Discover the Flavors of Shinshu at the YOIYOI SHOP Pop-Up Event in Ikebukuro

YOIYOI SHOP: A Taste of Shinshu in Ikebukuro

In the heart of Ikebukuro, from November 13, 2025, to February 28, 2026, a special pop-up event called the "~Shinshu Product Market~ YOIYOI SHOP" will be held at the Yoronotaki Ikebukuro building. This initiative by Yoronotaki Co., Ltd., located in Toshima, Tokyo, aims to bring the delicious and unique flavors of Shinshu to the bustling capital.

A Journey Through Shinshu’s Culinary Delights

Shinshu, blessed with a diverse climate and pure natural resources, is celebrated for its abundance of agricultural produce, including exquisite fruits, vegetables, and distinctive local wines. The region's long-standing tradition of fermentation and preservation techniques adds to its rich food culture, making it a culinary paradise.

The concept behind the YOIYOI SHOP project is framed around the idea of "Indulging in Shinshu's Goodness." The shop will showcase a variety of carefully selected local products, allowing visitors to experience the essence of Shinshu without leaving Tokyo. The initiative focuses on building connections between communities through food, which has been a core principle of Yoronotaki since its establishment in Matsumoto, Shinshu.

The YOIYOI SHOP also aims to support local businesses from Shinshu by providing a platform to directly convey the region's culinary treasures to metropolitan residents. This collaboration highlights the beauty and flavors of Shinshu while promoting regional revitalization and preserving its cultural heritage.

Unique Shinshu Products and Engaging Experience Events

The YOIYOI SHOP will feature an impressive selection of core Shinshu products, including local sake, wine, fruits, processed foods, and traditional sweets typically available only in the region. Visitors are invited to dive into Shinshu’s rich culinary history through firsthand experiences.

Kick-starting the event on November 22, 2025, a complimentary Shinshu wine tasting will be held at the venue. Attendees can explore a variety of six wines from two local wineries, perfectly paired with snacks. Additionally, the event will host a talk session featuring winery representatives who will share the secrets of Shinshu's wine-making, offering insights into the region's natural environment, climate, soil, and grape varieties. This interactive session is designed to deepen attendees’ appreciation of Shinshu's wines and food culture.

First Event: Shinshu Wine Tasting (Reservation Required)

- Date: November 22, 2025
- Time: 10:30, 12:30, 13:30, 15:00, and 16:30 (12 participants per session, five sessions total)
- Venue: Yoronotaki Ikebukuro Building, 3F, 1-10-15 Nishi-Ikebukuro, Toshima, Tokyo
- Content: Tasting six wines, pairing with snacks, and a talk session with winery representatives.

Participants can find more details on the special site, which will launch on November 17, 2025, along with information on Instagram.

YOIYOI SHOP Overview

- Shop Name: ~Shinshu Product Market~ YOIYOI SHOP
- Duration: November 13, 2025 - February 28, 2026
- Location: 3rd Floor, 1-10-15 Nishi-Ikebukuro, Toshima, Tokyo (2 minutes from Ikebukuro Station)
- Hours: 10:00 AM - 6:00 PM (Open year-round)
- Website: YOIYOI SHOP Special Site (Launching on November 17, 2025)
- Instagram: YOIYOI SHOP Instagram

About Yoronotaki

- Company Name: Yoronotaki Co., Ltd.
- Location: 1-10-15 Nishi-Ikebukuro, Toshima, Tokyo
- CEO: Toshiyuki Yamada
- Business Scope: Operations of Izakaya Yoronotaki, seafood izakaya Danmaya Suisan, Ikkme Sakaba, and Korean-style restaurant Kange. Expansion of franchise business.
- Founded: June 1961 (originally established in 1938, with the first Yoronotaki opened in 1956)
- Capital: 500 million yen
- Website: www.yoronotaki.co.jp
- Twitter: @yoronotaki_com