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Results of Hyogo’s Promotional Activities at Expo Milano 2015 Hyogo Prefectural Government

At the Milano Expo, the main symbol of the Japan Pavilion was the Oriental White Stork: the symbol of Hyogo. We took this opportunity to advertise Hyogo’s strengths: [agriculture], [food] and [tourism] under the theme of “Feel Hyogo, the Taste of Japan!” and held a series of events in cooperation with participating companies and groups. By introducing Hyogo’s many cultural and tourism attractions, as well as our agricultural, marine and stock farm products, such as Kobe Beef and Stork Natural Rice, we presented Hyogo’s appeals to the world at Milan. This has led to the enhancement of Hyogo’s agricultural and fishery businesses, revitalization of rural areas engaged in farming and fishing, and tourism promotion. 【Inquiry】 Promoted Hyogo Brand Foods Service, Consumption & Distribution Division, Agricultural & Environmental Affairs Department, Hyogo Prefectural Government Phone: +81-78-362-9213

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Contents [I. General overview] 1. Hyogo’s promotion in the City of Milan (Jul. 17) 3 2. Hyogo’s promotion in Japan Pavilion of Expo Milano (Jul. 16-19) 4 3. Future approaches based on the experience of Expo Milano 6 [II. Detailed contents of each event] 1. Hyogo’s promotion in the City of Milan (Jul. 17) 7 2. Hyogo’s promotion in Japan Pavilion of Expo Milano (Jul. 16-19) 19 3. Pre-event “Hyogo-Italy Japanese Food Tasting Experience 2015” (Jul. 9-10) 31 4. Relay exhibition by the Union of Kansai Governments (Jul. 16-19) 32 Programs: Japan Pavilion Event Plaza Venue & Pirelli Venue

Jul. 16 (Thu.) Jul. 18 (Fri.) Jul. 19 (Sat.)

10:45-12:45 10:45-12:45 10:45-12:45Hyogo's [food] [agriculture] and[tourism] PR video

Hyogo's [food] [agriculture] and[tourism] PR video

Hyogo's [food] [agriculture] and[tourism] PR video

Union of Kansai Governments PRvideo

Union of Kansai Governments PRvideo

Union of Kansai Governments PRvideo

13:00-15:00 12:20-22:00 13:00-16:30 12:30-14:30Toyooka City & JA Tajima Slow Food Harima "Hyogo Special Day: Hyogo Fisheries Cooperative"Tourism promotion: Hometown ofOriental White Stork Rice &Toyooka City"

"The Harima region supportingJapanese taste"

Feel Hyogo, the Taste of Japan!" "Promotion of Hyogo Nori thatrefines Japanese dishes"

Mayor of Toyooka, Chair of JARepresentative Director of theCooperative

Tajima 15:00-17:0015:30-17:30 Pirelli Venue*Tambaguro Promotion Council 15:00-17:00

Hyogo Sweets Premium Stage

18:00-20:00 17:10-17:50 17:00-19:00 17:30-19:30Hyogo Prefecture Tenobe SomenCooperative"Banshu handmade somen noodlespromotion"

"Spirit of Japanese Sushi"seminarMr. Mamoru Sugiyama, MasterChef of Ginza Sushiko

Akashi City"Have fun in Akashi! Tourismpromotion featuring Akashi-yaki"

Himeji City"Japan's best historical heritage ofsamurai: Himeji Castle"

Chair of the Cooperative Mayor of Himeji20:00-22:30 18:00-18:30 19:30-21:30 20:00-22:30Hyogo's [food] [agriculture] and[tourism] PR video

Hyogo industry & tourismseminar

MCC Food Products Co., Ltd."Try basil from Hyogo!"

Hyogo's [food] [agriculture] and[tourism] PR video

Union of Kansai Governments PRvideo

19:00-22:00Reception for "Hyogo SpecialDay: Feel Hyogo, the Taste ofJapan!"

Union of Kansai Governments PRvideo

* At Pirelli Venue, "Promotion of Japanese sake from Nada, Hyogo" and "Participating companies' and groups' PR activities" also took place.

Welcome reception for the Club desChefs des Chefs

- Introduction of Japanese cuisineand light-colored soy sauce

"Tambaguro" Tamba Black BeansPromotion

Jul. 17 (Thu.)Japan Pavilion Event Plaza Venue10:45-12:10Hyogo's [food] [agriculture] and[tourism] PR videoUnion of Kansai Governments PRvideo

Presidents of Honda Shoten andYamasa Kamaboko

Chairs of Nadagogo BrewersAssociation & JA Awaji

　- Demonstration by Kobe BeefMarketing & Distribution PromotionAssociation, Nada-gogo BrewersAssociation, JA Awajishima, andHyogo Cook Association

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[I. General overview] 1. Hyogo’s promotion in the City of Milan (Jul. 17)

