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Mutual Trading, our U.S. distributor of TREHA® (trehalose), hosts the Japanese Food & Restaurant Expo which is one of the largest B2B trade shows in the U.S. dedicated to Japanese food, beverages, and restaurant supplies. It is held alternately in New York and Los Angeles and serves as a key networking platform for the industry. Team TREHA® participated in the 2025 expo held at the Pasadena Convention Center in northern Los Angeles, where we engaged in meaningful discussions and practical business exchanges focused on real-world applications.
Expanding Culinary Horizons with TREHA®
Our objective this year, as in the previous one, was to reinforce the concept of “TREHA® for rice” through sushi demonstrations and to expand its potential use in egg-based dishes such as tamagoyaki (Japanese rolled omelet) which often struggles with texture and moisture retention. We showcased sushi and tamagoyaki samples prepared with TREHA®, highlighting how it maintains freshness, texture, and visual appeal even after refrigeration.
The booth was operated by a four-person team, consisting of two demo chefs and two support staff, allowing for smooth operation throughout the day. We prepared two types of hand-rolled sushi (salmon and crab stick) using rice that had been cooked the previous day. For tamagoyaki, we showcased samples prepared with a TREHA®-enhanced recipe, made and refrigerated the day before. All samples were prepared professionally in accordance with local health department guidelines.
Typically, cooked egg products tend to dry out or lose moisture after refrigeration, but our TREHA®-formulated samples retained their freshness and quality effectively. By explaining this real-life demonstration and allowing guests to sample as needed, we built both understanding and trust.
Quality Over Quantity — Visitors Focused on Business
Many guests, particularly restaurant owners and managers, asked practical and business-focused questions, such as “How can I apply TREHA® effectively in my own restaurant?” This marked a shift from casual sampling to deeper, more purposeful discussions that often led to real opportunities.
Another welcome change from last year was that several guests had already implemented TREHA® after discovering it at our booth the previous year. They shared encouraging feedback such as, “We started using it right after last year’s expo—it works great, and we’d like to try it in other dishes too,” indicating growing trust and expanding adoption. Some guests even left cheerfully holding small TREHA® samples, saying, “I’ll experiment with this!” We look forward to seeing how their creativity brings new menu ideas to life.
Meet the Influencer: Spotlight on Chef Hiro Terada
Our booth drew exceptional attention thanks to the participation of Chef Hiro Terada, a celebrity YouTuber with over 2 million subscribers, who joined us as a demo chef. Many guests recognized him instantly. Some said with surprise, “I think I’ve seen him somewhere before,” then suddenly realized, “I watch your channel all the time! I’m so happy to meet you. Can we take a photo together?” Their reactions were spontaneous and heartfelt—many reached out for a handshake as if greeting an old friend. A few even jumped with excitement or gave him a quick hug. At times, a line formed just for pictures, creating tremendous foot traffic and joyful energy around our booth. Chef Terada’s approachable personality and professional skill elevated the atmosphere, drawing even greater interest in our sushi and tamagoyaki demonstrations using TREHA®.
TREHA® Solves Common Tamagoyaki Challenges
During the tamagoyaki tasting, many chefs and buyers pointed out familiar issues such as dryness, moisture release, and inconsistent texture after refrigeration. When we introduced TREHA® as a solution that maintains moistness, consistency, and shelf-life stability, many nodded in agreement. Though small in portion, the samples effectively demonstrated TREHA®’s capability to solve real kitchen challenges.
Understanding TREHA® and Rice Quality Improvers
A frequent question we received was, “How is TREHA® different from commonly used rice improvers?" Traditional rice improvers, which have long held their place in the restaurant industry, come in several forms. These include enzyme-based products that help rice absorb moisture more efficiently and maintain softness by slowing starch retrogradation, oil-based products that coat the surface of rice to prevent grains from sticking or becoming overly slick, and pH-adjusting products that enhance storage stability and food safety. TREHA®, on the other hand, is a functional sugar that preserves the quality of rice after cooking through its excellent moisture-retention properties and can be used in combination with any of these improvers, depending on the formulation.
We were impressed and grateful to see a Mutual Trading sales representative clearly and confidently explaining these distinctions to customers, naturally demonstrating deep and ongoing product knowledge.
Outcomes and Future Outlook
This year’s expo emphasized quality over quantity, enabling Team TREHA® to engage in deeper conversations and meaningful business discussions with each visitor. We received encouraging feedback from existing users, confirming that our long-term approach, starting with rice applications and gradually expanding to others, is working effectively. Building upon the partnerships we’ve established, we will continue to expand TREHA®’s applications across new categories. We sincerely thank everyone who visited our booth and look forward to meeting you again at the next Expo.
Learn More About TREHA®
TREHA® can enhance the quality of your sushi rice, tamagoyaki, and other dishes. Why don’t we start with sushi? Visit the link here for a recipe and application guides of Assorted Sushi created by Chef Hidenobu Meguro, an authentic Edomae sushi master!
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We regularly update blogs featuring exclusive interview with chefs, food trends and insights, as well as Japanese food culture. Check other blogs here and follow our instagram @trehalose_sensei to stay updated on our latest blog posts!
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