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Japan has the world’s second largest food service sector and its food market is three times greater than all other Asian food markets combined. Thus, exports of fresh fruit to Japan have potential for growth, but little research has been done about Japanese fresh fruit markets. Examines exports of fresh fruit from Australia to Japan, using fresh mangoes as a case study to explore the issues involved. A literature review of the fresh fruit market in Japan and Japanese consumer preferences for fruit formulates three research issues: (1) How do Japanese consumers view the taste and other characteristics of a new and foreign fruit such as mangoes?; (2) What are the factors affecting the popularisation of new and foreign fruit such as mangoes, in Japan?; (3) What are the possible bases for segmentation of the market for new and foreign fruit such as mangoes, in Japan? Next, the focus group methodology used to explore these issues is described and justified. Findings about each of the issues are compared with theory, and a model of fresh fruit opportunities in Japan is developed. Finally, implications for management about the promotion of a fresh fruit like mangoes are addressed and implications for further research are noted.