In 2022, to raise awareness of Toyama Prefecture, I organized a week of experiences at Pantechnicon in London. It included a pop-up shop selling Toyama products, workshops with craftsman Yoshinori Shimatani, a cocktail menu featuring Toyama ingredients, and a Toyama sake and wine dinner. Following the event’s success, I once again did a Toyama Week in London in 2023. Events took place at Pantechnicon (Toyama sake dinner and pop-up Toyama wagashi confectionery shop with sweets by Toyama chef Yasuhiro Hikiami), Japan House (wagashi expert talk and workshops), and Daiwa in November 2023.