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Miyagi Furusato Plaza Grand Opening

On August 8, 2025, the Miyagi Furusato Plaza officially opened its doors on the B1 floor of the Tokyo Transport Center in Yurakucho, showcasing the essence of Miyagi Prefecture. This much-anticipated permanent shop emerged in response to an overwhelming desire from the public to continue enjoying regional products after the temporary closure of the Ikebukuro location in December 2024. The establishment was made possible through an incredible crowdfunding effort, garnering support from 1,227 contributors, raising over 28 million yen.

A Rich Array of Local Delights

Inside the plaza, visitors can find around 800 carefully selected products from Miyagi, including local favorites like Zunda (edamame paste), grilled beef tongue, and regional sake. The eat-in corner allows guests to savor popular items like Zunda shakes and Zunda soft serve ice cream. With interactive zones where visitors can engage with local producers, the Miyagi Furusato Plaza isn't just a retail outlet—it's a holistic experience for anyone wanting to enjoy the flavors and culture of Miyagi in the bustling metropolis of Tokyo.

History Leading to the Opening

Established in Ikebukuro in 2005, the previous shop became a beloved hub for showcasing and promoting Miyagi’s products, especially during times of crisis. In the aftermath of the Great East Japan Earthquake, the shop saw an incredible increase in sales as many sought to support the region, generating revenue that was 2.5 times pre-disaster levels. However, as the lease concluded in December 2023, it was decided the Ikebukuro branch would close its doors on December 15, 2024. Despite the closure, the Miyagi Prefectural Goods Promotion Association was determined to maintain a presence in the metropolitan area and launched a crowdfunding campaign to establish a new shop, leading to the successful opening of the permanent site.

Celebrity Support and Grand Opening Ceremony

The grand opening was celebrated in style with a ceremony featuring prominent Miyagi ambassador Koichi Yamadera, who participated in a traditional sake barrel opening ceremony, delighting attendees with his enthusiasm. The event witnessed the attendance of local mascots, including “Musubi Maru” and “Sendai-ben Kokeshi,” who welcomed visitors with a warm atmosphere. Special treats such as original festival fans and tastings of local sake were also available, creating an immersive experience celebrating Miyagi's heritage.

Engaging with Local Products

Miyagi Furusato Plaza boasts a diverse collection of locally produced items—approximately 800 distinct products. Customers can shop for various delicacies, including the famous Sanriku fried tofu, renowned in the area for its unique flavor, alongside popular sweets like “Kiku Fuku” known for their delightful texture. The plaza encourages visitors to express their desire for specific regional goods to continually broaden its offerings.

Zunda Delight at the Eat-in Area

Thanks to a collaboration with the esteemed Miyagi tea house, Ocha no Igata, the eat-in area offers Zunda shakes, Zunda soft serve, and matcha soft serve. Customers can select their preferred richness of flavor for the shakes, with prices catering to different budgets. Beyond delicious local sweets, the plaza plans to introduce pairings with Miyagi's locally brewed sake and local delicacies in future menus.

A Hub for Connection and Tasting Events

Visitors will also find a unique interactive sales area where local producers can communicate directly with customers, sharing the stories behind their products and cultures. For the opening, Daichi Foods showcased their signature ebi hamburgers, bringing a taste of Miyagi’s coastal bounty to the forefront.

Seasonal Promotions Ahead

To keep the excitement alive, the plaza will continually host seasonal promotional events. During the initial phase after opening, special offerings include the limited-time sale of the famous Sendai confection, “Hagi no Tsuki,” and sampling events for local delicacies and sake, highlighting the rich flavors of the region.

Store Overview

• - Name: Miyagi Furusato Plaza
• - Opening Date: August 8, 2025
• - Location: B1 Tokyo Transport Center, 2-10-1 Yurakucho, Chiyoda City, Tokyo
• - Hours of Operation: Weekdays 10:30 AM - 7:30 PM; Weekends and Holidays 10:30 AM - 7:00 PM
• - Closed: Open Year-Round (Closed during New Year)
• - Access: 1-minute walk from JR Yurakucho Station, Kyobashi Exit