The Brewers Association’s Export Development Program (EDP) returned to Japan in November for a series of marketing and trade-building activities designed to support U.S. brewers in an important market for American beer. Japan ranked fifth for U.S. craft exports in 2024, and more breweries shipped beer to Japan than any other country. The multi-pronged effort combined competition support, an expanded flagship festival, an inbound trade mission, and a coordinated consumer and media campaign to strengthen the presence and perception of U.S. craft beer in Japan. Here are the highlights:

Japan International Beer Cup

The activities began earlier in the month with the 30th anniversary of the International Beer Cup, organized by the Japan Craft Beer Association. As one of Asia’s most respected beer competitions, the International Beer Cup remains an important platform for quality recognition in the Japanese market. EDP members received entry-fee coverage and logistical support as part of the program’s ongoing efforts to support American beer on the global stage.

U.S. breweries earned a total of 30 medals at the 2025 competition, including six gold, 13 silver, and 11 bronze awards

Read more about this year’s winners here.

American Craft Beer Experience Evolves into the American Festival

First launched in 2015, the American Craft Beer Experience (ACBE) is the EDP’s own flagship American craft beer festival, produced in partnership with Japan’s leading importers of U.S. beer. Over the past decade, the event has evolved across multiple formats and venues in response to changing market conditions and consumer behavior.

In 2025, the festival reached a pivotal turning point. To significantly expand consumer reach and strengthen awareness-building efforts, the EDP partnered with fellow U.S. food and agriculture market development organizations—including representatives from the U.S. meat, soy, and rice industries—along with the U.S. Embassy in Tokyo. Together, these partners launched an expanded, integrated American Festival celebrating U.S. food and beverage exports. As part of this new approach, the event was relocated to Hibiya Park, a highly visible outdoor venue in central Tokyo. This shift created a unique opportunity to engage not only dedicated craft beer enthusiasts but also first-time and casual consumers who may not otherwise have encountered U.S. craft beer.

The result was a three-day festival that more than doubled in both size and scope. Over 23 hours across three days, the event welcomed more than 12,000 attendees—more than twice the turnout of the previous year—drawing a diverse audience that included both seasoned craft beer fans and first-time tasters.

The festival showcased 41 U.S. breweries pouring more than 120 different beers, highlighting the depth, diversity, and quality of American craft brewing. Six U.S. craft beer importers exhibited their portfolios, alongside a dedicated festival stand featuring beers not yet available in the Japanese market. This special showcase offered attendees a preview of potential future offerings while introducing new brands for importer consideration.

The expanded festival format also featured a live entertainment stage with local bands and DJs, creating a dynamic and approachable atmosphere that encouraged longer stays and repeat visits. U.S. food partners further enhanced the experience by serving classic American dishes made with U.S. agricultural products, including burgers and Cubanos, barbecue platters, gumbo, and grilled steak—reinforcing the natural pairing of American craft beer with U.S. cuisine.

As part of the opening ceremonies, the festival welcomed a special appearance by U.S. Ambassador George Glass, who led the opening toast and spent several hours touring the event and engaging directly with participating breweries, partners, and attendees. His presence underscored both the significance of the festival and the broader importance of the U.S.–Japan trade relationship on the heels of a recently renewed trade agreement.

Inbound Trade Mission

In parallel with the consumer-facing festival, the EDP organized an inbound trade mission that brought 21 U.S. brewery representatives to Tokyo. Participating breweries supported the festival while also engaging in targeted market-development activities, including tap takeovers, market visits, and meetings with buyers and industry partners.

Ahead of the festival, delegates and the EDP team visited the U.S. Embassy in Tokyo for a briefing from the Agricultural Trade Office (ATO). The session provided an overview of the U.S.–Japan trade relationship, regulatory considerations, and the current Japanese craft beer landscape, equipping participants with valuable context for navigating the market and building long-term partnerships.

Coordinated Marketing, Promotions, and Media Outreach

Festival promotion and consumer education efforts were anchored by USCraftBeer.jp, which served as the central hub for event information, educational content on U.S. craft beer styles, and information on where to find your favorite US craft beer in Japan. A key component of the digital outreach was the “My Beer Style” campaign, which ran on Instagram and Japan’s LINE platform. The campaign targeted consumers less familiar with traditional beer styles, helping them identify U.S. beers aligned with preferred flavor profiles and directing them to points of purchase within Japan.

As the festival opened, the EDP hosted a guided media tour for local food and beverage journalists, offering opportunities to discuss emerging trends in U.S. craft beer and highlight the people and partnerships responsible for bringing American beer to the Japanese market.

Looking Ahead

The expanded American Festival, combined with the surrounding trade mission and marketing efforts, delivered a strong result for U.S. brewers. Japan remains one of the most important export markets for American craft beer, with Japanese consumers purchasing beer from more U.S. craft breweries than any other international market.

Through continued investment in collaborative promotion, trade engagement, and on-the-ground market development, the Brewers Association’s Export Development Program remains committed to supporting U.S. brewers and sustaining growth in this critical market.

Brewers Association members are invited to join the EDP today and be part of next year’s market development efforts.