Isetan Mitsukoshi Holdings is holding "JAPAN SENSES" at Isetan Shinjuku, Nihonbashi Mitsukoshi Honten, and Ginza Mitsukoshi until August 19th. This year, the third year of the event, under the theme "Play in Japan, Enjoy Japan," highlights playfulness and humor. Focusing on summer festivals and fairs, all stores are showcasing everything from Japanese festivals enjoyed since the Edo period to the creations and latest technologies of creators, designers, and artisans recognized both domestically and internationally, along with demonstrations and events. Each store has its own theme, showcasing unique products and events throughout the building. At Isetan Shinjuku, "Japan Advanced" is the keyword, showcasing products and events related to clothing, food, and housing that utilize Japanese technology, materials, and processing. The exhibition features a festival event featuring fashion brands such as Mastermind Japan, Mina Perhonen, and Anna Sui, as well as sandals created in collaboration between Birkenstock's luxury line TATAMI and Tokyo brands such as White Mountaineering and N.Hollywood.

In addition, the Mitsukoshi Nihonbashi main store is showcasing merchandising that combines Japanese tradition with a modern sensibility, with the keyword "Japan Heritage," while the Ginza store is proposing creations that are the result of collaboration between creators from around the world and Japanese traditions and techniques, with the keyword "Global Creation." "Japan is home to many traditions, cultures, and technologies that are widely recognized both domestically and internationally. However, as production bases have shifted overseas and opportunities to showcase these strengths have decreased, the 'regions' where these industries are located are becoming increasingly impoverished. Isetan Mitsukoshi's CSR and PR department explains, "Our goal is to revitalize Japan, and we will continue to play a role as a link between makers (producing areas) and users (customers) and promote a variety of initiatives." Isetan Mitsukoshi HDS was also selected for the Ministry of Economy, Trade and Industry's 2013 Cool Japan Strategy Promotion Project, and has announced that it will host an event in New York in February 2014 to promote Japanese food, fashion, art, and design.