Experience the Charms of Yamagata-Shonai at the MEGURIP Event!

Explore the Enchantment of Yamagata-Shonai!

As part of the ongoing series of local fairs, JR East Cross Station is thrilled to host the sixth edition of the "MEGURIP" event focused on the beautiful Yamagata-Shonai area. The event will run from July 1 to September 30, 2026, offering a vibrant showcase of local cuisine, artisanal products, and unique experiences right at the heart of Tokyo Station.

Highlights of the Yamagata-Shonai MEGURIP

During this exciting event, visitors can indulge in a plethora of products made from local Yamagata ingredients. Featured highlights will include collaborations with local businesses, specialty sweets, and traditional regional items created by JR East Cross Station. This initiative is a testament to our commitment to promoting regional collaboration and celebrating the unique flavors of Japan.

In addition, an exciting highlight includes the Yamagata Local Produce Market, which will take place at Square Zero—the dedicated event space located in the basement of Tokyo Station. Here, attendees can immerse themselves in the wonderful and vibrant culture of Yamagata-Shonai from July 29 to August 2, 2026. Visitors will find an array of specialties and have the opportunity to learn more about the region’s attractions through promotional booths.

Discover Yamagata's Local Delicacies

One of the standout features of the event is the introduction of the Yukiwakamaru rice—a premium brand rice that signifies the pinnacle of quality in Japanese rice farming. This brand rice can only be produced by registered organizations that adhere to strict cultivation manuals. Yukiwakamaru is characterized by its well-separated grains, firm texture, and flavorful essence that bursts forth with each bite.

As part of the MEGURIP campaign, several items made with Yukiwakamaru rice will be available at various outlets, including NewDays and NewDays KIOSK. Look forward to enjoying delicious rice balls made with this premium rice during the event, with sales expected to begin around September 2026.

In addition, specialty cookies crafted using Shonai wheat flour will also be on offer at NewDays Mini Tsuruoka Store, showcasing the best of local ingredients through a unique collaboration with Fermectus, Inc., a startup specializing in next-generation fermented protein. Sample exciting treats like savory cookies or chocolate-filled options that highlight the distinct flavors of the region alongside the health benefits of fermented items.

A Culinary Experience at Tokyo Station

The event will extend beyond individual food items, offering various food stalls representing many local companies in Yamagata. From the delicate Okayama Onigiri to savory baked goods from Hanagataya, guests can enjoy a large selection of authentic Yamagata delicacies. For instance, the Sakata Rice Crackers, renowned for their light and crispy texture, and the unique Kokyo Sweets, crafted to reflect the beauty of the region's cultural heritage.

Soba Ichi will also participate in the celebration with a special soba dish featuring the local Yamagata dashi—a refreshing summer option built on the flavors of local vegetables and fish that will keep you satisfied during the warm summer months.

Experience Local Events and Attractions

While indulging in culinary offerings, visitors are also encouraged to embrace the rich cultural tapestry Yamagata has to offer. Join us for festivals and enjoy the famous fireworks at Sakata on September 12, which promises a spectacular show. Don’t miss the opportunity to visit the Tohoku Epson Aquarium, recently redesigned to include an expanded range of jellyfish species—an attraction that continues to draw visitors from all over Japan.

You Are Cordially Invited

We invite everyone to step into the world of Yamagata this summer. Embrace the vast natural beauty, rich cultural heritage, and delicious food in Yamagata-Shonai, where unforgettable experiences await! Join us in exploring the Yamagata-Shonai region through the MEGURIP event and let the journey begin!

With so much in store, don’t miss this chance to indulge in the best that Yamagata has to offer—all at your fingertips at Tokyo Station! For further updates and information, please keep an eye on our website.

Event Details:

- Location: JR East Cross Station facilities and stores, and Square Zero at Tokyo Station.
- Duration: July 1, 2026 - September 30, 2026.

Get ready for an unforgettable summer filled with flavors, culture, and fun! For more detailed information, please refer to our upcoming press releases.