Rosey’s Mark Showcasing the innovation in food in Japan

In June 2025, Rosey’s Mark, the pioneering Bulgarian company crafting premium rose-based food products, achieved a historic milestone: participation in the official EU Trade Mission to Japan, led by European Commissioner for Agriculture and Food, Mr. Christophe Hansen.

From over 100 European agri-food businesses selected to join this mission under the framework of the campaign “Enjoy, it’s from Europe!”, Rosey’s Mark was honored to be the only Bulgarian representative. This recognition positioned the company not just as an ambassador of Bulgarian rose traditions, but also as a symbol of how heritage can meet modern innovation.

Their journey to Japan was made possible with the support of Agriventures, who facilitated Rosey’s Mark’s inclusion in the delegation, ensuring Bulgaria had a strong voice in this global dialogue about the future of sustainable food.

Highlights from the Mission

Between June 8 and 13, 2025, the Rosey’s Mark team took part in a packed agenda across Tokyo and Osaka designed to strengthen trade relationships and explore opportunities for European products in the Japanese market. Key moments included:

• B2B matchmaking and retail meetings: Direct exchanges with Japanese importers, distributors, and retail buyers interested in high-quality, niche European products.

• Market study visits: Guided tours of leading supermarkets and specialty stores in Tokyo and Osaka to observe consumer behavior, packaging trends, and product positioning.

• Knowledge-sharing seminar: Participation in a session that highlighted success stories of European brands in Japan (e.g., Italian wines, Irish meat), where Rosey’s Mark proudly added the Bulgarian rose to the conversation.

• Embassy presentation in Tokyo: Hosted by Bulgarian Ambassador Arabadzhieva, Rosey’s Mark presented its portfolio to partners and media. The highlight was the launch of a sugar-free dark chocolate with roses, a product that perfectly blends health-conscious innovation with Bulgaria’s unique floral heritage.

• EXPO Osaka 2025: Rosey’s Mark products — rose water, rose tea, and rose jam — were featured at the EU Food Festival Pop-up Shop in Tenshiba Park, running until August 10. This gave Japanese consumers the chance to taste, purchase, and fall in love with authentic Bulgarian rose-based flavors.

As a cluster dedicated to advancing innovation in agriculture and food, Agriventures played the enabling role in this success story.

Our contribution included facilitating Rosey’s Mark’s participation in the EU delegation, ensuring it was represented on this international stage.

By providing this opportunity, Agriventures not only helped elevate a promising Bulgarian SME, but also reinforced Bulgaria’s role as a country capable of delivering high-value, creative, and sustainable food innovations.

Impact & Significance

The outcomes of Rosey’s Mark’s mission in Japan go far beyond a single week:

• International Visibility: For the first time, thousands of Japanese consumers directly experienced Bulgarian rose products in a high-profile international setting.

• New Partnerships: Initial talks with Japanese distributors and retailers opened the door for future collaborations and market entry strategies.

• Cultural Exchange: The events created a bridge between Bulgarian heritage and Japanese consumers, highlighting the universal appeal of authentic, sustainable products.

• National Representation: As the only Bulgarian company in the delegation, Rosey’s Mark embodied the innovative spirit of the country’s agri-food sector, making Bulgaria visible among the EU’s leading innovators.

The journey of Rosey’s Mark in Japan is a powerful example of what happens when entrepreneurial ambition meets strategic support. By helping Rosey’s Mark participate in this EU Trade Mission, Agriventures demonstrated its commitment to empowering innovators, opening international doors, and ensuring local excellence reaches global markets.

This case study underlines how clusters like Agriventures are essential connectors — turning opportunities into achievements, and achievements into long-term impact.