Japan’s central Tokai region is becoming a hub for fermentation tourism, drawing international visitors eager to explore its rich traditions of miso, sake, and other fermented foods. Guided tours of factories, hands-on brewing experiences, and regional delicacies are captivating tourists, offering them a unique taste of Japanese culture.
Miso paste, with roots tracing back to the Edo period, has become a centerpiece of this trend. At Maruya Hatcho Miso in Aichi prefecture, a nearly 700-year-old brewery, visitors witness the labor-intensive process of creating hatcho miso. High-quality soybean koji, salt, and water are aged in wooden vats under heavy stones for two years, preserving an ancient technique. “We aim to share authentic Japanese culture from our small brewery,” said Nobutaro Asai, Maruya Hatcho’s president.
Similarly, the ryotei restaurant Kawaramachi Izumiya in Gifu has gained attention for its fermented dish narezushi. Made by salting and fermenting sweetfish (ayu) with rice, this dish offers tourists a rare culinary experience. The restaurant also features innovative dishes like ayu-seasoned ramen and narezushi with fish roe, catering to foreign palates.
Sake brewing tours in Nagano prefecture offer visitors the chance to immerse themselves in the craft. At Kitsukura Shuzo brewery, participants stay in a 100-year-old timber house and engage in brewing tasks, from rice washing to fermenting with koji mold. Antoni Gandia from Switzerland shared his appreciation for learning about the process and its cultural significance. Since the program began in 2020, over 650 participants from 30 countries have taken part, supported by English-speaking guides.
The Tokai region’s climate, abundant in beans and rice, creates ideal conditions for fermentation. Health-conscious samurai leader Tokugawa Ieyasu, an admirer of hatcho miso, valued its protein content for sustaining his armies.
To enhance fermentation tourism, initiatives are expanding. In 2023, a committee co-sponsored by Central Japan Railway launched pre-tours of sake and miso breweries, attracting visitors from Europe and the U.S. Full-scale tours, set to begin in May 2025, aim to engage all five senses.
Efforts to train specialized guides are also underway, with aspiring experts attending lectures and gaining hands-on experience at production sites. “We hope to connect producers and consumers while preserving local culture,” said project leader Sakiko Yoshida.
Through fermentation tourism, central Japan offers a unique blend of tradition, taste, and cultural education.
READ MORE: