Introducing the New Appeal of Japan’s Top Brand Strawberry, Fukuoka’s “Amaou,” to the World! “Amaou Premium Reception” “Amaou Fair” | Event Report
Hello, everyone! I’m Kota Takeuchi from SUNNY SIDE UP.
The season for delicious strawberries is here. This time, Takeuchi from our PR team introduces initiatives to further promote the appeal of “Amaou,” Fukuoka Prefecture’s world-class brand strawberry!
Initiatives to enhance the brand value of “Amaou,” a signature ingredient of Fukuoka Prefecture
Fukuoka’s “Amaou” is the undisputed king of strawberries, combining four qualities: red, round, large, and delicious.It has maintained the highest sales price in Japan for 20 years and has gained significant popularity overseas, particularly in Asia, in recent years.Fukuoka Prefecture is working to further enhance the brand value of “Amaou,” a signature ingredient of the prefecture, so that it continues to shine as Japan’s top brand strawberry.
SUNNY SIDE UP handled PR for events held as part of initiatives to enhance the brand value of Fukuoka’s brand strawberry “Amaou.”
Top Chefs Gather! “Amaou” Premium Reception
First, we held the “Amaou” Premium Reception, inviting media and influencers. The event was attended by the Governor of Fukuoka Prefecture, the Chairman of the JA-Zenno Fukuren Management Committee, and Amaou producers. A talk session was held featuring an actress from Fukuoka Prefecture and an impressive lineup of chefs, including Toshihiko Yoroizuka of “Toshi Yoroizuka,” Yasuyuki Takara of “Restaurant L’affinage,” Masayuki Okuda of “Al-ché-cciano,” Yoshikazu Oishi of “Ginza Oishi,” and Miya Enmyoji of “EMMÉ.”
In what is now called the “Strawberry Warring States Period,” the talk session passionately conveyed the appeal of Fukuoka’s “Amaou” from a professional perspective—how its overwhelming fruitiness and balance are elevated in dishes and sweets. The event emphasized not only the deliciousness of Amaou but also the regional character and story behind it. By featuring an actress from Fukuoka Prefecture, we achieved both topicality and meaningful messaging.
“Amaou Fair” with Participation from Approximately 20 Famous Restaurants and Patisseries in Tokyo
Next, we held the “Amaou Fair,” featuring Fukuoka’s world-class brand strawberry “Amaou” as the star. Famous restaurants and patisseries in Tokyo participated, offering special menus showcasing each establishment’s unique use of Amaou.
Prior to the first edition, “Taste the Unknown: The Challenge of Amaou,” we invited media and influencers with expertise in gourmet cuisine to the “Amaou” Premium Party at “Gucci Osteria da Massimo Bottura Tokyo,” one of the participating venues for the first edition of the “Amaou Fair.”
Guests enjoyed a presentation by Head Chef Raffaella De Vita and an original course meal featuring dishes made with Amaou.
The party emphasized creating “experiential value” that would inspire participants to share in their own words, aiming for high-quality exposure.
Furthermore, by establishing the context of “luxury restaurants × Japan’s leading brand strawberry,” we aimed for communication that would elevate the brand value of Amaou itself, beyond a one-time event.
Additionally, we held a one-week limited “Amaou Pop-Up Store” starting February 11 at “IMADEYA GINZA” in GINZA SIX and at Haneda Sanchokukan in Haneda Airport.
At “IMADEYA GINZA,” we offered “standing bar pairings” featuring Amaou with carefully selected sake and shochu. Timed with Valentine’s Day, we proposed a “sophisticated strawberry experience” available only there, further highlighting the special nature of Amaou as a gift for loved ones or as a “special treat” for oneself.
The second edition, “Unwind with Amaou,” was held from February 26 to March 11, 2026. Seven famous restaurants and patisseries in Tokyo participated, offering sweets that luxuriously featured the king of strawberries, “Amaou,” for many to enjoy.
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■ Participating Venues
*Menu image  2. EMMÉ <French Bistro> |
Conclusion
The brilliant red glow of “Amaou” is energizing just to look at.
At SUNNY SIDE UP, we help maximize the appeal of regional treasures like these ingredients through events and fairs, delivering them to consumers as “experiences.”
We hope to continue bringing out the value of regional resources and communicating them in ways that resonate with many people.
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Amaou Fair Special Website: https://pr.gnavi.co.jp/promo/fukuoka-amaou/ |
