World Nutella Day 2025 lands in Japan for the first time with a celebratory reception at the Italian Embassy in Tokyo. As well as being sold in around 170 countries worldwide, the bread spread is considered one of Italy's most iconic global brands, and a much-loved figure in pop culture. The initiative in the Land of the Rising Sun includes numerous collaborations with Italian restaurants accredited by the Italian Chamber of Commerce in Japan, and Italian bakeries for the creation of special desserts made with Nutella®, as well as promotions at the Tokyo Tower and the Chubu Electric Power Company MIRAI TOWER. "Japan and Italy have always had unique ties and a deep interest in each other's cultures," explains the Ambassador of Italy to Japan Gianluigi Benedetti. "Today's hosting event for the celebration of World Nutella Day is a great opportunity to express this bilateral feeling and to celebrate the fact that Nutella® has been a favourite product on Japanese families' tables for almost 50 years." According to Neil Whitesmith, General Manager of Ferrero Japan, the various initiatives such as a Nutella-themed exhibition and book sale, "are a testament to the enduring power of the brand and the passion of its fans, which have cemented its status as a cultural icon". The promotion includes the creation of an original Nutella®-based menu designed by an Italian chef, offering original products to visitors at around 60 selected restaurants in Tokyo and Nagoya. "For us Italians, Nutella is a particularly valuable brand," concludes Davide Fantoni, Secretary General of the Italian Chamber of Commerce in Japan. 'It satisfies the palate and the soul, with an image of family warmth and a taste so good that many would choose it as their last meal. It is definitely something that will turn anyone into a foodie'.
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