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In Japanese, the kanji character「道」(read as “dō”) literally means “the way” or “the code.” In addition to world-renowned Japanese arts such as bushido (武士道, or “the way/the code of samurai”), kendo (剣道, or “the way of sword”), and sado (茶道, or “the way of tea”), JFOODO aims to promote “the way of food” together with Japanese culture. Culture can be translated as 「風土」(“fudo”) in Japanese, which sounds and rhymes with JFOODO.