Imagina Plans Experiential Tasting Event for Media at Yamanashi's Futaba SA Downhill on March 18th. Showcasing the Charm of a Scenic Service Area with Mt. Fuji Views, New Menus, and Live Kitchen

Imagina Inc. (Headquarters: Tokyo), a company specializing in organizational development and branding, planned and executed an experiential tasting event for media and influencers on March 18, 2026, at the Futaba Service Area Downhill (Kai City, Yamanashi Prefecture) as an initiative to enhance its value.

This tasting event aimed to provide "experiential value beyond just eating" through new menu tastings, live kitchen demonstrations, and networking, with the goal of promoting the facility's appeal and improving its products.

■ Project Background (Initiatives to Improve Brand Value)

The Futaba Service Area Downhill reopened in 2025 with the concept of "Even a detour can be special."

In this project, Imagina Inc., which supports organizational development and branding, was commissioned by Yamanashi Kotsu Co., Ltd., the operating tenant, to handle soft-side enhancements such as proposing concepts, supporting product development, and reforming on-site awareness. Imagina is assisting in realizing a "destination service area" that goes beyond being a mere rest stop.

This tasting event was planned as part of the post-renewal value enhancement measures, aiming to widely "disseminate" its appeal through actual "experiences" and create a cycle that leads to further "improvements" based on the feedback received.

■ Event Details

On the day of the event, a total of 30 people, including Yamanashi Ambassadors, influencers, and media personnel, attended. They experienced the charm of the facility through new menu tastings and live kitchen demonstrations.

■ Participant Feedback

Participants provided the following feedback:

• "It was very impressive to see the cooking right in front of us, eat it on the spot, and also hear the stories behind it."

• "There was a wide variety of tastings, and it was an experience where I could enjoy the charm of Yamanashi in various forms."

■ Futaba SA Downhill Concept "Even a detour can be special."

Futaba Service Area Downhill is a showroom-style service area where the charms of Yamanashi gather. It aims to be a space where a casual stop transforms into a memorable experience.

■ Three Charms of Futaba SA Downhill

① The only service area on the Chuo Expressway with a view of Mt. Fuji
② Specialty gourmet dishes that can only be eaten here
③ A showroom where you can experience the charm of Yamanashi

■ New Products

• Yaki Hoto (Grilled Hoto)

A modern twist on Yamanashi's specialty, made with minced meat miso and pumpkin. This evolved Hoto, unique to Futaba SA Downhill, was developed by a chef loved by many drivers.

• Hokkaido Shiretoko Fisherman's Dashi Chazuke

A new menu developed to easily enjoy seafood from Shiretoko, Hokkaido. Inspired by sea bream chazuke, it's a bowl finished by adding your favorite ingredients and finally pouring "Sorachiya's Nekonbu Dashi" over it.

Featured Gourmet

• Shiretoko Salmon Roe Bowl

Luxuriously uses salmon and salmon roe raised in the rich waters of Shiretoko, Hokkaido, allowing you to enjoy the authentic taste of Hokkaido in landlocked Yamanashi. A supreme seafood bowl where the rich flavor of fatty salmon and the richness of salmon roe spread.

• Super Rich Lobster Ramen

Supervised by "Ebimaru Ramen," a popular restaurant in Jinbocho, a fierce battleground for ramen, with endless queues. A new sensation ramen created by a chef trained in French cuisine, condensing the umami of lobster.

• Butter Chicken Curry and Naan

Supervised by "Saino," an authentic Indian and Nepalese restaurant with numerous awards. An authentic spice curry made by chefs trained in their home countries.

• Adult's Impressive Beef Stew

A special dish exclusive to Futaba SA Downhill, further evolving the popular beef stew from the famous "Impressive Breakfast" of the long-established ryokan "Itoyanagi."

■ Future Developments

Imagina will continue to support the sustainable value enhancement of companies through initiatives that combine "experience design x product development x on-site reform" like this one. At Futaba Service Area Downhill, they aim to realize a "destination service area" by continuously holding tasting events and improving products based on customer feedback.

■ Event Outline

• Name: Futaba Service Area Downhill Tasting Event

• Date: Wednesday, March 18, 2026

• Venue: Futaba Service Area Downhill (2630 Ryuchi, Kai City, Yamanashi Prefecture)

• Organizer: Imagina Inc.

• Target Audience: Media, influencers, and related parties