The event finally begins on May 17th! “Fermentation Tourism Tokai” – Experience the fermentation culture of Tokai through two exhibitions, 50 brewery openings, and 100 delicious experiences NPO Handa City Tourism Association Press release: May 16, 2025 It’s finally opening on 5/17! “Fermentation Tourism Tokai” – Experience the fermentation culture of Tokai through two exhibitions, 50 brewery openings, and 100 delicious experiences EXILE’s Tachibana Kenchi appears in the guidebook and poster visuals!
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https://prcdn.freetls.fastly.net/release_image/127806/7/127806-7-f5c845ac54c83bfa827d8d95f8890d44-1913×2700.jpg The Fermentation Tourism Tokai Executive Committee (Executive Chairman: Kama Yusuke), formed around fermentation designer Hiraku Ogura, will hold a tourism-linked exhibition and experience-based program on the theme of fermentation culture, “Fermentation Tourism Tokai,” from Saturday, May 17, 2025 to Sunday, July 13, 2025, for approximately two months in the three Tokai prefectures of Aichi, Gifu, and Mie. We have decided to use Kenchi Tachibana (EXILE/EXILE THE SECOND), who belongs to LDH JAPAN Co., Ltd., which is continuously engaged in social innovation activities such as community coexistence and social contribution, has a deep knowledge of fermentation culture, and actively promotes the appeal of sake, for the image visual.
https://prcdn.freetls.fastly.net/release_image/127806/7/127806-7-23c06fc33b823eebcc48161a0afbe23c-3900×2753.jpg “Fermentation Tourism Tokai” “Umami no Sacred Land Pilgrimage” is a tourism-linked exhibition and experience program themed on
fermentation culture, set in the three Tokai prefectures of Aichi, Gifu, and Mie, for about two months from Saturday, May 17, 2025 to Sunday, July 13, 2025. To commemorate the opening, “Fermentation Marche Gifu” will be held on Sunday, May 18 at “Minna no Mori Gifu Media Cosmos” in Gifu City, which is also the main exhibition venue. The opening ceremony of “Fermentation Tourism Tokai” will also be held. Official website: Fermentation Tourism Tokai ■Go on the “Fermentation Shinkansen” with Ogura Hiraku! A journey through a thousand years of sushi One of the flagship tours, the “Fermentation Shinkansen” to be held in May at the opening, is a special project in collaboration with Central Japan Railway Company (JR Central). This special project allows you to enjoy fermented food on the Shinkansen while playing with o-zashiki games, and you can enjoy a fermentation journey to your heart’s content with the guidance of fermentation designer Hiraku Ogura. While enjoying a plate of fermented snacks and sake with the guidance of Hiraku Ogura, the world of “boating” of the traditional Nagaragawa cormorant fishing in Gifu will appear inside the Shinkansen car. “Boating” is an adult pastime that has been nurtured along with the cormorant fishing culture of the Nagaragawa River. It is an elegant time where Gifu’s Hokan, Geiko, and Maiko perform dances accompanied by shamisen and music, and you can enjoy food and sake in the river breeze. This time, you can enjoy the art of “boating” on a high-speed Shinkansen train. Maiko and geisha will appear on board, entertaining and dancing in an unprecedented “train banquet.” If you add the excitement of the fermented journey to the Tokai region to the scenery passing by the train window, it will also be a one-of-a-kind sight. The destination is Handa City, Aichi Prefecture, where traditional brewing culture still thrives. After arriving, there are plenty of special experiences to immerse yourself in the local fermentation culture, such as a special attendance at the World SUSHI Summit and a guided exhibition tour by Hiraku Ogura. This is an experiential tourism project where you can taste the “umami” rooted in the land and the stories behind it while tasting local sake and fermented foods. Go on the Fermentation Shinkansen with Kokura Hiraku! Pilgrimage tour to the sacred land of deliciousness [Gifu route] Date: Sunday, May 18, 2025
Detailshttps://tokaihakko.net/programs/674e5ddd421aa9000123e242
https://prcdn.freetls.fastly.net/release_image/127806/7/127806-7-d414357f8f55cf90d7eac6fb447b6de2-2240×1260.jpg Go with Kokura Hiraku on the Fermentation Shinkansen! A journey through a thousand years of sushi [Handa-bin] Date: Sunday, May 25, 2025 Detailshttps://tokaihakko.net/programs/67e0da92421aa90001ab52d1 ※Reservations for the Gifu flight on May 18th have already closed. We are currently accepting reservations for the Handa flight (a journey through a thousand years of sushi) on May 25th. ※This is a paid tour. This information does not constitute a travel application. Please check the details from the URL and apply. ■Official guidebook “Fermentation Tourism Tokai” now on sale
