The "IRO TORIDORI TOTTORI" campaign, a collaboration between Isetan Shinjuku and Tottori Prefecture, kicked off on February 15th. This campaign, which involves the entire Isetan Shinjuku store promoting the charms of Tottori Prefecture, involves selected project members and buyer teams from across the store's floors traveling to Tottori to showcase their unique products related to clothing, food, and housing. We spoke to Rie Shimizu, sales manager of the Living Floor at Isetan Shinjuku, about the hidden charms of Tottori. "When you think of Tottori Prefecture, the first thing that comes to mind for many is the sand dunes. However, as I researched the area, I discovered that it has a thriving coffee culture with many coffee lovers, an abundance of ingredients nurtured by the rich natural environment centered around Mt. Daisen, and a long history of folk art. I myself fell in love with Tottori," Shimizu said. This major project, which took approximately 10 months of preparation to unveil the full picture of Tottori Prefecture, is surely one of the project members' extraordinary passions.

The highlight of Tottori cuisine, making its debut this time, is the "Oenosato Tart" (¥300 each), made with Tenbi eggs from Oenosato Natural Farm in Yazu District. The golden-colored tart, featuring a flaky crust made with Tottori-produced butter and a generous amount of Tenbi egg custard and cream cheese, is a dish that food buyers are particularly proud of. Other must-try sweets include the "Daisen Milk Grand Roll" by Patisserie Kihachi (¥900, limited to 15 per day), made with milk from cows raised on the famed Mount Daisen, and the "Milk Pudding" by Chez Cima (¥280, limited to 10 per day). In addition to showcasing local confections, the event is notable for its ingenious approach to using local ingredients in a unique Isetan style.

The bounty of Mt. Daisen doesn't end there. Tottori has a culture of eating game meat, so the shop will also be selling "Tottori Prefecture Venison Loin" (100g/2,000 yen) and suggesting game dishes. The buyers' enthusiasm is evident in the lineup, which will completely change Tottori's image as a crab-producing region, including "Roast Beef Rice Bowl" (1,850 yen) made with Tottori Wagyu beef raised in Daisen, "Daisen Pork Loin for Tonkatsu and Sauté" (100g/400 yen), and Le Cochon d'Or's "Daisen Wheat Croissant" (300 yen), which uses Daisen wheat.

Why not start by sampling some of the gourmet delights that are backed by Tottori Prefecture's abundant nature?

(*Lifestyle Goods Edition → A select shop from Tottori opens at Shinjuku Isetan! Click here for "Irotoridori Tottori," which showcases "Tottori's handicrafts" such as tableware and kasuri*)