On Site with SUNNY SIDE UP: Sembikiya Sohonten “Okayama Grape Muscat Fair”

Hello! This is PR Sunny-chan.

This time, we had the opportunity to visit the site where SUNNY SIDE UP is handling PR activities, and we would like to share it with you.

Here it is!The “Queen of Fruits,” Okayama-grown “Muscat of Alexandria”

SUNNY SIDE UP is currently in charge of PR activities for Okayama Prefecture. We provide PR support to help more people learn about the many attractions of Okayama Prefecture, including its specialty product, the “Muscat of Alexandria.”

On June 11 and 12 last month, Sembikiya Sohonten held the “Okayama Grape Muscat Fair,” and I also attended as there was a media unveiling.
This year marks the 130th anniversary of Okayama muscats being cultivated. The “Muscat of Alexandria,” which accounts for over 90% of national production, is a specialty product that Okayama Prefecture is proud of. At the first auction of 2016 held in May at the Ota Market in Tokyo, one box was reportedly sold for ¥30,000! (Tied for the highest price on record)

Here is a photo from that time!¥30,000 is incredible!

At the media unveiling for Sembikiya Sohonten’s “Okayama Grape Muscat Fair,” an official from the Okayama Prefectural Government explained this year’s quality and the best ways to enjoy them.

The “Muscat of Alexandria” is said to be characterized by its aroma and refined sweetness. Because the sweet components are contained between the skin and the flesh, it is recommended to eat them with the skin on. They also said, “This year, we have been blessed with favorable weather, and the sweetness, berry size (appearance), and overall quality are all excellent.”

I was also able to sample them, and just as they said the aroma is a defining feature, a refreshing fragrance spread in my mouth. Along with the sweetness, there was a subtle acidity, and they were delicious.

That day, I also enjoyed a fair-exclusive Muscat of Alexandria tart.
Unlike eating them as fruit, the sweetness of the fresh cream further enhanced the refreshing sweetness of the Muscat of Alexandria, and this was also very delicious.

As an ochugen (mid-year) gift or summer gift for someone who has helped you, it would surely be very well received.^^

This time, because SUNNY SIDE UP is in charge of PR support for Okayama Prefecture, we were given the special opportunity to visit the site. Through this, we were able to learn various things: that it has been 130 years since muscats began to be cultivated in Okayama Prefecture, that over 90% of production is grown in Okayama, and what kind of fruit the specialty Muscat of Alexandria is.

There is a lot of appeal in this kind of regional information, but in many cases it still has not spread widely. That is precisely why it is important to keep sharing it and promoting it through PR!

At Sunny, our work is to help with PR so that more people can learn about our clients’ appeal. This spans a wide range, including “products,” “people,” “companies,” and “regions.”

If you are curious about the “Muscat of Alexandria,” one of Okayama Prefecture’s many attractions, why not give it a try?