Reception for “Hyogo Special Day: Feel Hyogo, the Taste of Japan!” [Venue: Palazzo Pirelli] Participants included President Raffaele Cattaneo of the Regional Council of Lombardy, Mr. Claudio Sadler, co-founder of Jeunes Restaurateurs d’Europe (JRE), and many other guests such as European chefs, the press and professional buyers. Through Governor Ido’s promotional activity towards these high-class guests, the appeals of [agriculture], [food] and [tourism] from the five regions of Hyogo were fully and widely appreciated. ★ Overall evaluation & results

【Major comments from VIPs】

(1) Ms. Kyoko Koga (Consul General of Japan in Milan): It was the largest and highest-level promotion held by a Japanese prefecture at the Expo. I believe this

will produce great outcomes in the future. (2) Mr. Claudio Sadler (Co-founder of JRE): The ingredients from Hyogo, especially Kobe Beef, are simply wonderful. I would like to adopt

Japanese cuisine’s attitude of bringing out the best of the ingredients themselves, and I will consider using ingredients from Hyogo. Among all, Asakura Sansho (Japanese pepper) interested me most.

(3) Mr. Ernst Knam (“King of Chocolate”; won multiple championships in world chocolate competitions):

When making chocolates, Mr. Koyama used ingredients from Hyogo that we would never have thought of using, and he created sophisticated and elegant pieces. I was impressed by the high-level of chocolate making in Hyogo, Japan.

(4) Mr. Matteo Vigotti (Executive chef of PECK, official restaurant of Italian Pavilion): The quality of Awaji Island Onions and “Tambaguro” Tamba Black Soybeans is excellent, to say nothing

of Kobe Beef. I would like to use them in developing new menus and products in Italy, and export those products. As I work with the Takashimaya Department Store of Japan, it may be possible to offer Tambaguro gelato or other items there.

(5) Mr. Franco Baresi (Italian soccer “legend” who has played for Italy national team and AC Milan):

As Keisuke Honda plays in AC Milan, I had been interested in Japanese ingredients, and today’s ingredients were perfect. I’m glad I’ve experienced the high quality of Hyogo’s foodstuffs.

- We also received many comments highly evaluating Hyogo [food] from other high-class guests as well.

- Many guests commented that they were able to fully “Feel Hyogo.”

Many special guests participated in this promotional event. High-class guests highly evaluated Hyogo’s attractions, especially Hyogo’s [food]. We were able to establish “Hyogo’s Status of Food” to be introduced to the world, and prove that Hyogo’s ingredients have world-class quality.

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[I. General overview] 2. Hyogo’s promotion in Japan Pavilion of Expo Milano (Jul. 16-19)

Attracted 9,500 visitors in 4 days! [Visitors to Japan Pavilion: 32,000] The series of promotional events featured collaborations of world-class ingredients from Hyogo (Kobe Beef, Awaji Island Onion, and Japanese sake from Nada-gogo) and Japanese traditional culture. On the 18th, Governor Ido himself made a presentation. Open events included a cooking demonstration of “Kobe Beef rice bowl” (a Japanese dish featuring Kobe Beef and Awaji Island Onion), a public performance of Japanese calligraphy, and an Awaji Ningyo Joruri (puppet theater) performance. All the events were warmly received, and the appeals of [agriculture], [food] and [tourism] from the five regions of Hyogo were fully and widely introduced to the world. ★ Overall evaluation & results

【Evaluation by Japan Pavilion exhibitors】 (1) Unlike other prefectures, Hyogo adopted a public-private partnership method, so participants in

Hyogo’s promotion had to bear some expenses. Because of this, every exhibitor set their own goals and implemented their activities proactively in a limited time. In my opinion, Hyogo was the best exhibitor within the pavilion. (Mr. Hiroto Kobayashi, Director of the Japan Pavilion)

(2) Each exhibitor implemented promotional activities with their own goals: to introduce Hyogo’s ingredients, to let visitors try them to confirm how they are accepted, and to promote [food]-based [tourism]. The results gained will be utilized in designing strategies to promote exports and to boost inbound tourists. (Mayors of Toyooka and Himeji, Chair of JA Awajishima, and other exhibitors)

【Evaluation of the reception for the Club des Chefs des Chefs (C.C.C.)*】 (1) Chairperson Emeritus of the Hyogo Cook Association, Mr. Akira Nakanishi first introduced a style

of Japanese cuisine called “ichiju-sansai (one soup and three dishes).” Then he offered samples of this cuisine that contained Hyogo’s ingredients, and explained about these ingredients. Many top chefs were highly interested in them, and commented that the sophisticated and profound taste of the Japanese cuisine was one of the best of all the other cuisines introduced at the Expo Milano. The most popular dish was the Kobe Beef rice bowl, and Soy Sauce Foam was also well received. Japanese culture itself was the focus of much attention.

(2) Varieties of Japanese sake from Nada-gogo that went well with each dish were offered. This omotenashi (hospitality) of Japan, letting guests confirm the combination of dishes and sake, received positive acclaim.

