How byFood Is Shaping the Future of Food Tourism

ByFood is Japan’s top platform for booking food experiences like sushi making, sake tasting, and guided food tours, but it’s also so much more than that. With a mission to donate 10 school meals for every guest that participates in an experience or dines out at a restaurant in Japan, we aim to set a new standard for responsible and impactful travel.

ByFood and its parent company, Tablecross, have received growing recognition from global organizations, media outlets, and industry leaders for their innovative approach to food tourism and social contribution. Here's a closer look at the awards, features, and milestones that have helped shape the company’s journey so far.

Before byFood launched in 2019, Tablecross was already on a mission to change the world through food. Tablecross began as a restaurant reservation app that donated a portion of its revenue to children in need, and that mission continues today through every booking on byFood.

Each time a guest books an experience, such as a Tokyo food tour or a Kyoto kaiseki meal, 10 school meals are donated through a network of nonprofit partners. Learn more about our Food For Happiness initiative.

ByFood’s founders, Kaoru Joho and Serkan Toso, were selected for the Forbes 30 Under 30 Asia 2021 list in the Social Impact category. The list recognizes young innovators and entrepreneurs making a difference across Asia.

Their shared journey — from launching Tablecross to scaling byFood into a globally recognized platform — demonstrates the potential of combining tech entrepreneurship with a strong social mission.

ByFood has also received support and recognition from global business accelerators and industry platforms. In 2021, the company was selected for the Techstars x JETRO accelerator program, aimed at helping Japanese startups expand globally.

In 2022, byFood was named a winner of the UNWTO 3rd Global Gastronomy Tourism Startup Competition, organized by the United Nations World Tourism Organization and the Basque Culinary Center.

The international competition, which received over 300 entries from over 50 countries, celebrates innovation in food tourism. byFood was recognized for its tech-enabled platform that makes Japanese culinary experiences accessible while advancing the UN Sustainable Development Goals, particularly in the areas of responsible consumption and zero hunger.

We reported on this award a few years ago on the byFood blog!

In 2023, byFood was named a winner in the World Luxury Travel Awards under the Culinary Travel Experience category. The World Luxury Travel Awards honor excellence in the luxury travel industry across the globe, with byFood recognized for its curated experiences, high service standards, and commitment to meaningful travel. The platform joined the ranks of the world’s most exclusive travel brands—an exciting milestone as it continues to grow globally.

Alongside international recognition, Japan’s top business and tech media have also taken notice. More recently, Nikkei XTrend featured byFood as a leading startup innovating in the tourism and food-tech space. ByFood was also a finalist for the Arival Spotlight Awards, which recognize excellence in tours, activities, and experience platforms worldwide. It's safe to say that byFood and its parent company Tablecross are making waves. Keep reading for some of the achievements we've been bringing home right here in Japan. 

In 2020, byFood was selected for the Nippon Foundation x Impactech Social Change Makers Program, Cohort 3, a competitive accelerator focused on startups creating positive societal change through technology. At the program’s Demo Day, byFood showcased its impact-driven approach to food tourism, connecting international travelers with Japanese culture while supporting food-insecure communities.

In 2022, byFood was honored with a Special Recognition Award by the Council for the Japan Marketing Association (CJMA) as part of their Cool Japan initiative. The award celebrates companies that demonstrate outstanding marketing practices aligned with ethical values and social responsibility. byFood stood out for its unique business model that links tourism to global meal donations, using marketing as a tool for good.

In 2023, byFood was named a Finalist in the Japan Tourism Awards, an initiative led by the Japan Travel and Tourism Association and supported by JNTO and the Japan Tourism Agency. The award program highlights outstanding initiatives that revitalize regional economies, promote sustainable travel, and deliver memorable experiences. byFood was selected for its contributions to regional revitalization and inclusive tourism in Japan.

In September 2024, byFood received the Good Life Award, a prestigious initiative by Japan’s Ministry of the Environment that honors projects contributing to a more sustainable society. The award recognized byFood’s ongoing efforts to support children through food tourism, with a focus on environmental sustainability and community building. Read more about this award on the Tablecross website (in Japanese).

Founder and CEO Kaoru Joho was selected for the Tokyo Women in Innovation program, which supports female-led startups that create positive social impact. This recognition celebrated her long-standing mission to connect people through food while addressing global issues like hunger and access to education. 

Joho was also spotlighted in a MyNavi Woman feature celebrating women entrepreneurs using technology to solve social issues. The article emphasized the company’s one-meal-per-booking donation model and its ability to make meaningful change through travel. Needless to say that at byFood, everybody thrives. 

At the Tokyo Startup Business Contest (picture above), byFood was selected in the Startup Category, which recognizes ventures that address social or regional challenges through innovation. The award reflects the company’s success in merging ethical business practices with Japan’s tourism and food culture.

ByFood’s vision has never been clearer: to become the world’s go-to platform for food travel while supporting children and communities through each culinary adventure. With awards from the UNWTO, features in Forbes, recognition from industry leaders like Arival, and the continued support of its growing global audience, byFood is proving that food tourism can be a powerful force for good.

Explore experiences, meet passionate hosts, and learn more about the platform’s mission by visiting byFood.com.

Keep reading about byFood's services and features.

• How Does byFood Work?
• byFood Reviews: What Customers Are Saying
• Book an Experience or Restaurant Instantly on byFood