The Best Regional Food from Across Japan Comes to Ueno, Tokyo (Daimaru Matsuzakaya Food Fair)
Sep 2, 2026 · Ueno
[Ueno] The Best Food from All Over Japan! Matsuzakaya Ueno Holds Its "Autumn Umaimono Food Fair"
Overview
Daimaru Matsuzakaya Department Stores is holding its once-a-year regional food fair, the "Autumn Umaimono Food Fair," at Matsuzakaya Ueno. Shops from all over Japan that draw long lines or are getting a lot of attention are taking part, including 551 HORAI, Tamade Kimuraya and Shinasobaya. Options range from Osaka's famous pork buns and a popular Osaka bakery to the first-ever eat-in counter from the famous ramen shop started by Minoru Sano, the "Ramen Demon." Flavors you would normally have to travel across Japan to find are all in one place.
At a regional food fair, carefully chosen famous shops from different regions set up stalls for a limited time. The appeal is that you can explore food from all over Japan without traveling far. The fair runs for one week just before Silver Week, which this year is a five-day holiday for the first time in 11 years, so it is a chance to get into the travel mood early. For people who live in or visit the Ueno area, it is an easy way to go on a food adventure.
Main Shops and Products (all prices include tax)
- Osaka: 551 HORAI [Live cooking] [Numbered tickets] Pork buns (6 pcs) 1,500 yen, shumai (10 pcs) 950 yen, pan-fried gyoza (15 pcs) 660 yen
- Osaka: Tamade Kimuraya Veneziana (1/2 size) 788 yen *Expected to arrive after opening (around 10:00–11:00) and sold on arrival
- Kanagawa: Shinasobaya [First appearance] [Eat-in] Special shoyu ramen / Special shio ramen (1 bowl each) 2,300 yen *Limited to 40 bowls per day
- Hiroshima: Micchan Yokogawa Branch [First appearance] [Live cooking] Beef tendon okonomiyaki (1 piece) 1,836 yen
- Fukuoka: Torikawa Oichi [First appearance] [Live cooking] Rolled chicken skin skewers (10 skewers) 2,160 yen
- Iwate: Ika Oji [First appearance] [Live cooking] The Prince's Luxurious Blissful Cod Fry Burger (1 pc) 864 yen *Limited to 80 on weekdays and 150 on Saturdays and Sundays
Sweets and Featured Products
- Miyagi: Maison Coelacanth [First appearance] [Numbered tickets] Coelacanth Monaka (6 pcs) 2,350 yen *Weekdays only, limited to 200 per day, max. 2 per person
- Kanagawa: Kamakura Beniya [First appearance] [Numbered tickets] Kurumikko, 10 pcs (tin) 2,376 yen *Sat. 9/12 only, limited to 160, max. 2 per person
- Yamagata: Okashitsukasa Yamadaya [Numbered tickets] Hakuro Fukimame (260g) 770 yen *Sun. 9/13 only, limited to 120, max. 2 per person
- Mie: Akafuku [First appearance] Akafuku Mizu Yokan (frozen, 1 box) 1,200 yen; Mie: Akafuku Isuzu Chaya Seasonal Yokan, Chestnut (2 pcs) 600 yen
- Fukushima: Koike Kashiho [Live cooking] Awa Manju (10 pcs) 1,500 yen; Fukuoka: Kasanoya [Live cooking] Umegae Mochi (5 pcs) 900 yen
- Sweet potato special: Saitama: Imofukudo [First appearance] [Live cooking] Baked sweet potato Mont Blanc soft serve 850 yen and drinkable baked sweet potato 600 yen; Kyoto: Imo Kobo IIMO raw sweet potato kenpi, thin-cut, 864 yen; Gunma: Tsubofuku (aged pot-roasted sweet potato shop) pot-roasted sweet potato pudding 490 yen and aged chilled sweet potato 600 yen (limited to 30 pudding cups and 30 potatoes per day)
- Chilled sweets: Hyogo: &EARL GREY [First appearance] soft serve 660 yen each; Osaka: Monte Blanco Mont Blanc soft serve (hojicha, matcha, chestnut) 680 yen each
- Miyagi: Jogi Tofu Shop [Numbered tickets] Sankaku Jogi Aburaage (4 pcs) 720 yen *Limited to 120 bags on the first day and 60 bags per day after that, max. 2 bags per person
- Hyogo: &EARL GREY [First appearance] [Live cooking] Butter mochi (1 pc) 324 yen
About Numbered Tickets
For products marked "Numbered tickets," tickets are handed out to customers who arrive before opening, outside the store in front of Park Place 24. For details, see the special page (https://www.matsuzakaya.co.jp/ueno/topics/260909_akinoumaimono_gourmet.html).
Event Information
- Dates: 7 days, Thursday, September 10 to Wednesday, September 16, 2026, 10:00–19:00 *Closes at 17:00 on the last day
- Venue: Event Hall, 6F, Matsuzakaya Ueno
- Price: Varies by product (all prices include tax)
- Access: Unknown
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