Isetan Shinjuku will host the "Cheer Up! Nippon: Japanese Food and Lifestyle Exhibition" on its 6th floor from May 28th until June 2nd. The event, planned as part of the Mitsukoshi Isetan Group's initiative to "connect Japanese producers with consumers and revitalize Japan," will feature a wide variety of products from all over Japan.
Dashi stock is the core of washoku (Japanese cuisine), which has been recognized as a World Intangible Cultural Heritage. Shinso Grocery aims to convey the culture of dashi stock, which is inseparable from the discussion of Japanese food culture, by exhibiting a miso soup bar where customers can create their own miso soup from 108 combinations of their choice, choosing from six types of dashi stock, six types of miso paste, and three ingredients. Demitasse-sized bowls are available, and visitors can dine in on the "Miso Soup Set" (three small bowls and one bowl, starting at 300 yen) and the "Onigiri Set" (six small bowls and one bowl, two onigiri, starting at 600 yen). While these items are usually sold in the grocery section on the first basement floor, the full lineup will be available at this exhibition. Aiming to create the ultimate temaki sushi, the eat-in booth is a collaboration between Iio Brewery vinegar, Mitsuru Soy Sauce soy sauce, Naruzuke Nori seaweed, and Sumidaya rice. Visitors can choose their favorite rice and seasonings to create their own "My Temaki Sushi" (numbered tickets distributed at 12 noon, start at 1 pm, participation fee 800 yen). This unique style allows visitors to enjoy flavors other than the main ingredients of temaki sushi, such as seasonings and seaweed. The seasonings were selected by "Seasoning Mania," a cooking program originating from the "Hobonichi Itoi Shimbun."
There will also be a bar and eat-in space where you can enjoy drinks on the spot. "Assemblage," founded by seven young winemakers born in the 1970s in pursuit of high-quality wine, will promote the appeal of Japanese wine through wine tastings and bottling experiences. "SAKU13," a next-generation sake project by 13 young winemakers from the rice-growing Saku region of Nagano Prefecture, will offer "SAKU13," a ginjo sake made with rice grown in the area.
Other attractions include "Yamakiichi Shoten," which will set up a fishpond and sell live scallops; "L'Abeille," which will offer a honey-pressing experience using a centrifuge and a sale of freshly pressed honey; and "Sapporo Autumn Fest," which will serve raw and grilled sea urchin caught on the spot off Rebun Island, Japan's northernmost island.
Living items include the small "Asanoha Twelve-Corner Small Box Sakura" (49,496 yen) from Inomata Art Joinery, a regional brand from Niigata that produces products in small batches with the theme of creating a lifestyle culture for the next generation, as well as furniture and toys made from solid wood from Oak Village.
