During special occasions like Valentine’s Day and Lunar New Year, people typically give each other chocolates and nian gao (tikoy or glutinous rice cake) as expressions of love and wishes for bonding and togetherness.

In Japan, however, Valentine’s and Lunar New Year fall on winter, and as such, a popular gift of choice is Japan’s winter jewel — strawberries.

Heart-shaped like Valentine’s and auspiciously red for Lunar New Year, Japan’s strawberries are meticulously crafted by Japanese farmers during winter months — and it is for such exclusivity and craftsmanship that make strawberries treasured like jewels in the “Land of the Rising Sun.”

“Japanese strawberries stand out for their sweetness, aroma and visual appeal,” Kazuya Sawada, chief executive officer of Sawada Ichigo Café Inc., said. “Compared to strawberries from other countries, there’s a lot more focus on balance and consistency (among Japan’s strawberries).”

To enable Filipinos to see and taste the difference, the Japan External Trade Organization (JETRO) recently hosted the campaign “Jewels of Japan: Strawberries Kissed by the Winter Sun” in cooperation with select Mitsukoshi restaurants like Sawada Ichigo Café.

JETRO is a government-affiliated organization that works to foster mutual trade and investment between Japan and the global market. Part of its mission is to showcase Japan’s diverse and exceptional products.

“We focus first on growing healthy, disease-resistant seedlings because that really reflects the final flavor and aroma,” Takashi Goto, JETRO Manila executive director, explained how Japanese producers and farmers produce consistently quality strawberries.

“During cultivation, we limit pesticide use and rely on beneficial insects to control pests naturally, which helps the flavor clean and lets the strawberry’s natural sweetness and aroma to come through.”

Although strawberry farming has been an ages-old tradition in Japan, producers also use data and Information Technology-based controls to manage things like sugar levels, acidity, temperature and humidity, so they can consistently grow quality strawberries no matter the weather condition or who is managing the greenhouse, Goto explained.

Apart from selling fresh strawberries at Mitsukoshi Fresh and Sawada Ichigo Café, the campaign included limited-time offerings at the partner Mitsukoshi restaurants. These strawberry-infused dishes, according to Ambassador of Japan to the Philippines, His Excellency Endo Kazuya, aimed to foster a deep appreciation for Japan’s vibrant and diverse culinary culture.

For appetizer, Ipponyari served a sashimi boat buffet and assorted sushi, complemented by The Matcha Tokyo’s Iced Strawberry Matcha Latte and Iced Matcha Strawberry Lemonade as beverages.

For main courses, Ipponyari presented Strawberry Salad together with Japanese cult favorites Ebi Tempura, Yakitori (Shio and Tare) and Tori Karaage. Another Japanese restaurant, Sen-Ryo, served Strawberry Mango Cheese Tempura Roll and also Strawberry Mille Crepe for dessert. In addition, Key Coffee Kissaten offered White Chocolate Ichigo Drink and Dulce de Leche Strawberry Cake, while Prologue D’fined presented Strawberry Cheese Mousse as a sweet ending.