https://prcdn.freetls.fastly.net/release_image/127806/7/127806-7-98b1bb5ecb44bf1835c35fc80dd19af8-1913×2700.jpg To coincide with the opening, the official guidebook for Fermentation Tourism Tokai, “UMAMI PILGRIMAGE Pilgrimage to the Holy Land of Umami,” will be released. It is packed with content that will expose you to the new charms of the Tokai region, including a fermentation pilgrimage tour of the three Tokai prefectures with Kenchi Tachibana, how to enjoy Fermentation Tourism Tokai, a model course to fully enjoy the Tokai umami culture, a catalog of fermented foods in Tokai, introductions to fermented souvenirs and restaurants, and original columns. Sales price: 1,500 yen (tax included) Sales locations: Fermentation Department Tokai (inside Minna no Mori Gifu Media Cosmos / Gifu City), ＿unga (Handa City), Honso Kenkyusho RINNE (VISON / Taki Town, Mie Prefecture), and others ■May 18th (Sun) Special Event Day to Commemorate the Opening (Fermented Market & Ceremony) May 18th (Sun) is a special event day to commemorate the opening. Various opening events will be held at Minna no Mori Gifu Media Cosmos in Gifu City, Gifu Prefecture. You can enjoy plenty of fermented gourmet food at the Fermentation Marche Gifu, an opening ceremony to celebrate the opening, and the Umami Holy Land Pilgrimage Exhibition inside the building. This is also the day when the unprecedented Fermentation Shinkansen will run (reservations are now closed). Ferment Marche Gifu “Fermentation Marche Gifu” brings together over 40 carefully selected stores with the theme of “fermentation” from Aichi, Gifu, and Mie. In addition to being able to taste fermented gourmet food, fermented sweets, craft beer, and more, you can also enjoy a wide range of experiences and sweets from the sale of fermented foods (merchandise). Date: Sunday, May 18, 2025 Time: 10:30-15:00 Venue: Minna no Mori Gifu Media Cosmos (Minna no Hiroba Kaokao, Seseragi no Namiki Teniteo)
https://prcdn.freetls.fastly.net/release_image/127806/7/127806-7-4bfe5a3618287aca9c00a7afc8e9e08e-1910×2700.jpg *Starting with “Fermented Marche Gifu”, fermented markets will be held in each prefecture during the event. The “Fermented Market Mie (venue: VISON)” will be held on Sunday, June 29th, and the “Fermented Market Handa (venue: around Handa Canal)” will be held on Saturday, July 5th and Sunday, July 6th. Fermentation Tourism Tokai 2025 Opening Ceremony An opening ceremony will also be held at the “Fermentation Marche Gifu” venue. Curator Hiraku Ogura will also be in attendance to announce the opening, and will also introduce the co-sponsoring organizations and hold a sake barrel opening ceremony. Date: Sunday, May 18, 2025 Time: 13:45-14:15 (30 minutes) Venue: Minna-no-Mori Gifu Media Cosmos Dokidoki Terrace (Hakko Marche Gifu venue) ■50 open breweries and 100 delicious flavors! A variety of programs on the theme of fermentation
https://prcdn.freetls.fastly.net/release_image/127806/7/127806-7-7d5130ab638c4e56b798dd8da5a70d84-3900×2127.jpg During the event, “Tokai Fermentation Partners,” breweries, sake breweries, restaurants, and other organizations that support the fermentation culture of the region in the three Tokai prefectures (Aichi, Gifu, and Mie), will act as guides and hold over 100 experience programs to introduce the fermentation culture of each region. There are plenty of precious “tasty scenes” that can only be experienced here, such as fermentation talk events where you can hear directly from brewers, workshops where you can experience the handiwork of craftsmen up close, and fermented food tours that make use of local ingredients. This is a rare opportunity to enjoy and taste fermentation as an experience. ■Exhibition 1. Pilgrimage to the Holy Land of Umami This exhibition brings together fermented food cultures rooted in various parts of Japan, comparing the wisdom and techniques that differ from region to region, and unravels the background to the development of the Tokai region as a mecca for fermentation. While exploring the roots of the “umami” of various fermented foods such as miso, soy sauce, vinegar, and sake, we will introduce the reason why the three Tokai prefectures are called the “capital of umami.” This is a special exhibition to see, learn, taste, and enjoy