Invitation for Media: 'Restaurants Worth Preserving for the Future' Exist. NoName Festival Unveils 3 Proposals to Realize That Future.

'Restaurants worth preserving for the future' exist.

The NoName Festival Executive Committee—comprising SF Inc., FUNBASE, and Difference—will host the 'NoName Festival 2026 Reception Party' on Tuesday, July 28, 2026, at Risan Salon in Karuizawa.

This reception serves as the official announcement event for 'NoName Festival 2026,' scheduled to take place from Friday, October 16 to Sunday, October 18, 2026.

However, what we are announcing this time is not an event.

It is three proposals to realize restaurants worth preserving for the future.

For NoName Festival, a 'restaurant worth preserving for the future' is not merely about cuisine.

Space. Architecture. Landscape. Craftsmanship. Wine. Only when all these elements surrounding cuisine unite can a restaurant truly be worth preserving for the future.

To realize this future, NoName Festival is unveiling three proposals. Why these proposals?

Why these three in particular?

NoName Festival is a gastronomy festival where chefs from across Japan meet the unique setting of Karuizawa.

Its hallmark is the 'Atelier Collection,' born from the fusion of top chefs nationwide and Karuizawa’s private villas.

We propose a new dining experience that transcends the concept of a traditional restaurant.

But that alone cannot create the future.

To carry the culture of restaurants into the future,

beyond space,

we need systems that support craftsmanship.

And the way we enjoy cuisine must continue to evolve.

That is why we are unveiling proposals centered on three themes:

Space. Craftsmanship. Evolution.

Proposal 01 |

Atelier Collection

Proposal 02 |

Chef Gear Pass

Proposal 03 |

Wine Course × Cuisine Pairing

Opening Keynote

The reception begins with a 10-minute video presentation.

After viewing the video,

we will discuss its value through a conversational session with the speakers.

Proposal 01

Where should a restaurant exist?

Why a Karuizawa villa becomes a restaurant for just three days.

Must a restaurant truly be confined to a storefront?

The value of cuisine is not confined to the plate.

The air of the land. Architecture. The silence of the forest. The scenery beyond the window. Even the flow of time at that location becomes part of the value of a single dish.

Atelier Collection is a project that opens Karuizawa’s private villas as restaurants for just three days.

Cuisine meets space,

and space transforms into a restaurant.

We propose a new form of restaurant that transcends the concept of a physical storefront.

This session confronts that very question.

Speakers

AMOUR Executive Chef Yusuke Goto

x

FunBase Head of Food & Beverage Yusuke Shindo

Proposal 02

Restaurants nurture craftsmanship.

Chef Gear Pass creates a new relationship between companies and restaurants.

A restaurant is not only a place to create cuisine,

but also a birthplace for new craftsmanship.

The voices of chefs have

changed tableware,

changed tools,

changed ingredients,

and driven the evolution of craftsmanship.

Chef Gear Pass is a new system

that connects chefs with manufacturers,

and returns that value back to restaurants.

Supporting restaurants

is not just about supporting a single establishment.

It nurtures Japanese craftsmanship,

and helps cultivate the restaurants of the future.

The relationship between companies and restaurants

should not be one of 'supporter and supported,'

but of partners co-creating the future.

We propose this new relationship.

Speakers

Difference Owner Chef Yoshiaki Fujimoto

×

Fujita Kinzoku Co., Ltd. Representative Director Seiichiro Fujita

Proposal 03

Menus can evolve.

Wine Course × Cuisine Pairing—a new choice.

Restaurants worth preserving for the future

cannot survive by merely preserving tradition.

Along with the times,

cuisine and menus must continue to evolve.

Until now, the prevailing concept in restaurants has been

'pairing wine with food.'

What NoName Festival proposes is

a 'Wine Course,' where the course is built from wine,

and

'Cuisine Pairing,' where dishes are designed starting from wine.

By re-examining the relationship between food and wine,

we create a new menu category for restaurants.

Chefs and wine importers will publicly discuss this possibility.

Speakers

Motoks Co., Ltd. Specialist Koki Yorita

×

restaurant KAM Owner Chef Sho Motooka

×

Chinese Cuisine KHAOS Owner Chef Akira Kawakubo

Event Flow

After the proposal presentations,

a networking session will be held with chefs, companies, and media.

Event Overview

NoName Festival 2026 Reception Party

Date July 28, 2026 (Tuesday)

Time Session 1: 11:00–13:00 Session 2: 14:00–16:00 Session 3: 17:00–19:00

※All sessions follow the same program

Capacity 50 participants per session

Venue Risan Salon, Karuizawa

Official Website https://noname-fes.jp

Registration Reception Party Application Page

https://noname-fes.jp/event/20260728.html

Press Information

This reception is an invitation-only event for media professionals.

After each proposal session, individual interviews with speakers, photo/video shooting, and press time will be scheduled.

Photos and video footage from the day may be used for news reporting and article publication.

Organizers

NoName Festival Executive Committee

FunBase Inc. SF Inc. Difference

Official Wine Partner

Motoks Co., Ltd.

Inquiries

NoName Festival Executive Committee

Email: [email protected]

Official Website: https://noname-fes.jp

Closing Message

There is a restaurant worth preserving for the future.

That is why

we have unveiled three proposals.

You will find the answer

in Karuizawa, October 2026.