Airport rebrands seem to be the thing these days—Oakland International changed to Oakland San Francisco Bay, Palm Beach International is now calling itself President Donald J. Trump International—but it’s likely that none can match the audacity of the airport that’s just renamed itself after a popular Japanese dish.
Toyama Airport is looking for more overseas visitors, so it’s taking the name Toyama-Takayama Sushi Airport, blending in the name of a better-known nearby city as well as the popular food. The local governor announced the new name, saying it would raise the prefecture’s profile among visitors, who will now associate the area with good food.
The airport has had declining numbers in recent years, and no longer has international flights to cities such as Seoul, Shanghai and Dalian that used to fly there; their decline has been attributed to the fast bullet train that can bring international travelers directly from Tokyo’s airports.
