The Aichi Fermentation Culture Promotional Council has decided on a catchphrase and logo!

Catchphrase:
The tale of a diverse fermented food culture Aichi—Prefecture of Umami

Aichi Prefecture is home to a diverse array of fermented foods, including bean miso, tamari soy sauce, and the characteristically rich umami they offer, as well as white soy sauce, mirin, vinegar, sake, and pickles. Plus, the prefecture is full of fermentation stories intertwined with history, such as the tale of bean miso—beloved by hero Tokugawa Ieyasu—and how Handa City’s lees vinegar contributed to the nigiri sushi culture of Edo, or present-day Tokyo.
We’ve put all these distinctly Aichi characteristics into a catchphrase which we believe will portray the rich culture of the prefecture’s fermented foods.

Logo:
Aichi Prefecture is brimming with factories boasting their own unique flavors. While these olden-style factories attribute to the landscape of the towns they call home, they also act as the stage for visitors to experience our prefecture’s fermented food culture for themselves. And so, these factories were the perfect image to use in our logo.