(3) Awaji Island Onions were offered as a small gift at the venue. Guests were interested in the fact that Awaji Island Onions are now sold in Dubai at high prices and have become popular. There was an inquiry about the estimated value of Awaji Island Onions by chefs who wanted to pair them with Kobe Beef.

(4) All of the chefs were impressed by the Japanese omotenashi (hospitality) spirit as represented by the welcome by Mr. Nakanishi in traditional dress, and highly appreciated it.

(5) In addition, many chefs commented that they became interested in Japanese cuisine and food culture thanks to this reception, and that they would love to visit Japan.

* The Club des Chefs des Chefs (C.C.C.): A club of the most sophisticated and influential chefs representing each country. Each country is allowed only one member. Members need to be the current personal chef of a head of state, and include the White House Executive Chef and head chef to the Prince of Monaco.

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(1) The most effective strategy to promote exports of agricultural, marine and stock farm products is the collaboration with food culture and [tourism] (in addition to the promotion of ingredients).

(2) Japanese culture of omotenashi (hospitality), especially when focused on the [food], is received very favorably in the world, and should be utilized strategically in tourism and export promotion both in Japan and around the world.

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[I. General overview] 3. Future approaches based on the experience of Expo Milano Using the Hyogo’s Status of Food (Milan Model) that we introduced in the Expo Milano, we will advance the collaboration of [agriculture], [food] and [tourism] even further, and promote exports and boost inbound tourists. As for the export of agricultural, marine and stock farm products, we will expand our approach to Europe, the U.S., the Middle East and Southeast Asia, in addition to our current approach to Hong Kong as the gateway to mainland China and East Asia.

Hyogo’s Status of Food (Milan Model): A comprehensive promotion based on the collaboration of [agriculture], [food] and [tourism], aimed at high-income groups with high status overseas. It is not simply exporting high-quality ingredients such as Kobe Beef, Awaji Island Onions and “Tambaguro” Tamba Black Soybeans, but introducing food culture, including how to enjoy them, as well as publicizing excellent tourism resources. Hyogo [food] brands’ high status will be established by showing the appeal of Hyogo [food]. In addition, the goals of export promotion and increase in inbound tourists will be achieved.

【Possible future approaches】

For Europe: To participate in the world’s largest food trade fair “SIAL Paris (the Global Food Marketplace)” For the Middle East: To participate in the largest food trade fair in the Middle East “Gulfood” For Southeast Asia: To participate in the largest Japanese food trade fair in Southeast Asia “Oishi Japan”

【Sharing what we learned in the Expo Milano】 (1) It is not sufficient to export the ingredients themselves; it is important to make a comprehensive

proposal on [food], including how to enjoy them and the concept of omotenashi (hospitality) spirit. (2) It is quite effective to conduct promotional activities under the collaboration of [agriculture], [food]

and [tourism].

Create a video that shows the factors (1) and (2), and offer it to companies and other organizations through seminars and other opportunities, so that they can use it as a reference when they develop strategies to promote exports or to boost inbound tourists

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[II. Detailed contents of each event] 1. Hyogo’s promotion in the City of Milan (Jul. 17) (1) Afternoon session (Seminars & business meetings) 15:00-19:00 [320 visitors] (a) Hyogo Sweets Premium Stage (15:00-17:00) Chocolate Seminar by Mr. Susumu Koyama, a world champion of “Salon du Chocolat” Mr. Koyama’s chocolate seminar attracted approximately 50 food journalists and pastry chefs from Europe, including Mr. Ernst Knam: the “King of Chocolate.” To let participants understand the quality of Hyogo’s brand ingredients and their good combination with sweets, he demonstrated cooking financiers of “Tambaguro” Tamba Black Soybeans and matcha. This pastry was well-received, receiving comments like: “It has a great flavor and taste that we have never experienced.” After this, Mr. Koyama explained about his “seven special chocolates” featuring sake lees made from Hyogo’s famous sake rice “Yamada-nishiki,” and golden sesame from Nishiwaki City, among other ingredients. His explanations included the method of making each of these chocolates. Mr. Knam was impressed with the unique production method and the quality of ingredients. Participants were also surprised at the high-level chocolate making of Hyogo and Japan. Participants, including Mr. Knam, expressed their gratitude to Hyogo for preparing this session, as well as their astonishment at seeing the high level of Hyogo.

Seven special chocolates offered at the venue

Chocolate seminar Mr. Koyama cooking financiers of Tambaguro and matcha

Participants of the seminar Mr. Ernst Knam, the “King of Chocolate”

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[II. Detailed contents of each event] 1. Hyogo’s promotion in the City of Milan (Jul. 17) (1) Afternoon session (Seminars & business meetings) 15:00-19:00 [320 visitors] (b) “Spirit of Japanese Sushi” seminar (17:00-18:00) “Kobe Beef Sushi” cooking demonstration by Mr. Mamoru Sugiyama, Master Chef of Ginza Sushiko & tasting session Sushi is very popular in Milan. In addition, Kobe Beef has recently been catching a lot of attention from Milanese people since many top restaurants of inventive Japanese cuisine began to offer Kobe Beef. Under such circumstances, the cooking demonstration by a top-class Japanese sushi chef caught a lot of attention from the approximately 50 food journalists and chefs who attended the seminar. Using the “Stork Natural Rice” and Kobe Beef, top-class Japanese chef Mr. Sugiyama gave an excellent cooking performance that received huge waves of applause. When the Kobe Beef sushi was offered for tasting, participants commented that it was really delicious. Mr. Sugiyama gave detailed explanations on Kobe Beef being produced in Hyogo Prefecture, and what the “Stork Natural Rice” was. We received many comments saying that Hyogo’s ingredients were wonderful, and that they felt the high level of Hyogo that prepared excellent ingredients and a top-class chef from Japan in order to conduct this promotional activity in Milan.

Kobe Beef Sushi cooking demonstration by Master Chef Sugiyama

Kobe Beef Sushi offered at the venue

Sushi Seminar by Master Chef Sugiyama

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[II. Detailed contents of each event] 1. Hyogo’s promotion in the City of Milan (Jul. 17) (1) Afternoon session (Seminars & business meetings) 15:00-19:00 [320 visitors] (c) Hyogo tourism seminar (18:00-18:30) The seminar began with the address by Mr. Hajime Nishimura, leader of the Tourism Promotion Delegation, followed by an outline of Hyogo and hot springs within the Prefecture by Mr. Norihisa Mizuguchi, Superintendent of Tourism of Hyogo Prefectural Government. Then the proprietress of the famous ryokan (inn) Nishimuraya made a presentation about Kinosaki Hot Springs, and Mr. Masayuki Totani, head of the Arima Hot Springs Tourism Association, made a presentation about Arima Hot Springs. Finally, representing the Hyogo Prefecture Town Mayors’ Association, Mayor Noriaki Anzako of Sayo Town and Mayor Hiroko Shimizu of Harima Town introduced their towns’ industries and tourism.

Address by the Tourism Promotion Delegation leader, Mr. Nishimura

Tourism promotion delegation members

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[II. Detailed contents of each event] 1. Hyogo’s promotion in the City of Milan (Jul. 17) (2) Reception for “Hyogo Special Day: Feel Hyogo, the Taste of Japan!” 19:00-22:00 [410 visitors] (a) Address by the host & sake barrel opening ceremony In his address, Governor Toshizo Ido emphasized that Hyogo, a place of natural diversity with wonderful people, has brought in the highest-grade ingredients, including Kobe Beef, as well as traditional cuisine by top-class chefs. Then he promoted Hyogo’s abundance of tourism resources. Representing Milan, Mr. Raffaele Cattaneo, President of the Regional Council of Lombardy, expressed his gratitude to Hyogo for participating in the Expo Milano, and referred to the friendship between Japan and Italy, saying that he hoped that the series of events would add a new party, Hyogo, to the long-established friendship between Kansai and Lombardy. After the sake barrel opening ceremony, Speaker Noriyuki Ishikawa of the Hyogo Prefectural Assembly proposed a toast and the reception was started.

Address by Governor Ido Address by the guest: Mr. Cattaneo, President of the Regional Council of Lombardy

Sake barrel opening ceremony, using sake from Nada-gogo, Hyogo

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[II. Detailed contents of each event] 1. Hyogo’s promotion in the City of Milan (Jul. 17) (2) Reception for “Hyogo Special Day: Feel Hyogo, the Taste of Japan!” 19:00-22:00 [410 visitors] (b) Public performance of Japanese calligraphy by Ms. Mariko Kinoshita

Performance by Ms. Kinoshita

(c) Koshiki Shijo-ryu Hocho-shiki (A traditional Japanese culinary art of cutting fish without touching it with the hands)

Performance by Mr. Nakanishi

This was an attempt to send our message from Milan to the world through calligraphy. We had Ms. Mariko Kinoshita, a calligraphy artist active around the globe, feel the atmosphere of Milan for herself and create a message for Hyogo foods with her own artistic sense. At the public performance she wrote: Hyogo megumi, kiwami, takumi, umami, nagomi no shoku (Hyogo’s food: blessings, ultimate, mastery, tastiness and relaxation).

The performance of Japanese traditional knife art by Mr. Akira Nakanishi, Chairperson Emeritus of the Hyogo Cook Association, received acclaim from visitors, saying that the solemn atmosphere overwhelmed them. It was a perfect opportunity to introduce the profound food culture of Japan.

