“Before anywhere else”!? Nationwide pre-sale sweets and “evolved” Hokkaido gourmet food will be available! Early summer Hokkaido product fair

April 24th (Wed) – May 7th (Tue) 10am – 7pm *Closed at 6pm on the last day Matsuzakaya Ueno Store, 6th floor event space

Matsuzakaya Ueno store will be holding the hugely popular "Early Summer Hokkaido Products Fair" from April 24th (Wed) to May 7th (Tue). This time, with the keyword "Before anyone else!?", Hokkaido gourmet food will be on display at a total of 55 stores during the period, including 6 stores that will be opening for the first time! Many noteworthy products will be available, including an evolved version of Hokkaido's famous "Shiroi Koibito" sweets, unique collaboration ramen, and luxurious bubbly bento boxes. It's 14 days in Ueno, Tokyo, where you can enjoy Hokkaido gourmet food before anyone else.

• Nationwide pre-sale! Enjoy the "Shiroi Koibito Roll Cake" before anyone else !

This product is highly recommended by Daisuke Honda, a buyer based in Sapporo at Daimaru Matsuzakaya and a "Northern Gourmet Hunter" !

Sapporo <ISHIYA> Shiroi Koibito Roll Cake (frozen, 1 piece) 2,160 yen

ISHIYA, maker of the classic Hokkaido souvenir "Shiroi Koibito," has released the "Shiroi Koibito Roll Cake" for the first time!

We will be selling a new product currently in development ahead of the rest of the country. This new product features a fluffy cream made with Shiroi Koibito's white chocolate and a moist, white baked dough. You can enjoy it at Matsuzakaya Ueno store "before anywhere else"!

• [Eat-in] The first half is a ramen parent-child showdown! <Mari iida> vs <Machi Chuka Yatai Iida>

First half: 4/24 (Wed) → 30 (Tue)

Menus from Mari iida and Machi Chuka Yatai Iida are competing in one eat-in store! Mari iida, the popular ramen shop run by the mother, is introducing a unique collaboration ramen of ice cream and ramen for the first time. Machi Chuka Yatai Iida, a sister store run by the son, is introducing a new stamina ramen with plenty of pork. Both are sure to look great in photos and videos!

Sapporo <Mari iida> Miso dandan noodles with corn monaka ice cream (1 bowl) 1,380 yen

The creaminess of the corn ice cream creates a smooth and rich flavor like butter!

*Limited to 50 cups per day

Sapporo <Machi Chuka Shokudo Iida> Meat-filled stamina ramen (1 bowl) 1,480 yen

A mega-portioned pork ramen with a clean, light soup and the delicious, sweet flavor of meat!

*Limited to 200 cups per day

Second half: May 1 (Wed) – 7 (Tue)

Sapporo <Chuka Soba Daisan Toro> Duck Soy Sauce Special (1 bowl) 1,580 yen

Duck loin marinated in homemade soy sauce is cooked at low temperature and combined with chicken stock.

*Limited to 200 cups per day

Sapporo <Sushi Ryugi> Premium seafood bowl with jumbo king crab, seared Hokkaido scallops, and six kinds of crab (1 serving) 3,980 yen

The eat-in restaurant Sushi Ryugi, which is extremely popular every time it opens a store, will be back for the second week in a row! It will feature seared scallops from Hokkaido, extra large king crab legs, and six kinds of crab: hairy crab, snow crab, chestnut crab, thorn crab, and Hanasaki crab!

*Limited to 30 meals per day

• A simple yet luxurious "bubbly portion"! A special feature on mega portions where you can enjoy meat and seafood to your heart's content

Sapporo <Sushi Ryugi> Premium seafood bento with seared Hokkaido scallops and six kinds of crab (1 meal) 3,420 yen

A luxurious bento packed with plenty of seafood, including seared Hokkaido scallops and six types of crab.

*Limited to 30 meals per day

Hakodate <Wanya> Red and white scallops and Ezo abalone rice bowl (1 serving) 3,900 yen

Two Hokkaido abalones served generously on top of a red and white scallop bowl!

Sapporo "Shion" Four major crab bento (1 meal) 4,500 yen

This amazing seafood bento is topped with a generous amount of shredded king crab and Hanasaki crab, as well as the leg meat of hairy crab, king crab, Hanasaki crab, and snow crab, with plenty of crab even underneath the crab!

*Limited to 30 meals per day

Obihiro <Kiyomiya> Tokachi Mega-sized Daihiragen Bento (1 meal) 3,500 yen

A mountain of aged beef steak and diced steak!!

■Six seafood and meat bento brands will be offering 1,080 yen bento boxes , limited to 50 units each, available from 10am every day!

• An "evolved" Hokkaido sweet?! The chef's "butter sandwich" and the local dish "imomochi" are must-try!

Sapporo <Patisserie Bliss Bliss> Hokkaido's specialty red bean butter sandwich (1 piece) 290 yen

Chef Nakamoto, who learned his craft in Kobe, has created a butter sandwich packed with the deliciousness of Hokkaido! Smooth butter cream and red bean paste made from Tokachi azuki beans are sandwiched between carefully baked, crispy butter cookies.

Sapporo <J.Farm LABO> Potato mochi various types (1 each) from 216 yen

An adaptation of Hokkaido's local dish, "imomochi"!

• There are plenty of other gourmet treats to try!

Sapporo <FOOD29> Low-temperature cooked lean steak of Hokkaido black beef and Hokkaido pork Genghis Khan bento (1 meal) 2,280 yen

Pork Genghis Khan is set to become a big hit!

Sapporo <Market Meals Cho -KIZASHI-> Shincho Bento (1 meal) 2,484 yen

Abashiri <Rimo> Corn & Haskap Yogurt (double) 650 yen

New flavors available

• [Second Half] From May 1st (Wed) to 7th (Tue), there will be a series of gourmet dishes you won't want to miss♪

Rankoshi <Pâtisserie Frey> Canelé (4 pieces) 1,296 yen

A traditional canelé made by a French pastry chef that is crispy on the outside and moist inside.

Sapporo Nature Enjoyment Club: (Left) Strawberry Farmer's Shaved Strawberry Parfait (1 piece) 880 yen, (Right) Strawberry Farmer's Strawberry Pie (1 piece) 486 yen

A sweets shop that uses "Kiyota Berry" strawberries grown on its own farm.

Chitose (Chitose Tourism Association) Green Asparagus (150g) 1,000 yen

※From around 14:00 each day

*Sales may not be possible depending on weather, traffic, and harvest conditions. The photo is for illustrative purposes only.

■Other popular Hokkaido brands will also be available, including Rokkatei's Marsei Butter Sandwich, Royce's Fresh Chocolate, Ryugetsu's Sanpancho, and POTATOTO FARM's Jaga Pokkuru!

*All prices include tax.