Marketing cut flowers in Japan and Hong Kong.

• Author: Gunnerod, Per K.

World imports of floricultural products came close to US$5 billion in 1989, with cut flowers alone accounting for more than $2.5 billion. The share of developing countries in the flower market is considerable and amounted to more than 21% of the total traded internationally that year. Although the major import markets for floricultural products are countries in Western Europe and North America, several other markets also offer attractive prospects. Among these are Japan and Hong Kong, which are particularly interesting for suppliers in the Asian region. Both markets are expected to grow in the next several years.

Japanese market

Japan is a large market for flowers. It has one of the highest per capita figures for flower purchases in the world. Total cut flower sales in the country (including those grown locally) amount to about $6 billion annually, at the same level as the United States. It is estimated that 5.1 billion flowers were bought by Japanese consumers in 1989.

As an import market for fresh cut flowers, Japan ranks seventh in the world (after Germany, the United States, United Kingdom, France, Netherlands and Switzerland). Cut flower imports totalled $110.29 million in 1989, an increase by 490% in dollar terms over 1985 (the rise was less in terms of yen). Imports continued to move up in 1990, but at a slower rate (partly because of a weakening of the yen). In spite of the rapid increase in these imports in recent years, foreign supplies cover only a small part of Japan's total demand.

The Netherlands is by far the largest foreign supplier of fresh cut flowers to the Japanese market in value terms, accounting for close to 37% of the total in 1989. In terms of volume, however, it was only the third biggest source. Its exports to Japan that year amounted to more than 60 million stems of a wide variety of species.

Thailand was the second leading source of flower imports in value terms in 1989, with a high but declining share in the total (from 44% in 1985 to a little over 25% in 1989). In terms of volume, however, Thailand has consistently been Japan's principal foreign supplier of cut flowers.

China (Taiwan Province) is the main foreign source of chrysantemums (nearly 40 million stems in 1988).

Hong Kong market

Hong Kong is only the fifteenth largest import market for cut flowers in the world, but it is one of the most dynamic. The total value of flower imports doubled in value during the 1986-89 period, reaching almost $14.7...