— A Real-Life Look at Japanese Culture and Overseas Markets, from the Field —
A record of practical insights and observations gained in the field overseas, centered on culture, food, and regional character.
This report compiles the lessons and insights Suguru Nishida has gained through his hands-on experience overseas, including business negotiations, cultural exchange, site visits, event management, and conversations with chefs.
Rather than a simple activity report, it aims to re-examine, from a local perspective, how the essence of Japanese culture, regional character, and food culture is received overseas, and to serve as a practical reference for companies and local governments considering overseas expansion.
Part of these activities includes “WABITABI,” a training program for experiencing Japanese history, culture, and regional character firsthand, which continues as a practical initiative to convey the value of Japanese culture from a perspective different from tourism.
The content here reflects personal observations drawn from conversations and experiences on site, and does not represent the official views of any particular organization or company. We hope the real feel of the field overseas offers a small hint to those about to take on the challenge.
1. Sake culture event and WABITABI report session
— On the potential of Japanese culture as a high-value experience
During this stay in Rio de Janeiro, we worked with a sake sommelier, local restaurant professionals, and a Sake Samurai (a goodwill ambassador for Japanese food certified by the Ministry of Agriculture, Forestry and Fisheries) to hold a special event conveying the appeal of Japanese culture and sake. The project grew out of our connection with a sake sommelier who visited Japan last year, and was held as a cultural exchange event that also served as a WABITABI activity report.
WABITABI is a training program that aims to teach the essence of Japanese history, culture, and regional character through hands-on experience, deepening understanding of Japanese culture from a perspective different from tourism.
The event was positioned in a relatively high price range even by local standards, and was designed not as a simple dinner but as “an opportunity to experience the essence of Japanese culture.” Most participants had a strong interest in Japanese culture and cuisine, and it was striking how many valued the experience more than the price.
At the venue, we introduced the background, regional character, and historical context of sake, and guests experienced Japanese food as culture through pairings with actual dishes. Beyond simply enjoying the flavors, it became a place for dialogue about Japanese spirituality and the importance of “knowing the real thing,” and guests showed deep interest and asked many questions.
● Presenters
Alexandre Iida: https://www.instagram.com/adegao/
Jade Mayworm: https://www.instagram.com/jademayworm/
Suguru Nishida: https://www.instagram.com/suguru_coaching/
● Venue: @elenahorto
● Organizer: @wabitabi.tour
The event was also an opportunity to share WABITABI’s work locally, reporting on experiences of visiting Japan and how encounters with regional culture and people turn into value. It became a time to reflect together with participants on the significance of understanding Japanese culture deeply through learning and experience, rather than consuming it merely as a tourism resource.
The event was built on what Alexandre Iida and his party, including Jade Mayworm, experienced and learned during their visit to Japan last October.
There are many Japanese food events in the Brazilian market, but few yet go as deep into cultural background and philosophy as this one. Even at a high price point, there is clearly an audience seeking genuine experiential value, and we felt that new possibilities open up depending on how Japanese culture is conveyed. We believe the insights gained here can be important material to support practical decisions for companies planning overseas expansion and local governments exploring the possibilities.
[Scenes from the WABITABI tour]
This report is shared as a record of lessons and reflections Suguru Nishida has gained through practical work in the field. We hope it proves useful to you.
[Suguru Nishida] Cultural Field Architect
— Culture is not something to be transported; it grows through encounters between people. —
A practitioner who continues to build bridges with overseas markets, centered on Japanese culture, regional character, and food culture.
He has worked across a wide range of fields connecting Japan and the world, including cultural exchange, food culture projects, overseas expansion support, and regional brand promotion.
Going beyond importing, exporting, or event planning, he values “understanding and conveying the cultural background and philosophy,” and delivers the value of Japanese culture in practical ways through dialogue with local chefs, producers, businesses, and government officials.
He currently leads “WABITABI,” a training program for learning the essence of Japanese history, culture, and regional character through hands-on experience—offering opportunities to understand Japanese culture deeply from a perspective different from tourism, and exploring new forms of cultural exchange with other countries.
He records his experiences and lessons overseas as the “Suguru Nishida | Overseas Field Report” series, sharing practical insights with companies and local governments aiming to expand overseas.
Culture is not something delivered one way; it grows through relationships with people.
Continuing to create “spaces for dialogue” that connect Japan and the world is the core of his current work.