Toyama is a provincial town surrounded both by sea and mountains. Population is only 1.1 million, and is the 38th prefecture, among 43 others in Japan. 100 years ago, at a time when boxed meals for travel consisted mainly of sandwiches, Minamoto's founder had taken a challenge to introduce food of his native Toyama, and succeeded greatly. Celebrating their centennial year, their vision is grand. We suggest the idea of to comfort space travellers, who are making the ultimate journey of our time, with foods that tastes of their home Toyama. This website is the record of Challenging for space food!

The media plan for the SUSHI SPACE FOOD campaign involved TV, Transit, Print, and a Website. The campaign was launched on 09/02/2006. For TV, 3 channels, which can be viewed in Toyama, were selected and spots aired nationwide from 09/02 to 09/30. Transit posters appeared for 2 weeks in stations, between 09/02 and 09/16, where the products are being sold. Full-page print ads wereinserted in one National and one local newspaper on 09/02/2006. A website was created for announcing the project’s progress, until the completion of the SUSHI SPACE FOOD project in 2008. Another campaign is planned upon the completion of the SUSHI SPACE FOOD project.