From Thursday, May 21st to Tuesday, May 26th, 2026, we will be selling local products from Akita Prefecture and promoting tourism! We will have many products that can only be bought in Akita! Also, on Friday, May 22nd, we will be using the train luggage transport service "Hakobyun" to deliver seasonal Akita products!
JR East Tohoku General Service Co., Ltd. will be holding the "Akita Direct Sales Market" at Ueno Station from Thursday, May 21st to Tuesday, May 26th, 2026. Through the sale of local products from Akita Prefecture and tourism promotion, we will fully convey the charm of Akita to people in the Tokyo metropolitan area. We look forward to your visit.
1. Overview
Event Name
Ueno Station "Akita Direct Sales Market"
venue
JR Ueno Station Grand Concourse
Event time
May 21st (Thu) – May 26th (Tue), 2026 (6 days)
Business Hours
10:00 – 20:00
(Opening on Thursday, the 21st, at 11:00 AM; closing on Tuesday, the 26th, at 5:00 PM)
Organizer
East Japan Railway Company, Akita Branch
operation
JR East Tohoku General Service Co., Ltd. Akita Sales Branch
cooperation
Akita Prefecture, Akita City, Noshiro City, Akita Prefectural Tourism Federation, Oga City, Senboku City, Yuzawa City, Tazawako-Kakunodate Tourism Association
Items for sale
Akita Prefecture's famous sweets, local sake, processed foods, fresh produce, miscellaneous goods, etc.
Exhibitors
Akita Prefecture Products Promotion Association, Izumieido Confectionery, Akita Donguri Village, Kanehandelica, Eitaro Confectionery (from the "Farmers' Party" Network), Amazake Lab, Daisen City Tourism and Products Association, Bussan Nakasen, JR East Tohoku General Service Co., Ltd. Akita Sales Branch
2. Main Products for Sale
"Dainagawa Tenka Junmai Daiginjo Kame no O-jikomi" 720ml ¥2,450 (tax included)
Dainagawa is a small sake brewery with six brewers located in Omori-cho, Yokote City, Akita Prefecture.
The long-awaited pasteurized version of the Tenka series' undisputed number four, "Kame no O" brewed sake, is finally here! It has a subtle sweetness and a crisp finish, followed by the deep umami of Kame no O rice. The unpasteurized version, which is extremely popular this year, is already on sale, but this pasteurized version is exceptionally stable! Its greatest feature is that it is easy to manage in terms of quality.
"Junsai"
Junsai, a type of vegetable known as a specialty product of Akita Prefecture, has been enjoyed as food for centuries. Its unique slimy texture and crisp bite are unlike anything else.
It can be enjoyed in dishes such as vinegared salads and kiritanpo hot pot.
"Every Day is Tomato Day Straight" 150g 200 yen (tax included)
This is a straight juice made from 100% Akita Prefecture-grown tomatoes, processed as quickly as possible from harvest to juicing. Stored frozen at -25°C, it offers the same delicious taste year-round as during the harvest season. A safe, domestically produced product, it also meets the highest standards of taste and is a 2019 certified product of the "Triple Circle" food safety program.
Bodakko (sliced fish): 1 piece, 850 yen (tax included)
"Bodakko" is an Akita dialect word for salty red salmon.
With a salt concentration of over 10% that causes salt to bubble up when grilled, this is the Akita style of being "extremely spicy"!
(* "Spicy" refers to a strong salty taste.)
Just a small amount is enough to make a whole bowl of rice taste delicious.
This is an Akita-style sockeye salmon fillet, filled with memories and passion from the people of Akita Prefecture.
*Please be careful not to overeat as it has a high salt content.
Konohanasakuya-hime
This amazake (sweet rice drink) has a gentle sweetness and a clean aftertaste, making it easy to drink repeatedly. Adding ginger and warming it up can help boost metabolism. Diluting it with milk or soy milk makes it easy for children to drink and provides nutritional benefits.
*This is not alcohol.
[Mamedayo] 1 bag 160 yen (tax included)
[Sanazura] 5 pieces, 850 yen (tax included)
[Fresh Dorayaki] 1 piece 310 yen (tax included)
[Genuine Leather Keychains] Akita Inu: ¥1,980 (tax included), Namahage: ¥1,700 (tax included)
3. Limited-quantity products utilizing "Hakobyun"
On Friday, May 22nd, we will be selling a limited quantity of seasonal wild vegetables, grilled sweetfish, Hiyama natto, bamboo shoots, Okina candy, and Akita dog pudding!
* "HakoByun" is a train-based freight transport service offered by the JR East Group, which leverages the strengths of rail transport, such as its speed, punctuality, and environmental friendliness.
