In fact, Ecute Ueno is full of cookies. The “Gather Cookie Lovers!” fair will be held in January!

~The "sweet swamp" lurking inside JR Ueno Station~

　Ecute Ueno, an in-station shopping mall at JR Ueno Station operated by JR East Cross Station Development Company, will be holding the "Gather Cookie Lovers!" Fair (hereinafter referred to as "this fair") from Monday, January 5th to Sunday, February 8th, 2026.

Did you know that Ecute Ueno is a "hidden treasure trove of cookies"? Ecute Ueno offers a wide variety of sweets, including cakes, donuts, and Japanese sweets, but it also has a surprisingly extensive lineup of cookies. Crispy textures, mellow butter aromas… This fair will feature a lineup of irresistible items for cookie lovers, from "classic and unique cookies" that allow you to enjoy the ingredients and textures of each shop, to "soothing animal-themed cookies" that are unique to Ueno and will make you want to take them home if you catch your eye, and even "beloved cookie goods" for those who just can't get enough of eating!

Now that the New Year is over and life is returning to normal, why not treat yourself to a hot cup of tea or coffee and take a peek at the sweet swamps lurking on your commute to work or school?

Enjoy the ingredients and textures, from classic to unique. Find your favorite cookie.

Exclusive to NEW Ecute Ueno

Ben's Cookies (Oyatsu Park)

Mini Gift Tin (2 tins) 960 yen
These soft cookies are baked fresh in-store every day. Choose two cookies and place them in a cute soldier-shaped tin.

NEW

Jiichiro

Caramel chocolate sandwich 1 piece 500 yen
Bitter caramel with a hint of orange peel is sandwiched between crispy sable cookies and coated in smooth chocolate.
*On sale from January 6th

■Kiinyon Bakery

Forest Cookies (Cafe Nuts, Caramel Nuts, Orange Chocolate) 180 yen each
These crunchy, handmade cookies are filled with nuts and fruits and come in three flavors: bittersweet coffee, sweet caramel, and refreshing orange chocolate.

Ecute Ueno Exclusive

■Social Good Roasters

Croquant (3 pieces) 450 yen
The light texture of the meringue and the fragrant aroma of the packed nuts make the sweetness and aroma spread the more you chew.

Snowballs (5 pieces) 450 yen
Crisp and crumbly, these snowball-like cookies feature the gentle sweetness of sugar beets.

Large cookie: 450 yen
Measuring approximately 12cm in diameter, these large cookies are a delicious treat made with luxurious organic chocolate and melt in your mouth.

Almond cookies (5 pieces) 450 yen
>These luxurious cookies have a crispy texture and the aroma of mellow fermented butter and almonds.

■ A la campagne

Sable Assorti 5 pieces 1,080 yen
An assortment of three types of sable cookies, each with a rich buttery flavor and added nuts or chocolate chips.

■ Avan (Oyatsu Park)

Rice flour cookies (fermented butter flavor) 12 pieces 960 yen
These gluten-free cookies have a slightly salty taste and a crispy, crumbly texture.

■Yokku Moku

Cigare au Chocolat 8 pieces 993 yen
The dough is made with plenty of butter, baked, rolled up and filled with milk chocolate. Enjoy the crispy texture and gentle sweetness.

■Rain

Diamant Cookies (vanilla, roasted green tea, cocoa, black tea) 5 pieces, 465 yen each
A traditional French cookie with a rich buttery aroma and a crispy, crumbly texture.

Rosemary sable (5 pieces) 465 yen
These lightly sweet cookies are made with fragrant cheese dough and rosemary. They are also perfect with alcohol.

Snowball cookies (6 pieces) 502 yen
A crispy and crumbly cookie with added almonds.

If your eyes meet, you have to take them home! Soothing animal-themed cookies

■ Coffee & Bar Genie Kuramae

gg original icing cookie 1 piece 650 yen
These icing cookies are inspired by the bear bottled cafe latte sold in the store. They come with an easy-to-eat stick, making them a great gift.

■ Kakinokizaka Quatre

Panda Cookie 1 piece 180 yen
Made with plenty of high-quality butter, almonds, and cocoa, these cookies are rich and fragrant. Each one is carefully baked, so please enjoy these rich and delicious cookies.

■Juchheim

Panda Butter Cookies (2 types, 6 pieces each) 756 yen
These crispy cookies have a gentle buttery flavor and a hint of sweetness. They come in two flavors: plain and chocolate.

The brand's first event shop

■ Limited-time shop: MOTCH

Usamochi (plain, strawberry, Earl Grey) 1 piece from 540 yen
The rabbit-shaped cheesecake is filled with soft mochi and sweet bean paste, accented by a crispy, fragrant almond cookie underneath.

"MOTCH" is a brand of soft and adorable sweets that feature mochi (rice cakes). Using ingredients unique to Japan, they create delightful sweets that match the blessings of the four seasons and the current mood. Until now, they have only sold their products online, and this is the brand's first event.
・Opening period: January 5th (Mon) to January 18th (Sun), 2026
・Venue: Event Space Ikiki

[Bonus] Just eating is not enough! "My beloved cookie goods"

■The Study Room

Cookie Rubber Magnets (Triceratops and Tyrannosaurus) 660 yen each
This magnet is shaped like a real cookie, in the shape of a dinosaur silhouette. It features a cute icing cookie-like skeleton pattern.

■Kenele Stand

Cute snacks from around Japan, part 2, 500 yen each
Supervised by Kai Minori, this is a miniature collection of capsule toys that lets you enjoy the cute "flavors of towns" from all over the country.
*Coupons are not applicable to capsule toy shops.

Use it three times and get a surprise gift! COOKIE LOVERS Triple Coupon!

To help you enjoy our cookies to your heart's content during the fair, we have prepared a great value stamp card-type coupon that can be used three times.
If you spend 500 yen or more per purchase, including the designated cookies listed on the official Ecute Ueno website, you will receive a 100 yen discount on your bill on the spot!

What's more, we have a special gift for all COOKIE LOVERS who use this coupon three times and collect three stamps!
We will give you one small gift tin filled with Ben's Cookies soft cookies.

・Gift exchange time: Until 1 hour before closing time each day
・Gift redemption period: Until February 8, 2026 (Sunday)
・If there is little stock in the store, you may have to wait 30 to 40 minutes for the bread to be baked.
・Coupon flyers are scheduled to be distributed around mid-December.

Event Overview

■Fair title: Gather COOKIE LOVERS!
■ Event period: Monday, January 5th, 2026 – Sunday, February 8th, 2026
■ Venue: Ecute Ueno (JR Ueno Station, inside the ticket gates, 3rd floor)

Ecute Ueno Official Website
d82978-1003-8018d555b069390378099a54bafa50db.pdf

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*All prices include tax.
*Image is for illustrative purposes only.
*The information listed is current as of the time of release. The content is subject to change.

JR East Cross Station Development Company Ltd.

Company name: JR East Cross Station Co., Ltd.
Headquarters: South Gate Shinjuku Building 6F, 5-33-8 Sendagaya, Shibuya-ku, Tokyo
Established: April 1, 2021 (Reiwa 3)
President and CEO: Nishino Fuminao
Capital: 4,101 million yen (100% subsidiary of JR East)

About the Development Company:
Aiming to create attractive station spaces that meet a wide range of station needs, we are developing station commercial facilities such as "ecute" and "Gransta." We aim to further enhance the appeal of station spaces while taking into consideration the location, culture, and regional characteristics of each station. We will also strengthen collaboration with partners and actively work to coexist with local communities and collaborate with them.

Main facilities operated: Ecute, Gransta

[JR-Cross] Press release