. >> tsuruoka is accustomed to compliments such as this mpt the city faces the sea of japan and has an abundance of fertile soil which is a recipe for large sea food and fresh produce. however, it's barely on the map for international tourists. only about 4,000 came in a year. the city sees food as a way of enhancing it's reputation. that's how it's participation evolved. >> translator: we want to try to attract overseas tourist by presenting the food at the thing. -- by presenting our region's cuisine at the expo. >> he is a chief who specializes in italian cuisine. >> translator: i prepare the food while the ingredients are still fresh. i go to the field each morning. >> reporter: he chose it has the main attraction. the bean captivated for more than 100 years. as a stand up contains the beans and it has only two and the flavor is more intense. he compares the aroma and taste to truffles. >> translator: if you take a bite your mindent caprocess the complexity of the taste. so you eat more and more and have addictive and have a charm of their own. >> nearly a quarter of a million peop