The Japan Food Product Overseas Promotion Center (JFOODO) has launched an “Unlock Umami” promotion in the United States and Singapore to provide people with the opportunity to experience and learn about Japanese food flavors derived from the combination of ingredients and fermented seasonings, including koji.
The campaign, which kicked off in New York, Los Angeles and Singapore last week, has two main goals of “experiencing” and “understanding” how Japanese Umami is the secret behind delicious foods.
The first goal of “experiencing” Umami is promoted through the Restaurant Campaign, where consumers can taste foods prepared in partnership with renowned chefs and restaurants. Dishes served feature Japanese fermented seasonings in combination with food ingredients sourced from Japan. About 30 restaurants are participating in the campaign.
The second goal of “understanding” Umami will be promoted through the launch of a cooking showdown called “The Umami Match” on YouTube in February. This program pits chefs working in America against each other using their skills and creative ideas to unlock Umami using a combination of Japanese food ingredients and fermented seasonings.
The main theme behind the JFOODO campaign is: “Unlock Umami, Live Deliciously Healthy with Japanese Koji.” The promotion demonstrates how Umami is derived from fermented seasonings like koji and how combinations of ingredients and fermented seasonings are used to enhance meal occasions.
Umami is a key element found in numerous Japanese fermented seasonings including soy sauce, miso, mirin and rice vinegar, which are representatives of Japanese fermented seasonings and are all related to the koji mold (Aspergillus oryzae). Moreover, koji is created from the process through which koji mold is used to ferment rice, beans and other grains. This fermentation process is considered to be highly nutritious and healthy because it acts to increase vitamins, amino acids and other nutrients, and makes them easier to be absorbed by the human body. Furthermore, amino acids are essential in creating a highly important flavor profile which not only provides nutrition, but also enhances the taste and aromas of various foods.
More information is available about the “Unlock Umami” promotion by visiting: https://japan-food.jetro.go.jp/odan/us/ as well as: https://japan-food.jetro.go.jp/odan/sg/
