Toyama, Japan(PinionNewswire) — The Toyama Tourism Organization today announced the launch of a new global campaign inviting travelers and food enthusiasts to experience Japan’s most sought-after seasonal seafood — available only in Toyama.
This official tourism initiative celebrates the region’s world-renowned ocean harvest and invites visitors to witness firsthand the fleeting natural spectacles that define Toyama’s dining culture.
“Toyama is where nature, cuisine, and culture converge,” said a spokesperson for the Toyama Tourism Organization. “Our seasonal seafood isn’t just food — it’s an expression of life along the bay and a glimpse into Japan’s deep respect for the changing seasons.”
The Secret Seasons of Toyama Bay
Between March and May, Firefly Squid (Hotaru Ika) rise from the depths of Toyama Bay, lighting up the shoreline with an otherworldly blue glow.
During this short period, visitors can enjoy fresh Firefly Squid sushi or the traditional vinegar miso preparation, a delicacy served only for a few weeks each spring.
From April through November, Toyama’s famed White Shrimp (Shiroebi) emerge from the deeper waters — translucent, sweet, and tender. These “jewels of Toyama Bay” are prized for their delicate flavor and often served as sashimi or tempura in local restaurants.
When winter arrives, Yellowtail (Buri) — known locally as Kan-buri — make their migration into the bay at peak fat and flavor.
Rich and hearty, this prized fish anchors Toyama’s hot pots, sushi, and sashimi through the snow-filled months.
A Culinary Journey Rooted in Nature
Together, these three treasures — Firefly Squid, White Shrimp, and Yellowtail — embody Toyama’s deep connection between sea and culture.
Each season brings a different experience, reminding visitors that the essence of Japanese cuisine lies in its respect for transience and timing.
Toyama’s pristine waters, sustainable fishing practices, and heritage of craftsmanship have made it one of Japan’s best-kept culinary secrets — and through this campaign, the Toyama Tourism Organization aims to share that magic with the world.
About Toyama Prefecture
Nestled between the Sea of Japan and the Japanese Alps, Toyama offers travelers a rare blend of natural beauty, artisanal heritage, and gastronomic excellence.
From bioluminescent bays to snow-capped peaks, the prefecture provides an authentic window into Japan’s quieter, deeper soul.
Visit: https://visit-toyama-japan.com/en
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