Japan-EU Economic Partnership Agreement (EPA) that came into force on February 2019 outlined mutual protection of Geographical Indication (GI) products. Tariffs on some high-quality EU products were also eliminated, consumer literacy of “authentic” products rose, and agricultural production in Japan had to create competitive advantage. Following the adoption of the United Nations' Sustainable Development Goals (SDGs), the Cabinet Office of Japan aimed to achieve the goals with so-called smart agriculture and ICT. However, this paper argues that in order to continue agricultural activities while creating value for the economy, society, and the environment, it is necessary to achieve SDGs with terroir-oriented agricultural activities seen in South European countries rather than through increasing efficiency. The value of GI as terroir-oriented agriculture was recognized in this paper not by measuring its registration effects, such as elimination of counterfeit goods, expansion of distributions, and increased producers and premium price, but rather by measuring its contribution to SDGs.

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