The JR Ueno Station shopping center “Ecute Ueno” will be transformed into Edo!? “Eki-Yu-To Uedo” (※1) will be held for the first time! ~ An Edo fair will be held to coincide with the special exhibition “Tsutaya Juzaburo: A turbulent figure in the content business” currently being held at the Tokyo National Museum ~

The "Ekyuu to Uedo" (※1) event will be held for the first time from Monday, May 26th to Sunday, June 15th at Ecute Ueno, an in-station shopping facility operated by JR East Cross Station Development Company, Inc. (Head office: Shibuya-ku, Tokyo; Company president: Akio Sugimura) .

In conjunction with the special exhibition "Tsutaya Juzaburo: A Turbulent Figure in the Content Business" currently being held at the Tokyo National Museum, Ecute Ueno will also be transformed into Edo under the title "Eki Yuto Uedo"! The 21-day event will feature reproductions of the food of the Edo period when Tsutaya Juzaburo lived, as well as products that have been popular since the Edo period arranged in a modern style. It is said that nigiri sushi from the Edo period was more than twice as large as it is today, so Sushi Sado Benkei will offer nigiri sushi with Edomae ingredients that are twice the size of the normal nigiri sushi! In addition, ingredients that were popular in the Edo period, such as konpeito, matcha, and kinako, will be arranged in a modern style! If someone from the Edo period saw or ate them, they would probably say, "That's too much!" We have gathered a selection of products. There will also be miscellaneous goods with ukiyo-e motifs, so why not look for a new favorite item? There will also be a kabuki costume and wig experience event where you can enjoy the feeling of being a kabuki actor, a stamp rally around Tokyo National Museum and Ecute Ueno, and a gift campaign with the chance to win a pair of tickets to the special exhibition "Edo☆Ooku."

*1 The "uedo" in "Ekyuuto Uedo" is actually a coined word made by crossing out the "no" in "ueno" and combining "ueno" and "edo."

*2 It is said that the word "berabo" originally meant a fool, and over time changed to mean "extraordinary" or "beyond the ordinary."

Topic 1: Recreating foods that have been popular since the Edo period in modern times!

Nigiri sushi twice the size of modern sushi!

NEW Ecute Ueno Exclusive ★ Opening April 2025

Edo-style sushi, 4 pieces, 1 pack, 1,468 yen / Sushi Sado Benkei

Nigiri sushi is said to have started as a popular food served at street stalls in the late Edo period. It is said that the size of nigiri sushi at that time was more than twice that of modern nigiri sushi, so for a limited time only, we will be offering nigiri sushi that is twice the size of the usual. Using Edomae ingredients (marinated tuna, homemade steamed shrimp, small fish, and conger eel), why not try a new experience of Edo period cuisine?

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Topic.2 A modern take on a dish that has been popular since the Edo period! "A ridiculous amount of ●●!"

It is said that "berabo" originally meant "fool" and changed over time to mean "extraordinary" or "beyond the ordinary. " Ingredients that were popular in the Edo period, such as konpeito, matcha, and kinako, have been arranged in a modern style! We have collected products that if someone from the Edo period saw or ate them, they would probably say, "That's ridiculous!"

"I'm totally amazed!" Melon soda flavoured confetti!

★Opening in December 2024

Konpeito Melon Cream Soda 1 pack 350 yen / Okashi Hitsujiya

Konpeito made in the Edo period were said to be solid white in color, without the edges like today's, and more like rough spheres. The "Melon Cream Soda Flavor" contains green melon flavor and white milk flavor, and when eaten together they taste just like melon cream soda! Other flavors available include coffee konpeito made with espresso, sake flavor, and white wine flavored konpeito. (*Does not contain alcohol)

"Incredibly cute!" Matcha latte now in an adorable bear bottle!

