JAPAN TO SHOWCASE ITS FOOD, DRINKS AND CULTURE IN LONDON NEXT WEEK
By Susan Lewis
Japan is to showcase its sake, wine, spirits, beer and manga in the inaugural Japan Week event to take place in London from next Monday.
Launched by Foodism magazine, the event is sponsored by The Japan Food Product Overseas Promotion Centre, which is part of a government department responsible for promoting Japanese food and drinks overseas.
The Japanese government has been proactively promoting the country’s cuisines, produce and drinks around the world in recent months.
The London event will see promotional activities to be held at restaurants, bars and venues across London from 23 September to 3 October.
Central to these activities is the pairing of seafood dishes with Japanese Sake. Customers will be able to experience the pairing for themselves at participating restaurants during Japan Week.
The House of Suntory, Japan’s leading drinks and spirits producer, is official spirits partner for the event. The company will create special one-off cocktails from products in its portfolio to be featured in the event.
Kirin Ichiban, a leading Japanese beer brand and official beer partner of the event, will also be featured in participating pubs and bars.
There is no lack of celebrities, American actor Robert De Niro and Tokyo-trained celebrity chef Nobu Matsuhisa will appear in Nobu Hotel in Shoreditch which is official hotel partner.
Meanwhile, Japan Centre Food Hall, official retail partner, will bring authentic Japanese food and drinks as well as manga, magazines and gifts to London.
“Japan Week will be a fantastic opportunity for restaurants and bars around London to showcase their amazing food and drink,” said Alex Watson, Brand Director at Foodism.
“With Japanese food and drinks such as sake thriving in London, now is a great time to be celebrating Japanese culture – and ties in perfectly as Brits head to Japan for the 2019 Rugby World Cup.”
(the writer can be contacted at: SusanLewis@thewinechronicle.com)
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