On August 5, 2026, the Matsuyama Convention and Visitors Bureau held the “–Marking Velo-city 2027 Ehime– Vegetarian and Vegan Catering Basics Seminar.”
Haruko Kawano, representative of our organization VegeProject Japan, served as the seminar’s lecturer, giving a talk to more than 50 business operators.
After the seminar, there was also an exchange of views on developing a “vegetarian-friendly local cuisine” menu — a project the Matsuyama Convention and Visitors Bureau is pursuing with an Ehime University professor and students as part of efforts to improve the region’s environment for attracting MICE events.
This seminar was designed with an eye toward the international cycling conference “Velo-city 2027 Ehime,” to be held next May, with the aim of deepening the region’s understanding of vegetarian and vegan catering and advancing related efforts. It covered everything from the basics of vegetarian and vegan catering to specific examples and points to keep in mind regarding promotion and labeling, in a way intended to be useful for beginners and for business operators just starting to consider such catering. Participants listened attentively to the talk, which ran more than an hour.
Velo-city 2027 Ehime is expected to bring 2,000 people from more than 50 countries overseas to Matsuyama City. As shown by the fact that three out of the four Velo-city representatives who came for a preliminary site visit ahead of the event were vegetarian, many of the visitors coming to Japan for this event are expected to be vegetarian or vegan. At the previous Velo-city, held in Italy, all of the lunches provided reportedly catered to vegetarians.
Following the seminar, a discussion was held with an Ehime University professor and students.
The Matsuyama Convention and Visitors Bureau has been working with an Ehime University professor and students on developing a “vegetarian-friendly local cuisine” menu for some time. As part of this effort, our organization’s representative also cooperated on the project as an expert in vegetarian and vegan catering.
Drawing right away on the tips and ingredients introduced in the seminar, the group explored the possibilities for vegetarian- and vegan-friendly local cuisine.
Going forward, after recipe development, tasting, and refinement, the menu is planned to be finalized and unveiled at an event before the end of the year.
