Niigata, the Hidden Kingdom of Surimi: 'Evolving Surimi Fair in Ginza' to Be Held

The Niigata Information Center in Ginza (Chuo Ward, Tokyo), a hub for promoting the charms of Niigata Prefecture, will host an experiential event titled 'Evolving Surimi Fair in Ginza' on Sunday, July 12, 2026, to highlight the appeal of Niigata's surimi products.

Niigata Prefecture is one of Japan's leading producers of surimi-based products, with many items—such as crab-flavored kamaboko—shipped nationwide.

In fact, Niigata ranks among the top prefectures in surimi production. The region's surimi industry continues to innovate, producing iconic products like crab-flavored kamaboko and the recently popular 'Unajiro.'

This event will showcase the charm of Niigata's food processing technology and food culture to the capital region through behind-the-scenes stories from product developers and tasting experiences.

1. Event Overview

(1) Name: Evolving Surimi Fair in Ginza – THE NIIGATA: Meet the People Vol.39

(2) Date: Sunday, July 12, 2026 – Session ① 12:30–14:00, Session ② 16:00–17:30

(3) Venue: 3rd-floor Event Space, THE NIIGATA Information Center in Ginza

(4) Capacity: 24 participants per session (advance registration required, first-come, first-served)

(5) Participation Fee: 2,000 JPY (includes souvenir)

(6) Organizer: THE NIIGATA Information Center in Ginza, with cooperation from Ichimasa Kamaboko Co., Ltd.

2. Program Details

(1) Talk & Tasting

・ Opening (Thoughts from the surimi industry)

・ Understanding Niigata's market share in surimi products

・ The birth stories of 'Kanikama' and 'Unajiro'

・ Tasting the 'Future Seafood Bowl' made entirely from surimi products

(2) Surimi Hack! – Easy & Cute Bento Decoration Experience

・ Learn convenient and delicious techniques using surimi products

・ Let's try it!

・ Group photo session with everyone's surimi bento decorations

3. Guest Speakers

Mr. Kei Nayanagi

Head of Technical Research, Ichimasa Kamaboko Co., Ltd.

Ms. Kasane Suzuki

Head of Marketing & Communications, Ichimasa Kamaboko Co., Ltd.

Unajiro-kun

Official Character of 'Unajiro: Deliciousness that Eels You,' Ichimasa Kamaboko Co., Ltd.

4. Background of the Event Planning

Niigata Prefecture has a deep-rooted surimi culture, supported by abundant marine resources and preservation technologies, producing items like kamaboko and chikuwa. Local companies distribute products nationwide and internationally, with globally recognized items such as 'Kanikama' originating here.

However, because surimi products are everyday foods, their technological and cultural value is not fully appreciated. In recent years, they have also gained attention as high-protein, low-fat food options.

Therefore, this event focuses on Niigata's surimi products, offering an experiential format where visitors can 'see, touch, and taste.' Through interactions with developers, comparative tastings, and creative workshops, the event aims to promote the people, technology, and craftsmanship of Niigata and cultivate new fans of the region.