TO AUTHENTIC JAPANESE CULINARY CULTURE
Mutual Trading Japanese Food & Restaurant Expo (JFRE) began from a small-scale chinaware fair in 1989 as a customer service program extended to restauranteurs and chefs.
Now, in its thirty-third year, the event has expanded to become the largest and longest-running Japanese food and restaurant trade show of its kind outside of Japan, showcasing foods, liquors, specialty restaurant supplies, and educational services. JFRE is held every year in New York, Los Angeles, and Honolulu.
Unique is the strong partnership between suppliers and Mutual Trading, collaborating on a shared commitment to elevating Japanese food culture, which helps propel new innovations year after year. The entire event is designed and produced by committees of Mutual Trading staff themselves, devised to highlight relevant topics facing the industry, adding value to today’s clients’ needs.
Education is a key component of the corporate mission, and JFRE is very much a part of that. As the ambassador of Japanese food to the world, Mutual Trading advocates for and upholds the integrity of traditional Washoku culture. The Company strives to promote the trade through creative paths, and delivers products to faraway places where chefs endeavor to develop a following for Japanese cuisine.
Mutual Trading remains ever more committed to the mission to raise Japanese restaurant industry standards and popularity through joint teamwork with suppliers, and together, to create new trends. That is the foundation for Mutual Trading’s JFRE, launched over three decades ago, to develop Washoku culture in the U.S., and beyond to international markets.
