Tonitto 1939 ice creams make their way to Asian markets

There are Far Eastern markets in the internationalisation plans of Tonitto 1939, an SME that produces ice cream and sorbets under its own brand or that of its distributor. After landing in South Korea, the Philippines, and Taiwan, the company is now looking for new opportunities in Japan, China, and Malaysia with its participation in Foodex, Asia's most important agrifood fair scheduled from 10 to 13 March in Tokyo. Globally, Italia is confirmed as the fourth ice cream exporting country, after Germany, France and Belgium, with a total value of 372 million euros, up 19% compared to 313 million in 2024. In addition, Asia now accounts for 9.2% of Italia's exports, an increase of 44% compared to the first half of last year.

"In the last two years we have observed a growing interest in premium Italian ice cream: between 2024 and 2025 the qualified business contacts generated at the fair have increased by about 35%, with a particular focus on Japanese retail distributors and food service operators," explains Simone Furlan, Tonitto 1939 Export Sales Manager. The participation is part of a structured export development plan, which includes marketing investments dedicated to Asia amounting to 10% of the annual budget, adaptation of packaging and formats to local markets, and consolidation of distribution partnerships'.

Customers in the region have discerning tastes and choose, for example, fruit sorbets such as mango, yuzu (a citrus fruit cultivated in the ndr area) and tropical fruit flavours, products that account for more than 40% of the sales mix in some markets while frozen yoghurt is perceived as a healthier alternative. Local retailers are also asking Tonitto 1939 for reduced weights, single portion formats between 100 and 250 grams particularly suitable for convenience stores and urban consumption, as well as premium packaging with clear ingredients and a shelf life suitable for complex distribution chains. looking to the future, the company identifies some trends that are destined to increasingly influence the development of Italia ice cream in Asian markets. These include, first of all, cultural contaminations and so-called fusion flavours: combinations such as matcha and strawberry, inspired by 'Tokyo style chocolate', are arousing interest especially among young urban consumers. Increasingly central is the focus on natural ingredients, the reduction of additives and artificial colourings, as well as sustainability and traceability of raw materials. Lastly, the process is continuing to give more value to the made in Italia product, because theItalian product is perceived as a high-end proposition, in which neat packaging, information on origin and quality of ingredients play a decisive role in the consumer's final choice. For this reason, the SME aims to consolidate its presence in South Korea, a market where Italian ice cream is appreciated, and to finalise commercial agreements in Japan, with the aim of starting the first continuous sales of its own-brand lines within the next 12 months. At the same time, the company is developing contacts in China, where the market for frozen desserts is growing at an estimated rate of 6% per year, and in Malaysia, a strategic hub for South-East Asia where demand for quality Western products is constantly increasing. "To date, the Asian market represents a great growth potential for us," Furlan points out. Although it does not yet weigh significantly on total exports, contacts and interest in our products are growing strongly. For 2026, the goal is to enter China and Japan and to seize high value-added opportunities in Malaysia and South Korea'.