About Us

Welcome to HIS JAPAN PREMIUM FOOD&TRAVEL Online Shop in Europe.

Food is a doorway to cultural understanding.
We believe that trying Japanese food is a way of experiencing the culture, the way of life, the thoughts and feelings of the people of Japan, and a way of travelling to Japan without having to leave Europe.

Japan has a world-renowned culinary culture. From Hokkaido to Okinawa, the local food is rich in variety and reflects the history and culture of the specific regions. Our mission as a travel agency is to connect "Food" and "Travel" by shedding light on local producers, introducing their passion and traditional methods of manufacturing in Europe, and combining this with real experiences through tours to Japan which allow you to visit factories and farms in the production areas.

We offer the best selection of products (JAPAN PREMIUM) for your enjoyment. May food trigger your interest in Japan inspiring an actual trip there to experience the real Japan in person.

JAPAN PREMIUM FOOD & TRAVEL is here to assist you and give you the highest level of Japanese hospitality “OMOTENASHI”.


H.I.S. is a Japanese travel agency founded in 1980 in Tokyo. As of September 2021, we have 170 offices in 118 cities throughout 61 countries, as well as 163 offices in Japan.

In Europe, HIS has a network of 18 offices in 10 countries coupled with JAPAN PREMIUM FOOD & TRAVEL retail shops in the the following cities; (SHOP LIST)


We want you to have a taste of real Japanese food in Europe.
With this in mind, we at H.I.S. carefully select and import products directly from Japan, products that we can confidently recommend to our esteemed customers. Hence the name “JAPAN PREMIUM” products.

With the cooperation of the Ministry of Agriculture, Forestry and Fisheries of Japan (MAFF), we only deal in carefully handpicked products made available by passionate local producers. We deliver these products directly from Japan to your home.


Sake is a traditional Japanese alcoholic drink that has been enjoyed since ancient times. Throughout history, sake has been an integral part of ceremonies and rituals and, over the years, has become a popular drink throughout the world.
Sake does not only go well with Japanese cuisine, it can also be enjoyed with European dishes.

Under the supervision of Ms. Natsuki Kikuya, a Sake sommelier based in London, we offer a carefully selected range of Sake, including some brands that have never made their way into Europe before. We are able to do this through our own purchasing channels with the support of local producers.

Whether you are a first time sake drinker or looking for a specific grade of sake, we definitely have something for you. We aim to offer a range that you will enjoy.


A cup of tea heals the body and soul when you are tired or feeling restless. Tea has that kind of power. There are many kinds of green tea in Japan, and each has a calming and healing effect.

When preparing Japanese tea, the temperature of the water is changed according to the type of tea leaves. The tea is enjoyed on its own and is served without sugar, milk, lemon or honey. This traditional Japanese way of drinking tea allows you to enjoy it in its purest form. Follow the steps here for brewing the perfect cup, and take a moment to relax and appreciate the subtle taste and aroma.

We offer a wide range of Japanese teas which will perfectly suit your every moment.



Whatever the context, Washoku (wa=Japanese, shoku=cuisine) couldn’t be Washoku without the rich variety of produce, made possible by Japan’s climate and terrain that stretches long distances, from Hokkaido in the north to the Kyushu/Okinawa Islands in the south. Four distinct seasons - or five if we were to include the early-summer monsoon - yield produce unique to each, a diversity that is reflected in the cuisine. The varying climates and altitudes encountered from one end of the country to the other offer chefs a vast range of regional produce from which to choose.
Moreover, vegetables grown in Japanese soil owe their excellent flavor firstly to a naturally abundant supply of high-quality soft water, and secondly to selective cultivation that has enhanced the taste as much as it has increased the yield.

We deliver fresh premium Japanese vegetables to you directly from Japan.


『Honba No Honmono』 - Labeling standards established to protect and nurture the rich food culture of each region of Japan.

- Proof of the producers' commitment to local raw materials and manufacturing methods
The label of “authentic local products” affixed to a local food product attests to the commitment to raw materials and traditional manufacturing processes of these producers. They continue, with “local” methods fed by the tradition of their areas, to offer us authentic tastes based on specifically and rigorously selected foods and other local raw materials. The label “authentic local products” is a medal awarded only to select food products in a specific geographical area.
The term "carefully selected raw materials" refers to the main raw materials used by industry organisations or specialised certifiers who have set their own standards for each product and are committed to using them. The specifics are published in accordance with the regional food brand labelling standards.

- Proof of authentic flavors that consumers can safely enjoy in their daily lives
The uncompromising criteria defined by producer groups in the sector or recognized producers are examined by a jury of experts set up by the Food Industry Center (foundation). Once certified, the product is labelled using the logo "authentic local product".

After certification, a third-party organization, on an annual basis, verifies that the standards are being properly observed. With this trust, the mark is recognised as a link between consumers whose desire is to enjoy genuine products specific to Japan’s regional areas with peace of mind, and manufacturers, who continue to produce traditional tastes with care.

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