The five-day in-store tasting event at Asian supermarket 1004 in The Greens area of Dubai explored the potential demand for Japanese fruit products not yet widely available in the UAE.
The event aimed to gather valuable consumer feedback on which Japanese fruits could succeed at retail in the local market.
Planned by YANG.G.INC, a Kagoshima-based company, the activation showcased a curated selection of items, including dried fruits (such as strawberries, persimmons, and watermelon), roasted sweet potato, and sweet-potato-based snack bars.
Visitors were invited to share feedback on taste, aroma, and expected price points, helping organizers assess where each product might sit on the spectrum between an everyday snack and a premium treat.
Testing Dubai’s premium fruit shoppers
Sampling events are increasingly used by exporters and retailers across the GCC to reduce launch risk, particularly for products that require consumer education or strict cold-chain handling. At 1004, the focus was on items that would be new to the UAE market and could complement existing demand for Japanese desserts and high-quality produce.
Dalla, an Italian visitor, said that a rare Japanese citrus called Daimasaki was the highlight. “It’s the first time I’ve eaten an orange this sweet and juicy. It would definitely be popular in Dubai,” she noted.
Morel, a French national who has lived in Dubai for 13 years, pointed to strawberry daifuku — mochi filled with sweet bean paste and a whole strawberry — as a standout. “Mochi is already popular here, but I was surprised there was a strawberry inside. It’s a great combination and delicious,” he said.
Yang.G.INC CEO Hideo Yuasa stated that the feedback strengthened the team’s confidence in local demand, adding that the company aims to move quickly from sampling to a commercial rollout.
