Previously known as Toyama Kitokito Airport (TOY), the airport in central Japan has officially adopted the nickname Toyama-Takayama Sushi Airport.
Toyama Governor Hachiro Nitta announced the rebrand at a press briefing on July 8. Japan Today reported that the move was intended to boost passenger numbers by promoting two of the region's key attractions: sushi made with seafood from Toyama Bay and the nearby district of Takayama.
According to the Japan National Tourism Organisation, Toyama Bay is famous for white shrimp, or shiro ebi, a local delicacy with a sweet flavour that is often served as sashimi or sushi.
