Sumit Trading plays a prominent role in promoting Japanese cuisine culture in the United Arab Emirates and beyond, contributing to the introduction of its diverse flavors and rich authenticity to Western communities. Since its establishment, the company has successfully expanded its distribution network, leveraging logistical expertise and integrated operations to deliver the finest Japanese products. This dedication and commitment to quality reflect Sumit Trading’s mission to establish Japanese cuisine as an essential part of the culinary experiences in the region.
Establishing a Leading Presence in the Local Market
For nearly five decades, Sumit Trading has secured a leading position in providing the most delicious authentic Japanese dishes in the UAE and the broader Middle East region. The company currently holds approximately 70% of the total Japanese food products distributed in the country, enhancing its status as a strategic gateway for supplying Japanese ingredients and dishes throughout the region. At the heart of this transformation is Mr. Shiro Okubo, a long-time resident of the UAE and a prominent goodwill ambassador for Japanese food, who has helped increase Japanese food imports from 400 million yen to over 2.6 billion yen over the past decade.
Strong Distribution Network and Diverse Services
Founded in the UAE over 47 years ago, Sumit Trading imports about 80% of its products directly from Japan through collaborations with manufacturers and cooperative companies. With logistics centers in Dubai and Abu Dhabi, the company supplies its products to over 2,000 clients in the Gulf Cooperation Council, including high-end hotels, restaurants, kitchens, and embassies. The company was among the first to introduce halal Japanese Wagyu beef to Dubai in 2014, and it has expanded its services to include countries such as Qatar and Saudi Arabia.
Promoting Japanese Culture Through Innovative Events
The impact of Sumit Trading extends beyond the supply chain, as it regularly participates in major food exhibitions such as Gulfood and the Saudi Food Exhibition, allowing Japanese producers to showcase their products in new markets. The company collaborates with local chefs and fine dining restaurants to highlight traditional and regional Japanese dishes, organizing tasting events that help introduce the public to the diversity and richness of Japanese cuisine. It has launched a trilingual website featuring over 20 recipes that blend Japanese and Eastern flavors, reflecting the cultural convergence in cuisine.
Sumit Trading’s contributions were notable during Expo 2020 Dubai, where it managed all food logistics operations for the “Sushiro” restaurant in the Japan Pavilion, contributing to its highest monthly sales among all its international branches in March 2022. Through its pioneering initiatives, Sumit Trading continues to enhance the spread of Japanese culinary culture in the UAE and beyond, solidifying its position as a key partner in the Japanese food ingredient sector in the region.