The Jiji news site features a story on a boutique in Paris showcasing products from Niigata.
Opened on 10 July 2018 in the 6th arrondissement by PR strategy company gram 3, with the approval and support of the Niigata Industrial Creation Organization (NICO), the boutique Kinase is Niigata's first ever presence in Paris.
"Niigata sake and French food pairing" events were held in Paris in June 2017 and in Niigata in March 2018 to prepare for the boutique's opening. The Niigata Prefectural Tourist Association appointed chef Guy Martin, of the two Michelin starred Le Grand Véfour restaurant in Paris, as Niigata Tourism Envoy in March 2018, and he is also presenting his own unique dishes to pair with his selected sake. The events were well-covered by both French and Japanese media.
2018 is the 160th anniversary of relations between Japan and France, and a year-long programme of events called Japonismes 2018 is running in Paris and other cities around the country.