Partners Information: A decade has now passed since the devastation brought by the Great East Japan Earthquake and Tsunami of March 2011. To witness Fukushima's restoration efforts today, MATCHA visited the towns of Iwaki, Soma, and Namie along the Pacific Coast and checked out their food culture.

Partners Information: Izushi, a historic castle town less than an hour from the renowned hot springs at Kinosaki Onsen in Hyogo Prefecture, has a delicious local specialty - Izushi Sara Soba. Many types of soba noodles, which are made from buckwheat, are eaten all over Japan; however, Izushi Sara Soba stands out from other styles due to its unique presentation.

‘Kawaii’ means ‘cute’ in Japanese, and represents a cultural phenomenon in Japan. The culture of cuteness is unmistakable, characterised by big-eyed faces, child-like colours and adorable depictions of just about everything. Kawaii can be found in every corner of Japan, and is expressed through fashion, shops and of course, food! 

Partners Information: Visit Iiyama City for a one of a kind winter experience!Located in northern Nagano, Iiyama is a small city with harsh winters and heavy snowfall. Here, you can experience Iiyama’s snowy tradition and culture that has been passed down for generations.Every year, a group of locals known as the Kamakura Support Team builds snow huts for the Kamakura Snow Hut Village.

Explore the world of local sake (jizake) at Hotel Chinzanso Tokyo with special guest Darryl Cody Brailsford! At this exclusive event, brewers from all around Japan will bring a selection of regional sake to you in Tokyo. Find your perfect pairing with a buffet of regional specialities.