International Japanese Confectionery Association


It is a UNESCO Intangible Cultural Heritage
To protect and spread the “Wagashi culture” to the world
Professionals from all over the world stood up.


With the establishment of the International Japanese Confectionery Association, we have opened an official website.

About the International Japanese Confectionery Association about International Wagashi Association

It is also a UNESCO Intangible Cultural Heritage
"Japanese confectionery"
For example, a famous Japanese confectionery store went out of business,
It has been pointed out that people are moving away from Japanese sweets.
To change such a painful industry
What should i do?
The production value of Japanese sweets in 2019 was 3812 billion yen.
10% less than 15 years ago.
In the Japanese confectionery industry suffering from hardships,
The corona misfortune has added another blow.
So I got involved in Japanese food and Japanese sweets.
professionals stand up
In order to spread the culture of Japanese sweets to the world,
The International Japanese Confectionery Association was born.

We aim to popularize traditional Japanese sweets,
Business about enlightenment and upbringing
through Japanese confectionery culture
Carrying out projects related to international exchange
Promotion of Japanese culture and
Aiming to revitalize economic activity
to contribute to the public good
is a target group

Introduction of members Chef Information

  • Shintarou Watanabe

    Shintaro Watanabe

    Shintaro Watanabe

    After graduating from Hattori Nutrition College, worked mainly at hotels such as Hotel Yokohama Kaiyotei, Westin Hotel Tokyo, and Hotel Nikko Tokyo for many years.After leaving Hotel Nikko Tokyo, he joined Foodec Co., Ltd., a food consulting company.Together with CEO Hidenori Terunuma, he is widely active as a food expert.

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    Hidenori Terunuma

    Hidenori Terunuma

    Started as a chef at Josui Kaikan.After that, he refined his career at foreign-affiliated hotels such as the Sheraton Grande Tokyo Bay Hotel and The Westin Hotel Tokyo, and at Hotel Nikko Tokyo, he showed his skills as the executive chef to the royal family and VIPs from around the world.He now runs his own food consulting company, Foodec Co., Ltd.

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    Yasutomo Nabeshima

    Yasutomo Nabeshima

    The head chef of Japanese cuisine at Kucity Hotel, and the manager and head chef of Japanese restaurant Tayama at Kaiyotei Bettei Daisanzaka in Sapporo.

Message from the CEO - Towards the future of Japanese sweets Tell us a little more about your project?

“Wagashi” that evokes sweet memories

Many people feel relieved and rich when they hear the words sweets.
“Wagashi” is a special existence among sweets that evoke such people’s happiness.
Japanese sweets are deeply connected to sweet memories of childhood, such as "parents", "siblings", "grandparents", and "hometown".A post-meal Japanese sweet served after a long-established inn or a slightly complicated Japanese meal.Souvenirs at work, etc.Each person will have memories of Japanese sweets.
Such Japanese sweets are in danger.
The number of Japanese confectionery shops is steadily decreasing.The news of the closure of a long-established Japanese confectionery company is not once or twice.As for the decrease in the number of family-run Japanese confectionery shops in town, many people must be able to feel it when they see the town they live in.
There are various possible reasons for this, but it does not mean that Japanese sweets have lost their popularity. If you search for "Japanese sweets", SNS photos will occupy the screen.Furthermore, if you search for "wagashi", you can find photos posted by people from all over the world of Japanese sweets they bought at tourist spots in Japan, as well as photos of "wagashi" they made by following their example.
Even though the number of Japanese confectionery shops in Japan is decreasing, Japanese confectionery is spreading as "wagashi" and furthermore as "wagashi."

Overcoming the current situation of unsweetened Japanese confectionery with management knowledge, and expanding beyond that to the world's "wagashi"

I started a business in my twenties and launched dozens of companies.I have managed various industries, but the food industry has always been at the center of it.Because there is joy in being able to contribute to the happiness of customers' eating time.
Japanese sweets that I met in it.As for myself, Japanese sweets are associated with the sweet memories I wrote at the beginning.Furthermore, when I asked the Ministry of Agriculture, Forestry and Fisheries, it seems that Japanese sweets are included in the "Japanese food" registered as a UNESCO cultural heritage site in 2013.Further research revealed that many excellent wagashi craftsmen were in a situation where they weren't as blessed as those involved in cooking in other food and beverage industries.
There are skilled craftsmen, and there is a possibility that the market will expand due to its popularity overseas.On the other hand, from the perspective of those who have been involved in corporate management, I felt that there are many points to be improved.
Therefore, we have established the International Japanese Confectionery Association, a non-profit organization.
We will revive the Japanese confectionery industry as an industry from the perspective of management such as DX, marketing, and supply chains.In addition, he will strive to develop “wagashi” internationally, such as sending Japanese sweets overseas and international exchange through Japanese sweets culture.
We have empathized with this idea, and have established it with the support of Mr. Hidenori Terunuma and others.
We welcome anyone with aspirations to join us and let's create the future of Japanese sweets together.We appreciate your continued support.

NPO International Japanese Confectionery AssociationRepresentative director Taiga Watanabe


Origami has been handed down in Japan since ancient times,
An important cultural heritage that continues to the present day
According to one theory, it was written in the Edo period
The story of Saikaku Ihara is said to be the beginning.
Bringing traditional Japanese sweets to the world,
Handmade paper cranes
With the thought of spreading your wings to the world.

Origin of the logo mark

World Wide Wagashi