CLIENT: Japan Tourism Agency
WORK: Selected Project
GOTOKU LLC developed a specialized tour program under the Japan Tourism Agency’s “Integrated Regional Gastronomy Tourism Initiative” guided by the theme “Accessing Local Ingredients through Culture and People Shaped by Active Volcanoes and the Kuroshio Current.” This initiative combined Kagoshima’s abundant nature, distinctive culture, and unique culinary resources into compelling travel experiences.
The tours were specifically tailored to attract luxury travelers from Western markets (Europe, North America, and Australia), targeting those interested in high-quality ingredients and immersive cultural experiences. Based on this strategy, a high-value-added tour spanning 3 nights and 4 days was developed.
Collaborating with local restaurants, producers, and tourism facilities, the program featured Kagoshima’s signature ingredients, including Kurobuta pork, Wagyu beef, shochu, and black vinegar. Intensive field inspections and stakeholder interviews were conducted to explore potential content to be incorporated into these tours. Additionally, a specialist menu-development team was formed to create innovative offerings such as gluten-free dashi and medicinal teas, catering to diverse dietary preferences. These new products received excellent feedback from participants during the project.
As part of the initiative, an ingredient inspection tour was organized, inviting renowned international chefs: Daniel Calvert of Michelin three-star restaurant SEZANNE, Santiago Fernandez of two-star restaurant Maz Tokyo, and Kevin Jeung from NOMA’s three-star restaurant ingredient research team, who was visiting Japan for a Kyoto-based pop-up event. During their 2-night, 3-day tour, the chefs greatly admired Kagoshima’s quality ingredients. The program successfully fostered connections between local producers and the chefs, notably resulting in integrating Makurazaki bonito flakes into restaurant menus.
NHK Kagoshima provided comprehensive coverage of the tour, including a special segment on the evening news, effectively showcasing the potential of Kagoshima’s tourism to local residents.
This project allowed for the rediscovery of Kagoshima’s appeal through an authentic, unfiltered local style, establishing a new tourism model that connects the region and travelers. GOTOKU will continue evolving its offerings to accommodate diverse needs and enhance opportunities for experiencing Kagoshima’s exceptional natural environment, culinary resources, and culture.
OUTPUT:
- Gastronomy Tour Development
- Hosting Dialogue Sessions on Culinary Diversity
- Lecture at Kagoshima University: “Gastronomy Tourism in Kagoshima”
- Conducting Monitor Tours and Online FAM Tours
- Feature Article Published in Condé Nast Traveler
- Gastronomy Webinars for Overseas Travel Agencies
- Sales and Marketing Targeting Overseas Luxury Markets
