The "Cheer Up! Nippon: Japanese Food and Lifestyle Exhibition" has opened on the 6th floor of the Isetan Shinjuku store. Featuring a diverse selection of products from across Japan, the exhibition showcases Japanese food and lifestyle. The exhibition runs until 6:00 PM on June 2nd. Madeni, a jointly developed brand created by four seafood processing and food companies from Kesennuma City, Miyagi Prefecture, and Rikuzentakata City, Iwate Prefecture, is making its first appearance at Isetan. The brand was launched in 2013 as a way for the four companies, who had previously developed and sold products separately, to leverage their respective strengths to create products tailored to customer needs. The brand's first batch of eight soups, including "Shrimp Dumpling and Turnip Puree Soup" (500 yen) and "Kesennuma Ripe Oyster Potage" (600 yen), will be available in stores for the first time. The brand name, Madeni, comes from the Sanriku dialect "madeni," which means "carefully and without sparing any effort."

Aizuwakamatsu's Kappo restaurant "Takino" offers 10 types of bento rice, from original creations to new creations. The most popular dish at the Aizu main store is the "Five Kinds of Wappa Meshi" (1,100 yen), which is made by topping sweet, chewy Aizu koshihikari rice with ingredients such as salmon marinated in dashi and yuzu, mushrooms, crab, egg, and fern, which are then steamed to allow the flavors to spread evenly throughout. You can also enjoy the flavors of the Aizu main store in eat-in dishes such as the "Kettobashi Wappa Meshi" (700 yen), which is made with horse meat simmered like shigureni, and the "Mushroom Wappa Meshi" (900 yen). Additionally, three special event-exclusive menu items will be available: "Aizu Warm Vegetable Ring Box Rice" (800 yen), featuring vegetables primarily from Aizu dipped in the chef's special miso sauce; "Italian Ring Box Rice" (800 yen), featuring a generous amount of seafood, including shrimp and squid; and "Aizu Chimaki Ring Box Rice" (700 yen).

Yamakiichi Shoten will set up a fish tank within the venue and offer a service where customers can scoop up live scallops from the tank and have them prepared as sashimi or grilled on the spot. Both dine-in and take-out are available. Yamakiichi Shoten typically wholesales its scallops to restaurants and has previously only sold to individual customers through mail order. However, thanks to a long-standing connection with the Kamaishi Support Project, which has been running a grocery store on the first basement floor of the store, the store is now opening its first store.

Kojima Shoten will offer a wide selection of domestically aged Wagyu beef. The meat, whose flavor is said to change dramatically depending on how it's cut, is not machine-cut but carefully hand-cut along the grain before being sold. Kojima Shoten's space also features a section where visitors can sample wild game dishes overseen by Norihiko Fujiki, owner and chef of Espoir, a French restaurant in Tateshina, Chino City, Nagano Prefecture. Three varieties from his "Mori no Jimie (Gibier)" canned wild game series are available: "Wild Boar Braise" (210g/1,310 yen), "Venison Ragu" (260g/1,100 yen), and "Choucroute" (479g/1,939 yen), allowing visitors to enjoy delicious wild game at home. The buyer in charge commented, "We hope visitors will come to the venue, enjoy the freshly prepared meals, and chat with exhibitors." To give form to this idea, and to promote the concept of "connecting Japanese makers with consumers and invigorating Japan," most of the exhibition booths in the venue have eat-in spaces so that visitors can enjoy communicating with exhibitors, and they can eat what they purchase on the spot. Hammocks and tents are set up in the center of the venue, creating an outdoor atmosphere reminiscent of a campsite.