with all five senses. Admission is free. Dates: May 17th (Sat) – July 13th (Sun) 10:00-17:00 Venue: Minna-no-Mori Gifu Media Cosmos Gallery for Everyone (Gifu City, Gifu Prefecture) ■Exhibition 2. A journey through a thousand years of sushi A special exhibition will be held at the MIZKAN MUSEUM in Handa City, Aichi Prefecture, the “holy land of sushi,” tracing the 1,000-year history of sushi, which has developed alongside Japan’s food culture. Matured sushi, pressed sushi, boxed sushi, hayazushi, Edomae sushi – the various forms of sushi that have changed over the ages will be unraveled through an experiential exhibition from the perspective of fermentation. This exhibition will allow you to learn and experience with all five senses how fermentation techniques passed down since ancient times are still alive in modern sushi culture. Admission is free. Dates: May 17th (Saturday) – July 13th (Sunday) 9:30-17:00 (closed Thursdays) Venue: MIZKAN MUSEUM MIM Hall (Handa City, Aichi Prefecture) ■Chef Masayuki Okuda × Hiraku Ogura One-night-only “Mie Fermented Gourmet Night Party” VISON, a commercial resort in Taki-cho, Mie Prefecture, will be holding a variety of fermentation-themed events entitled the “VISON Fermentation Festival.” One of the highlights is the special “Mie Fermentation Gourmet Night Party” by Chef Masayuki Okuda, who was also selected as one of the “1000 Chefs in the World,” and fermentation designer Hiraku Ogura. Over a buffet-style dinner featuring an abundance of Mie’s rich ingredients and fermented seasonings, the two will hold a talk session about fermentation. In addition, there are plenty of other activities that allow you to experience fermentation with all five senses, such as the “Mie Fermented Gourmet Lunch” where Chef Okuda will show off his skills, the “Fermented One Grand Prix” where participants compete to see who can make the best chilled noodles using fermented ingredients, and the “Fermented Walking” where participants can walk around the entire facility and enjoy a variety of fermented foods. Fermentation Walking Saturday, May 31, 2025 Mie Fermentation Gourmet Night / Fermentation One Grand Prix Saturday, June 28, 2025 Mie fermented gourmet lunch Sunday, June 29, 2025 Venue: VISON (Taki Town, Mie Prefecture) ■Cheers with local Tokai sake A special sake tasting event where sake breweries from Aichi, Gifu, and Mie gather to enjoy unique sake. This is a local sake event where you can experience the deep world of sake, which reflects the climate and culture of each region, while tasting local sake filled with the attention to detail of the brewers. At the venue, you can use a common coin to exchange your purchases for drinks and snacks. Date and time: Saturday, May 31, 2025 Venue: Minna no Mori Gifu Media Cosmos Kaokao Hiroba (Gifu City) ■World SUSHI Summit The World SUSHI Summit will be held in Handa, the hometown of sushi, where artisans and researchers at the forefront of fermentation culture will gather together. This is a festival of food culture with a global perspective, where we share the techniques and history of “fermented sushi” that has evolved in various ways in each region, such as matured sushi, pressed sushi, box sushi, quick sushi, and Edomae sushi, and talk about the future of sushi culture. This is a rare opportunity to experience old and new “forms of sushi” by gathering people from Japan and abroad who are leaders in fermented foods. Date: Sunday, May 25, 2025 Venue: Mizkan Head Office Building ※This event is open only to those involved in the sushi exhibit at the World SUSHI Summit, and general admission is not available. Only those taking the “Hakko Shinkansen (Handa)” tour can participate in this special event. Special appearance by Tachibana Kenchi Tachibana Kenchi and Ogura Hiraku, the curator of this project, have interacted in various ways in the past, including Tachibana Kenchi providing commentary for the paperback edition of Ogura’s book “Fermentation Cultural Anthropology,” and through a magazine interview. The two men also share the commonality of being appointed as Sake Samurai* (Tachibana Kenchi is the 13th and Ogura Hiraku is the 17th), which led to their collaboration on this project. Posters and flyers featuring Tachibana Kenchi as image visuals have been on display since Monday, May 12th at approximately 100 stations, including all JR Tokaido Shinkansen stations and JR Tokai conventional line stations. Digital signage will also be installed at JR Nagoya Station and Hamamatsu Station during the period.
