Outline Country (city) : Swiss Confederation, Graubuenden, (Davos) Date : Thursday, January 27, 2011. 19:30 to 21:30 Event : Japan Night, "Japanese Fine Food Fair" (Japan Night 2011, Davos) Venue : Central Sports Hotel, Tobelmuhle hall Organizer : Japan External Trade Organization (JETRO), Ministry of Agriculture, Forestry and Fisheries Supported by : Intellectual Property Strategy Headquarters, Cabinet Office, Government of Japan, Ministry of Internal Affairs and Communications, Ministry of Foreign Affairs of Japan, National Tax Agency, Ministry of Economy, Trade and Industry, Ministry of Land, Infrastructure, Transport and Tourism, Japan International Cooperation Agency, etc. Attendees : Approximately 450 guests (Supachai Panitchpakdi, Secretary-General of UNCTAD (United Nations Conference on Trade and Development), Klaus Schwab, Founder and Executive Chairman of the WEF (World Economic Forum), Francis Gurry, Director-General of WIPO (World Intellectual Property Organization), government, financial, and academic leaders from each country attending the WEF, press related personnel, etc.) Overview : This event was organized to introduce the multi-faceted splendors of Japan's food to government, financial, and academic leaders from each country attending the WEF's annual meeting (otherwise known as the Davos meetings). A worldwide appeal was made for the brand power held by agricultural, forestry and fishery products and foods produced in Japan. Similar to last year, premium quality food ingredients ranging from rice, fruits, fruit juice, and Japanese tea were brought in and offered directly from Japan. In the Japanese style tea room, guests were served Japanese tea in a traditional atmosphere. Guests were also treated to a live performance of gagaku (imperial court music), and Okinawan folk songs. Menu Menu Item Supplier Area of produce Sushi, onigiri Fruits Beverages Rice Milky Queen Yamagata Prefecture Agriculture, Forestry and Fisheries, and Foodstuff Export Promotion Conference Yamagata Prefecture Roasted Laver Honnori Marutokunori Co., Ltd. Saga Prefecture Melons Earl s Melon Shizuoka Prefecture Greenhouse Farming Cooperative Shizuoka Prefecture Apples Sun Fuji Ichiban Co., Ltd. Aomori Prefecture Strawberries Amaou Ichiban Co., Ltd. Fukuoka Prefecture Semi-dried Persimmons Anpo- Gaki Pickled Plums Pickled Plum with Honey, 4% less sodium Fruit juice Apple Juice The Wakayama Export Promotion Council for Agriculture, Fisheries, and Processed Food Products The Wakayama Export Promotion Council for Agriculture, Fisheries, and Processed Food Products The Farm Village Industry Federation of Aomori Prefectural Agricultural Cooperatives Wakayama Prefecture Wakayama Prefecture Aomori Prefecture Fruit juice Peach Juice Japan Agricultural Cooperatives Yamanashi Yamanashi Prefecture Japanese Green Tea Sencha Tea Bags for Cold Water Ohkuraen Co., Ltd. Shizuoka Prefecture Japanese Green Tea Arare Tea Bags for Cold Water Ohkuraen Co., Ltd. Shizuoka Prefecture Japanese Green Tea Sencha Ohkuraen Co., Ltd. Shizuoka Prefecture
Promotional Cards
Promotional Cards
Menu flier
Photos of the Event Opening address by Mr. Matsushita, Senior Vice Minister of METI Traditional breaking of a sake cask Overview of venue Overview of venue Guest pouring a glass of Japanese tea Japanese food samplings Food ingredients display Display of pamphlets on Japanese food
Guest responses, evaluations Overall evaluation (1) When asked to rate if Japan Night was useful to foster the guest's appreciation of Japanese food and ingredients (4-level rating), 93.9% said "very useful" or "useful". Only a few said it was "not very useful" with one of the reasons being that "people already know about Japanese food." There were no responses for "not useful at all". (2) We received many responses to the question of most liked food/drink (multiple selection) starting with "sushi, onigiri", "alcohol (wine, sake, etc.)", "green tea", and "oden (a Japanese style of pot luck)", in that order. Results of guest comments The sushi/onigiri is good. Sushi was fresh and delicious. Rice was good. It was my first time to try sushi and onigiri and I liked it. It was the best sushi and onigiri I've ever had. I liked the sushi expert. I'm vegetarian but the sushi was so delicious I made an exception and ate it. The fruit and fruit juices are the best foods in Davos. The green tea is healthy. I liked the green tea. The green tea was delicious, and I liked the ceremonious style it was served in. There was a good variety of foods and beverages. The menu was well prepared for Japanese food novices. The green tea was too hot. I prefer black tea over green tea. I didn't realize it was green tea and didn't like it so I left it. There weren't enough vegetarian food.
Impressions of JETRO (1) Thanks to the initiative of the cabinet of the Prime Minister of Japan, we received support from a greater number of related government agencies and organizations than last year. Although it was the busiest day for events held in conjunction with the Davos meeting, the all-japan team composed of both government and private sector bodies was able to draw approximately 450 guests (exceeding last year's 380), allowing us to promote agricultural, forestry, and fishery products and foods produced in Japan. (2) Prime Minister Kan's mention of Japan Night in his Keynote speech at the Davos meeting and the media's favorable reporting: Promoting an Open Japan (ANN News); Japanese food is internationally competitive, capable of attracting people without large-scale advertising (Nihon Keizai Shimbun), provided the event with a good measure of publicity. Media coverage [TV] - TV Asahi, Broadcast on January 28, 2011, ANN News, Promoting an Open Japan. [Newspaper articles] - Nihon Keizai Shimbun, January 31, 2011