Tokyo, August 27^th, 2026

• Marking the 60th anniversary of Kiri®, the long-running pastry competition that has supported emerging pastry talent in Japan for more than two decades will evolve into its first international edition, bringing together six finalists from Japan, China, South Korea and Thailand in Tokyo.
• Nina Métayer — holder of the World’s Best Pastry Chef title — will serve as head judge. The nine-member jury, composed of leading pastry professionals from Japan, France, China, South Korea and Thailand, will evaluate the creations from both technical and tasting perspectives.
• The Gold Prize winner will receive a professional immersion trip to France, including an exclusive experience programme — a competition that opens the door to an international career for the next generation of pastry talent.

Bel Japan is pleased to announce that Kiri® ASIA CONCOURS 2026, a pastry competition organised by the cream cheese brand Kiri®, will be held in Tokyo on Thursday, September 17, 2026.
Created in France in 1966, Kiri® celebrates its 60th anniversary in 2026. To mark this milestone, the competition, which has served for more than 20 years as a platform for emerging pastry talent in Japan, will evolve into its first international edition for Asia. Six finalists selected through competitions in Japan, China, South Korea and Thailand will create a “gâteau fromage” using Kiri® Cream Cheese, expressing the qualities of Kiri® through their own interpretation and the culture of their home country. The competition will be led by head judge Nina Métayer, an internationally acclaimed French pastry chef.

Bel’s International Growth Through Local Relevance
The launch of the Kiri® ASIA CONCOURS 2026 reflects how Kiri® has grown internationally by staying closely connected to local tastes, food cultures and culinary communities. This approach is central to Bel’s strategy of building on the strength of its iconic global brands while adapting them to the needs and habits of consumers in each market.

Japan is a strong example of this model. Since its launch in the country in 1983, Kiri® has become part of both everyday consumption and professional pastry culture. Its development has been supported by locally relevant recipes, formats, uses and collaborations, as well as by long-standing relationships with pastry professionals.

The Kiri® Concours, created in Japan more than 20 years ago and now expanding across Asia, is a further expression of this commitment. By supporting emerging pastry talent and celebrating creativity rooted in local cultures, the competition creates new ways for Kiri® to connect with consumers and professionals across the region.

As Kiri® celebrates its 60th anniversary, its success in Japan and its growing presence across Asia demonstrate how Bel combines the international reach of its brands with deep local relevance. Through this approach, Bel continues to bring its mission of offering healthier and more responsible food for all to life in ways that are meaningful to each market.

From Japan to the World — Asia’s pastry talents gather in Tokyo
Japan has long been recognized as one of Asia’s leading pastry markets, known for its technical precision, refined sensibility and creative approach to pastry. It has also played a pioneering role in the development of Kiri® in Asia.
Japan was the first market to introduce co-branding collaborations for Kiri®, an approach that has since inspired new opportunities for the brand across the region. It is therefore fitting that Japan will host the first-ever international edition of the Kiri® Concours.

Six finalists — two from Japan, two from China, one from South Korea and one from Thailand — will gather in Tokyo to create a gâteau fromage as their personal signature piece. Each creation will express the qualities of Kiri through the contestant’s own creative interpretation, with elements of their home culture woven into the concept, flavour and presentation.

The competition is not only a showcase of technical skill. It is also a meeting point for food cultures, sensibilities and identities from across Asia, expressed through pastry. The Gold Prize winner will receive a professional immersion trip to France, including an exclusive experience programme.
The Finalists
The finalists, representing diverse backgrounds spanning pâtisserie, hospitality, and culinary education, will compete bringing their individual techniques, sensibilities, and cultural perspectives. Through a gâteau fromage made with Kiri® Cream Cheese, each competitor will express the unique appeal of Kiri^® in their own way, while showcasing creations that embody contemporary Asian patisserie.


The Jury
The jury will be led by Nina Métayer, holder of the World’s Best Pastry Chef title and one of the most acclaimed pastry chefs working today.
The nine-member jury will bring together pastry professionals from Japan, France, China, South Korea and Thailand — led by Nina Métayer as head judge. Four technical judges will assess how each contestant uses the ingredient, as well as the precision, execution, originality and commercial viability of the creation. Four tasting judges will evaluate the sensory experience of each work.
Through the perspectives of both technique and taste, the competition aims to discover talent capable of expressing the diversity and creativity of Asian pastry on the world stage.


About Bel Group

Bel Group is a major player in the cheese, fruit, and plant-based portions segment, with a mission to provide healthier and more sustainable food for all. Its portfolio of differentiated, internationally recognized brands includes The Laughing Cow®, Kiri®, Babybel®, Boursin®, Pom'Potes® and GoGo squeeZ®, as well as around twenty local brands.

Together, these brands enabled the Group to generate sales of €3.83 billion in 2025. Around 11,000 employees across 60 subsidiaries worldwide contribute to the Group's mission. Bel products are manufactured at 29 production sites and distributed in more than 120 countries.

www.groupe-bel.com

Press Contacts
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Yahia Chbili – [email protected]
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Alice Bastard
HOPSCOTCH JAPAN
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