Japan's yuzu fruit taps Malaysia's halal market

KUALA LUMPUR: Japan's yuzu, prized for its distinctive fragrance and citrusy tang, is emerging as a potential addition to Malaysia's halal market, with producers from Kochi Prefecture eyeing new export opportunities.

Director of the Kochi Representative Office in Singapore, Akihisa Ikeda, said Kochi Prefecture participated in the Malaysia International Halal Showcase (MIHAS 2026) under the Japan Pavilion, showcasing products that have obtained halal certification.

"While some yuzu products from Kochi Prefecture are already being exported to Malaysia, there are still many untapped opportunities in other sectors.

"This is our first time participating in MIHAS, as we seek to tap into the growing demand for halal food," he told Bernama on the sidelines of MIHAS 2026 recently.

Two companies from Kochi Prefecture participated in the event, namely Kochi Ice Co Ltd, which manufactures desserts using yuzu and other citrus fruits, and Umaji Village Agricultural Cooperative, which represents yuzu farmers.

Ikeda said yuzu-based products, which are already popular in Asean countries, still have room for growth.

"Singapore is the first country in Asia to import yuzu products from Japan, and in Thailand, there are many cafes that serve yuzu-flavoured drinks," he said.

In Malaysia, halal-certified frozen desserts made with yuzu juice from Kochi Prefecture are already sold in Japanese restaurants, he said.

"Yuzu drink and jam from the Umaji Village Agricultural Cooperative are also available in retail outlets in Malaysia, and all these products are halal-certified.

"While most of these yuzu products from Japan are still relatively new in Malaysia, in Europe, especially in France, it is known as a culinary sensation among chefs as they use yuzu seasoning and condiments to enhance flavours in dishes," Ikeda said.

The Kochi Prefecture, a major yuzu producer in Japan, has been expanding its export market in Europe and the United States, and is now eyeing a larger market share in Asian countries, including Malaysia and Singapore.

According to Ikeda, the producers are targeting consumers who can understand and appreciate the quality and unique features of Kochi's yuzu produce.

"The fruits are cultivated in the mountain areas of Kochi villages in an ideal environment that produces yuzu fruit with a strong aroma, which is then processed into yuzu-based beverages and seasonings for exports.

"Therefore, there would be no adjustments to price at the moment in spite of rising costs of packaging and other raw materials, as the emphasis would be on maintaining the quality of yuzu-based products from Kochi," he added.

Ikeda said the producers are focusing on expanding distribution channels in Malaysia, encouraged by the positive market reaction to Japanese yuzu-based products.