In conjunction with Isetan Mitsukoshi's "JAPAN SENSES" campaign, the Isetan Shinjuku store is holding a promotion focusing on the "beauty of blue," "find, SETOUCHI BLUE - Approaching Setouchi, Blue," until April 5th. A pop-up store opened on the second floor is selling food made with Awa indigo from Tokushima.

The origins of Awa indigo date back to the Heian period. Awa indigo, known for its superior quality, was considered special and highly priced as "real indigo." Indigo-dyed clothing is recognized for its antibacterial, deodorizing, and insect-repellent properties. Indigo leaves were also commonly consumed as medicinal herbs prior to the Edo period. Doctors recognized its anti-inflammatory, detoxifying, and detoxifying properties, and indigo began to be used as food in Tokushima around 1987.

To create this indigo food, we partnered with Bon Arm Co., Ltd., a specialty pharmacy operating mainly in Tokushima City. In addition to producing and processing edible indigo, the company also develops a wide range of products. Unlike indigo grown for clothing, edible indigo is grown hydroponically, allowing both the leaves and stems to be used. The indigo is washed, dried, and then powdered for use in sweets and tea. It has a green flavor but no unpleasant taste, and contains about four times the polyphenols of kale and about four times the antioxidant activity of blueberries.

The food items available include four types of sweets - cookies, meringues, sables, and candy - as well as two types of tea leaves. Prices range from 800 to 1,100 yen. The sweets were made at the Agnes Hotel Tokushima's cafe and pastry boutique. These foods are packaged in fabric dyed with Awa indigo, making them a great gift.