AEON Co., Ltd., a major Japanese supermarket group, has launched a new overseas food promotion focused on regional produce, with the Kumamoto Prefecture Banpeiyu Fair set to run across 13 AEON stores in Hong Kong.
The promotion, organised with AEON Kyushu Co., Ltd. and AEON Stores (Hong Kong) Co., Ltd., will take place from January 29 to February 16, covering selected AEON and AEON Style locations across the city.
At the centre of the fair is Banpeiyu, a large citrus fruit grown in the Yatsushiro region of Kumamoto Prefecture and recognised as one of the world’s largest citrus varieties. The product is positioned as both a premium fresh fruit and a regional specialty tied closely to local farming traditions.
AEON said the initiative forms part of its broader strategy to use its overseas supermarket network to introduce Japanese regional foods to international consumers. These campaigns are designed to support local producers, expand export channels for agricultural products, and strengthen awareness of Japanese food culture in key overseas markets.
The Hong Kong fair continues a series of prefecture-led food promotions by AEON, which increasingly rely on limited-time regional showcases to test demand and build long-term visibility for Japanese produce outside the domestic market.
Editor’s note:
This article is based on information released by AEON regarding its overseas retail activities and regional food promotion programmes.
