Examining market accessibility of Malaysia's Harumanis mango in Japan: challenges and potentials

Abstract

PurposeThe purpose of this paper is to seek to illuminate the challenges and potentials that might be encountered by the exporters of Malaysian's tropical fruits, particularly the Harumanis mango into the Japanese market.Design/methodology/approachThe research method utilised in the study were in‐depth interview with appropriate government authorities, fruit traders, importers and retailers in Malaysia and Japan.FindingsThe findings suggest that to succeed in this challenging and competitive yet lucrative market environment, it is vital that farmers, fruit exporters and relevant government agencies implicitly understand the aforementioned regulations, procedures and the Japanese trend of fruit consumption.Research limitations/implicationsThe study focuses on the challenges and potential of Malaysian's tropical fruits, especially Harumanis mango into the Japanese market.Practical implicationsThe results provide insights to the Malaysian agricultural sector and other organizations of similar structures of how they could market tropical fruits into the Japanese market.Originality/valueThis study is perhaps one of the first to investigate on the challenges and potentials of Harumanis mango into the Japanese market.