Niigata Prefecture Launches "#EdamamePrefectureNiigata" Posting Campaign on Instagram and X from July 1 (Wed)

Niigata Prefecture (Department of Agriculture, Forestry and Fisheries, Food and Distribution Division) will hold a follow & hashtag photo campaign themed "Niigata Edamame" on its official Instagram account (@niigatabrand) and X (formerly Twitter) official account (@niigatabrand) as part of the "Reconstruction of PR Site for Prefecture-Promoted Brand Products and Strengthening of SNS Dissemination Project" aimed at promoting the appeal of the prefecture's promoted brand products. The campaign, titled "Straight to Deliciousness. Niigata Prefecture Renewal Commemorative! Photo Campaign," will start on July 1, 2026 (Wed).

Campaign image for Instagram

Background of the Project

Niigata Prefecture boasts the largest cultivation area for edamame in Japan, yet ranks only 7th in shipment volume. The reason for this is that so much of it is consumed within the prefecture due to its exceptional deliciousness. This campaign was planned with the desire to share this appeal, which is commonplace and cherished within the prefecture, with people across the country. Niigata edamame includes various seasonal varieties such as early-season, Niigata Cha-mame, and Niigata Ama-mame. We aim to increase opportunities for people to learn about their abundance and seasonal flavors and to actually pick them up and taste them.

Campaign Overview

Title

Straight to Deliciousness. Niigata Prefecture Renewal Commemorative! Photo Campaign

Platforms

Instagram: @niigatabrand

https://www.instagram.com/niigatabrand/

X (formerly Twitter): @niigatabrand

https://x.com/niigatabrand

Eligible Products

All Niigata-grown edamame

Application Period

July 1, 2026 (Wed) - July 31, 2026 (Fri)

Winner Announcement

Early August 2026 (Notification via direct message on each SNS)

How to Participate

You can participate via Instagram or X by following these steps:

How to Participate on Instagram (View Post)

1. Follow the official account (@niigatabrand)

2. "Like" the campaign announcement post

3. Post a photo or video featuring edamame with the designated hashtag (explained below) (Feeds and Reels are both acceptable)

How to Participate on X (formerly Twitter) (View Post)

1. Follow the official account (@niigatabrand)

2. "Repost" the campaign announcement post

3. Post a photo or video featuring edamame with the designated hashtag (explained below)

【Designated Tag】#えだまめ県新潟キャンペーン

You can post photos or videos from any location, such as edamame eaten at an izakaya or at home. Photos and videos taken in the past are also eligible. Edamame must be visible in the first image (or thumbnail for Reels).

Prizes

5 winners will be randomly selected to receive 1.5kg of the Niigata-grown brand edamame "Kurosaki Cha-mame."

Prize

Number of Winners

Kurosaki Cha-mame 1.5kg

5 people

Winners will be announced via direct message from the official accounts on each SNS (scheduled for early August 2026). Prizes will be shipped sequentially starting mid-August after winners are confirmed.

About Niigata Edamame

Niigata Prefecture ranks first in Japan for edamame cultivation area. The passion of its residents for edamame is exceptional, to the point where it declares itself the "Edamame Prefecture, Niigata." The culture of growing edamame along the ridges of rice paddies has been deeply rooted for a long time, and it has been cherished as a part of daily life, with local children helping to shell the pods in the Showa era.

Although shipment volume ranks 7th nationally, the reason is that much of it is consumed within the prefecture due to its overwhelming deliciousness.

There are several reasons behind this deliciousness. First is the timing of the harvest. Approximately 40 varieties of edamame are cultivated in Niigata Prefecture, and the most delicious harvest period is determined for each variety. For Cha-mame, they are harvested when the beans are slightly smaller, about 80% mature, as this is when the sugar and amino acid content is highest. Taste is prioritized over yield or appearance.

Furthermore, climatic conditions also play a significant role. The hours of sunshine in Niigata Prefecture from May to October are longer than in Tokyo, allowing nutrients to accumulate slowly in the beans, enhancing their umami. In addition, the competitive environment among various production areas, with efforts in morning harvests, transplant cultivation, and soil improvement, elevates the overall quality of edamame in the prefecture.

Moreover, by relaying varieties throughout the season, they can be enjoyed for a long run from May to October.

Variety

Peak Season

Characteristics

Yahiko Musume

Early May - Late June

A rare, very early-ripening variety. Umami unique to red-haired beans with a lingering sweetness

Early-season varieties

Late June - Late July

Type with white hairs and large beans

Niigata Cha-mame

Mid-July - Mid-August

Characterized by brown hairs and a rich aroma

Niigata Ama-mame

Mid-August - Early September

Has a stronger sweetness

Late-season varieties

Mid-September - Mid-October

Large bean type suitable for bean rice

As such, Niigata edamame, with its rich variety of types and harvests timed to their peak seasons, offers different charms over a long period, truly a taste unique to the "Edamame Prefecture."

About the Prefecture-Promoted Brand Products PR Site

Niigata Prefecture operates the official website "Niigata Prefecture Brand Products PR Site" (https://niigata-brand.jp/) to disseminate the appeal of its promoted brand products. The site is currently undergoing reconstruction, and this campaign is being implemented by Niigata Prefecture as part of an initiative to strengthen dissemination in anticipation of the site's renewal.

Click here for the Niigata Prefecture Brand Products PR Site

Inquiries Regarding This Release

Niigata Prefecture Department of Agriculture, Forestry and Fisheries Food and Distribution Division

Kanda / Moriyama

Contact: 025-280-5305