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Global surplus food marketplace Too Good To Go has announced its official entry into the Asian market, launching operations in Japan today. The move marks the company’s expansion into its 21st country, signalling a major strategic push into the APAC region.

The service is initially rolling out in select high-density districts of Tokyo, including Shibuya, Shinjuku, and Meguro. To support the launch, the platform has secured over 80 launch partners, including retail heavyweights Krispy Kreme Doughnuts, FamilyMart, and NewDays, alongside local favourites like bakery Dream On.

Localisation: The 'Station Search' Function

Recognising the unique commuter culture of Tokyo, Too Good To Go has introduced a market-specific feature for the Japanese app: the Station Search Function.

This tool allows users to locate surplus food "Surprise Bags" specifically near train stations, tailoring the user experience to the high-frequency transit lifestyle of the local demographic. This operational tweak is designed to lower the barrier to adoption by integrating food rescue into the daily commute.

Strategic Context and Market Alignment

Japan represents a significant opportunity for food waste reduction solutions. The country has set aggressive national targets, aiming for a 50% reduction in household waste and a 60% reduction in business waste by 2030 (compared to 2000 baselines).

Despite progress, Japan generated over 22 million tons of food waste in 2023, with 4.64 million tons classified as edible food. Too Good To Go positions its marketplace as a practical mechanism to help businesses convert this unsold inventory into revenue while supporting national sustainability goals.

Mette Lykke, CEO of Too Good To Go, commented on the significance of the expansion: "Japan represents an incredibly important step in our global journey. With its strong culture of quality, care, and respect for food, we see a natural alignment with our mission to reduce food waste. Food waste is one of the biggest climate challenges of our time, and also one of the most solvable."

Hiroto Ooka, Country Director of Too Good To Go Japan, highlighted the cultural resonance of the business model: "We want to see food enjoyed as it was meant to be, on people's tables. This objective is rooted in the Japanese spirit of Sanpo-Yoshi—good for businesses, good for consumers, and good for society—and closely tied to Mottainai, respect for food and resources."

The 'Surprise Bag' Model

The core operational model remains consistent with global markets. Users reserve "Surprise Bags" via the app for a fraction of the retail price, collecting them during a pre-set window. The contents remain a surprise until pickup, allowing retailers flexibility in managing daily surplus fluctuations.