Unagi Restaurant "Daikoku" Collaborates with Resona Group to Renew Kawagoe Food Culture Experience Tour

New Fuji Co., Ltd., which operates 10 "Unagi Washoku Daikoku" traditional Japanese restaurants in Saitama Prefecture, has partnered with Resona Group's Community Design Lab Saitama to promote sustainable tourism in Kawagoe City. As part of this effort, their jointly developed "Exquisite Unagi Experience Tour in Kawagoe," which allows participants to experience the charm and history of food, will be revamped from June 1, 2026.

The project was initiated to address the challenge of how to convey the deep local charm of Kawagoe that goes beyond simple sightseeing. While unagi (eel) is a famous Kawagoe specialty with a culinary history dating back to the Edo period, tourists have had limited opportunities to learn about its background and the artisans' skills. This tour was created to generate new tourism value by offering a multi-sensory experience, including touching live eels, observing the masterful preparation and grilling process, and grating authentic wasabi.

The tour is held at the "Unagi Washoku Daikoku" Kawagoe Kashiya Yokocho store and is led by head chef Kazutoshi Matsuzaki (affectionately known as "Matsu-san"), a craftsman with approximately 40 years of experience. Participants can witness the entire cooking process up close—from preparing a live domestic eel after an order is placed to grilling it—a sight not visible in regular restaurant settings. Highlights include a guided walk from Resona COEDO Terrace, a live demonstration by the chef, an experience grating organic, authentic wasabi from Yamanashi, an optional pairing with Kawagoe's exclusive local sake "Kagamiyama," and finally, savoring an unaju (eel over rice) grilled with a secret sauce.

The upcoming renewal is a direct response to feedback from participants wanting to "ask the chef questions directly." The format will shift from a guide-led experience to one that encourages immediate interaction. Upon arrival, guests will enjoy an appetizer and sake pairing while having dedicated time to communicate with the chef. During the meal, the chef himself will explain the ingredients and his recommended way of eating, upgrading the tour to a more profound cultural experience.

Moving forward, the company plans to strengthen sales through OTAs (Online Travel Agents) and expand its reach through SNS and video content to promote Kawagoe's food culture both domestically and internationally, aiming to build a sustainable tourism model by continuously incorporating participant feedback.