A new event has been launched to celebrate and capitalise on London’s thriving Japanese food scene.
Taking place from 23 September to 3 October, Japan Week will be packed full of one-off events, bookable experiences, limited-edition menus and exclusive discounts.
The event, launched by Foodism, will see activity feature at restaurants, bars and venues across London.
Headline sponsor JFOODO (The Japan Food Product Overseas Promotion Centre) is a division of the government responsible for promoting Japanese food and drink globally.
JFOODO is promoting the pairing of seafood and sake, encouraging diners to ‘Escape the Ordinary’ by pairing sake with seafood for this year’s Japanese Sake campaign.
Sake has been flourishing in London but is still traditionally paired with Japanese food such as sushi. However, with its light and fresh flavour profile, it works perfectly with all seafood, such as oysters.
Visitors will be able to experience the Seafood x Sake pairing for themselves at participating restaurants this Japan Week.
The Official Spirits Partner for Japan Week is House of Suntory, which has a portfolio of Japanese spirits brands including Roku Gin, Haku Vodka and a range of Japanese whisky.
As part of Japan Week, House of Suntory will be creating special one-off cocktails.
Kirin Ichiban will be the Official Beer Partner. Kirin Ichiban is authentically Japanese with a flavour crafted to appeal to the palate, pairing beautifully with Japanese cuisine. Kirin Ichiban represents a rich culture of meticulousness.
Well-loved Japanese institution, Japan Centre Food Hall is the Official Retail Partner and is passionate about delivering a rich variety of quality Japanese goods to shoppers in the UK and beyond.
Spanning authentic Japanese food and drink to a bookstore offering manga, magazines and gifts, it is a hub of Japanese supplies.
Nobu Hotel in Shoreditch is the Official Hotel Partner and is an extension of the renowned hotel and restaurant portfolio headed by Tokyo-trained celebrity chef Nobu Matsuhisa and actor / director Robert De Niro.
Also sponsoring the event will be FIJI, the water brand that bottles the earth’s finest water. FIJI Water was founded in 1996 out of the desire to share the earth’s finest water with the world.
“Japan Week will be a fantastic opportunity for restaurants and bars around London to showcase their amazing food and drink,” said Alex Watson, Brand Director at Foodism.
“With Japanese food and drinks such as sake thriving in London, now is a great time to be celebrating Japanese culture – and ties in perfectly as Brits head to Japan for the 2019 Rugby World Cup.”