Exciting Launch of & Yogurt's First Event in Shinjuku and Isetan

The Launch of & Yogurt's First Event

The renowned Greek yogurt specialty store, & Yogurt, operated by the company iai, is embarking on an exciting journey with its first event pop-up shops. From May 13, 2026, they will set up at Shinjuku Takashimaya, followed by a grand opening at Isetan Shinjuku on May 20.

What is & Yogurt?

& Yogurt specializes in Greek yogurt, which has its roots in Greece. This yogurt is uniquely made using a straining method to eliminate excess whey, resulting in a thick and creamy texture that resembles cream cheese. After advocating for the use of domestically produced yogurt, the store has ensured the yogurt is not just firm but also smooth and pleasant to the palate. The essence of their name, & Yogurt, encapsulates the desire to allow customers to enjoy a delightful combination of yogurts with a variety of ingredients.

Growth and Expansion

Launched in September 2024 in the trendsetting area of Omotesando, & Yogurt quickly gained attention across social media and various media outlets. By July 2025, they celebrated the opening of their second store in Yokohama, solidifying their place in the market. Their Greek yogurt, made with selectively sourced domestic ingredients and carefully strained, provides a rich, creamy taste that has captured the admiration of its customers, offering a truly unique texture that has never been experienced before. It is this acclaim that has led to the brand's first event-based pop-up shop.

Event Details - Shinjuku Takashimaya

The first event, named "Oshi 100: Yogurt Marche," will allow a dine-in experience from May 13 to May 19 at the basement level of Shinjuku Takashimaya in the Gourmet Square.

Featured Menu

One of the standout items for this event is the special Charcoal Grilled Domestic Beef Salad Bowl priced at 2,300 yen. Exclusively crafted for this event, this dish features charcoal-grilled domestic beef, complemented by rich Greek yogurt, creating a delightful marriage of flavors. The original special salad dressing pairs perfectly, showcasing that Greek yogurt is not just for dessert but can be truly experienced as a main dish.

Additionally, the signature Luxurious Fruit platter with five varieties of fruits served alongside the thick Greek yogurt will be slightly revamped for the event, blended with mild sweetness from Hungarian acacia honey. This beautiful dish is perfect for both newcomers and seasoned Greek yogurt fans.

Prices for Eat-in Menu:

- Charcoal Grilled Domestic Beef Salad Bowl: 2,300 yen (incl. tax)
- Luxurious Fruit: 1,880 yen (incl. tax)
- Beauty Superfood: 1,680 yen (incl. tax)
- Set Drink: 500 yen (drink options include ginger whey, lemonade, pomegranate, and more).

Event Details - Isetan Shinjuku

Following the success of the Shinjuku Takashimaya event, the second event will occur at Isetan Shinjuku under the theme, "Blessings of Milk and Yogurt's Tanginess with Whey Occasionally." This will be available from May 20 to May 26.

Takeout Offerings

The takeout menu provides a variety of options ranging from popular regular items to event-exclusive dishes, allowing customers to experience the world of & Yogurt at home. Notable options include the Greek yogurt shoe, which is perfect as a hand gift, as well as new appetizers such as the & Yogurt Platter.

Prices for Takeout Menu:

- Luxurious Fruit: 1,191 yen (incl. tax)
- Berry Vitamin: 1,191 yen (incl. tax)
- Charcoal Roast Beef Salad: 1,421 yen (incl. tax)
- Greek Yogurt Shoe (various flavors): 881 yen each (incl. tax).

Join Us!

This event represents & Yogurt's debut venture into the pop-up shop scene. We hope that those who often find it challenging to visit our Omotesando or Yokohama locations will take this opportunity to experience our innovative Greek yogurts. Whether you're looking for a hearty lunch bowl or a sweet treat for yourself or a gift, we have prepared an array of delightful options. We eagerly await your visit, especially if you're in the Shinjuku area!

For more updates and event details, don't miss out on visiting our official website or our social media channels: