KYOI-EU

Based on the findings of the market analysis carried out and previous experience gained through the CHIZU EU program funded by Reg 1144/2014 in 2019-22 and consistent with the general and specific objectives of the program, a promotional strategy targeting Gen X, Gen Y and Gen Z, in particular from Tokyo and Kyoto prefectures and customized on the target groups, aimed at strengthening the competitiveness of the Union's quality products has been defined. The strategy will be developed with direct actions on the primary target and indirect ones, involving the specialist area composed of chefs, importers, Ho.Re.Ca. operators, journalists, KOLs and influencers by activating a multichannel promotional campaign and set up in a synergistic way, so that each action reinforces the others and is consistent with them.The data collected confirm that the Japanese consumer, thanks in part to travel and work, is increasingly interested in Western cuisine and has a busy and hectic lifestyle, which leads them to consume many ready-to-eat meals, at work, away from home or even at home. But the Japanese consumer is also strongly influenced by their traditional culture, the nutritional claims of the Japanese "trope," and is attentive to healthy foods and the sustainability of the products they consume. The promotional strategy devised is summed up in the ideogram KYOI-EU, which means wonder, amazement, in this case in front of a natural cheese that perfectly meets all the demands of the target market (high nutritional quality, digestibility, sustainability, care for the environment and animals, contribution to the socio-economic presidium of a marginal territory, low emission supply chain). This program aims to take advantage of Japanese consumers' focus on authenticity to emphasize the excellence of quality products from the European Union and to educate them to distinguish Pecorino Romano DOP from other Italian sounding products that are the result of local or non-European production