To help Taiwan ’s eel sales to the Japanese market, the Council of Agriculture (COA) sponsored a series of promotional activities around July 26 (the so-called Eat Eel Day in Japan ) through the Taiwan Eel Farming Industry Development Foundation. Forty children and their parents in 20 teams around the Tokyo area were invited to make a huge 4mx 2.5mbowl of eel rice in a community center in the district of Ikebukuro, hoping to draw the Japanese media and consumers’ attention to the quality, safety and delicious taste of Taiwan eels and further promote their popularity and sales in Japan.

Although Taiwaneels have already been sold in Japan for many years, most Japanese consumers are still not familiar with them. Under the joint efforts of the government and the eel industry in recent years, Taiwaneels have become more popular in Japan , said the Council. For instance, Ooedo, the famous restaurant which has served kabayaki for 100 years, volunteered to help promote Taiwaneels; Okaya in Nagano Prefectureinvited the Taiwaneel export companies to participate in the city’s “Winter Eel Festival;” and NHK broadcasted on July 17 its special report on the Taiwan eel publicity campaign. All these demonstrate that Taiwan eels have won the recognition of Japanese consumers. Taiwan exported 4,977 tons of eels to Japan in the first six months of 2010 with a value of US$74.67 million, increasing 30.8% and 46.6% as compared with the same period last year, respectively. And the single month export of Taiwaneels in July to Japan is estimated at 1,500 tons, representing a 50% increase over the same month of 2009.

To continue the previous success in opening up the Japanese market, the COA has been advertising Taiwaneels in Japan Rail trains this year to stimulate eel sales by further impressing Japanese consumers with the Taiwanproduct in addition to making a huge bowl of Taiwan eel rice for 200 people to eat. The Council has also cooperated with such renowned Japanese distributors as Ito Yokado, Keio, Hotta and Phoenix Supermarkets to maximize the exposure of Taiwaneels by offering free samples and other marketing measures and make it easier for Japanese consumers to buy quality Taiwan eel products. Besides, the Council plans to advertize Taiwaneels in professional Japanese newspapers and magazines to attract business from Japanese distributors and further increase the export of Taiwan eels.

The COA pointed out that eel is not only delicious but also rich in vitamin A and E, collagen, W-3, DHA, calcium and other nutrients. Eat eels can effectively prevent illness caused by work stress, slow down aging process, prevent cardiovascular diseases and osteoporosis, strengthen teeth and help increase appetite in hot summer.

Therefore, the Council also calls on local people to buy more eels for their family to enjoy the quality and nutrient agricultural product in the summer.