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[II. Detailed contents of each event] 1. Hyogo’s promotion in the City of Milan (Jul. 17) (2) Reception for “Hyogo Special Day: Feel Hyogo, the Taste of Japan!” 19:00-22:00 [410 visitors] (d) Feast featuring Hyogo Foods by special guest chefs Top chefs from Milan and Japan fully expressed the quality and taste of ingredients from Hyogo in their dishes, and offered explanations of the main ingredients to high-class guests. 【(d-1) Mr. Akira Nakanishi, Chairperson Emeritus of the Hyogo Cook Association: “Ichiju-sansai” and “Kobe Beef rice bowl”】 Japanese traditional cuisine in the style of “ichiju-sansai (one soup and three dishes)” and Kobe Beef rice bowl were offered. The Kobe Beef rice bowl was especially popular among participating chefs for its white Soy Sauce Foam that matched well with Kobe Beef. There are approximately 55,000 restaurants worldwide offering inventive dishes based on Japanese cuisine, and many of them were developed through fusion with local ingredients. This being the case, we were convinced that Hyogo’s ingredients have great potential to be used more widely around the globe, as their flavors were acknowledged in this promotional activity.

Talk session with Mr. Nakanishi

Kobe Beef rice bowl

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[II. Detailed contents of each event] 1. Hyogo’s promotion in the City of Milan (Jul. 17) (2) Reception for “Hyogo Special Day: Feel Hyogo, the Taste of Japan!” 19:00-22:00 [410 visitors] (d) Feast featuring Hyogo Foods by special guest chefs 【(d-2) Mr. Mamoru Kataoka, “Al Porto” chef: Kobe Beef shabu-shabu with sesame sauce Genovese style】 In addition to explaining about the dishes, Mr. Kataoka also presented the wonderful quality of Kobe Beef, and strongly recommended it as one of the “four greatest ingredients in the world.”

【(d-3) Mr. Matteo Vigotti, “PECK” Executive Chef: Tambaguro spuma (foam) and Awaji Island Onion cream soup】(Executive chef of PECK, official restaurant of Italian Pavilion) Mr. Vigotti emphasized the natural quality of “Tambaguro” Tamba Black Beans. He said that, as he works with the Takashimaya Department Store of Japan, he would like to offer Tambaguro gelato there. He also commented that he wanted to use these beans at PECK.

Talk session with Mr. Kataoka from “Al Porto”

Talk session with Mr. Vigotti from PECK Tambaguro spuma

Mr. Kataoka himself explains the quality of Kobe Beef

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[II. Detailed contents of each event] 1. Hyogo’s promotion in the City of Milan (Jul. 17) (2) Reception for “Hyogo Special Day: Feel Hyogo, the Taste of Japan!” 19:00-22:00 [410 visitors] (e) Awaji Ningyo Joruri (puppet theater)

Before the performance of the program Ebisu-Mai (Dance of the Fisherman God), very detailed explanations about the handling of the puppets were given to the visitors, who earnestly listened to them. Many of the visitors had a strong interest in traditional Japanese culture, so they appreciated the art with keen interest. The performance ended in great applause. This event showed that many synergies would be generated when [food] and [tourism (traditional culture)] were combined.

Awaji Ningyo Joruri performance

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[II. Detailed contents of each event] 1. Hyogo’s promotion in the City of Milan (Jul. 17) (3) Promotion of Japanese sake from Nada, Hyogo 15:00-22:00 This event fully showcased the appeals of Japanese sake from the Nada area in Hyogo through a sake-barrel opening ceremony, the display of masu (square wooden cup used to serve sake), and a tasting session. Many visitors exploited this opportunity to taste sake. In Italy, Japanese sake has not gained popularity yet, however, we felt a great possibility for future success.

Masu sake cups Sake barrel opening ceremony & toast

“Sake from Nada” lounge

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[II. Detailed contents of each event] 1. Hyogo’s promotion in the City of Milan (Jul. 17) (4) Tasting sessions & business meetings 15:00-22:00 The event was enthusiastically received. Thanks to the Japanese food boom in Italy, visitors had a great interest in ingredients from Hyogo. Many of them listened to the explanations earnestly and tasted the samples.

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[II. Detailed contents of each event] 1. Hyogo’s promotion in the City of Milan (Jul. 17) (5) Tourism promotion booth: five regions of Hyogo 15:00-22:00 The tourism promotion delegation members, led by Mr. Nishimura (President of Hyogo Tourism Association), delivered pamphlets of tourism sites in Hyogo, and leaflets introducing Awaji Ningyo Joruri. Business sessions were held with two local travel agencies in regard to two representative tourist sites of Hyogo: Kinosaki & Arima Hot Springs.

