Starting February 5th, Isetan Shinjuku will be holding the "Great Hokkaido Exhibition," a product exhibition showcasing Hokkaido food and crafts, in the event hall on the 6th floor of the main building. The exhibition will run until 3:00 PM on the 10th.

With the theme of "Hokkaido's Food Landscape," the exhibition will feature popular sweets, local specialties, and crafts loved by people living in Hokkaido. Approximately 70 brands will be exhibiting, including 12 brands making their first appearance.

One attraction will be the coffee shop "Morihiko," which will be opening for the first time at the event. Founded in Sapporo in 1996, Morihiko quickly gained popularity due to its commitment to bean selection and roasting, and has now grown to the point where it has multiple shops in and around Sapporo. It is a popular coffee shop that attracts not only locals but customers from all over the country. "Coffee beans are produced directly under the equator, but it's said that coffee's aroma is stronger when roasted in cooler, drier regions with lower humidity. Like coffee from Seattle or Northern Europe, the more highly acclaimed coffee you go further north, the more likely it is. When I tried Morihiko coffee for the first time on a business trip to Hokkaido, I was so impressed that I was jealous of the locals," said Yoshihide Sugisaki, assistant buyer at the Isetan Mitsukoshi Food Department, who is in charge of this exhibition. Morihiko coffee beans will be available for purchase at the event, and freshly brewed coffee will be available to take away. Among the popular sweets items at the Hokkaido exhibition, Sally's Cupcakes, a cupcake specialty store beloved by Sapporo women, will make its first appearance. They will be selling adorable cupcakes made with freshly baked dough made with high-quality butter and decorated with rose and heart-shaped sugar confections made with buttercream. A special website has also been launched showcasing all 51 sweet items from 20 brands, including the double cheesecake from Sapporo Park Hotel, which layers a special baked cheesecake and rare cheesecake on top of a fragrant cookie dough, and the macarons from Otaru's popular French restaurant, Le Quatrieme. Nuubo, a sister brand of Sapporo's popular miso ramen shop, Ginparou, will be opening its first store in the prepared foods and eat-in area. The store will offer innovative ramen dishes, such as "Tonmiso," a rich, flavorful pork bone-based miso ramen topped with powdered cheese. Other openings include the "Tokachi Shimizu Gyutama Steak Bowl" (Yumea Tomu), which uses Tokachi young beef and fresh eggs, and "ELEZO PARTY," a game dish simmered in red wine. The bar-style shop, which was well-received last time and offers a casual meal with Hokkaido wines and beers, has been upgraded to "Bar TAN (Bar x ISETAN)." The exhibition will feature rare Hokkaido wines and sake that are rarely available in Tokyo, including Ezo fuca, a restaurant located in the heart of Susukino that specializes in Hokkaido ingredients and alcohol.

"We aimed to create a Hokkaido that even locals would want to visit. We wanted to present Hokkaido food that is popular with locals, recreating the dining scenes of Hokkaido residents, rather than just conveying the image of vast land and generous portions." (Sugizaki, assistant buyer)