Imagina Hosts Experiential Tasting Event at Futaba SA with a Scenic View of Mount Fuji

Experiential Tasting Event at Futaba Service Area

On March 18, 2026, Imagina Inc., a Tokyo-based organization specializing in branding and organizational development, organized an innovative tasting event aimed at media personnel and influencers at the Futaba Service Area in Yamanashi Prefecture. This event was designed to highlight the magnificent views of Mount Fuji while introducing a new menu and the concept of 'experiential dining' with live cooking demonstrations.

Objectives Behind the Event

The Futaba Service Area underwent a renovation in 2025 with a motto that translates to 'Even a detour can be special.' In this project, Imagina was brought in by the operating tenant, Yamanashi Kotsu Co., Ltd., to support brand development through concept proposals, product development, and transforming the on-site experience. Their aim is to shift perceptions of what a service area can be, transforming it from a mere rest stop to a true destination stop.

This tasting event was part of a broader initiative to improve the value of the facility post-renovation, focusing on broadening its attractiveness through authentic experiences while collecting feedback for further improvements based on the valuable insights gathered from participants.

Event Details

The event welcomed around 30 guests, including Yamanashi ambassadors, influencers, and media representatives. Attendees had the opportunity to sample new dishes and participate in live cooking experiences, engaging with chefs and learning about the culinary creations firsthand.

Schedule:

- 14:30 - 14:40: Brief Overview
- 14:40 - 15:30: Photo Opportunities and Tasting
- 15:30 - 16:30: Selection of Additional Dishes for Tasting
- 16:30 - 17:00: Networking Session

Live Cooking Demonstration:

- 15:10 - 15:30: Preparation and tasting of 'Hogushi Meshi' by Kappo Tachiyoshi
- 15:30 - 15:50: Introduction and tasting of the exclusive Basque Cheesecake available only at Futaba SA.

Feedback from Participants

The responses from attendees were overwhelmingly positive. Many highlighted the memorable experience of watching the dishes being prepared right in front of them while also enjoying engaging conversations with chefs. Some noted, "It was impressive to witness the cooking process and eat the food fresh from the kitchen," emphasizing the value of such personal engagement. Additionally, the various tasting options allowed participants to savor the distinct flavors of Yamanashi, making the event truly enjoyable.

The Unique Concept of Futaba SA

The Futaba Service Area aims to provide an exceptional showroom-like environment that showcases the best of Yamanashi. The goal is to turn a casual stop into an unforgettable experience that guests will treasure.

Three Unique Features of Futaba SA:

1. The only service area along the Chuo Expressway with stunning views of Mount Fuji.
2. Exclusive gourmet offerings that can't be found anywhere else.
3. An experience showroom that captures the essence of Yamanashi.

New Culinary Offerings

- Burnt Houtou: A modern take on a Yamanashi specialty, made with meat miso and pumpkin, expertly crafted by a celebrated chef.
- Shiretoko Fisherman's Rice Tea: A dish inspired by tai chazuke, allowing diners to add personal ingredients before topping with a rich kelp dashi.
- Shiretoko Salmon Ikura Don: Fresh salmon and ikura from Hokkaido on rice, providing a slice of Hokkaido's ocean cuisine.
- Ultra Creamy Lobster Ramen: A unique ramen curated by a popular shop known for its seafood ramen in Jimbocho, featuring deep flavors of lobster.
- Butter Chicken Curry and Naan: Authentic Indian and Nepalese cuisine prepared by award-winning chefs, bringing vibrant spices to the palate.
- Beef Stew Delight: An enhanced version of the renowned morning breakfast stew from the historic Itoyanagi ryokan.

Future Developments

Imagina plans to continue integrating experiential design, product development, and on-site transformation efforts to support sustainable value enhancement for businesses. At Futaba Service Area, ongoing tasting events will be conducted to capture customer feedback and refine the offerings, reinforcing the vision of creating a destination service area.