Tackling the 'Can't Buy Local Fish' Problem for Tourists in Awaji Island: A Partnership with Iwaya Fisheries Cooperative

Ryoji Yasui, CEO of ENJI Co., Ltd. (Kobe Headquarters: Higashinada-ku, Kobe, Hyogo), an Italian wine import and sales company who has lived in Iwaya for three years, will grand open 'Iwaya Sengyo,' a takeout specialty store specializing in sashimi made from fish caught in Awaji Island, on April 3, 2026, within the tourist hub 'Takosute' in Iwaya, Awaji City, Hyogo Prefecture. While Awaji Island has rich fishing grounds, much of the local catch is distributed directly to city markets, hotels, and high-end restaurants through middlemen, making it difficult for tourists to purchase 'authentic Awaji Island fish' themselves. Therefore, 'Iwaya Sengyo' challenges a new initiative to increase the value of tourists' time by turning the 'wasted time' spent searching for local fish into 'time to savor the town.' By collaborating with the Iwaya Fisheries Cooperative, they provide fish directly from the port, offer zero waiting time through advance booking and payment, and maximize sightseeing time. The signature menu includes 'Awaji Island Sashimi Platter' served on custom-made traditional 'Awaji Tile' plates, and on weekends, 'Fisherman's Town Breakfast' featuring local ingredients.