https://prcdn.freetls.fastly.net/release_image/127806/7/127806-7-dfce5bce3b0010083ce82ea22b337306-3273×2455.jpg *Sake Samurai…An honorary title given by the Japan Sake Brewers Association, an organization in the sake industry, to people who are working to spread the culture and appeal of sake both domestically and internationally. 【Comment from Kenchi Tachibana (EXILE)】 “Fermentation designer Hiraku Ogura, with whom I have had many interactions, invited me to participate in this wonderful program called ‘Fermentation Tourism Tokai.'” LDH JAPAN’s Social Innovation Officer This is the case so far, we have met many people through countless local governments across the country, including Fukui City, Tomakomai City, Iwata City, Matsusaka City, Kitakyushu City, and Kumamoto City, and have discussed and implemented initiatives with the aim of coexisting local communities. I was reminded once again that in the three Tokai prefectures I visited this time, like in the various places I have visited, there is a wide variety of food cultures that are rooted in. As the title suggests, we hope that everyone will experience the “Pilgrimage of Umami” in order to rediscover the charm of the fermentation culture unique to this area.” Profile Tachibana Kenchi (EXILE) Tachibana Kenchi/Performer of EXILE and EXILE THE SECOND. In 2007, he was selected as a member of the second generation J Soul Brothers, and since joining EXILE as a performer on March 1, 2009, he has been active under the theme of “Energying Japan” as a purported by his LDH JAPAN. “EXILE LIVE TOUR 2025 “WHAT IS EXILE”” started at the Fukui performance in March 2025, and will be released on Friday, May 30th, Saturday, May 31st, June 1st After continuing until the 3 Days performance at World Memorial Hall (Hyogo Prefecture) on Sunday (Sunday), the first fan meeting at EXILE Taipei, “EXILE 1st FAN MEETING IN TAIPEI” has also been decided on Saturday, June 14th. He is expanding his field of activity, including programs that make use of his acting career and language skills. He also promotes the appeal of sake as his life’s work, deepening his knowledge of the food field, local coexistence, and contributions to society. In 2023, he published a book “Tachibana Kenchi’s Strongest Sake Bible” (Takarajimasha) that covers the charms of SAKE, and a virgin novel “Permanent Blue” (Bungeishunju). In 2018, he became 13th Sake Samurai, 2021, PR Ambassador for Fukui City Food, and in 2023, he became LDH JAPAN’s Social Innovation Officer. (Official website) https://m.ex-m.jp Tokai Fermentation Tourism (from Curator Ogura Hiroku) “Fermentation tourism is a project that rediscovers the value of Japanese culture from the perspective of fermentation.” Fermented foods that are rooted in all parts of Japan have the value of the “Ark of Memory” that contains the local climate, history, and culture of daily life. By visiting places where fermented foods are born, we will create a completely different and different way of sightseeing and travel routes. In fermentation tourism, the scenery of the manufacturing sites, rice fields, harbors, and small islands is truly valuable as a destination for travel. Rather than creating new buildings, we will be exposed to the already existing “places of life” and gain a deep understanding of the local culture through our five senses. The locals accept that anyone who spends money will not “not” but will first open their local gardens to travelers who are conscious of respect for manufacturing. The goal of fermentation tourism is to create a future for industries and communities rooted in the area, just as delicious miso is born from the same perspective by both inside and outsiders. ” (Curator Ogura Hiraku)
