"TOKYO MEN'S FES 2016" is being held at the Isetan Shinjuku Main Building and Men's Building until September 25th. Expanding on the slogan "Happiness, Being a Man" that was used when the Men's Building opened in 2003, the festival is themed around "100 Happinesses of Being a Man," proposing a whole new way to enjoy "being a man" through a variety of things and experiences.

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As the event is titled "TOKYO," it has become a major event, drawing in numerous magazines and famous select shops. Popular magazines like "SENSE" and "Begin" are also supporting the event, along with the popular select shop "GR8," known for its unique street style, and "Ristir," which stocks cutting-edge designer brands. Booths will be set up at the festival venue on the 6th and 7th floors of the main building, selling a selection of items, limited editions, and pre-release items.

Items based on the 100 happiness keywords will also be sold, and events and workshops will be held. For example, based on the keyword "The happiness of being able to proudly say you like sweet things," sweets that men will love will be introduced on the first basement floor of the main building. 100 items are linked to 100 keywords, so you can enjoy following them.

The main focus will be on the 6th and 7th floors of the main building. There will also be booths for select shops, booths offering facial beauty treatments, and a coffee stand offering shoe care and coffee made with carefully selected ingredients. This is a festival packed with content that can be enjoyed all day long, whether you're a solo man or a couple.