The valorisation of Italian cuisine and support for the candidature as intangible heritage of Unesco were the topics at the centre of the evening organised by the Italian Embassy in Japan, in collaboration with the Ice office in Tokyo, in the presence of local authorities, operators and Italian and Japanese chefs from the agri-food sector for the recognition of the enogastronomic value of our country as an intangible heritage of humanity.
The event in Tokyo is part of the promotional roadshow - which has already made stops in New York, Doha, Las Vegas and Lyon - organised by the Ministry of Agriculture, Food Sovereignty and Forests (Masaf) and the Ministry of Culture, in collaboration with Maeci, Ice Agency, Ministry of Tourism and Enit. The events in France and Japan are also being held in synergy with the Italian Rugby Federation with the aim of strengthening sports diplomacy and the projection of the 'Italian System,' with a view to integrated promotion, as emphasised by the Minister of Tourism, Sen. Daniela Santanché. The evening in the Japanese capital was attended by the men's national rugby team, which will play a match with the Japanese national team on 21 July in Sapporo as part of friendly matches of the Summer Nations Series; as well as the Japanese Rugby Federation. As pointed out by the Minister of Agriculture, Hon. Francesco Lollobrigida, 'linking the quality of Italian cuisine, our identity and our traditions, means enhancing the deep connection between a correct diet, correct lifestyles and physical activity. Juxtaposing good Italian food with sport is perhaps one of the highest moments to demonstrate that our culinary tradition is not just a set of recipes, experiences, practices and contaminations but is the heart of the Mediterranean diet, characterised by excellent food products, healthy food, variety and biodiversity'. Words shared by the president of Ice Agenzia, Matteo Zoppas, according to whom initiatives such as these are an important driving force for strengthening Italian products on a strategic market such as Japan.
"Japan is a historical trade partner for Italy, and also thanks to Ice's support, Italian products are easily available in the Rising Sun. In recent years, exports of Italian food products to the market have grown systematically, reaching almost one billion euros. Moreover, in view of Expo Osaka 2025, it will be crucial to put Italian food and wine at the forefront, further strengthening our presence. The candidature of Italian cuisine as Unesco intangible heritage is an authoritative opportunity to tell the story of the values that characterise Made in Italy food and wine also in channels beyond the ethnic". During the evening, a menu of typical Italian dishes, signed by the Academy of Italian Cuisine, recounted the excellence of the territory through a journey of flavours from the sea to the mountains. The ceremony ended with the presentation of a recognition plaque to eight Japanese associations in the agri-food sector that contribute to spreading knowledge of our cuisine in Japan.
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