Japan's food makers eye 'fermentation tourism' for foreign visitors

The allure of dishes such as narezushi, the earliest form of Japanese sushi made by fermenting fish in rice, served at the establishments, gives tourists much to write home about. Despite being a favorite of seafood lovers, the fish has a distinctive pungent aroma that some describe as "sewage-like."

I understand these legacy property owners wanting to cash in on the foreign tourist boom.

But I think they are wildly overestimating the appeal of such cultural properties to a foreign audience.

tours of factories dedicated to the production of soybean paste

I would imagine only small groups with niche interests would desire to pay for such tours.

Cool. Where do I sigh up? Always wanted to know about how companies utilise fermentation in this country and what products it is possible to create using this ancient process.

I guess they are thinking of something like a Napa Valley wine testing tour, but I just think they don't have the same esthetic.

Foreigners will go to Japan and line up because they want to taste natto, miso sauce and soy sauce. Also foreigners want to see those fermentation production, just keep dreaming.

Good luck with that

mcdonald’s immediately filed a lawsuit to prevent use of the term “sewage-like” for other foods.

it claims it’s reputation will be harmed as the originator of the phrase, offering a long history of “sewage-like” items on its menu.

Foreign visitors who toured Maruya Hatcho Miso Co,

Well I'm foreign and I've been (!) My missus is from around there. The story should have more photos, but its set up as half museum, half shop and is pretty good. They have lots of traditional warehouses and displays of traditional miso making, along with the pictured huge wooden tubs topped with big rocks to compress the miso. The miso they make is a hardcore version of red miso, which is extremely punchy. The miso soft cream they sell is really good, and its not far from Okazaki Castle, which isn't such a good one but can make a day of it.

Basically Maruya Hatcho is one-off, and not representative of any particular nationwide potential for miso tourism. The tours they do are reserved and limited to something like 15 people at a time. You can't just rock up and walk straight in.

Fwiw Okazaki's next biggest claim to fame among Japanese, aside from sakura in the castle park, is being home to some youtubers called Tokai On Air.

Good News,

Also I hope to see more and more International or ethnic foods sold in Japanese supermarket soon, flavored rice packs are rare, different types of stake sauce, different breads and mostly cheese please.

I enjoy tours to places like this - sake, nattou, miso, shochu and other factories, and rarely see them advertised. I think though that this would be a pretty niche market. It is a special type of tourist who is interested in strange smells and how things are fermented. Kind of like that kimchi museum in Seoul, it is well advertised, but when I went, there were few visitors. I can't imagine this to be a popular enough draw to pay the salaries for any guides added to the payroll, no matter how much such a tour would be advertised and how good the sales floor is at the end of the tour. I hope I remember that Mizkan gives tours at its Handa plant and Maruya Hatcho Miso Co at its Okazaki factory the next time I head to the Aichi area. I certainly wouldn't make a special trip out of my way to see either place unless I was already in the close area - and I do a lot of home fermenting so the process appeals to me.

We used to live in Japan, and we revisit regularly to see family and friends. During our most recent visit in June this year we did a tour and blending experience at the Kamebishiya soy sauce brewery in Shikoku. It was a wonderful experience, and one of the highlights of the trip. Highly recommended.

MarkX

Today 07:24 am JST

I guess they are thinking of something like a Napa Valley wine testing tour, but I just think they don't have the same esthetic

I would compare it more to the tours in France and Italy of famous traditional cheese makers.

The tours of the process and caves where the Roquefort cheese is still produced the traditional way, etc...

I could see this type of thing being appealing to foodies and a lot of tourists from Asian countries the same could apply to artisanal soy sauce makers.

These wouldn't be big money makers but can be a welcomed supplementary income added to a slight boost in sales from overseas buyers.

Not everything has to bring in big money, but a combination of small things add up.

Make it UNESCO cultural intangible heritage asset, and the crowds will flock to visit it!

Seems really nice! Japan has such a rich culture of artisan craftsmanship and this would be an interesting visit. Like visiting a whisky distillery while in Scotland.

Also I hope to see more and more International or ethnic foods sold in Japanese supermarket soon, flavored rice packs are rare, different types of stake sauce, different breads and mostly cheese please.

Desperate for a better range of Greek foods in this country. Tasty and very healthy. Unlike miso/soy sauce which serves a salt craving and not much else

History, tradition, novelty and health through fermentation. Good for the mind, soul and the gut!

Good on them. This is the way.

Good Idea! All the research links gut health with brain and heart health after all. So, eat your miso, plain yogurt, kimchi and sour kraut and other pickled foods like moi!

Health is Wealth, Japan's good at it!

sarcasm aside, sounds interesting and i’m sure done meticulously.

Japan's food makers eye 'fermentation tourism' for foreign visitors

Next year the title will be, "Japan's food makers eye increasing prices for foreign visitors" and the following year, "Japan's food makers consider banning foreign visitors due to increased complaints from local residents." ol' proverb, "Be careful what you wish for, you just might get it."

Excellent, well done Japan..

This will not help promote the fermentation tours...which are a wonderful idea, but I will never be able to unsee this wretched description.

"..., the fish has a distinctive pungent aroma that some describe as "sewage-like.""

Lament the ferment! LOL!

Yes it's mostly healthy but is there true appeal? I think Samurai tours which actually exist are accordingly more popular. I think you can also see how katanas are made.

factchecker

Today 10:25 am JST

Desperate for a better range of Greek foods in this country. Tasty and very healthy. Unlike miso/soy sauce which serves a salt craving and not much else

Really? You should check a few things before commenting.

Feta cheese and Greek olives are as high in sodium as most miso.

A serving of Kalamata olives is the same as a serving of standard miso.

Then let me point out the life expectancy in Japan is 84 years and Greece 80.

I agree it would be nice to be able to geek more good Greek food but the rest wasn't needed.

Asiaman7

I would imagine only small groups with niche interests would desire to pay for such tours.

That would be preferrable to large, unruly crowds, no? I hink it sounds like a good idea.

This will not help promote the fermentation tours...which are a wonderful idea, but I will never be able to unsee this wretched description.

> "..., the fish has a distinctive pungent aroma that some describe as "sewage-like.""

Perhaps you would prefer 'sewerage-like' .

I would prefer a more imaginative, supportive, enticing description, and not this offensive, off-putting phrasing, especially regarding food. Am I clear enough, now?