#Japan #Tokyo #Hiroo #Toyama #A-TOM

Experience the Essence of Toyama in Tokyo

On March 28, 2026, A-TOM Co., Ltd. will host the Toyamatsuri festival at their Courtyard HIROO facility in the Hiroo district of Shibuya, Tokyo. This vibrant event is designed to transport attendees to Toyama during the cherry blossom season, showcasing a blend of food, culture, and the energy of youth. The aim is to inspire young people from Toyama to return to their roots while expanding recognition of local businesses and providing a unique opportunity for newcomers to experience the charm of Toyama.

A Day of Culinary Delights and Cultural Fusion

Targeting those from Toyama living in the metropolitan area, individuals curious about the prefecture, and local residents, Toyamatsuri strives to rediscover regional values that will last for the next century through the lens of Toyama's rich culinary heritage and the talents of the next generation.

Event Highlights

1. Enjoy Toyama's Spring Under Cherry Blossoms: Attendees can relish the flavors of Toyama's seasonal offerings.
2. Tea and Sweets Station: A corner dedicated to showcasing the region’s famous tea and accompanying sweets.
3. Nigiri Ika (Firefly Squid) Pick-Your-Own: An interactive station where visitors can explore this seasonal delicacy of Toyama Bay.
4. Kawachiya’s Specialty Kamaboko: A chance to purchase traditional snacks from the renowned Kawachiya Kamaboko shop.
5. Local Sake Selection: Delight in four types of new sake and sweet sake from Toyama's breweries, celebrating the region's brewing culture.

Through food, attendees can immerse themselves in the essence of ‘Spring in Toyama,’ featuring its signature firefly squid, the area’s historical kamaboko culture, and local sake.

Traditional Meets Entertainment: The Tenor Mochitsuki

One of the highlights includes the “Tenor Mochitsuki”—a mochi-pounding event where a tenor singer adds an operatic flair to the traditional mochi-making process. This unique approach reinterprets cultural practices into an entertaining experience that appeals to all ages.

Cultural Showcases by Young Artists

The festival will also feature artistic expressions from emerging talents, such as:

• - An exhibition by a young photographer from Toyama, recognized for his innovative work during his high school years.
• - Performance by a DJ in elementary school, representing the new wave of talent from Toyama and breaking the stereotype that regional art is solely traditional.

This segment aims to challenge the preconceived notion of “rural equals traditional” and contribute to creating new value by connecting local youth and innovative talent from Tokyo.

More Than Just a Local Fair

Toyamatsuri is not merely a product exhibition; it is a gathering place designed to evoke the sentiment of “I want to return to Toyama.” It serves as a new model for corporate PR, where Toyama's food businesses can engage customers in a cultural context rather than just offering single-sale merchandise

Creating Emotional Connections

The festival seeks to establish an emotional connection for those who have yet to visit Toyama, laying the groundwork for future travel plans.

Event Details

• - Name: Toyamatsuri
• - Date: March 28, 2026 (Saturday)
• - Time: 10:00 AM - 6:00 PM (Last entry at 5:00 PM)
• - Venue: Courtyard HIROO, 4-21-2 Nishiazabu, Minato City, Tokyo
• - Admission Fee: 1,000 yen for adults

Future Aspirations

A-TOM is committed to promoting regional revitalization projects centered around food, culture, and youth in Toyama and other regional cities. This event is the first of a series aimed at establishing a cultural platform that continuously connects urban areas with regions.

Press Opportunities

We’d like to invite media personnel for coverage, including:

• - Interviews with Toyama companies
• - Conversations with young Toyama photographers and the elementary school DJ
• - Capturing the Tenor Mochitsuki event

About A-TOM Co., Ltd.

Based in Toyama, A-TOM is dedicated to creating dynamic community development projects that rediscover and reimagine the cultural values of local areas through collaboration with students and residents. Our activities aim to cultivate culture that resonates for the next century, promoting deeper appreciation and understanding of local heritage, particularly in the realm of Toyama sake among young audiences.

For inquiries regarding the event, please reach out to:

Contact Information

A-TOM Co., Ltd.
Email: [email protected]
Phone: 080-8849-8866 (Matsumoto)

Join us for this celebration of Toyama's rich culture and cuisine right in the heart of Tokyo!