(1) Date of implementation: Friday, May 22, 2026
(2) Target train: Komachi No. 16 (departing Akita at 10:07 → arriving Ueno at 14:02)
(3) Sales start time: Sales are scheduled to start around 14:30 (※Sales will begin as soon as preparations are complete.)
Wild vegetables
We deliver fresh, in-season wild vegetables harvested in Akita Prefecture!
We offer wild vegetables such as bracken, watercress, and fiddlehead ferns.
Supplies are limited, so why not try some freshly picked wild vegetables from Akita?
Salt-grilled sweetfish
We are selling Akita's Ayunoya's famous "Salt-Grilled Ayu" delivered directly by Hakobyun. Each ayu is carefully salt-grilled on the morning of the shipping day and delivered the same day by Shinkansen. The pure aroma unique to river fish and the crispy skin and plump flesh are proof of its high freshness. Limited quantities are available. Please enjoy the simple yet profound taste of early summer in Akita.
Hiyama Natto
Hiyama Natto, a specialty of Hiyama, Noshiro City, Akita Prefecture, is even sung about in the Akita Ondo folk song. Maintaining a manufacturing method passed down since the Edo period, it uses locally grown soybeans blessed by the Shirakami Mountains and rice straw from Akita Komachi rice, with each package hand-wrapped in straw. Characterized by its large, firm soybeans and satisfying chewiness, it offers a flavor distinct from the softer, more common natto. You can enjoy the subtle aroma derived from the straw and the rich, savory flavor of the soybeans that unfolds with every bite. With its uncompromising commitment to high-quality ingredients and meticulous manufacturing, it continues to be loved by many as "authentic natto."
Bamboo
These spring delicacies come from Happo Town in Akita Prefecture, at the foot of the Shirakami Mountains, a World Heritage Site. Because Happo Town is close to both the sea and the mountains, warm sea breezes blow through, making it one of the earliest places in Akita Prefecture to harvest wild vegetables. The bamboo shoots that emerge as the snow melts have little bitterness and boast an incredibly crisp texture.
Grilling it with the skin on brings out its unique sweetness, and simmering it allows the broth to slowly permeate, resulting in an exceptional flavor.
The miso soup, in particular, stands out with its unique texture and aroma, allowing you to feel the arrival of spring with every sip.
Please enjoy the seasonal flavors that you can only experience now.
old man candy
"Okina-ame," a traditional confection from Noshiro City, Akita Prefecture, has been passed down through generations using techniques inherited from father to son by Kikyoya, a long-established company founded in 1592.
The only ingredients are glutinous rice and barley. No sugar or additives are used; it's made using only domestically produced agar and starch syrup, and takes about a week to complete.
When you put it in your mouth, it melts smoothly on your tongue, and a gentle sweetness spreads throughout.
Named "Okina-ame" (meaning "old man candy") to reflect its rich nutritional value and the wish for longevity, this exquisite candy boasts numerous awards, including the highest prize, at the National Confectionery Exposition.
This elegant Japanese confection, representative of Akita, can be enjoyed by people of all ages.
Akita Inu Purin
The "Akita Inu Pudding" from Asahi Minami Takasagodo, a long-established confectionery shop in Akita City that became a hot topic on social media, is now available for purchase at the Akita Direct Sales Market! Enjoy the sweet and delicious Akita Inu Pudding, which is so cute you might feel a little bad eating it, while shaking it gently!
* All photos and illustrations are for illustrative purposes only.
*Sales will begin as soon as the product arrives and preparations are complete.
* Depending on weather conditions and train operating status, "Hakobyun" products may be discontinued or their contents may be changed.
We also offer a wide variety of other attractive Akita products, including local sake, snacks, and sweets.
We have many products available that are usually only sold in Akita , so please come and visit us!
JR East Tohoku General Service Co., Ltd.
Location: JMF Building Sendai 01, 4-10-3 Chuo, Aoba-ku, Sendai City, Miyagi Prefecture
President and Representative Director: Toshinori Hazama
Business details:
(1) Development and management of retail stores, restaurants, service stores, etc.
(2) Development and management of station buildings
(3) Contract work for railway station operations and hotel management, etc.
(4) Development and management of land, buildings, elevated structures, etc. of East Japan Railway Company
(5) Advertising, advertising agency, and printing businesses
(6) Management and operation of vending machines and coin lockers
(7) Parking lot management
(8) Buying, selling, leasing, brokering and managing real estate
HP: https://www.livit.jregroup.ne.jp/
Tohoku MONO WEB SHOP (JRE MALL):
https://shopping.jreast.co.jp/shop/detail/s013?utm_source=202409pressrelease&utm_medium=shoptop_link
*All photos and illustrations are for illustrative purposes only.
[From JR East Tohoku General Service Co., Ltd. press release ]
