#Japan #JTB #ATAMI #Chef in Residence

JTB's 'Chef in Residence' Initiative: A Culinary Revolution in Atami

JTB Corporation has embarked on a groundbreaking venture in Atami, Shizuoka Prefecture, collaborating with the renowned dried fish shop, Kamatuzuru, to kick-start the 'Chef in Residence' program. This innovative project, set to commence on February 19, 2026, invites chefs to reside in the community, crafting culinary masterpieces influenced by local weather and the ambiance of the region. This initiative aims to enhance the nighttime economy of Atami and create high-value tourism.

Understanding the Context

The backdrop of this program is JTB's commitment to enhance the value of stays in the Atami area and energize its nighttime economy. While there has been a notable recovery in visitor numbers, Atami faces challenges such as limited dinner options, leading to the phenomenon of 'dinner refugees'. Moreover, there is a lack of sophisticated evening spots that cater to affluent tourists and those with vacation homes. Many pet owners lament the absence of quality dining options that welcome their furry companions, often leaving them with no choice but to leave their pets alone in accommodation.

To tackle these issues, JTB established the 'Chef in Residence' model. This is not merely a restaurant operation but a comprehensive dining experience where chefs engage with the local community, creating menus influenced by interactions with local producers and residents. By redefining the gastronomic potential of 'himono' (dried fish) from Sagami Bay, this initiative seeks to provide a fresh take on evening activities in the region, including private dining spaces suitable for guests traveling with pets.

Key Details of the Program

• - Name of the Initiative: Atami Chef in Residence 'Himono Dining Kamanari - Night Residence'
• - Duration: February 19, 2026 - March 22, 2026
• - Operating Hours: 6:00 PM to 9:30 PM (Last Orders by 9:00 PM), closed on Wednesdays
• - Location: Himono Dining Kamanari, 11-6 Ginza-cho, Atami, Shizuoka

3 Unique Highlights of the Experience

1. Live Culinary Action from the 'Resident Chef':
The chef will stay at the nearby guesthouse, 'Guest House MARUYA', crafting menus reflecting the essence of Atami through daily market visits and neighborhood explorations. Diners can expect an intimate setting where the chef shares the story behind each dish directly at the counter, creating a personal dining experience akin to being welcomed into a friend's home.

2. Innovative 'HIMONO Gastronomy':
Featuring high-quality dried fish from Kamatuzuru, the menu will creatively incorporate French and Italian culinary techniques. This challenges the common perception of dried fish as merely a breakfast item, offering a novel fine dining experience paired with carefully selected wines for a multi-course dining adventure highlighting local seasonal ingredients.

3. Stress-Free Dining with Pets:
A fully glass-enclosed private room will accommodate diners traveling with pets. This allows families to enjoy local cuisine together without the hassle of leaving pets unattended. Collaborations with pet-friendly luxury hotels in the area like Atami Pearl Star Hotel and Lavista Atami Terrace will enhance this unique offering, making it easier for guests to move seamlessly between accommodation and dining.

Course Options and Pricing

• - Casual Course - 'Atami Evening Aperitif': ¥5,500

A casual course featuring local ingredients paired with exquisite bites, perfect for a light dinner or as a follow-up to a night of drinks.

• - Standard Course - 'Chef's Residence': ¥8,800

An extensive course that celebrates seasonal ingredients and the umami of dried fish throughout a full dining experience. Reservations are encouraged for pet-friendly private rooms with this option.

• - Premium Course - 'Atami Gastronomy Omakase': Starting from ¥14,300

A limited offering where the chef prepares a breathtaking course featuring premium local beef, rare fish, and vintage dried fish, ideal for special occasions. Reservations for pet-friendly private rooms are prioritized.

Future Aspirations

This initiative will serve as a pilot for establishing a broader 'Chef in Residence' model, addressing the local dining staff shortage and optimizing vacant spaces in Atami. The long-term vision is to expand this model throughout Atami, allowing chefs worldwide to 'work while traveling'—thereby presenting a novel approach to tourism management. Collaborations with organizations such as the Atami Tourism Association and local businesses aim to develop high-value content connected to events like fireworks festivals.

Messages from Local Leaders

Ikki Futami, Fifth Generation of Kamatuzuru:

"For over 160 years, we have been crafting dried fish in Atami, but the perception often limits it to breakfast fare. Partnering with JTB on this project expands the potential of dried fish to become the centerpiece of a dinner. The fusion between chefs new to Atami and our traditional dried fish will create a delightful chemical reaction that I am excited to discover.”

Kazuka Ueda, Executive Director of Atami Tourism Association:

"Creating a vibrant nighttime atmosphere is one of the key challenges for Atami tourism. The 'Chef in Residence' concept revolutionizes how chefs can bring out the gastronomic essence of local dried fish. Such experiences will not only extend guests’ stay but also contribute positively to the local economy. I am hopeful that this initiative will promote Atami as a new epicenter for chefs, supporting sustainable and high-value tourism."

For inquiries, please contact:
JTB Shizuoka Office
Email: [email protected]
Phone: 054-251-2398 (General Inquiries)