Tourism promotion delegation members introducing Hyogo in Hyogo booth Business session with travel agencies in Milan

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【Special guests】

Promising young chefs in Italy (1) Mr. Claudio Sadler, co-founder of Jeunes Restaurateurs

d’Europe (JRE) (2) Mr. Matteo Vigotti (Executive chef of PECK, official

restaurant of Italian Pavilion)

Mr. Franco Baresi - Italian soccer “legend” who has played for Italy

national team and AC Milan - Championship in 1982 FIFA World Cup Spain

(1) (2)

【Number of visitors to each event】 Afternoon session (Seminars & business meetings) 15:00-19-00 [320 visitors]

(1) Media 53 (2) Chefs/restaurants 185 (3) Food companies 48 (4) Others (Invited VIPs, etc.) 34

Reception for “Hyogo Special Day: Feel Hyogo, the Taste of Japan!” 19:00-22:00 [410 visitors]

(1) Media 42 (2) Chefs/restaurants 268 (3) Food companies 56 (4) Others (Invited VIPs, etc.) 44

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[II. Detailed contents of each event] 2. Hyogo’s promotion in Japan Pavilion of Expo Milano (Jul. 16-19) [Jul. 16: No. 1] Tourism promotion: Hometown of Stork Natural Rice & Toyooka City (Toyooka City & JA* Tajima) * JA: Japan Agricultural Cooperative

With the attendance of the Mayor of Toyooka and the Chair of JA Tajima, the event began with a sake barrel opening ceremony featuring sake from the Tajima region. Both leaders made presentations about the Stork Natural Rice project, and offered Tajima Beef risotto and crab risotto using the Stork Natural Rice, both of which were greatly popular. Visitors were also interested in the Mayor’s promotional talks on tourism around Toyooka City and the Tajima region.

Stork Natural Rice Sake barrel opening ceremony with sake from Tajima

Mayor’s explanation of Stork Natural Rice

Cooking demonstration: Crab risotto using Stork Natural Rice by Mr. Etsunobu Takahashi, master chef of Nishimuraya ryokan

Visitors tasting crab risotto Tourism promotion of the Tajima region by the Mayor of Toyooka

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[II. Detailed contents of each event] 2. Hyogo’s promotion in Japan Pavilion of Expo Milano (Jul. 16-19) [Jul. 16: No. 2] “Tambaguro” Tamba Black Beans promotion (Tambaguro Promotion Council) Food companies Odagaki Shoten and Fujicco made a detailed joint presentation on the quality of Tambaguro, showing breed characteristics and nutritional data. PECK’s special Tambaguro gelato, offered at the venue, was greatly popular. The dishes of Tambaguro cooked by an Italian chef were also received well. Video footage introducing production sites enhanced visitors’ interest as well.

PECK’s special Tambaguro gelato

Joint presentation Explanation of Tambaguro’s nutritional facts

Demonstration by Italian chef Tambaguro booth with many visitors

People loved Tambaguro gelato

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[II. Detailed contents of each event] 2. Hyogo’s promotion in Japan Pavilion of Expo Milano (Jul. 16-19) [Jul. 16: No. 3] Banshu handmade somen noodles promotion (Hyogo Prefecture Tenobe* Somen Cooperative) * tenobe = handmade After a presentation by the Chair of the Hyogo Prefecture Tenobe Somen Cooperative, the master chef of the Nishimuraya ryokan in Kinosaki, Mr. Etsunobu Takahashi, demonstrated somen noodle cooking and offered samples to visitors. Those who ate somen noodles for the first time commented that it was cold and very tasty. The layout of the demonstration was such that visitors could try somen noodles only after seeing the products on the stage, so we were able to introduce many Banshu Tenobe Somen products to a large number of visitors.

Products on the stage Trying cold somen noodles

Demonstration by master chef Takahashi Presentation by the Chair

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[II. Detailed contents of each event] 2. Hyogo’s promotion in Japan Pavilion of Expo Milano (Jul. 16-19) [Jul. 17: No. 1] The Harima region supporting Japanese taste (Slow Food Harima)

Ten member companies of Slow Food Harima participated in the “Harima region supporting Japanese taste” event and introduced various foods of the Harima region, including boiled fish cake products and Japanese sake. Visitors commented that they enjoyed the food culture they had never seen in Italy.

Introduction of Harima’s boiled fish cake products

Introduction of Harima’s ekiben (lunch box sold at train stations) culture

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[II. Detailed contents of each event] 2. Hyogo’s promotion in Japan Pavilion of Expo Milano (Jul. 16-19) [Jul. 18: No. 1] “Hyogo Special Day: Feel Hyogo, the Taste of Japan!” (1) Address by the host & sake barrel opening ceremony In the opening address, Governor Toshizo Ido commented: “Do not eat less because of the summer heat; eat more to overcome the heat. We have brought many of the world’s top ingredients from Hyogo, so please enjoy the appeals of Hyogo.” Then the Governor himself presented the appeals of Kobe Beef and Hyogo’s tourist spots, without regard for the heat wave. After the sake barrel opening ceremony, which attracted a lot of attention out of curiosity, Speaker Noriyuki Ishikawa of the Hyogo Prefectural Assembly proposed a toast and the event was started.

