What we did

  • Design and Idea Creation
  • Prop Design and Build
  • Creative Visuals
  • Event Staffing and Management
  • Venue Install and Layout
  • International Liaison

Food is Great: Japan – Rugby World Cup

In Brief

Once again, the government Department for Environment, Food and Rural Affairs (DEFRA) commissioned us to produce our ‘Food Is Great: British, Experiential Tasting Gallery’ in Sapporo, Kobe and Tokyo in line with the 2019 Rugby World Cup.

In Detail

Off the back of a successful campaign earlier in the year; DEFRA commissioned us to recreate the Food Is Great: experiential tasting gallery, that we produced in Osaka, across 3 other major cities in Japan.


The purpose of these events is to promote and improve the people’s perception of British food and drink in Japan. The first city we set up in was Sapporo, Japan’s 5th largest city. The following week we moved on to Kobe and then, the final stage of the tour was held in the British Embassy building of Japan’s capital city, Tokyo.

We wanted the Japanese locals to get a wholesome experience of the United Kingdom using every single one of their senses. Whilst they may have been tasting galleries, featuring some of Britain’s finest sparkling wines, whiskeys, meats and more… elements such as the gin wall, the scent jars and the quintessentially British GIF booth bike ensured that the sights, sounds, smells and tactile sensations of Britain were present and prominent.

Using custom software, we gained feedback from the guests in each city, on their perception of British food & drink both before and after attending the event. We saw positive trends in every location as our results section will show below.

Check out the media gallery above to see exactly how each tasting gallery turned out!

You can also check out our original FIG: Experiential Tasting Gallery in Osaka on our ‘What We Do’ page.

The Results

  • Guests were 95.27% more likely to recommend UK sparkling wine to their friends after attending the tasting sessions
  • 2,237 total attendees over the 3 cities (with the majority of the Tokyo sessions having been cancelled due to a typhoon!)
  • Guests were 79.35% more likely to order UK food in a restaurant after their tasting experiences
  • The GIF booth was supremely popular! 1,379 people shared their photo or GIF which managed to generate a total reach of 104,117