News: Into the wild
Now that more tourists than ever are visiting Japan the government wants to encourage them to explore the country’s remote regions. The strategy, developed by the Agriculture, Forestry and Fisheries Ministry, revolves around promoting food and farms across Tokachi in Hokkaido prefecture, Hirazumi in Iwate prefecture, Tsuruoka in Yamagata prefecture, Maze in Gifu prefecture and Nishi-Awa in Tokushima prefecture. It’s as much about demonstrating that Japanese cuisine is more than sushi and ramen as it is about exposing overseas visitors to seasonal dishes that have been passed down for generations but wouldn’t be easy to get in Tokyo or Kyoto. The five regions will feature in TV commercials aired in the US, France and Taiwan for now but the ministry’s plan is to expand the programme to each of the 47 prefectures within the next five years.