"Food Action Nippon" Connecting food and tourism to promote appeal

The initiative to expand consumption of domestic agricultural, forestry, and fishery products, "Food Action Nippon," has been implementing the "Project to Promote the Appeal of Regional Ingredients through Collaboration between Food and Tourism" (Japanese Hospitality through Food Project) since last fiscal year. This project collaborates with the tourism industry to convey to consumers the appeal and significance of food utilizing regional ingredients from across Japan.

		From left: Director Yoshida, Mr. Kimura, Minister Nishikawa

On October 27, a briefing session explaining this year's implementation outline for the project was held at the Ministry of Agriculture, Forestry and Fisheries in Kasumigaseki, Tokyo. Key initiatives announced included a campaign offering regional products via lottery when using facilities of "Japanese Hospitality Partners" (inns and restaurants supporting the project), the launch of a map on the official website allowing users to search and view partner locations and their regional ingredient initiatives, and the establishment of an official Facebook page.

Minister of Agriculture, Forestry and Fisheries Kimiya Nishikawa stated, "Collaboration with the tourism industry is essential for the development of agriculture, forestry, and fisheries. We also aim to further strengthen our relationship with the Japan Tourism Agency." Masahiko Yoshida, Director-General of the Regional Tourism Promotion Department at the Japan Tourism Agency, remarked, "The Ministry of Agriculture, Forestry and Fisheries and our agency signed a cooperation agreement in January. We want to work together with the tourism industry to promote the appeal of regional areas, leading to their revitalization and creation."

Actress Yoshino Kimura, who serves as the project's image character, took the stage.

Kimura spoke about foods she encountered and came to love in various regions, sharing stories like the warm dishes locals brought her during cold location shoots, highlighting the joy of connecting with people while traveling. She also conveyed her message: "I want to continue wholeheartedly sharing Japan's wonderful food culture and the appeal of its tourism."