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German food firms attempt to improve image in picky Japan The vast majority of Japanese people equate German cuisine with sausages, beer and sweet wines. Firms taking part in Asia s largest food expo are trying to change these attitudes. Many of Germany s star products were on display at Foodex 2021 Japanese consumers adore German cars and have the utmost admiration for German engineering, the classical composers of the past and tourist sites such as Neuschwanstein Castle, the Black Forest and the Rhine. It is fair to say, however, that they are far less impressed by German cuisine. We have an image problem, admitted Tomoko Morimoto, the managing director of Tokyo-based Elfen Co. The Tokyo-based company works with the Association for German Food Promotion in a market that many see as having great potential  if only Japanese people can get past the sausages and beer stereotypes.

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