"FASHION WEEK TOKYO in CHINA -TOKYO MERRY-GO-ROUND-" is being held at Shanghai Meilong Isetan in China from February 26th to March 3rd.

As part of the Ministry of Economy, Trade and Industry's Creative Industries Division's 2013 Cool Japan Strategy Promotion Project, the Japan Fashion Week Organization (JFWO) has teamed up with Isetan Mitsukoshi to produce and sell original items by trendy creators and fashion brands that symbolize "the real Tokyo of today."

This time, e.m. has been appointed as the planning director, and a pop-up space based on the concept of a "traveling amusement park" has been set up in the atrium plaza on the first floor of Shanghai Meilong Isetan. Fashion brands such as DRESSCAMP, MIYAO, Suzuki Takayuki, THEATRE PRODUCTS, and ZUCCA will be participating, and styling by stylist Aizawa Itsuki and popular fashion blogger TOKYO PANDA will be on display.

Despite it being a rainy weekday on the first day, the 26th, 350 people visited the event, and over 100 people responded to the questionnaire. On the second day, perhaps due to word of mouth from visitors on the first day, 500 people visited, and over 200 people completed the questionnaire. The icing cookies baked on the spot by sweets designer Micarina, which are given away by lottery to survey respondents, are said to be very popular. There were many inquiries about where people could buy original T-shirts made with Komatsu Seiren's newly developed digital print fabric "MONALISA," as well as accessories from e.m. and the brand "musubi," created by creator Aoki Musubi.