A geographical indication (GI) is a label used on a product, especially a food product, the distinctive characteristic of which is linked to its place of origin. The use of a GI acts as a certification that the product possesses a certain high quality because it is made utilizing the “terroir” of the place, which consists of both natural factors (e. g. soil and climate) and human factors (e. g. traditional cultivation methods) in association with the geographical environment of its place of origin. GI systems have been introduced in many countries in accordance with the TRIPS framework of WTO. GIs have been increasingly used as a marketing tool not only for the branding of locally grown food products but also for the branding of places to boost local food tourism. This can particularly be seen in the usage of GIs regarding wine as a label for the promotion of local wine tourism in many wine-producing countries of the world, including Japan. In this paper, an analysis will be conducted regarding several points to be considered for the Japanese GI system to be effectively utilized in respect of promoting the wine industry and wine tourism in Japan.
