The pairing of foods and beverages (especially alcoholic beverages) is an effective marketing approach to promote the value of Japanese gastronomy to overseas consumers because it requires little additional cost. In this study, the research target was French consumers, and the evaluation targets were grilled fall-season wild chum salmon from Japan (mainly from Hokkaido) and Japanese rice wine (sake). The difference in the consumers' willingness to pay (WTP) was evaluated using the contingent valuation method. In addition, we analyzed the determinants by applying Tobit regression. Our results revealed that there was a higher WTP when Japan's (Hokkaido's) grilled fall salmon and sake were presented as a set than when they were presented individually. The geographical identity of the origin of food and beverages can engender a positive premium to consumers through the synergistic effect of the origin of the brand.
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