66 Hokkaido gourmet shops gather together! Enjoy a taste of Hokkaido travel without spending money on a trip for 15 days in Ueno, Tokyo: “Early Summer Hokkaido Products Fair”

April 22nd (Wed) – May 6th (Wed, public holiday), 2026, 10:00 AM – 7:00 PM *Closing time on April 29th (Wed, public holiday) and the final day is 6:00 PM / Matsuzakaya Ueno Store, 6th Floor Event Hall

Matsuzakaya Ueno Store will be holding its annual and popular "Early Summer Hokkaido Products Fair" from April 22nd (Wed) to May 6th (Wed, public holiday). This year's focus is on "Hokkaido cheese gourmet"! In addition to the debut of the new sensation "neo cheese gourmet," a wide range of cheese gourmet items will be available, including donuts, gelato, croquettes, bento boxes, and snacks. Also, don't miss the ramen and sushi that you can only taste by going to Hokkaido, and the seafood and meat bento boxes that will make you want to enjoy a luxurious long holiday! With a total of 66 stores offering Hokkaido gourmet food, including 3 stores making their debut , it will be 15 days where you can feel like you're on a "Hokkaido gourmet trip without the travel expenses."

This time, the star is "Hokkaido Cheese"! Let's take a look at "neo cheese gourmet"!

Currently, cheese is experiencing a quiet resurgence in popularity in Hokkaido. It's no longer just a "processing ingredient," but is being enjoyed as a main dish in itself. Cheese-focused events are being held regularly, and cheese culture is becoming firmly established as a part of Hokkaido's culinary scene, continuing to evolve. Therefore, this time, we'll be featuring the evolving world of Hokkaido cheese cuisine!

This new cheesecake combines cheese cream, rare cheesecake, and butter cream cheese made with dairy products from Hokkaido, with a ganache of Hokkaido-grown adzuki beans and milk chocolate.
[First-time store opening] Sapporo <Chocolatier Masaru> Sapporo Neo Cheesecake (size 3) 2,970 yen

This cheesecake has a moist, soft, soufflé-like texture, is topped with plenty of custard cream, and baked in a crème brûlée style, resulting in a new texture that "stretches even when cooled."
[Demonstration] Sapporo <Patisserie Bliss Bliss> Melting Crème Brûlée Neo Cheesecake (Size 4) 1,836 yen

These handmade donuts, made with Hokkaido-grown wheat, have a soft and moist texture, and are filled with mochi and cheese cream!
[Demonstration] Sapporo <J. Farm LABO> neo cheese donut (1 piece) 388 yen

A flavorful croquette made with Hokkai Kogane rice from Makubetsu, Tokachi, wrapped around Camembert cheese. It also contains mochi for a chewy texture!
Sapporo Potato House neo Cheese Croquette (1 piece) 583 yen *Limited to 50 pieces per day

Sapporo <FAKE surprise sweets> FAKE Cheesecake (1 piece) 2,376 yen
*4/22 (Wed) → 29 (Wed/Holiday)

Sapporo <Bistro Minamiya> Italian Cheese Potatoes (100g) 594 yen

Abashiri <Rimo> Hinoki-scented Strawberry Cheese (Double) 700 yen

[Live Demonstration] Obihiro <Tokachi Butadon Kofuku> Tokachi Pork Tasting Bento (1 serving) 2,484 yen

Hakodate <Nunome> Salmon Cheese (100g) 1,188 yen

Another scorching hot Golden Week this year!? Enjoy refreshing Hokkaido sweets at the venue!

A leading authentic chocolate specialty shop representing Hokkaido. This treat combines their most popular chocolate brownie batter with the chocolatier's chocolate soft serve ice cream, topped with a sauce made from Hokkaido-grown aronia and blueberries.
[First-time store opening] Sapporo <Chocolatier Masaru> Parfait Hokkaido Berry (1 piece) 1,210 yen

A refreshing, creamy drink with a rich, chewy texture, containing "milk mochi" made from Jersey milk.
[Demonstration] Biei Farms Chiyoda Toromochi Jersey Drink (1 cup) 650 yen
*April 30th (Thu) → May 6th (Wed, substitute holiday)

[Eat-in] Enjoy local gourmet food only available at the venue! The first half will feature Kushiro ramen and limited-edition sushi.

