From June 24th to 29th, Isetan Shinjuku will be holding the "Shikoku Food Fair" in the event hall on the 6th floor of the main building, showcasing the cuisine of Shikoku. The fair will feature Sanukidon noodles filled with local specialties from each of the four prefectures, deluxe bento boxes featuring local brand-name Wagyu beef, and sweets made with locally sourced ingredients. Hinode Noodle Factory in Sakaide City, Kagawa Prefecture, serves freshly made udon noodles for just one hour each day, creating long lines of customers. While their main business is noodle making, they only serve udon to customers between 11:30 and 12:30 in the afternoon, which is of interest to those in the Kanto region. At the fair, they will be selling a "daily collaboration udon noodle (1,000 yen)" that combines the noodle factory's udon noodles with specialties from each of the four Shikoku prefectures. On the 24th and 25th, there will be Tokushima Sudachi and Naruto Wakame Udon, on the 26th Kagawa Olive Beef Udon, on the 27th Kochi Hachikin Chicken Tempura Udon, and on the 28th and 29th Ehime Shirasu Udon.

Pan-ya Uzu, located in Matsuyama City, Ehime Prefecture, sells bread made with local produce. The Kochi Tomato Smoked Salt (381 yen including tax) is a bacon-wrapped bread topped with Ehime pumpkin, carrot, and broccoli. The Iyokan Croissant (381 yen including tax) is made from rice yeast and is filled with Ehime Iyokan paste, cream cheese, and tonka beans. Other unique "vegetable breads" available include Chestnut Bean Sour (531 yen including tax) and Macadamia Raisin (401 yen including tax). Sanuki Shokudo, a meat wholesaler in Kagawa Prefecture, has entered the Olive Beef and Tosa Akaushi Bento (limited to 50 servings per day, 3,500 yen). This luxurious bento includes two types of brand-name Wagyu beef. The Olive Beef, raised on pressed olives from olive trees that began planting on Shodoshima Island during the Meiji period, is presented as a steak, while the Tosa Akaushi beef from Kochi Prefecture is presented as slices. This Tosa Akaushi beef has a good balance of lean meat and marbling, allowing you to particularly enjoy the sweetness of the lean meat. Gingetsu, a Japanese restaurant specializing in local fish from Tokushima Prefecture, is offering a two-color bento featuring conger eel and simmered conger eel (1,500 yen). Grilled conger eel from Tokushima Prefecture and simmered conger eel from Ehime Prefecture are generously piled on top of rice. The waters off Ishima Island in Anan City, Tokushima Prefecture, are where the currents from the Naruto Strait, the Kuroshio Current from Tokushima, and the Kuroshio Current from Wakayama converge, making it an ideal fishing ground for conger eels. Meanwhile, the seabed topography, including rocky reefs and sandy mud areas, creates ideal conditions for conger eel habitat, making Ehime's conger eel a particularly popular sight. This bento box lets you enjoy the "two great seasonal flavors" of Shikoku. Cafe du glace, based in Kochi Prefecture, will be selling a soft serve ice cream (550 yen) made with their own original blend of homemade soft serve ice cream made with milk from Kochi Prefecture and topped with espresso, along with a demonstration. On the first day of the event, they will also be offering a yuzu ice cream (limited to 100 pieces, 148 yen including tax) for an additional 148 yen.