Since 2022, I have organized annual experiential marketing weeks in London every November to promote Toyama Prefecture. Each year, these events feature Toyama sake and food experiences, a pop-up shop, and workshops and lectures with artisans from Toyama.

The 2022 edition included a pop-up shop selling Toyama products, workshops with craftsman Yoshinori Shimatani, a Toyama sake and wine dinner at Pantechnicon, and additional events at Japan House London.

In 2023, the events expanded to include a Toyama sake dinner and wagashi pop-up with chef Yasuhiro Hikiami at Pantechnicon, workshops and a talk by Chef Hikiami at Japan House, and programming at the Daiwa Anglo-Japanese Foundation.

In 2024, Toyama Week showcased the skills of lacquerware artisan Takeshi Musashigawa and brought events to Kioku by Endo Bar at The OWO, MATCHADO, Japan House London, InsideJapan Tours HQ in Bristol, and The Japan Society.