Liguria Region guest at the “Italia, Amore mio” festival in Tokyo: an experiential journey through the tastes and aromas of Ligurian cuisine.

GENOVA. It was Liguria, with its colours and flavours, that represented the nation at “Italia, Amore mio!”, the largest Italian festival in Japan, at the Tokyo Fair; an opportunity to promote the cultural, food and wine and tourism excellences towards the Japanese public who, in recent years, has shown themselves increasingly interested and attentive to Liguria. The Region's promotional work began on Friday afternoon in Tokyo (late morning in Italy) with a seminar focused on the tourist value of Liguria, attended by more than fifty people including Japanese tour operators, travel agencies, journalists and influencers.

The participants, after the presentation of the tourist destination and a experiential journey through the tastes and aromas of Ligurian cuisine, they were able to enjoy aexclusive preview of the Liguria area that was set up for the occasion in the Roppongi Hills Arena: one of the largest real estate complexes in Japan is in fact the location where this edition of "Italia, Amore mio!" was held.

The area was visited by the general public who took part in the event from Saturday 25th. Here they found space several moments of show cooking, curated by the starred chef Ivano Ricchebono, which featured pesto and walnut sauce. The flavors of Ligurian cuisine, along with oil and wine, were the true protagonists of the event, as the only “official” cuisine of the Festival. There was also focaccia prepared by the chef in collaboration with the chef of “Focaccia di Recco 500”, Kenichi Nakama, who trained in Liguria before opening his restaurant in the East in 2023. Furthermore, Ivano Ricchebono also coordinated the "The Dream Dining" area, a sort of lounge upon reservation in which authorities, ambassadors and representatives of local authorities were able to enjoy an entirely Ligurian menu, including pesto, trofie and pandolce.

“Italia Amore Mio!”, now in its ninth edition, took place with the support from the Italian Chamber of Commerce in Japan and holds the title of the largest Italian festival in the country. Previous editions of the event recorded an attendance of around 50.000 visitors in two days, plus significant media coverage.

The Region's participation in the festival, the only Italian present, is part of one series of actions designed as tools to strengthen the image of Liguria on the Far Eastern tourism and business market and thus develop coordinated actions within the “Road to Japan” project, which will have its peak in participation in the Osaka Expo in 2025. Liguria's mission to Japan, not by chance, began on May 23 in Osaka, with an initial meeting with the Italian Consul General in the city Marco Prencipe, which was followed by several meetings on the theme of 2025.

"In Osaka for some preparatory meetings in view of Expo 2025 and then in Tokyo for the “Italia Amore Mio!” event organized by the Italian-Japanese Chamber of Commerce – explains the Region's tourism councilor – An increasingly international Liguria continues to work towards new and exciting goals in the tourism sector with important benefits for the economy and employment. I thank the consul for the precious time dedicated to us and the director of international relations of the Expo, Minoru Fujitsuka, who explained to us the great opportunities that the great event of 2025 will offer to our region and prepared us on the expectations of the public that will be composed mainly of Japanese, Korean and Chinese citizens".

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