12% of the foreign companies participating in TUTTOFOOD Milano 2025 come from the Asia-Pacific region, including China: this figure emerged during the Japanese leg of the international roadshow “The Italian Aperitivo,” developed over the past year by Fiere di Parma and the ICE Agency to present the event to global food & beverage stakeholders. Over the past year, the roadshow has involved more than 1,000 decision-makers, including representatives from leading international companies, top buyers, and collectives. At the Italian Embassy in Tokyo, Italian and international entrepreneurs, buyers, Trade Promotion Organisations, local journalists, and key stakeholders were welcomed by Ambassador Gianluigi Benedetti and the CEO of Fiere di Parma, Antonio Cellie. "In the face of the uncertainty created by the tariffs threatened by the Trump administration, Fiere di Parma responded swiftly," said Cellie. "We shifted the focus to countries with extraordinary potential, constantly growing in terms of both demographics and income, such as Japan and Korea, and more generally to the dynamic market of the Asia-Pacific countries, including China." TUTTOFOOD will host over 25% of foreign exhibitors and welcome approximately 90,000 visitors, including more than 3,000 top international buyers, who will have the opportunity to discover new products and form strategic partnerships with Italian, European, and international companies. Businesses from all over the world will cover the entire food supply chain and all key sectors for retail and food service, from grocery products to fresh items and semi-finished goods, as well as a wide selection of DOP, IGP, organic, and gourmet products, not only from Italy but also from other countries. The latest innovations in foodtech and sustainable food will also be showcased, with a focus on quality, authenticity, and innovation. Another exciting addition to this edition will be TUTTOFOOD Week, the official off-site event, which will transform Milan into a stage dedicated to food culture, featuring events, tastings, show-cooking sessions, and exclusive meetings with chefs and international brands.