[Handa City, Aichi] Aiming for Handa: City of Brewing and Fermentation — Developing New Menus and Products with Expert Coaching!

Handa City is recruiting businesses to develop new menu items, products, and experiential content utilizing Handa's brewing culture, with support from expert coaching.

Background and Purpose Handa City has a long history of brewing products such as vinegar, sake, miso, and tamari, which are deeply rooted in the city's culture. The number of visitors seeking to experience this fermentation culture is increasing, and with the growing global attention on fermented foods, this trend is expected to continue. In response, Handa City is implementing the 'Fermented Food Coaching Project' to improve visitor satisfaction and encourage repeat visits through food and experiences related to fermentation.

Overview Eligible Businesses: Restaurants, confectioneries, food businesses, and other businesses engaged in fermentation-related initiatives that meet one of the following criteria: - Must have a store within Handa City. - Products must be available for purchase within Handa City. *Note: Mobile vendors, food trucks, and event-only vendors are ineligible.

Activities: - Development of new menu items and products. - Improvement of existing products. - Creation of experiences using fermented foods. - Development of products and services for tourists. - New initiatives utilizing local ingredients and brewing seasonings, etc.

Application Period: May 22 (Fri) – June 5 (Fri), 2026 Method: Apply via the application form below: https://docs.google.com/forms/d/e/1FAIpQLScVkzKJlceKR2JsXJBqyQtMZMuuAnDqq_fYPrvtDyhTcSPiQw/viewform

Future Steps Approximately 10 businesses will be selected to undergo initial interviews, followed by personalized consulting, expert advice, and concrete support for product and experience creation. Once menus and content are finalized, participants will join brewing and fermentation-related projects conducted by Handa City and the Handa City Tourism Association.

Schedule Recruitment: May 22 (Fri) – June 5 (Fri), 2026 Selection: By June 12 (Fri), 2026 Initial Interview: June 22 (Mon) – June 30 (Tue), 2026 Coaching & Development: July – November, 2026 Finalization of Menu/Content: By November, 2026 Promotion/Rollout: From December 2026 onwards

Comment from Event Representative Handa City is a 'treasure house of fermentation.' The power of fermentation nurtured in this land is something to be proud of globally. Let's make this rich brewing culture shine even brighter and build a city overflowing with brewing and fermentation together!

Contact Information Handa City, Citizen Economy Department, Tourism Division Phone: 0569-84-0689