Exploring Unique Local Treats at EDITed JAPAN SHINJUKU's Grand Opening in Shinjuku
On September 18, 2026, a new retail concept, "EDITed JAPAN SHINJUKU," will grandly open its doors at the Shinjuku Marui Annex in Tokyo, developed by Omori Co., Ltd., led by CEO Masaki Omori. This innovative shop allows customers to purchase local snacks from all 47 prefectures in Japan, starting with just one item.
Omori Co., Ltd. has a rich history of operating retail stores in major stations and airports, gaining valuable insights into customer preferences. This experience has inspired the company to rethink traditional souvenirs, fostering a new way to enjoy local treats.
The shop aims to transition the perception of souvenirs away from being merely gifts or items packed in a box to being enjoyable snacks that customers can indulge in themselves. Each snack is an opportunity for enjoyment, exploration, and rediscovery. It’s about finding that unique piece of Japan that resonates with you.
EDITed JAPAN embodies the philosophy of "editing local experiences," which focuses on curating a range of regional treats and lifestyle items. Besides sweets, the shop also offers local seasonings, rice toppings, ramen, curry, and various lifestyle goods. This selection invites customers to explore the culinary diversity of Japan in various contexts: from personal snacking to gifts for others.
As the brand suggests, "From my snack to someone else's souvenir," customers can conveniently select a treat to try. If they enjoy it, they are encouraged to recommend it to others, transforming their personal indulgence into a thoughtful gift.
EDITed JAPAN will feature over 100 handpicked local sweets, showcasing an array of options. Highlights include:
The store offers a multifaceted shopping experience through six thematic approaches:
1. One by One: Enjoy regional sweets by choosing one snack at a time, ideal for personal consumption.
2. On the Table: Elevate your everyday meals with unique local seasonings and accompaniments.
3. Daily Delights: Discover charming lifestyle goods and tableware that enhance your snacking experience.
4. Re Edited: Create personalized gifts using favorite snacks and selecting from an array of unique packing options.
5. Souvenir Box: A curated selection of box sets containing local favorites makes for perfect gifting.
6. New Face Best Season: Experience seasonal offerings and new products during each visit, ensuring there's always something fresh to discover.
To celebrate its grand opening, EDITed JAPAN SHINJUKU will run a special campaign from September 18 to September 30, 2026. The first 100 customers each day spending 1,200 yen or more will receive an exclusive Tokyo souvenir: CARAMEL MEISTER original caramel—while supplies last.
For media inquiries or wishes to conduct interviews concerning the new retail concept, please reach out through the designated media contact information provided. Omori Co., Ltd., founded in 1958, is based in Kawasaki, Kanagawa, Japan, and is poised to become a key player in reimagining the local confectionery landscape.
EDITed JAPAN SHINJUKU is more than just a snack shop. It is a vibrant celebration of Japan's culinary diversity and local traditions, inviting everyone to take home a piece of the country’s rich cultural heritage.
A Fresh Take on Souvenirs
Omori Co., Ltd. has a rich history of operating retail stores in major stations and airports, gaining valuable insights into customer preferences. This experience has inspired the company to rethink traditional souvenirs, fostering a new way to enjoy local treats.
The shop aims to transition the perception of souvenirs away from being merely gifts or items packed in a box to being enjoyable snacks that customers can indulge in themselves. Each snack is an opportunity for enjoyment, exploration, and rediscovery. It’s about finding that unique piece of Japan that resonates with you.
The Shop's Concept
EDITed JAPAN embodies the philosophy of "editing local experiences," which focuses on curating a range of regional treats and lifestyle items. Besides sweets, the shop also offers local seasonings, rice toppings, ramen, curry, and various lifestyle goods. This selection invites customers to explore the culinary diversity of Japan in various contexts: from personal snacking to gifts for others.
As the brand suggests, "From my snack to someone else's souvenir," customers can conveniently select a treat to try. If they enjoy it, they are encouraged to recommend it to others, transforming their personal indulgence into a thoughtful gift.
Product Lineup
EDITed JAPAN will feature over 100 handpicked local sweets, showcasing an array of options. Highlights include:
- - Eitaro Sohonpo’s "Meidai Kin Tsuba"
- - Yamada-Ya’s "Kiriha-Kashi"
- - Momo no Ya’s "Momo-chan Rice Crackers"
- - Kyoto Kiyosumi’s "Uji Chocolate"
Themed Shopping Experience
The store offers a multifaceted shopping experience through six thematic approaches:
1. One by One: Enjoy regional sweets by choosing one snack at a time, ideal for personal consumption.
2. On the Table: Elevate your everyday meals with unique local seasonings and accompaniments.
3. Daily Delights: Discover charming lifestyle goods and tableware that enhance your snacking experience.
4. Re Edited: Create personalized gifts using favorite snacks and selecting from an array of unique packing options.
5. Souvenir Box: A curated selection of box sets containing local favorites makes for perfect gifting.
6. New Face Best Season: Experience seasonal offerings and new products during each visit, ensuring there's always something fresh to discover.
Promotional Campaign
To celebrate its grand opening, EDITed JAPAN SHINJUKU will run a special campaign from September 18 to September 30, 2026. The first 100 customers each day spending 1,200 yen or more will receive an exclusive Tokyo souvenir: CARAMEL MEISTER original caramel—while supplies last.
Shop Details
- - Shop Name: EDITed JAPAN SHINJUKU
- - Opening Date: September 18, 2026
- - Location: 1F, 3-1-26 Shinjuku, Tokyo, 160-0002, Shinjuku Marui Annex
- - Hours: 11:00 AM – 8:00 PM
- - Closed: In accordance with Shinjuku Marui Annex's business calendar
For media inquiries or wishes to conduct interviews concerning the new retail concept, please reach out through the designated media contact information provided. Omori Co., Ltd., founded in 1958, is based in Kawasaki, Kanagawa, Japan, and is poised to become a key player in reimagining the local confectionery landscape.
Conclusion
EDITed JAPAN SHINJUKU is more than just a snack shop. It is a vibrant celebration of Japan's culinary diversity and local traditions, inviting everyone to take home a piece of the country’s rich cultural heritage.
Topics Consumer Products & Retail）
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