●First half: April 22nd (Wed) → 29th (Wed/Holiday)

Maruhira, a long-established ramen shop from Kushiro founded in 1959, is opening its first Sapporo branch at Matsuzakaya Ueno! Their limited-edition ramen, featuring a soup with a rich seafood flavor mainly from bonito flakes, is a must-try!
[First-time vendor] Sapporo <Kushiro Maruhira Sapporo Store> Special limited edition product (soy sauce/salt/mixed) (1 serving) 1,550 yen *Limited to 100 servings per day

[First-time store opening] Sapporo <Kushiro Maruhira Sapporo Store> Mixed Ramen (1 serving) 1,050 yen

A hidden gem of a sushi restaurant where you can enjoy fresh seafood from Kushiro. Focusing on fish from Hokkaido, they offer mini bowls of crab, sea urchin, and salmon roe, as well as king crab with marinated roe and conger eel topped with Hokkaido butter!
Kushiro <Sushi Saryo Shikisai> Early Summer Limited Edition Nigiri Set (1 serving) 5,500 yen

●Second half: April 30 (Thu) → May 6 (Wed, substitute holiday)

Established 36 years ago, this popular restaurant boasts an exquisite balance of aged noodles and miso sauce.
Sapporo Ramen Musashi: Premium Special Noodle Rich Miso Ramen (1 serving) ¥1,760

A popular seafood rice bowl packed with carefully selected ingredients, made at a restaurant directly operated by a fisheries company!
Kitami (Abashiri Suisan) Okhotsk Seafood Rice Bowl (1 serving) 3,480 yen

With prices soaring during Golden Week, treat yourself to an affordable luxury! 'Golden Week Luxury Bento Box'

[Demonstration] Sapporo Market Food Cho Shincho Bento (1 serving) 2,754 yen

[Live Demonstration] Sapporo's Sushi Ryugi: Seafood Bento Box with a Tasting of Three Types of Scallops (1 serving) ¥2,700

[Demonstration] Sapporo Shione King Crab Shoulder Meat Bento Box (1 serving) 3,996 yen

[Live Demonstration] Hakodate <Wanya> Northern Shellfish Feast (1 serving) 3,078 yen

[First-time vendor/demonstration] Sapporo's "Gozen no Tatsujin" Grilled Mackerel Pressed Sushi (1 roll) 1,620 yen
*April 30th (Thu) → May 6th (Wed, substitute holiday)

[Demonstration] Sapporo <Hachikenen> Northern Meat King Mega-Portion Bento (1 serving) 2,970 yen
*4/22 (Wed) → 29 (Wed/Holiday)

[Live Demonstration] Obihiro <Tokachi Butadon Kofuku> A heaping bowl of pork with thick-cut Tokachi pork loin, hamburger patty, and tender braised pork belly (1 serving) 2,700 yen *Limited to 50 servings each day

[Demonstration] Obihiro <Seimiya> Lactic Acid Fermented Pork and Aged Beef Steak Bento (1 serving) 2,376 yen

■Each brand of seafood and meat bento boxes will also be offering a 1,080 yen bento box, limited to 50 servings each day from 10:00 AM!

[Limited Quantity] Enjoy a little bit of famous sweets from all over Hokkaido and get a taste of Hokkaido travel!

[Product example]

Sapporo's Kinotoya Walnut Caramel Sandwiches (4 pieces) 1,350 yen *Limited to 20 sets per day

Wakkanai <Okashika Kojika> Drift Ice Manju (1 piece) 250 yen *Limited to 200 pieces

Hakodate <Gokatteya Honpo> Round Can Yokan (1 piece) 378 yen *Limited to 300 pieces

*Quantities are limited.
*All prices include tax.

[From the press release of Daimaru Matsuzakaya Department Store Co., Ltd.]