From Nagoya to the World! "UMAMI GATE NAGOYA" Project Launches, a New Initiative for Inbound Tourism

The "UMAMI GATE NAGOYA" project is set to begin.

This project envisions Chubu Centrair International Airport as the "Gate" to Japan's UMAMI, and the entire city of Nagoya as a "UMAMI Food Theme Park," promoting the food and tourism appeal of Nagoya and the Chubu region from a long-term perspective. It will translate the fermented food culture nurtured in Nagoya and the Chubu region into the universal language of "UMAMI," developing it as a food experience platform that can be enjoyed by both domestic and international travelers, as well as local residents. As its first phase, in collaboration with MADE IN WORLD&CO, limited-edition collaboration items with popular anime will go on sale from April 29, 2026 (Wednesday/Holiday). Furthermore, an experiential stamp rally where participants can earn attractive rewards will be held from May 11, 2026 (Monday). Along with providing limited-edition collaboration goods with popular anime and MADE IN WORLD&CO, this project will create new sightseeing experiences in Nagoya.

## What is "UMAMI GATE NAGOYA"?
A new inbound tourism promotion project woven from Nagoya's fermented food culture.

"UMAMI GATE NAGOYA" is a long-term project aimed at strongly promoting inbound tourism by using "UMAMI" as a universal language to introduce the fermented food culture deeply rooted in Nagoya and the Chubu region to the world. Chubu Centrair International Airport is positioned as the first "Gate" where overseas tourists encounter Japan's "UMAMI," and the entire city of Nagoya is developed as a "UMAMI Food Theme Park" where visitors can experience its profound culinary charms. The project focuses on Nagoya's unique food culture, nurtured by fermented seasonings such as miso, soy sauce, mirin, and vinegar, aiming to provide an unforgettable "UMAMI experience" to visitors. Nagoya and its surrounding areas are home to production centers of fermented seasonings that support Japanese food culture, including Hatcho Miso with a history of approximately 400 years, Tamari soy sauce, Shiro soy sauce, and Mikawa mirin. These are not merely seasonings but "cultural assets" woven over a long period by the local climate, artisan skills, and people's lives, creating a unique taste experience found nowhere else in the world. This project is not exclusively for inbound tourists. Japanese customers and domestic tourists can also participate in the same experiential programs. It is an open project where locals, travelers from across the country, and guests from overseas can enjoy Nagoya's food culture together. We hope that domestic residents will also rediscover the charm of Nagoya, re-evaluated from an international perspective.

## Encountering the Charm of UMAMI in Nagoya
UMAMI is recognized globally as the "fifth taste," following sweet, sour, salty, and bitter. It is a profound, uniquely Japanese flavor born from fermented food cultures like miso and soy sauce. "UMAMI GATE NAGOYA" is an experiential tour project that treats Centrair as the "Gate" and the entire city of Nagoya as a "UMAMI Food Theme Park," allowing visitors to enjoy this "UMAMI" through dishes representative of Nagoya's food culture! It has now become an established international term, "UMAMI." The fermented food culture of Nagoya and the Chubu region is one of the areas where this "UMAMI" can be experienced most richly and diversely.

In particular, fermented foods such as miso (represented by Hatcho Miso), soy sauce, mirin, and vinegar are deeply rooted in daily life in Nagoya. Miso Nikomi Udon made with red miso, Miso Katsu, Doteni, Hitsumabushi with sweet and savory sauce over eel, and handmade Kishimen eaten with white soy sauce—all these dishes would not exist without the UMAMI of fermented seasonings. The deep richness and aroma created by long-term aging, and the complex flavor layers produced by koji mold and yeast, offer a unique Japanese taste experience difficult to replicate in other culinary cultures worldwide. The distinct flavors woven by these ingredients will be a treasure trove of "UMAMI experiences" for visiting foreign tourists. Furthermore, fermented foods are gaining international attention for their positive effects on gut health and immune function, making them a significant attraction for health-conscious travelers.

## Explore "UMAMI GATE NAGOYA" with an Experiential Stamp Rally!
As the first phase of the project, an experiential stamp rally in collaboration with MADE IN WORLD&CO will be held from May 11, 2026 (Monday). This initiative allows participants to visit "UMAMI GATE NAGOYA" certified stores scattered throughout Nagoya city, experiencing firsthand the depth of Nagoya's food culture and "UMAMI." The initiative will start with 35 participating stores and will be expanded sequentially in the future.

The lineup includes everything from long-established famous restaurants to new-concept fermented food restaurants popular with younger generations, spanning various areas and genres.