Opening address by the Governor

On-site press interview to the Governor Toast by the Speaker

Kobe Beef promotion by the Governor

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[II. Detailed contents of each event] 2. Hyogo’s promotion in Japan Pavilion of Expo Milano (Jul. 16-19) [Jul. 18: No. 1] “Hyogo Special Day: Feel Hyogo, the Taste of Japan!” (2) Public performance of Japanese calligraphy by Ms. Mariko Kinoshita

Talk session on the calligraphy: Ms. Kinoshita & Governor (3) Awaji Ningyo Joruri (puppet theater)

Japanese calligraphy works are permanently displayed at the Japan Pavilion in order to publicize a unique style of Japanese culture. Visitors breathlessly watched a powerful public performance that utilized the entire stage. The site exploded with applause at the completion of the message “Hyogo megumi, kiwami, takumi, umami, nagomi no shoku” (Hyogo’s food: blessings, ultimate, mastery, tastiness and relaxation).

Before the performance of the program Ebisu-Mai (Dance of the Fisherman God), very detailed explanations about the handling of the puppets were given to the visitors, who earnestly listened to them. Many of the visitors had a strong interest in traditional Japanese culture, so they appreciated the art with keen interest. In closing, the announcement in Italian “Per la prosperità di Milano e Hyogo, salute!” (Cheers to the prosperity of Milan and Hyogo) received great cheers and applause.

Awaji Ningyo Joruri performance

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[II. Detailed contents of each event] 2. Hyogo’s promotion in Japan Pavilion of Expo Milano (Jul. 16-19) [Jul. 18: No. 1] “Hyogo Special Day: Feel Hyogo, the Taste of Japan!” (4) Promotion of Hyogo’s “gem” ingredients

輸出拡大に大変 期待している。

Kobe Beef presentation

Awaji Island Onion presentation Nada-gogo sake tasting Demonstration by Mr. Nakanishi

[World’s best! Kobe Beef] Mr. Yoshinori Ashida, Director of Livestock Division of Hyogo Prefecture, explained the secrets of Kobe Beef’s taste, certification standards, and brand management. The volume of questions given after the presentation showed how much the visitors were interested in Kobe Beef. [World’s best! Awaji Island Onions] A staff member of JA* Awajishima gave a presentation revealing the secrets to the taste of Awaji Island Onion. The onions have been exported to Hong Kong and Dubai, and in Hong Kong, Awaji Island Onions have already established a brand name. The Chair of JA Awajishima is eager to expand export of the onions. *JA: Japan Agricultural Cooperative [Japanese sake from Nada-gogo] We introduced Japan’s largest sake production area, Nada-gogo from Hyogo. At the tasting corner that was open for 4 days, many visitors enjoyed a variety of Japanese sake from Nada-gogo, and experienced its distinguished flavors. [Kobe Beef rice bowl] Following the presentations on Kobe Beef and Awaji Island Onion, the “Kobe Beef rice bowl” that featured them was cooked at the venue and offered to the visitors at the Event Plaza of Japan Pavilion. The dish was enormously well-received on the 17th at the Pirelli Venue as well. The samples were gone almost instantly; the collaboration of the high-quality ingredient Kobe Beef and Soy Sauce Foam created with a technique from traditional Japanese cuisine commanded high praise.

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[II. Detailed contents of each event] 2. Hyogo’s promotion in Japan Pavilion of Expo Milano (Jul. 16-19) [Jul. 18: No. 2] “Have fun in Akashi! Tourism promotion featuring Akashi-yaki” (Akashi City) The Mayor of Akashi City appeared in the video and displayed the attractions of Akashi City as a tourist site. In addition, to introduce the flavor of Akashi-yaki dumplings to the world, a PR group held a cooking demonstration and offered some at the venue. Visitors seemed surprised at the texture they had never experienced, yet Akashi-yaki received a good reputation as it contained octopus, a popular ingredient in Italy.

Cooking demonstration of Akashi-yaki (1) Cooking demonstration of Akashi-yaki (2)

Akashi-yaki tasting

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[II. Detailed contents of each event] 2. Hyogo’s promotion in Japan Pavilion of Expo Milano (Jul. 16-19) [Jul. 18: No. 3] “Try basil from Hyogo!” (MCC Food Products Co., Ltd.) Introducing Hyogo basil in Italy, despite basil being one of the representative ingredients of Italy, shows MCC Food Product’s confidence in their product. They asked PECK to cook the basil at an outside kitchen within the Italy Pavilion, and offered conchiglie pasta containing Hyogo basil at the venue. The pasta that brought out the flavor of Hyogo basil received favorable reviews. Introduction of Hyogo basil How the basil is produced

Conchiglie pasta tasting

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[II. Detailed contents of each event] 2. Hyogo’s promotion in Japan Pavilion of Expo Milano (Jul. 16-19) [Jul. 19: No. 1] Promotion of Hyogo Nori (laver/seaweed) that refines Japanese dishes (Hyogo Fisheries Cooperative) Representative Director of the Hyogo Fisheries Cooperative, Mr. Takayoshi Yamada gave a presentation about Hyogo Nori. After this followed a cooking demonstration of “Onigirazu,” a type of rice ball that is gaining popularity in Japan recently. They were offered at the venue, and contributed to the promotion of Hyogo Nori.

