For seven days from February 25th to March 3rd, Isetan Shinjuku will host a collaborative event with Asahi Breweries, "Cheers! Cheers!! Cheers!!! - Discover Spring Party Styles at Isetan," in the Food Collection on the first basement floor of the main building.
The event aims to "expand new communication styles incorporating a female perspective and create an appealing sales floor." Isetan, which strives to translate customer feedback into reality, and Asahi Breweries, which has extensive product knowledge in the alcohol industry, have teamed up to propose new gifts by bringing together drinks, food, and miscellaneous goods suitable for home party gifts. Fifteen female employees selected from both companies organized the project, focusing on the season when people gather together in increasing numbers, such as moms' get-togethers for kindergarten graduations and home parties for transfers and relocations. They have created a lineup of products targeted at women in their 30s and 40s that will be a hot topic at gatherings. The Yonezawa Beef Steak Sandwich (681 yen each) from Yonezawa Kohakudo, featuring flavorful Yonezawa beef sandwiched between specially selected bread, is small enough to be enjoyed at parties, while Gangnam Kimbap's crunchy Sakura Kimbap is finished in a lovely pale pink color. The shop also offers recommended pairings, such as the hearty meat-based Kafer finger hors d'oeuvres (1,200 yen for two) paired with refreshing rosé champagne Lanson Rosé Label Brut, and the Henri Le Roux Kouign-Amant au C.B.S. (300 yen each), which contains a whole caramel fraise, paired with honey-flavored whiskey Jack Daniel's Tennessee Honey. In the eat-in corner, which is stocked with limited edition cocktails, beer, and highballs, some of the food can be enjoyed on the spot.
The project also includes the creation of original hamper bags (large 4,000 yen, small 2,500 yen) that can be packed with wine, beer, and purchased ingredients and used to carry them. The bags are available in three colors: pink, gray, and white, and feature the words "Cheers! Cheers!! Cheers!!!" embroidered on the front. In addition, party-themed seminars will be held, including snack classes with invited food coordinators, as well as wine and whiskey classes.
