#Japan #Shinagawa #SOU #Ecute Shinagawa #Anniversary Fair

Celebrate the 20th Anniversary of Ecute Shinagawa

Ecute Shinagawa, operated by JR East Japan’s Cross Station Development Company, is set to celebrate its 20th anniversary from September 12 to October 13, 2025. Known for its high-quality and original products, Ecute Shinagawa will showcase a unique fair themed 'SOU,' focusing on originality and connection to the local area.

A Rich History Since 2005

Ecute was born on March 5, 2005, when the first store opened at JR Omiya Station. Following this, the Shinagawa branch opened on October 1 of the same year, transforming the station from merely a transit point to a vibrant hub attracting visitors. As it approaches this significant milestone, the focus remains on fostering a sense of community and providing visitors with satisfaction and comfort.

Themed Products Inspired by the Concept of 'SOU'

The anniversary event will introduce a plethora of limited-edition items inspired by the term 'SOU,’ which reflects various forms of beauty such as layers, harmonies, and seaweed. Several unique items will be available, including:

• - Shinagawa Millefeuille (¥850)

A blend of black bamboo charcoal crepe layered with sweet potato yokan and four colorful creams - strawberry, matcha, butterfly pea, and purple sweet potato. This dessert embodies the artistic layers of 'SOU'.

• - 6-Layer Short Cake (¥2,700)

A cake artfully constructed with layers of raspberry jam, strawberries, rich cream, and moist sponge, showcasing artisanal skill.

• - Layered Matcha Latte (¥715)

A delightful drink featuring a base of roasted tea jelly, offering a unique drinking experience.

• - Opera Cake with Nakayama Chestnut (¥1,944)

A luxurious French cake featuring seven layers to create a dense flavor profile made with chestnut paste and ganache.

In addition to these, specialty collaboration items using 'Takanawa Honey' sourced from local beekeeping initiatives will be available, celebrating the relationship between the area's natural resources and its culinary offerings.

Connecting with the Community

Ecute Shinagawa is dedicated to thriving in harmony with its surroundings. The anniversary fair not only highlights unique products but also engages with local shops, featuring popular items from Shinagawa's shopping districts. Additionally, activities designed to foster community spirit will be held, including:

1. Premium Shopping Certificate Sale: Get ¥6,000 worth of shopping credit for just ¥5,000 on September 12 and 13, for 500 lucky customers.
2. Stamp Rally: A fun activity encouraging guests to collect stamps at various locations throughout the station, culminating in a completed artistic representation of Shinagawa.
3. Gift Flowers: To express gratitude, customers spending at the venue on October 1 will receive a complimentary flower.
4. Special Performances: Collaboration events featuring performances from local school bands and appearances by the station’s mascot.

A Commitment to Quality

Future endeavors aim to maintain and enhance the community-oriented spirit of Ecute Shinagawa, ensuring it continues to be a beloved destination for both local residents and visitors alike. The 20th-anniversary fair signifies more than just a celebration; it illustrates a deep-rooted appreciation for the bond between the station, its products, and the people of Shinagawa.

Conclusion

With its 20th anniversary fast approaching, Ecute Shinagawa is set to offer an unforgettable experience that honors its history while looking forward to an exciting future. Through the exclusive limited products, engaging community activities, and collaborations with local artisans, this fair promises a memorable way to celebrate the journey of Ecute Shinagawa.