Discover Niigata, the “Snow Country” of Japan

OutReach – 18 February 2022 – The Niigata Industrial Creation
Organization (NICO) will organise a Niigata Fair at Japan Centre in Leicester
Square and Japan Centre Ichiba in Westfield London as well as online from 26
February until 11 March 2022, to promote the food from Niigata Prefecture, an
area in Japan blessed with snow.

is one of the world’s snowiest places and has several meters of snow every
year. Yasunari Kawabata, a well-known writer and Nobel laureate wrote a novel
called “Snow Country” set in Niigata. Nurtured by the snowmelt and rich natural
environment, Niigata Prefecture produces a variety of foods such as rice,
Japanese sake wine, fruit, and fermented foods.

2018, the NICO has organised this fair at Japan Centre, London, which is one of
the largest Japanese food halls in Europe, to promote the foods of Niigata and to
present them to customers in Europe. (*)

year’s Niigata Fair will feature 26 kinds of products from Niigata such as
rice, sake, seasoning, soba noodles, and Japanese confectionery.

products of the Snow Country include sake, soy sauce, and coffee matured in
Snow Cellars (which store snow collected during the winter months, making the
snow available throughout the year) as well as a fermented chili pepper paste
called Kanzuri, which has a subtly spicy flavour due to the chili peppers being
spread on the snow and left for several days.

Niigata Fair allows customers to purchase products from Niigata Prefecture and
enjoy them at home, while experiencing a visit to Niigata Prefecture through
the food.


from Snow Cellars

paste from Snow Country

“The COVID-19 pandemic continues to affect
international travel,” said a NICO personnel who planned this event. “We
hope that the customers who visit our Niigata Fair will enjoy their meals with
tasty food and drink from Niigata Prefecture. Kanzuri paste, for example, can
be used as a sauce for meat dishes and fish & chips, or can be mixed with
tuna for jacket potatoes. It can be used alone while it also goes well with
cheese, butter, or other seasonings. Product reviews from customers will help
us consider marketing these products in the UK and other European

* Event was cancelled in 2021 due to the COVID-19

[About fair]

■ Name: Niigata Fair

■ Period: Saturday, 26 February – Friday, 11 March,

■ Location:

stores at Japan Centre in London

Japan Centre Leicester Square

35b Panton St, London SW1Y 4EA

(2) Japan Centre Ichiba Westfield

Ichiba 0220 Relay Square Westfield, London W12 7HB

Centre online store special page

be available on 26 February within Japan Centre website (


The event may be modified depending on the COVID-19
pandemic situation.

Please download the full version of press
release in here:



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