Sugiyo Launches 'Noto Taiyo' Curry Featuring Children's Design and Historic Vitamin Chikuwa
Food processing company Sugiyo, based in Nanao City, Ishikawa Prefecture, has commenced sales of a new retort curry product named 'Noto Taiyo Vitamin Chikuwa Curry.' The launch on April 15, 2026, coincides with the opening of the Tateyama Kurobe Alpine Route, which connects Toyama and Nagano prefectures. The product features 'Vitamin Chikuwa,' a fish cake brand produced by Sugiyo since 1952 that holds significant historical value in the region. During the construction of the Kurobe Dam, completed in 1963, workers popularized the combination of this sweet fish cake with curry. Today, approximately 70% of Vitamin Chikuwa production is consumed in Nagano Prefecture. A unique aspect of this commercialization is the involvement of local elementary school students from Omachi City, Nagano, who created the product name and package design, reflecting their wishes for regional revitalization. This initiative blends nostalgic local flavors with community engagement, aiming to promote regional culture through food. The article highlights the intersection of historical culinary traditions and modern marketing strategies involving youth participation.
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Sugiyo Launches 'Noto Taiyo' Curry Featuring Children's Design and Historic Vitamin Chikuwa
Food processing company Sugiyo, based in Nanao City, Ishikawa Prefecture, has commenced sales of a new retort curry product named 'Noto Taiyo Vitamin Chikuwa Curry.' The launch on April 15, 2026, coincides with the opening of the Tateyama Kurobe Alpine Route, which connects Toyama and Nagano prefectures. The product features 'Vitamin Chikuwa,' a fish cake brand produced by Sugiyo since 1952 that holds significant historical value in the region. During the construction of the Kurobe Dam, completed in 1963, workers popularized the combination of this sweet fish cake with curry. Today, approximately 70% of Vitamin Chikuwa production is consumed in Nagano Prefecture. A unique aspect of this commercialization is the involvement of local elementary school students from Omachi City, Nagano, who created the product name and package design, reflecting their wishes for regional revitalization. This initiative blends nostalgic local flavors with community engagement, aiming to promote regional culture through food. The article highlights the intersection of historical culinary traditions and modern marketing strategies involving youth participation.
asahi