From Classic Nigiri to “Is That Really Sushi?” New Creations: Media and Travel Trade Tour Debuts

A two-day familiarization tour highlighting the diversity of Toyama Prefecture’s sushi culture was held Dec. 17 and 18, 2025, bringing together international media and travel industry professionals.

The tour was organized by Shiawase Design, a general incorporated association based in Toyama City. Participants included a journalist and photographer from the U.S.-based Go World Travel Magazine, headquartered in Colorado, as well as a representative from BOJ Inc., a Tokyo-based travel company specializing in inbound travel for high-net-worth travelers from Europe, North America and Australia.

A group enjoying a nigiri sushi lunch by sushi master Naruki Takimoto at the renowned restaurant Naruki in Himi City.

The program was conducted as a commissioned project of the Japan Tourism Agency in cooperation with Toyama Prefecture, which is promoting the branding initiative “When it comes to sushi, think Toyama.” Designed as a pilot program, the tour aimed to showcase the breadth of Toyama’s sushi culture ahead of future inbound travel product development.

A group experiencing dinner at the auberge AKAMA TOYAMA in the Shinminato district of Imizu City, hosted by Chef Fumiya Higuchi.

On the first day, the tour began with a tasting of “Welcome Sushi” served along the banks of the Shogawa River. Participants then enjoyed a nigiri sushi lunch prepared by sushi master Naruki Takimoto at the well-known Himi restaurant Naruki. This was followed by a lecture on konka iwashi, a type of fermented sushi, given by Sekiko Kakitani, representative of Kakita Suisan Ltd. in Himi.

The day concluded in the Shinminato district of Imizu, where Chef Fumiya Higuchi hosted dinner at the auberge AKAMA TOYAMA. He presented innovative sushi creations developed for the tour, including a playful benizuwai crab candy sushi.

A soy sauce lecture at Minato Kitchen, a challenge kitchen located inside Shinminato Fishing Port, led by Chef Yukie Mizuno and Pastry Chef Miki Nakamura of the culinary unit Tabegotoya Natura.

The second day began early with a visit to the morning fish auction at Shinminato Fishing Port. Participants then attended a lecture on soy sauce at Minato Kitchen, a challenge kitchen located within the port, led by Chef Yukie Mizuno and Pastry Chef Miki Nakamura of the culinary unit Tabegotoya Natura. The tour continued in Takaoka, where Chef Koushu Matsusaka introduced participants to his inventive vegan sushi at Sate Hitsuji-ni Modorutoshiyou, located inside WINE LAB.

A group experiencing innovative vegan sushi created by Chef Koushu Matsusaka at Sate Hitsuji-ni Modorutoshiyou (inside WINE LAB.) in the station south area of Takaoka City.

A planned boat tour from Himi to Shinminato, offering views of the Tateyama mountain range from the sea and operated by IMATO, a company engaged in fresh fish sales, seafood processing and marine tourism, was canceled due to weather conditions. Even so, participants held repeated and constructive discussions throughout the tour on how best to communicate the richness and diversity of Toyama’s sushi culture to overseas audiences.

A lecture by Sekiko Kakitani, representative of Kakita Suisan, a family-run business in Himi City that has been producing *konka-zuke,* a kind of fermented fish preserved in rice bran, for six generations.

“This is a rare place where you can experience the full arc of sushi history at once, from narezushi, the original fermented form of sushi, to postwar Edo-style nigiri that spread nationwide, and on to innovative sushi created by chefs who have relocated here from outside the region,” said a U.S.-based journalist who took part in the tour.

A representative from the travel company said the program had strong potential to become a viable travel product with further refinement.

A group stopping by IMATO, a company based in Imizu City engaged in fresh fish retail, seafood processing, and marine tourism.

Photo by Masafumi Kashi