Presentation by Mr. Yamada “Onigirazu” featuring Hyogo Nori “Onigirazu” tasting

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[II. Detailed contents of each event] 2. Hyogo’s promotion in Japan Pavilion of Expo Milano (Jul. 16-19) [Jul. 19: No. 2] Welcome reception for the Club des Chefs des Chefs (C.C.C.) C.C.C. is the club of the most sophisticated and influential chefs representing each country, with only one member per country; members include the White House Executive Chef and head chef to the Prince of Monaco. Through the Ministry of Agriculture, Forestry and Fisheries of Japan, the Club asked Hyogo, as a representative of Japan, to accept their visit. In response to this, Hyogo hosted a welcome reception. Hyogo offered Japanese traditional dishes in the style of “ichiju-sansai (one soup and three dishes),” and Kobe Beef rice bowl. Varieties of sake from Nada that matched with each dish were also offered. We received many comments from participating chefs saying that the Kobe Beef rice bowl was especially wonderful, going well with the white Soy Sauce Foam.

Welcoming the chefs Greeting by Mr. Shiro Niioka, CEO of Agricutlural & Environmental Dept. of Hyogo

Greeting by Ambassador Kazuyoshi Umemoto of Japan to Italy

Greeting by Mr. Bruno Pasquino, Representative of the Italian Government for Expo Milano

Toast by Mr. Tatsuya Kato, Representative of the Japanese Government for Expo Milano

Cooking demonstration by Mr. Nakanishi, Chairperson Emeritus of Hyogo Cook Association

The chefs seriously tasting the dishes Commemorative group photo Cooking demonstration by Mr. Nakanishi, Chairperson Emeritus of Hyogo Cook Association

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[II. Detailed contents of each event] 2. Hyogo’s promotion in Japan Pavilion of Expo Milano (Jul. 16-19) [Jul. 19: No. 3] “Japan’s best historical heritage of samurai: Himeji Castle” (Himeji City) The event began with the opening address by the Mayor of Himeji City. The promotion included not only the introduction of Himeji Castle, but also a cooking demonstration of fresh Japanese sweets, a photo session with samurai in armor, and a performance of Japanese drums. Events featuring the characteristics of Himeji City attracted many visitors, concluding Hyogo’s series of promotions with a great success.

Cooking demonstration & tasting session of fresh Japanese sweets

Opening address by the Mayor of Himeji

Photo session with samurai in armor

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[II. Detailed contents of each event] 3. Pre-event “Hyogo-Italy Japanese Food Tasting Experience 2015” (Jul. 9-10; at the restaurant “ASOLA” in Milan)

Prior to the series of events mentioned above, Hyogo hosted a promotional event for the press, and a cooking seminar for local chefs by Japanese chefs. These events took place in a three-star restaurant in Milan, and served as an opportunity to publicize the appeals of [agriculture] and [food] from the five regions of Hyogo. Ingredients from Hyogo, represented by Kobe Beef, were evaluated highly. Those appearing in Milan for the first time – Hyogo Nori (laver/seaweed), Asakura Sansho (Japanese pepper), “Tambaguro” Tamba Black Beans, and Awaji Island Onion – were particularly the focus of attention. Hyogo will also continue to approach Mr. Matteo Torreta, Executive Chef of ASOLA and the most watched young chef in Milan, in an effort to greater advertise Hyogo’s attractions. The event also left a strong impression on the press that the “real” Kobe Beef came to Italy for the Expo Milano. 【Chef’s Menu】* The rice used in all dishes is “Stork Natural Rice” Chef Mamoru Kataoka from Al Porto: Carpaccio of Kobe Beef round, seasoned with yuzu citrus pepper Chef Yoshimi Hidaka from Acqua Pazza: Casareccie of Hyogo Nori and sea urchin cream, flavored with yuzu citrus pepper Chef Daisuke Yamane from Ponte Vecchio: Tenderly roasted Kobe beef seasoned with a sauce of Asakura Sansho, Awaji Island Onion

and nuts; served with riso-pilaf of Tambaguro Executive Chef Matteo Torretta from ASOLA: Gelato and biscotti, candied lemon, and soybean flour made from Tambaguro 【Participating press companies】40 companies from Italy

Reporters at the lunch tasting for the press

Top chefs from Japan and Milan, in front of the dishes featuring ingredients from Hyogo

Mr. Kataoka presenting the quality of Kobe Beef to the press

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[II. Detailed contents of each event] 4. Relay exhibition by the Union of Kansai Governments (Jul. 16-19; at Event Plaza in Expo Milano Japan Pavilion)

Hyogo’s presentation

Member cities and prefectures of the Union of Kansai Governments publicized the [agriculture], [food] and [tourism] of Kansai in a relay-style exhibition.