A flour miller association in the Chubu region is promoting a plan to market overseas "kishimen," a flat noodle that is a specialty of Nagoya.
The Kishimen dela Pasta plan calls for the association to research foreign markets and hold study sessions to develop new products that can eventually be introduced to the world as leading examples of Japanese food culture.
The plan was adopted this fiscal year by the Small and Medium Enterprise Agency as its JAPAN Brand Fostering and Support Project, which aims to market local-level products as world-class brands. Nine flour-milling companies in Aichi Prefecture that belong to the miller group are participating.
This project was launched amid growing concern over the decline in kishimen production. According to the miller group, Aichi is the biggest producer of flat noodles, including kishimen, in the country. But production has dropped in the past decade to about 660 tons in 2009, compared with about 1,720 tons in 1998.
"We can't put up with this falling trend any more. By turning our focus to overseas markets, we want to rediscover the good points and traditions of kishimen," said Jusuke Shiga, 51, president of Kintobi Shiga Co. in Gamagori and a board member of the Chubu miller group.
The group plans to visit New York and Shanghai this year to conduct research on the Japanese food and dried noodles available at local supermarkets and food exhibits. It also hopes to develop new kishimen recipes and sales channels.
This section, appearing Saturdays, features topics and issues from the Chubu region as covered by the local daily Chunichi Shimbun. The original article was published Oct. 21.
