Abstract
This study aims to examine the extent to which and how a regional daily humble food and foodways as a signifier of local and regional identities contributes to the regeneration and rejuvenation of the region through food tourism in Japan. Within an exploratory case study mode, the research context focuses on Japanese udon noodles, and the geographical focus of the study is Kagawa prefecture located in the island of Shikoku. The findings suggest that the historical, social and cultural significance of udon noodles production and consumption in Kagawa is the centre of local and regional identities, which in fact resulted in the creation of a new tourism trend, the so-called udon tourism, among Japanese domestic tourists. Implications for future research will be suggested.
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