Experience Imabari in Shibuya: A Unique Pop-Up Event
From July 3 to July 29, 2025, the heart of Shibuya will transform into a mini Imabari at the IMABARI Square pop-up event, hosted at Shibuya Sakura Stage. This event, organized by Imabari Akina Shoujia, is designed to bring the essence of Imabari — a city renowned for its peach and fishing resources, as well as its cultural heritage — to the bustling metropolis of Tokyo.
A Month of Imabari Magic
During this one-month event, visitors can experience the best of Imabari through a variety of attractions that change weekly, ensuring that each visit brings something new to discover. From local delicacies to cultural exhibits, the IMABARI Square promises to enthrall attendees with entertainment and education about this charming coastal city.
Highlights:
- - Public Viewing of FC Imabari Matches: Feel the excitement of a live soccer match featuring FC Imabari. The match viewing on July 5 will include a pre-match talk show hosted by Yu Kinoshita, featuring guest appearances from former FC Imabari players. The atmosphere will allow fans in Tokyo to experience the fervor of home games firsthand.
- - Towel Market and Expo: On July 12 and 13, and again on July 26 and 27, attendees can enjoy a towel expo and sale, where they can touch and feel various towels made in Imabari. This attraction serves as a great opportunity to find unique, high-quality towels while participating in an exclusive raffle for visitors.
- - Online Fish Auction of Setouchi Mini Market: Visitors can partake in an online auction of fresh fish from local Setouchi fishermen. This event gives participants the chance to bid on fish that will be processed and shipped directly to their homes, ensuring that they can savor delicious seafood right from the waters of Imabari on July 19.
- - Cultural Workshops: Attendees can gain hands-on experience through workshops, such as a unique tile and bonsai workshop, and a mini-stool making workshop led by local artisans, happening from July 19 to 21.
- - Culinary Collaboration with Chef Aya: On July 26 and 27, renowned chef Aya will showcase recipes using Imabari’s famous blueberries in a collaborative cooking event. Attendees will have the opportunity to taste and purchase these unique culinary creations.
The Purpose Behind IMABARI Square
The IMABARI Square is not just about showcasing products; it's a strategic initiative aimed at expanding Imabari’s reach within the urban metropolitan area. Organizers hope to cultivate a new fan base, stimulate interest in Imabari tourism, and promote the area's urban-rural exchange. By emphasizing Imabari's vibrant cycling routes and high-quality towels, the event aims to create lasting connections with city dwellers who may have yet to explore everything Imabari has to offer.
Through this endeavor, organizers also aim to boost regional economic activity and raise awareness about various aspects such as hometown tax donations and maritime industries, encouraging outside residents to form a bond with Imabari. As the first of its kind, IMABARI Square sets a precedent for future events linking urban experiences with regional culture and is positioned as a pioneering effort to connect cities with local communities.
Don’t miss this exciting opportunity to indulge your senses and explore the many facets of Imabari right in the heart of Tokyo. Mark your calendars and join us in celebrating this beautiful region!