★Opening in April 2025

Matcha latte : 800 yen (for take-out or eat-in) / Coffee & Bar Jeannie Kuramae

Matcha is a culture that was loved even in the Edo period. This drink is filled in the "bear bottle," the symbol of gg (Genie), with matcha, which was also enjoyed in the Edo period when Tsutaju lived, and matcha latte made with milk from Hokkaido. The matcha latte, with its gentle sweetness, can be enjoyed by people of all ages.

"Incredibly chewy!" An evolved version of the kinako and brown sugar sweet!

Mochimochi Brown Sugar Soy Flour Sundae 1 cup 750 yen / Avant

Kinako (roasted soybean flour) is said to have become popular during the Edo period. A shop specializing in chewy rice flour churros has released a new kinako flavored churro! They have also added brown sugar syrup, which has long been used as an ingredient in Japanese sweets, to create a rich brown sugar syrup-based kinako ice cream and sundae. Please enjoy the cool, chewy texture.

"It's so spicy!" The spiciness of the wasabi is addictive, Kaki no Tane

1 bag of wasabi and soy sauce : 496 yen / Kakitane Kitchen

Wasabi is said to have become popular among the masses as a condiment for sushi in the late Edo period. The recommendation from a kakinotane specialty store is the irresistible wasabi and soy sauce flavor, with a pungent, pungent spiciness that hits your nose. This popular dish uses wasabi powder from Azumino, which is spicy and stimulating, but also has a pleasant aroma and elegant taste.

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Topic.3 Miscellaneous goods with the motif of "Ukiyo-e", a world-renowned Japanese art

Utagawa Hiroshige 3D Compositional Picture Capsule Toys 12 types, 1 of each, 200 yen/ Ueno Land

A capsule toy specialty store filled with the charms of the Ueno area and Taito ward offers capsule toys that are three-dimensional reproductions of Hiroshige's Nishikie prints, which are masterpieces of spatial composition, such as "The Fifty-three Stations of the Tokaido." There are 12 types in total, so you can enjoy the excitement of wondering which one you'll get.

Nakasendo Hiroshige Museum of Art x Museum Club Hiroshige Uncle Playing Cards (Fifty-three Stations of the Tokaido) 1 set 1,100 yen / Felissimo Humor!

These playing cards feature the wonderful men who appear in Hiroshige Utagawa's famous paintings of the Tokaido road. The recommended way to play is "oji-narabe" (line of sevens). While playing, you can enjoy the men drawn by Hiroshige and learn about the post towns along the Tokaido road. These are some cool playing cards.

★Opening in April 2025

Double-sided color postcard 1 sheet 220 yen / B-Side Label

This double-sided color postcard is made of thick, matte paper, making it easy to write on and great for sending or displaying. The background motif is the red Fuji of an ukiyo-e painting, depicting a moving scene in which a traveling rice ball encounters the red Mount Fuji in the early morning, realizing its greatness. On the back, there is a rolling rice ball saying, "I want to travel to many places, too." If you send it to a friend, you can have a rice ball travel to many places, too♪

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Topic.4 Limited time menu for the special exhibition "Tsutaya Juzaburo, a storm-bender in the content business"

NEW Ecute Ueno Exclusive ★ Opening April 2025

Edo Tsutaya Juzaburo: 3 nigiri sushi plates for 577 yen (eat-in only) / Stand-up sushi restaurant Sado Benkei

A set of three Edomae sushi toppings (marinated tuna, small fish, and conger eel) prepared by a skilled craftsman. The sushi culture once loved by Edokko (people of the Edo period) was also one in which a skilled craftsman prepared the sushi right in front of you. Why not enjoy a casual, stand-up sushi meal and reminisce about the Edo period?

Mitarashi dango (2 pieces) 380 yen / Anko no Yamaka (Event Shop)

The mitarashi dango, made using the traditional method of steaming rice flour, has a firm yet soft dough. The delicious flavor of the sauce made from kelp stock fills your mouth and makes for a satisfying meal. For a limited time, we will be serving them in original wrapping paper inspired by Tsutaju.

