PAPERS
Evaluation of New Primary Products as Tourism Resources
A Case Study of Pufferfish from Soma City, Fukushima, Japan
2026 Volume 63 Issue 4 Pages 59-63
Details
2026 Volume 63 Issue 4 Pages 59-63
This study examines the branding of Japanese pufferfish, a new specialty product from Soma City, Fukushima. The Great East Japan Earthquake has negatively affected Soma as a well-known tourist destination, with nearly 40% of respondents having no impression of the city. A survey of consumers in the Tokyo area revealed that Japanese pufferfish, known as a high-class fish, attracted as much interest as traditional flounder, with income significantly affecting Japanese pufferfish’s appeal. However, not all restaurants in Soma serve Japanese pufferfish due to its toxicity. Nevertheless, the Soma Nomaoi festival and “cross-cultural experience” are strong motivators for tourism. Thus, promoting such cultural aspects may enhance the branding of local specialties such as marine products. Accordingly, this study suggests that highlighting tourism motives can help market lesser-known destinations, such as Soma City, and their products.
