Japanese PR copywriters are addicted to a new buzzword: gotōchi (homegrown). It’s being used wherever possible to trumpet the peculiarities of local cultures — from gotōchi gurume (homegrown gourmet) to gotōchi aidoru (homegrown idols).

In response to this supposed gotōchi boom, this weekend’s Tabi Fair Nippon looks to give visitors the skinny on local fare from across the country.

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