On February 15th, Isetan Shinjuku launched "IRO TORIDORI TOTTORI," a store-wide campaign to introduce the charms of Tottori Prefecture. The campaign, in which project members selected from across the different floors of Isetan Shinjuku spend their time carefully exploring the charms of Tottori and giving presentations, is a large-scale project involving the local government. Following on from the gourmet edition (*Gourmet Edition → Egg tarts, game meat, and even Wagyu beef! Click here to visit "IRO TORIDORI TOTTORI" at Shinjuku Isetan, where all the delicious foods of Tottori are gathered*), this time we will be introducing household goods made in Tottori. Tottori Prefecture has long been a center of folk crafts, and Kurayoshi City, located in the prefecture's central region, is known for its retro streets lined with historic buildings, as well as for its traditional potteries and the creative activities of young artists. Sales manager Shimizu, who is in charge of the living room floor, first noticed the "COCORO STORE" in Kurayoshi. "The owner, Mr. Tanaka, has a wonderful selection of goods, and he has deep connections with local artists," he says. In addition to items by both old and new artists, the store also carries custom pieces made in response to customer requests. This time, COCORO STORE will be opening a special store at Isetan Shinjuku, where they will also be selling "Otsuka Bladesmith" (custom order required, starting at 10,000 yen per piece), which allows you to customize the mountain cherry handle to fit your hand. Other plans include selling works by glass artist Yuki Takenaka. Tottori is also a producer of "kasuri," a traditional Japanese kasuri fabric with a history spanning over 200 years. Items on offer include wallets, drawstring bags, and other small items (starting at 5,000 yen) from Kobo Yumihama, as well as teddy bears (36,000 yen) made by Nakamura Kuburi, known for their modern patterns. A talk show featuring the history of folk crafts will be held at 2 p.m. on the 19th, featuring Tottori Folk Crafts Museum Executive Director Kitani. Shimizu said, "I hope that this campaign, which also expresses the hope of recovery from last year's Central Tottori Earthquake, will bring people closer to Tottori Prefecture." Take this opportunity to sample Tottori cuisine, experience everyday items, and experience the charms of Tottori.