Zenbird Editorial TeamW TOKYO Inc., the organiser of the popular Tokyo Girls Collection (TGC) fashion event, has launched a new initiative to promote regional revitalisation by showcasing local gastronomy to its influential audience of performers and models. The “TGC Local Revitalization Backstage Catering Project” officially began at the Mynavi Tokyo Girls Collection 2025 AUTUMN/WINTER event.
The project extends the company’s long-standing TGC Local Revitalisation Project by bringing regional food specialities to the main Tokyo event. Previously, backstage catering featuring local cuisine at TGC’s regional events proved highly popular with attendees, who described it as “one of the memories of TGC.” This new initiative formalises the concept as a collaborative platform with partner municipalities.
For its launch, the project partnered with four cities: Sabae in Fukui Prefecture, Kofu in Yamanashi Prefecture, Sendai in Miyagi Prefecture, and Izumisano in Osaka Prefecture. Backstage catering featured dishes made with regional products, including Koshihikari rice balls and rice-flour chiffon cake from Sabae, Shine Muscat grapes from Kofu, vegetable curry from Sendai, and a variety of products using Senshu onions from Izumisano.
During the event’s live broadcast, mayors and regional ambassadors, such as the group Crazy Magnet for Sabae and the influencer MINAMI for Kofu, promoted their local areas. In a unique fusion of food and traditional craftsmanship, some dishes were served using Echizen lacquerware, a designated traditional craft from Sabae with a history of 1,500 years.
W TOKYO stated that it considers Japan’s food culture a significant asset with strong potential for its international business development. The company plans to further combine local food with Japanese youth culture, including fashion, music and anime, using TGC as a hub to develop new value propositions for a global audience.
