[Handa City, Aichi] Aiming for Handa: City of Brewing and Fermentation — Developing New Menus and Products with Expert Coaching!
Handa City, Aichi Prefecture, has launched a 'Fermented Food Coaching Project' and is recruiting businesses to develop new menus and products with expert support. The program is open to restaurants and food businesses within the city, with applications open from May 22 to June 5, 2026. The goal is to enhance tourism experience using the city's brewing and fermentation culture. About 10 selected businesses will receive specialized advice and development support.
📋 Article Processing Timeline
- 📰 Published: May 22, 2026 at 00:00
- 🔍 Collected: May 21, 2026 at 15:31
- 🤖 AI Analyzed: May 21, 2026 at 19:45 (4h 13m after Collected)
Handa City is recruiting businesses to develop new menu items, products, and experiential content utilizing Handa's brewing culture, with support from expert coaching.
Background and Purpose
Handa City has a long history of brewing products such as vinegar, sake, miso, and tamari, which are deeply rooted in the city's culture. The number of visitors seeking to experience this fermentation culture is increasing, and with the growing global attention on fermented foods, this trend is expected to continue.
In response, Handa City is implementing the 'Fermented Food Coaching Project' to improve visitor satisfaction and encourage repeat visits through food and experiences related to fermentation.
Overview
Eligible Businesses: Restaurants, confectioneries, food businesses, and other businesses engaged in fermentation-related initiatives that meet one of the following criteria:
- Must have a store within Handa City.
- Products must be available for purchase within Handa City.
*Note: Mobile vendors, food trucks, and event-only vendors are ineligible.
Activities:
- Development of new menu items and products.
- Improvement of existing products.
- Creation of experiences using fermented foods.
- Development of products and services for tourists.
- New initiatives utilizing local ingredients and brewing seasonings, etc.
Application
Period: May 22 (Fri) – June 5 (Fri), 2026
Method: Apply via the application form below:
https://docs.google.com/forms/d/e/1FAIpQLScVkzKJlceKR2JsXJBqyQtMZMuuAnDqq_fYPrvtDyhTcSPiQw/viewform
Future Steps
Approximately 10 businesses will be selected to undergo initial interviews, followed by personalized consulting, expert advice, and concrete support for product and experience creation. Once menus and content are finalized, participants will join brewing and fermentation-related projects conducted by Handa City and the Handa City Tourism Association.
Schedule
Recruitment: May 22 (Fri) – June 5 (Fri), 2026
Selection: By June 12 (Fri), 2026
Initial Interview: June 22 (Mon) – June 30 (Tue), 2026
Coaching & Development: July – November, 2026
Finalization of Menu/Content: By November, 2026
Promotion/Rollout: From December 2026 onwards
Comment from Event Representative
Handa City is a 'treasure house of fermentation.' The power of fermentation nurtured in this land is something to be proud of globally. Let's make this rich brewing culture shine even brighter and build a city overflowing with brewing and fermentation together!
Contact Information
Handa City, Citizen Economy Department, Tourism Division
Phone: 0569-84-0689
Background and Purpose
Handa City has a long history of brewing products such as vinegar, sake, miso, and tamari, which are deeply rooted in the city's culture. The number of visitors seeking to experience this fermentation culture is increasing, and with the growing global attention on fermented foods, this trend is expected to continue.
In response, Handa City is implementing the 'Fermented Food Coaching Project' to improve visitor satisfaction and encourage repeat visits through food and experiences related to fermentation.
Overview
Eligible Businesses: Restaurants, confectioneries, food businesses, and other businesses engaged in fermentation-related initiatives that meet one of the following criteria:
- Must have a store within Handa City.
- Products must be available for purchase within Handa City.
*Note: Mobile vendors, food trucks, and event-only vendors are ineligible.
Activities:
- Development of new menu items and products.
- Improvement of existing products.
- Creation of experiences using fermented foods.
- Development of products and services for tourists.
- New initiatives utilizing local ingredients and brewing seasonings, etc.
Application
Period: May 22 (Fri) – June 5 (Fri), 2026
Method: Apply via the application form below:
https://docs.google.com/forms/d/e/1FAIpQLScVkzKJlceKR2JsXJBqyQtMZMuuAnDqq_fYPrvtDyhTcSPiQw/viewform
Future Steps
Approximately 10 businesses will be selected to undergo initial interviews, followed by personalized consulting, expert advice, and concrete support for product and experience creation. Once menus and content are finalized, participants will join brewing and fermentation-related projects conducted by Handa City and the Handa City Tourism Association.
Schedule
Recruitment: May 22 (Fri) – June 5 (Fri), 2026
Selection: By June 12 (Fri), 2026
Initial Interview: June 22 (Mon) – June 30 (Tue), 2026
Coaching & Development: July – November, 2026
Finalization of Menu/Content: By November, 2026
Promotion/Rollout: From December 2026 onwards
Comment from Event Representative
Handa City is a 'treasure house of fermentation.' The power of fermentation nurtured in this land is something to be proud of globally. Let's make this rich brewing culture shine even brighter and build a city overflowing with brewing and fermentation together!
Contact Information
Handa City, Citizen Economy Department, Tourism Division
Phone: 0569-84-0689
FAQ
What is Handa City's fermentation coaching program?
A project where local businesses receive expert coaching to develop new menu items and products, enhancing the city's tourism experience.
Who is eligible to apply?
Restaurants and food businesses located in or providing products within Handa City.
When can I apply?
Applications are accepted from May 22, 2026, to June 5, 2026.