Date and Time: April 13th (Mon) – April 19th (Sun), 2026
East Japan Railway Company Morioka Branch and JR East Aomori Commercial Development Co., Ltd., in collaboration with Iwate Prefecture, will hold the "Iwate Direct Sales Market" at Ueno Station with the aim of revitalizing the region and creating tourism flows.
<Iwate Direct Sales Market Event Overview>
Date and Time: April 13th (Mon) – April 19th (Sun), 2026
Opening hours: 10:00 – 20:00 (April 13th: 11:00 – 20:00, April 19th: 10:00 – 18:00)
Location: Grand Concourse, outside the central ticket gate at JR Ueno Station
Organizer: East Japan Railway Company Morioka Branch
Operated by: JR East Aomori Commercial Development Co., Ltd.
Cooperation: Iwate Prefecture
Exhibitors: Fujiwara Beekeeping Co., Ltd., Iwate Prefecture Products Co., Ltd., Sasaki Confectionery Co., Ltd., Suisen Sake Brewery Co., Ltd., Shiwa Fruit Park Co., Ltd., Matsueido Co., Ltd., Kamome no Tamago Co., Ltd., Komatsu Confectionery Co., Ltd., Kikunotsukasa Sake Brewery Co., Ltd.
Products sold in Iwate Prefecture
We sell local products from Iwate Prefecture.
Chiyoko-chan
Sesame seed dumplings
Shiwa Mondo Brier 2022 / Shiwa Premium Merlot 2022
Morioka Reimen (cold noodles) supervised by Maezawa Beef Ogata
〇 Featured products using "Hakobyun"
Using the "Hakobyun" train baggage transport service, we will deliver unique local products on the Tohoku Shinkansen and sell them in limited quantities.
Wednesday, April 15th, Friday, April 17th
Red bean paste and butter sandwich
Fukuda Bread Co., Ltd., Morioka City, Iwate Prefecture
Hanamaki Onsen Anpan (sweet bean paste bun)
Hanamaki Onsen Co., Ltd., Hanamaki City, Iwate Prefecture
Sakura Anpan
Hanamaki Onsen Co., Ltd., Hanamaki City, Iwate Prefecture
*Depending on train operating conditions, "Hakobyun" products may be discontinued or their contents may be changed.
Tourism PR
We will set up a tourism PR booth within the direct sales market venue, where we will show tourism promotional videos for Iwate Prefecture, distribute brochures, and promote the hometown tax donation program.
Opening Ceremony
The opening ceremony for the Iwate Direct Sales Market will be held on Monday, April 13th. Local mascots "Sobacchi" and "Ofunaton" will make appearances, and the Morioka Sansa Dance will be performed by the "JR East Japan Group Sansa Dance Executive Project."
Date and Time: Monday, April 13, 2026, around 11:20 AM
Venue: Poleia Square, Hirokoji Exit, Ueno Station
Local character greetings
Local mascots "Sobacchi" and "Ofunaton" will be making an appearance. Please come and meet them and take commemorative photos.
Sobacchi
Date and time
April 13th (Monday) 14:30
April 18th (Sat) 11:30/14:30 (2 times in total)
Sunday, April 19th 11:30/14:30 (2 times in total)
Ofunaton
Date and time
April 13th (Monday) 14:30
April 14th (Tuesday) 11:30/14:30 (2 times in total)
*Please note that the event details and schedule may be subject to change.
*All images included in this press release are for illustrative purposes only.
[From the press release of JR East Japan Aomori Commercial Development Co., Ltd.]
