Toyama Prefecture's unique topography, rare by global standards, features the 1,000-meter-deep Toyama Bay and the Tateyama Mountain Range's 3,000-meter-high mountains.
Its magnificent natural environment with this 4,000-meter difference in elevation creates abundant clean water, diverse food, and traditional crafts. These features form the foundation of our well-being.
We invite you to experience Toyama Prefecture’s one-of-a-kind environment of well-being through booths showcasing its dynamic landscapes, displays of traditional crafts rooted in Toyama's culture, and tastings of sushi that represent Toyama.

【Reflection】
The Toyama Prefecture booth featured three areas:
(1) a Nature Area where visitors could experience dynamic landscapes that showcase a 4,000-meter elevation difference
(2) a Traditional Crafts Area displaying nationally designated traditional crafts, with artisans giving live demonstrations directly to the audience
(3) a Sushi Area centering on an immersive space that recreates Toyama Prefecture’s one-of-a-kind environment of well-being, including its abundant nature and food, where visitors could also taste sushi.
During the three-day event, the booth welcomed a total of roughly 50,000 visitors.
We would like to express our heartfelt gratitude to everyone who visited.
A questionnaire conducted with about 2,300 visitors showed a satisfaction rate of 87%. Moreover, around 98% of respondents said they “gained a positive impression of Toyama,” “would like to visit Toyama,” and “want to experience sushi and traditional crafts in the prefecture.” We believe we also succeeded in raising interest among those who didn’t attend through media exposure and social-media outreach, thereby conveying the attractions of Toyama Prefecture, including its abundant nature, food, culture, and traditional crafts (the foundation of our well-being) to a broad audience.
On the other hand, due to the high demand for the sushi tasting experience, we deeply apologize to those visitors who were unable to participate despite showing their interest.
This exhibition is expected not only to enhance awareness and favorability toward the prefecture, but also to create ripple effects such as attracting tourists, expanding purchases of products from Toyama, and fostering a population of people who maintain ties with Toyama in various fields.

【Post EXPO Initiatives】
Our exhibit booth proved to be an excellent opportunity to enhance awareness of Toyama Prefecture, principally promoting the branding message “Sushi. Now that's Toyama.” and our one-of-a-kind environment of well-being. It also successfully facilitated efforts to attract tourists, expand the population of people who maintain ongoing ties with Toyama, and, in particular, strengthen connections with the Kansai region.
Building on the exhibition’s success, we will leverage the information hub “HOKURIKU+” to keep showcasing Toyama’s appeal. Our goals are to draw more visitors from Kansai and to conduct strategic, effective promotions aimed at overseas markets as well.
At the EXPO2025 Osaka, Kansai, we were able to present the message “Sushi. Now that's Toyama.” to roughly 50,000 visitors, marking significant progress in our branding efforts. Through the Toyama Prefecture booth, which combined Toyama’s unique stories and experiences, we heard many comments such as “I want to visit Toyama” and “I want to eat sushi in Toyama,” successfully sparking new interest and curiosity.
Going forward, we will continue to share information in order for those who became interested in Toyama at the Expo to be drawn to Toyama and become loyal fans. At the same time, we will keep working to strengthen the “Sushi. Now that's Toyama.” brand, attract more tourists, and foster the population of those who have ties to our prefecture.