Japan will be out in force for the first time at the IFE, with 29 stands representing more than 90 companies, displaying speciality food and drink from the land of the rising sun. The Japanese government and the Japan External Trade Organisation (JETRO), which supports external trade development, are organising the national pavilion where visitors will see a range of products ­ many for the first time. Among them is Yakult's full portfolio of dairy, fruit and health drinks. Known in the UK solely for Yakult femented milk drink, the company will be using IFE to gauge reaction to its beneficial Bansoreicha,a guava tea, Toughman energy drink, and grape and cabbage, pineapple and carrot, and orange and spinach juice drinks. Sake rice, lager beer, plum wine and soft beverages, pickles, seasonings and ingredients for making sushi, savoury snacks and confectionery will also feature. Trade buyers will be able to sample specialised products such as natto beans, and dried and seasoned maitake mushrooms. More familiar Japanese foods on display will include instant miso soup and flavoured tofu pockets. Different kinds of Japanese green tea will be available, as will a range of fermented milk health drinks, and vegetable and fruit juice energy drinks. The presence of Japanese food in the UK has increased significantly over the last few years, says Hironori Matsuo, director of the agricultural and food division at JETRO, London. He believes it will continue to gain in popularity and become firmly established alongside Indian and Chinese foods. {{FOCUS SPECIALS }}