Isetan Shinjuku has launched its first-ever store-wide campaign, "Abraços do Brasil: Embracing Brazil," showcasing the charms of Brazil. The campaign showcases a wide range of Brazilian fashion, culture, art, food, and music. Live events will also be held throughout the campaign, running until May 6th. Granado, Brazil's oldest pharmacy, founded in 1870, will open its first Japanese store on The Stage #2 on the second floor of the main building. The store will offer beauty products such as soaps, creams, and fragrances made with natural ingredients, including Brazilian plants and fruits. Also featured are young Brazilian designer brands under the theme of "Sporty & Tribal." Items include print dresses from OSKLEN, known for their vibrant colors, and bikinis from SKINBIQUINI, a beachwear brand that debuted this spring and summer. In the Food Collection on the first basement floor of the main building, Carioca, a Brazilian restaurant produced by Ramos Ruy, will be opening its first store in the area. It will offer classic Brazilian dishes such as pao de queijo and feijoada. There will also be a demonstration booth where customers can sample freshly prepared dishes. In addition, SOLA TOKYO and CLOVER will be selling puddings and eclairs made with Brazilian coffee. An opening ceremony was held at the restaurant on the morning of the 30th, the first day of the campaign. The ceremony was attended by Mauricio Borges, President of the Brazilian Export and Investment Agency; André Correlja do Lago, Ambassador of the Brazilian Embassy in Japan; manga artist Mauricio de Souza; and Taiyo Onishi, Representative Director and President of Isetan Mitsukoshi Holdings.

Onishi said, "This is the first time Isetan has featured Brazil on such a large scale. We research various countries to convey lifestyles around the world, and we developed this project with the expectation that South American culture will attract more attention in the future. By holding the event during Golden Week, when we expect to see more customers from outside the Tokyo area, we hope to be able to convey the charms of Brazil to even more people. We want to continue this project in the future, not just with the World Cup and Olympic mood."

With the FIFA World Cup this year and the Rio de Janeiro Olympics just two years away, the world's attention is on Brazil. 2015 marks the 120th anniversary of the establishment of diplomatic relations between Japan and Brazil.