*Distribution period: May 26th (Mon) – June 8th (Sun)

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Topic.5 Enjoy the Edo atmosphere! Events and gift campaigns

1. Kabuki costume and wig experience

Kabuki is a traditional performing art that originated in the Edo period. Why not try on a costume and wig used in Kabuki and take a commemorative photo with your own camera? Come and experience the world of Kabuki!

In addition to adult sizes, we also have children's sizes available. Enjoy taking commemorative photos pretending to be a Kabuki actor on stage.

■Event period: May 31st (Sat) to June 1st (Sun), 11:00-12:30/13:30-15:00

■Location: Ecute Ueno Tomarigi (Event Square in front of Hanagataya and Nakagawa Masashichi Shoten)

■ Participation fee: Free

<Notes>

・If the costume size does not fit, you may only be able to wear the wig. Thank you for your understanding.

・The image of the costume for children is for a height of 120-150cm. For small children such as preschoolers, they will not wear hakama, but will wear a jacket and wig.

② Solve the riddle and go to Tokyo National Museum!

"Hanjie" is a riddle illustration from the Edo period. Follow Ecute Ueno Official X (formerly Twitter) and reply and repost the answer to the target post to be entered into a lottery to win tickets to a special exhibition at the Tokyo National Museum!

■Application period: May 26th (Mon) – June 15th (Sun)

■Prize: 2 tickets for the special exhibition "Edo☆Ooku" for 10 winners

■How to apply

Step 1: Follow the Ecute Ueno official X (formerly Twitter) account (@ecute_ueno).

Step 2: Answer the quiz by replying to the target post.

Step 3: Repost (retweet) the target post.

Step 4: After the application deadline, winners will be notified via direct mail.

*3 Source: National Diet Library "Famous Places of Edo Explored in Nishiki-e" ( https://www.ndl.go.jp/landmarks/ )

③Tokkebee Stamp Rally

"Tokkebee" refers to a traveling merchant who would walk around singing "Tokkebee, Tokkebee" during the Edo period and exchange old metal products for candy. There was a culture where children would exchange old nails they had picked up while playing for candy or toys. In the "Tokkebee Stamp Rally," if you collect three stamps set up in Ecute Ueno and the Tokyo National Museum and apply, 10 people will be entered into a lottery to win an original Tsutaju Exhibition item, "Otani Oniji III Edobei" stuffed toy (large) .

■Event period: May 26th (Mon) – June 15th (Sun)

■ Prize: "Otani Oniji III Edobei" stuffed toy (large)

<Notes>

・Stamps are available at three locations: Ecute Ueno (inside the JR Ueno Station ticket gates) and the Heiseikan of the Tokyo National Museum. Stamps can only be obtained during the opening hours of each facility. Opening hours vary depending on the day of the week, so please check the website of each facility for details.

・When using Ecute Ueno, please purchase a passenger ticket or admission ticket (150 yen) that includes JR East Ueno Station in the route, or enter using the IC admission ticket service "Touch to Enter the Station" (150 yen).

・Tokyo National Museum requires a same-day admission fee.

・A separate ticket is required to view the special exhibition "Tsutaya Jusaburo: A Driving Force in the Content Business."

・Each person may only apply once.

・The stamp rally may be canceled or changed without notice.

*4 Important Cultural Property "Otani Oniji III's Edobei" (detail), by Toshusai Sharaku, Kansei 6 (1794), Tokyo National Museum , first half of exhibition: April 22 – May 18

④Taito Edo Market

"Taito Edomonoichi" is a limited-time souvenir shop in Asakusa that offers souvenirs unique to Taito Ward, ukiyo-e, and items related to Edo culture. We will select the best products and sell them at Ecute Ueno.

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The information listed is accurate at the time of release. The contents are subject to change.

Images are for illustrative purposes only. Prices include tax.