https://prcdn.freetls.fastly.net/release_image/127806/7/127806-7-6f1096231c6a8d0cb579f368403ee6c5-1080×1080.jpg Profile Curator Ogura Hiraku Born in Tokyo in 1983. Fermentation designer. He studied cultural anthropology at the Faculty of Letters at Waseda University, and studied abroad in France while he was in school. After studying fermentation as a research student at Tokyo University of Agriculture, he created a fermentation lab in Koshu City, Yamanashi Prefecture. With the aim of “making the invisible fermentation bacteria visible through design,” we have been developing a project with brewers and researchers across the country on the theme of fermentation and microorganisms. He won the “Good Design Award 2014” for his picture book and anime “Temame Miso Song.” In 2020, the Fermentation Department store specializing in fermentation foods, opened in Shimokitazawa, Tokyo. In 2024, he served as the curator of the “Fermentation Culture and Arts Festival Kanazawa” exhibition. His books include “Fermentation Cultural Anthropology” and “A Journey to Fermentation in Japan.” Fermentation Tourism Tokai” Event Overview
https://prcdn.freetls.fastly.net/release_image/127806/7/127806-7-357d8d184876f6474d00ee5d4cff92e9-2488×2700.jpg Open event name: Fermentation Tourism Tokai 2025 Date: Saturday, May 17th – Sunday, July 13th, 2025 Co-sponsored by: Gifu City, Handa City, Tokai Passenger Railway Co., Ltd., Nagoya Railway Co., Ltd., Chubu International Airport Co., Ltd. Sponsored by: VISON Sponsored by: Fermentation Tourism Tokai Executive Committee Main venue Gifu Venue: Minna no Mori Gifu Media Cosmos (Gifu City, Gifu Prefecture) Aichi Venue: MIZKAN MUSEUM (Handa City, Aichi Prefecture) Mie Venue: VISON (Taki-cho, Taki-gun, Mie Prefecture) Program Experience Venue Brewing breweries, restaurants, and more of fermented foods and alcoholic beverages from all over the three Tokai prefectures. Co-sponsored by Gifu City, Gifu Prefecture, Handa City, Aichi Prefecture, Tokai Passenger Railway Co., Ltd., Nagoya Railway Co., Ltd., Chubu International Airport Co., Ltd. Sponsored by VISON *This project was sponsored by the Fermentation Tourism Tokai Executive Committee, and co-hosted by Gifu City and Handa City, Tokai Passenger Railway Co., Ltd. (JR Tokai), Nagoya Railway Co., Ltd., and Chubu International Airport Co., Ltd., and VISON sponsored. This project will work together with various co-sponsored organizations and local governments to rediscover and disseminate the diverse fermentation culture that the Tokai region boasts as a tourist resource. Fermentation Tourism Tokai Executive Committee Curator: Ogura Hiroku (Fermentation Design Lab) Executive Committee Chairman: Kama Yusuke (NPO ORGAN) Secretary General: Sakakibara Hiroshi (Handa City Tourism Association) Official website (Pre-order your program here) https://tokaihakko.net Contact for this matter Fermentation Tourism Tokai Executive Committee Secretariat (inside Handa City Tourism Association, NPO) In charge of Sakakibara Hiroshi Tel: 0569-32-3264 Email: information@tokaihakko.net Inquiries regarding interviews, materials, etc. Fermentation Tourism Tokai Executive Committee Secretariat Public Relations Officer Goto Maiko Email information@tokaihakko.net Details about this release *This email was sent automatically, so please do not reply.
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