ABOUT

Borja Gracia

Borja is a chef, entrepreneur and cultural researcher specialised in Japanese gastronomy as cultural heritage, tourism resource and international cultural expression.

Over more than 12 years in hospitality, he has founded, developed and led multiple Japanese food projects in Europe, ranging from product-driven izakayas to Michelin Guide–recommended fine dining, as well as a Japanese patisserie and bakery concept. This trajectory has given him full-cycle experience in Japanese F&B businesses, from concept creation and operations to strategic repositioning, transformation and closure.

Beyond day-to-day restaurant operations, his work has consistently engaged with the broader systems surrounding Japanese gastronomy: sourcing, international trade, regulatory frameworks, cultural translation and market adaptation between Japan and Europe. He has collaborated on Japan–EU F&B import/export projects, working with certification processes, customs documentation and compliance requirements across food, beverage, equipment and related cultural products.

Alongside his professional activity, he has participated in international gastronomic congresses and exhibitions, including Madrid Fusión and San Sebastián Gastronomika, contributing to public discourse on Japanese cuisine, technique and contemporary interpretation. These experiences reinforced his interest in gastronomy not only as practice, but as a form of cultural communication.

In parallel, he has spent extensive time travelling throughout Japan, engaging directly with local food cultures, regional products, craftsmanship and the relationship between gastronomy, territory and identity. This long-term immersion has shaped his current direction: approaching Japanese gastronomy not merely as cuisine, but as living cultural heritage and a key driver of cultural tourism and soft power.

He is currently completing a Master’s degree in Innovative Tourism Management, specialising in Culinary and Gastronomic Heritage. His research focuses on how Japanese gastronomy is represented, adapted and mediated both within Japan and internationally, combining institutional tourism data with cultural and applied analysis.

Today, his work sits at the intersection of practice, research and cultural mediation. He collaborates on projects related to Japanese gastronomy, tourism and culture through advisory, research, editorial and cultural validation roles, supporting institutions, brands and initiatives seeking cultural coherence, depth and long-term value.