A full-course Italian cuisine menu was designed to incorporate various agricultural, livestock, and aquatic products from Ehime prefecture, Shikoku region. The cuisine fair was held during May,2023 at an Italian restaurant in Tokyo. The number of persons using the fair menu were 204 and 355, respectively, for lunch and dinner. Conversations with guests and the restaurant service staff indicated the satisfaction of guests with the cuisine. Guests also shared their impressions, indicating increased interest in Ehime prefecture. This attempt was regarded as successful not only for the businesses of the restaurant and the manufacturers, but also for market expansion of Ehime products and for improving the recognition of Ehime prefecture. For other areas, similar events are expected to be useful for regional vitalization.
