The venue for dining with seasonal ingredients from all over Japan, shopping while enjoying a travel-like atmosphere, and limited-time experiences is located in the Shinbashi-Toranomon area, on "Shintora-dori," which will also be the symbolic street connecting the main stadium and the athletes' village during the 2020 Tokyo Olympic and Paralympic Games.
"Traveling Shintora Market," comprised of a "traveling store," a "traveling stand," and a "traveling cafe," had its grand opening on February 24th.

The concept behind the "Traveling Store" produced by Mitsukoshi Isetan is "the feeling of travel (RYOKAN)".

This project aims to gather the charm of people, things, and events from all over Japan and connect them to regional revitalization. The "municipalities" exhibiting and the themes change approximately every three months, creating a new style of commercial facility where you can enjoy the charm of all over Japan through various contents.

The "Traveling Store," where you can enjoy shopping with a travel-like atmosphere, is produced by Mitsukoshi Isetan. Based on the concept of "travel (RYOKAN)," the entire store is designed to resemble a traditional Japanese inn.

Greeting customers at the entrance of the traveling store is a "welcoming flower," symbolizing a welcoming gesture. Nicolai Bergmann, a flower artist with a deep understanding of Japan, has arranged preserved flowers in a special box to commemorate the opening. Be sure to check out this flower box, exclusive to the Traveling Shintora Market.

At another entrance, you can find souvenirs and local specialties from four municipalities (Yamagata City in Yamagata Prefecture, Takaoka City in Toyama Prefecture, Ube City in Yamaguchi Prefecture, and Imabari City in Ehime Prefecture) that are running the "Traveling Stand" until the end of June, as well as from Yugawara Town in Kanagawa Prefecture, which is currently running a "Traveling Pop-up" until March 31st (Friday), featuring a footbath using hot spring water delivered daily. While there are many antenna shops for prefectures in Tokyo, the Traveling Shintora Market is based on cities and towns, so you're likely to encounter unique items that are more closely tied to the local area.

The traveling store offers a wide selection of products, including specialty goods from participating municipalities, unique original items created in collaboration with traditional craftspeople, items designed to resemble ryokan (Japanese inn) rooms and souvenir shops, and a variety of alcoholic beverages to welcome guests. Cherishing the "once-in-a-lifetime encounter," the store brings together JAPAN content, including Japanese products and experiences.

The first permanent roadside stand in Tokyo, offering food and drinks, is a "traveling stand."

Designed by Schema Architecture Planning, led by architect Jo Nagasaka, the "Traveling Stand" brings together seasonal foods and items from participating municipalities. These will be offered in various arrangements carefully selected by culinary specialists Balnibarbi Co., Ltd. and Welcome Co., Ltd., showcasing the charm of each region throughout the stand.

The theme for the first event to commemorate the opening is "Breeze of Budding Trees and Gentle Breeze," with Yamagata City, Yamagata Prefecture offering Western-style lunches using Yamagata beef (from 840 yen) at "Yoshoku Yamagata-ken," Takaoka City, Toyama Prefecture offering various Takaoka oden (from 80 yen) at "Odenya Takaoka," Ube City, Yamaguchi Prefecture offering the Ube Club Cake Burger (850 yen) at "Burger Ube" (takeout only), and Imabari City, Ehime Prefecture offering freshly squeezed Imabari citrus sours (from 450 yen) at "Imabari IMABAR(i)."

Special menu featuring ingredients from across different regions now available at "Traveling Cafe"

GOOD MORNING CAFE & GRILL, a popular restaurant in Toranomon, is offering a themed menu linked to the event, calling itself a "traveling cafe." They are featuring special menus incorporating carefully selected ingredients from participating municipalities.

"The Traveling Shintora Market," produced by Mitsukoshi Isetan, uses the "Traveling Store" as its central hub to connect producers and consumers, regions and regions, and the world and Japan. Come and discover the "this is Japan" you've never seen before.

Traveling Store

■Address: 2-16 Nishishinbashi, Minato-ku, Tokyo, and other locations ■Business Hours: 11:00 - 19:30 *Closed on Mondays
https://www.tabisuru-market.jp/


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