The "Traveling Shin-Tora Market" will have its grand opening on February 24th in the Toranomon area of Shinbashi, Tokyo. This project, initiated by the Alliance of Mayors Promoting Regional Revitalization Using the Tokyo Olympic and Paralympic Games to be held in four years, could completely transform the landscape of Toranomon, which is primarily known as a business district. Here is a report on the press preview held prior to the public opening. "Traveling Shin-Tora Market" is a collective term for "Traveling Stand," a pop-up stand run by municipalities across Japan that brings together seasonal foods and items. Located on Shin-Tora Avenue, the symbolic street of the Tokyo Olympic and Paralympic Games, "Traveling Store," a select store by Isetan Mitsukoshi, and "Traveling Cafe," which serves special menus incorporating carefully selected regional ingredients. The "Traveling" part of the name is said to be a reflection of the hope that visitors will discover new charms in areas they have never been to while walking along Shin-Tora Avenue. Located among the skyscrapers of central Tokyo, the "Traveling Shintora Market" is packed with unique features designed to spark interest in local culture. The four "Traveling Stands" are like temporary antenna shops, operated by different municipalities every three months. The first batch of stands, which will open on the 24th, will be run by Imabari City (Ehime Prefecture), Takaoka City (Toyama Prefecture), Yamagata City (Yamagata Prefecture), and Ube City (Yamaguchi Prefecture). Each stand will offer gourmet food that embodies the character of its city. The Imabari stand will serve soul food such as "Imabari Yakibuta Tamagomeshi" (Imabari Grilled Pork and Egg Rice) (760 yen), dried small sardine tempura & Imabari lemon tempura (350 yen), and fresh citrus sour drinks (starting from 450 yen). At the stand in Takaoka City, you can enjoy the rare local sake "Seito Sake Brewery Katsukoma Junmai Sake" (840 yen) along with the "Takaoka Oden Assortment" (580 yen) served with grated kelp. It's a tempting combination perfect for this chilly time of year. At the stand in Yamagata City, you can enjoy Western dishes such as "Yamagata Beef Steak & French Fries" (1,980 yen) and "Beef Omelette" (840 yen), which make generous use of juicy Yamagata beef, as well as the "Imoni Set Meal" (880 yen/lunch only) filled with chunks of fluffy sweet potatoes, and local sake (from 380 yen). At the Ube City stand, they offer the "Ube Crab Cake Burger" (980 yen), made with blue crab and bamboo shoots from the Seto Inland Sea, the "Ube Benihoppe Cordial Soda" (400 yen), which has a refreshingly tart taste, and hot drinks made with sake lees. Both stands are expertly produced by Barnibarbi and Welcome, allowing you to enjoy local cuisine while immersing yourself in the feeling of discovering a famous local restaurant where locals gather while traveling. The menu changes between lunchtime and bar time, making it a convenient place to enjoy local cuisine. If you want to sit down and enjoy gourmet food at your leisure, we recommend the adjacent "Traveling Cafe." At the "Traveling Store," Isetan Mitsukoshi will sell local specialties from the municipalities exhibiting at the "Traveling Stand" as well as carefully selected items from around the country, with themes of "aesthetics," "handmade," and "sincerity." In addition to Imabari towels and Yamagata "cat kokeshi" dolls (3,200 yen), there are other thoughtful items perfect for gifts. There's also a wide selection of original items, including daruma and akabeko dolls with Mitsukoshi "Hana Hiraku" motifs, and fashion items and accessories with "ISETAN TARTAN" patterns.
Traveling Shintora Market is also a place to promote the attractions of participating municipalities and attract more tourists, with an eye on foreign tourists visiting Japan for the Olympics. There are also plans to eventually hold a farmers' market similar to those found overseas. Visitors to Traveling Shintora Market will surely be drawn to the charms of the region and inspired to travel. It's sure to become a new Tokyo spot, bustling with people who love to travel.
