From Monday 23 September to Thursday 3 October, take part in a city-wide celebration of London’s growing Japanese food and drink scene packed full of one-off events, bookable experiences, limited-edition menus and exclusive discounts. Round of applause and drum roll, please, for the brands who've made it happen...


Headline Sponsor

JFOODO (The Japan Food Product Overseas Promotion Center) is a division of the government responsible for promoting Japanese food and drink globally. JFOODO is promoting the pairing of seafood and sake, encouraging diners to ‘Escape the Ordinary’ by pairing sake with seafood for this year’s Japanese Sake campaign. Sake has been flourishing in London but is still traditionally paired with Japanese food such as sushi. However, with its light and fresh flavour profile, it works perfectly with all seafood, such as oysters. Visitors will be able to experience the Seafood x Sake pairing for themselves at participating restaurants this Japan Week.

House of Suntory

Official Spirits Partner

The House of Suntory has a portfolio of Japanese spirits brands including Roku Gin, Haku Vodka and a range of Japanese whiskies. As part of Japan Week, House of Suntory will be creating special, one-off cocktails. Merchant’s Heart, also owned by Suntory, is the Official Mixer Partner and is a premium Japanese mixer that enhances and perfectly complements a range of spirits.

Kirin Ichiban

Official Beer Partner

Kirin Ichiban is authentically Japanese with a flavour crafted to appeal to the palate, pairing beautifully with Japanese cuisine. Kirin Ichiban represents a rich culture of meticulousness. Well-loved Japanese institution, Japan Centre Food Hall is the Official Retail Partner and is passionate about delivering a rich variety of quality Japanese goods to shoppers in the UK and beyond. Spanning authentic Japanese food and drink to a bookstore offering manga, magazines and gifts, it is a hub of Japanese supplies.

Merchant's Heart

Official Mixer Partner

Merchant’s Heart is a range of spirit enhancers - the next big thing in premium mixers. They are designed to bring out the great flavours in premium spirits - enhancing, not masking the carefully crafted botanicals and flavours. Merchant's Heart is all about flavour - creating great tasting mixed drinks with our unique range of liquids.

Nobu Hotel

Official Hotel Partner

Nobu Hotel in Shoreditch is the Official Hotel Partner and is an extension of the renowned hotel and restaurant portfolio headed by Tokyo-trained celebrity chef Nobu Matsuhisa and actor and director Robert De Niro. In advance of the launch, Nobu Hotel will be hosting a VIP launch party on the 23 September.

FIJI Water

Official Water Partner

Also sponsoring the event will be FIJI® Water, artesian water bottled at Viti Levu (Fiji islands). It's the No. 1 imported bottled water in the United States. FIJI Water, known for its iconic square bottle, soft mouthfeel and unique mineral profile, is the water of choice among discerning consumers and top chefs.  Widely available at fine restaurants and hotels and all major retail channels, FIJI Water has expanded globally to more than 90 countries. FIJI Water is available at Whole Foods, Waitrose, WHSmith and Ocado nationwide, as well as style meccas Harrods and Harvey Nichols. To discover FIJI Water, please visit, like us on Facebook or follow us on Instagram.

Japan Centre Food Hall

Official Retail Partner

Established in 1976, the Japan Centre Group includes 3 key retail outlets with our Panton Street flagship situated in the heart of London, near Leicester Square, an outpost in Westfield Stratford City and the largest Japanese Food Hall in Europe, Japan Centre Ichiba in Westfield Shepherd's Bush. Japan Centre is the ideal location to discover authentic Japanese groceries for all your essentials. Which is why we're proud to have them on board as our official retail partner. It's your one-stop shop for everything from Japanese cookbooks to freshly prepared sushi and great quality homeware.