All Africa reports from Pretoria, South Africa that Rooibos and Honeybush teas may have significant potential in the Japanese market as 'fad' products, particularly with younger consumers seeking diverse foods and cuisine styles.

At a meeting chaired by JETRO, the Japanese trade promotion agency, potential exporters to Japan were told of the challenges (labelling, regulatory, marketing, acceptance time) but also of the opportunities as Japan is a $50 Billion net food importer.