From July 20th to 26th, Tsuruya Department Store in Kumamoto and Isetan Shinjuku will be holding a joint project called "Friends' Day - Let's hold hands. Let's walk together. Tsuruya and ISETAN," with the aim of supporting Kumamoto's reconstruction efforts and promoting the new holiday, "Friends' Day."

"Friends' Day," advocated by Kundo Koyama, a Kumamoto-born television writer and scriptwriter known as the creator of the popular character Kumamon, is a day to express gratitude to friends and deepen friendships. In South America, it is widely known as a day to communicate with friends, including by giving gifts.

To coincide with "Friends' Day," Tsuruya and Isetan Shinjuku have joined forces at the invitation of Kundo Koyama, and will be selling special items selected by each store exclusively in their respective stores. At Center Park/The Stage #5 on the 5th floor of the Isetan Shinjuku Main Building, Tsuruya will be selling a selection of approximately 20 items, including exclusive Tsuruya merchandise and items related to Kumamoto. Purchased items will be presented in an original Tsuruya x Isetan collaboration shopping bag, designed and supervised by Kundo Koyama. Each store will be limited to 1,000 shopping bags, available on a first-come, first-served basis. Additionally, Tsuruya Department Store will be promoting its "100% Kumamoto Department Store" reconstruction support website, which aims to "restore 100% of the damage caused by the Kumamoto earthquakes." The store will also be promoting the website through the distribution of flyers and encouraging visitors to support Kumamoto by purchasing products made in the prefecture. Additionally, on July 20th, a radio program sponsored by Tsuruya, which has been running for approximately 60 years, "2:05 PM: A Breath of Fresh Air," will be broadcast live from Isetan Shinjuku, featuring guests Kundo Koyama and Kumamon. In the event space on the first floor of Tsuruya Department Store's main building, a pop-up shop will be opened for Isetan's lifestyle brand, ISETAN TARTAN, which offers items incorporating the designs of Isetan's iconic "Macmillan/Isetan" and "Black Watch/Isetan Men's." During the event, approximately 40 items by Isetan Tartan, which will be appearing in the Kyushu region for the first time, will be on sale for a limited time. A portion of the proceeds will be donated to reconstruction support.