Toyama Prefecture brings wagashi, travel pitch to Los Angeles

Toyama Prefecture hosted a wagashi workshop and tourism seminar at JAPAN HOUSE Los Angeles on July 29-30, 2026, as part of a broader push to raise its profile with U.S. travelers and the travel trade. A related Toyama-focused retail exhibition at WAZA SHOP runs through August 31.

Why it matters: - Toyama Prefecture is using food, craft and travel programming in Los Angeles to build awareness among U.S. travel professionals and potential visitors. - The effort ties the prefecture’s tourism story to tangible experiences such as wagashi, regional cuisine and contemporary craft products. - Toyama is also promoting new and existing attractions, including a route scheduled to open this October, to support future travel bookings.

What happened: - Toyama Prefecture held two events at JAPAN HOUSE Los Angeles on July 29 and 30, 2026. - The July 29 program featured a live wagashi demonstration and hands-on workshop. - The July 30 program was the travel trade seminar, “Discover Toyama, Japan — Nature, Gastronomy and Craftsmanship.” - WAZA is presenting “Discover Toyama: Timeless Craftsmanship and Modern Whimsy” at its WAZA SHOP in JAPAN HOUSE Los Angeles through August 31.

The details: - Yasuhiro Hikiami, fourth-generation owner of Hikiami Kogetsudo, led the wagashi session on July 29. - Hikiami Kogetsudo has a 107-year history. - Hikiami described Toyama’s wagashi culture as shaped by artisans who trained in Edo and Kyoto and returned with techniques from both cities. - Hikiami also pointed to Toyama’s tea culture and the region’s natural environment, pure water, rice, seafood and agricultural products as core influences on local food, art and crafts. - Participants watched a close-up of Hikiami’s work on a screen and practiced the same techniques during the workshop. - Hikiami moved table to table to guide attendees directly. - A Toyama tourism information booth was set up at the venue. - Toyama-related items were also displayed in the JAPAN HOUSE Los Angeles library. - The July 30 seminar drew travel agencies, tour operators and other tourism organizations. - Toyama Governor Hachiro Nitta presented the Tateyama Kurobe Alpine Route, Toyama Bay, the UNESCO World Heritage villages of Gokayama, local cuisine and traditional crafts. - Nitta also highlighted the Kurobe-Unazuki Canyon Route, which will open to the public in October. - The presentation introduced Toyama Airport’s new nickname, “Toyama-Takayama Sushi Airport.” - Representatives from Tateyama Kurobe Kanko Co., Ltd. and VANCHA Co., Ltd. presented travel experiences available in the region. - The seminar included another live wagashi-making demonstration by Hikiami. - After the seminar, attendees networked with Toyama representatives and tourism partners. - The reception menu included firefly squid, masuzushi, miso soup with shredded kelp and rice balls. - Guests were also served sake and other beverages produced in Toyama. - The WAZA exhibition highlights products that reflect Toyama’s traditional craftsmanship, local culture and natural environment. - A special “Toyama Prefecture Fair” display ran from July 29 through August 2. - Exhibition details list the venue as WAZA SHOP in JAPAN HOUSE Los Angeles, Second Floor, at 6801 Hollywood Blvd., Los Angeles, CA 90028. - Product, purchase and inventory inquiries go to WAZA at waza-nyc.com and info@waza-nyc.com.

Between the lines: - The Los Angeles events combine cultural immersion with destination marketing, a format designed to make Toyama more memorable to U.S. travel sellers and media. - The emphasis on wagashi, cuisine and craftsmanship gives Toyama a differentiated identity beyond standard sightseeing pitches. - The retail exhibition extends that message by turning the tourism campaign into a consumer-facing showcase.

What\'s next: - Toyama Prefecture says it will keep working with U.S. travel industry professionals, media organizations and cultural institutions to expand awareness of the destination. - The prefecture also plans to support new travel program development and encourage more U.S. travelers to visit Toyama. - The WAZA retail exhibition continues through August 31, 2026.